Marketing within Hampton Roads is hard enough. But what if the task at hand is marketing Hampton Roads period? Or, to make things more complex, what if the task at hand is branding Hampton Roads? That’s the task that this year’s group of emerging community leaders in “LEAD Hampton Roads” has taken on as a class project. LEAD is a yearlong development program that is a part of the Hampton Roads Chamber, boasting more than 1,200 alumni in its ranks.
As an alum and a former board member, I’m pretty close to the LEAD mission. The group is very connected and passionate about building both a strong region and a strong leadership base for the region as it grows.
I was honored to sit on a panel with some esteemed friends and colleagues at a recent LEAD retreat to talk about the history and background of the market, the never-ending naming debate, and what it would look like to promote the “brand” of Hampton Roads. Each panel member brought a rich background of marketing inside, outside and aboutHampton Roads. I can tell you that in the hour-plus that we talked, we (see the sidebar for who “we” are) barely scratched the surface of what I feel is the real issue the group needs to grab hold of.
The group has to be clear about the objective of branding the region in the first place. There are two very-high-level targets and objectives: 1) those who live and work here, and 2) those we want to live and work here (for purposes of growing the region). If I were this year’s lead class, I would focus on point number 1 first.
I’ve written before of what a brand is and what it is not. It’s easy to get caught up in what it is not. A brand is not a name. It’s not a logo, or an image. It’s not a tagline or a spokesperson. It’s not the number of people that can recall the name. It’s not a product, it’s not a service. These are all elements of the brand. The brand is the embodiment of all of these elements (and more) and their ability to be linked together instantly and subconsciously in the mind of the consumer to conjure an impression. That brand impression is what creates a behavior, and marketing is all about creating behavior. More on that one in another post.
There is, already, a brand that is Hampton Roads. It defines where we live. It has attributes. It has features. It has strengths and weaknesses. It is compellingly different from other regions, cities, and areas of the country. For instance, the fact that our hometown is NOT identifiable with one specific major city (a la New Orleans or Charlotte or Cincinnati … all similarly sized markets) makes it unique. That lack of a central hub fosters geographic and lifestyle diversity different from any of those markets. There are brand impressions, created by the various symbols, cultures, geography, names, trades, communities and historical elements of the brand.
At the core of the brand: essence.
Brand essence. What does the brand stand for? How do the people who ARE the brand define it? What are the organic and emotional elements that make the brand unique and lasting? Why do people come here, live here, thrive here, STAY here? These are all impressions that exist and are deeply, justifiably rooted. When a marketer creates a brand strategy for an existing product, or in this case a region, he or she must define the core essence of the brand, starting with the legacy that already exists. From there you can imagineer a bold brand strategy that embodies new elements and begins to transition impressions over time.
Promoting the brand of Hampton Roads means both understanding the essence of what the brand is and creating a strategy for what we want it to be over time. That is a daunting task. There must be a lot of overlap. Consider the existing essence as a firmly planted pivot foot. If we know where it is planted, we can pivot 360 degrees, addressing all types of audiences and opportunities, without contradicting the true essence of the brand.
A brand core essence is very succinct, but it is not a tagline and it most likely will never appear in an ad. It guides both business development and marketing communication. It is simple, believable and defensible. Most importantly it is honest. All stakeholders need to understand it and believe in it.
What does a core essence look like for a market? Take a look at Las Vegas. I don’t know if the marketing team for the city has articulated a core essence, but to me it’s simple: “unbridled adult fun.” Vegas has always been about fun — the kind of fun you can’t have anywhere else. You can see why a slogan like “What Happens in Vegas Stays in Vegas” is so fitting. But that crazy experiment in the early 90’s to market it as a family destination? Clearly a pivot foot violation.
So my challenge to the class of 2016 is this: define the core essence of our region. Forget about the name. Forget about a tagline. Not important right now. Explore the work that Chris Bonney and the folks at Bonney & Company did in “Envision Hampton Roads” as a starting point. Help plant the pivot foot, and that alone will be a huge accomplishment. And call me if I can help.