Branding Campaign: Ready for Phase II

Hey Nashua – let's give them something to talk about!

That is the idea behind the city's branding campaign, currently in progress by a company out of Nashville, North Star Strategies. 

"Your brand is what they say about you when you're not around; branding is what you do about it," said North Star's Community Brand Supervisor, Adam Winstead, who ran through a quick power point presentation for the Board of Aldermen Tuesday night, outlining some of the conclusions reached over several months of surveying consumers and competitors.

"What was really interesting is that Nashua's most distinct and relevant advantage is that it is where personable intersects with high tech," Winstead said. "Nashua fosters harmony between high tech and humanness."

Another plus for Nashua is location, as it's well within range of the greater-Boston high-tech region, Winstead said.

Also on the upside: Nashua is a great shopping and dining destination, and provides unique access to higher education and diversity. There is also a perception of cooperation between the city and the business community, and Nashua scores points for affordability, friendliness, and its quaint river city charm.

However, there's a disconnect for young professionals, which Winstead said is not just going to present a challenge for Nashua's branding campaign, but an opportunity.

North Star's resume includes branding campaigns for McKinney, Texas, branded as "Unique by Nature;" Brookings, SC, "Bring Your Dreams;" and Providence, RI, "The Creative Capital" – with a giant orange play-on-words capital "P" for a logo.

A review of brand campaigns for some of North Star's other municipal clients via the company's website underscores the key byproduct of branding, which is economic development – an outcome Nashua is hoping its $105,000 investment in the campaign will achieve.

Several Aldermen followed up with questions, including Alderman Mark Cookson, who wondered if stemming the so-called "brain drain" of college grads moving out of state could be addressed through a branding campaign.

Winstead said once a "brand message" was established, his company could provide the city with tools and techniques to aid in attracting young professionals looking for a proven high-tech destination such as Nashua.

Alderman Jim Donchess asked what impact improving the reputation of the city's schools might have in attracting a pool of young professionals.

Winstead said based on North Star research, young professionals were more likely drawn to the city's strong higher education offerings and high-tech job market, over public schools.

Winstead said the next step to developing the branding campaign will including "adding emotional language" and developing a brand narrative to identify the city's strongest assets.

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Weigh in: What should the city's "tag line" be? Do you still like "The Gate City," or is there a better way to sum up Nashua's vibe? Bring your best brand ideas to the table by adding them below in the comments field.