City of Fort Walton Beach recently issued the following announcement.
In early 2021, the City of Fort Walton Beach launched a branding project to find out "exactly who we are and where we want to go." The need for a city brand is not a new concept in Fort Walton Beach. The idea has been discussed for many years among city leaders and the business community to establish a baseline for marketing, messaging, visual consistency and revitalization.
An identified city brand affects the entire community and has many benefits. Messaging and marketing among stakeholders (businesses, government organizations, residents, etc.) align: all parties talk about the community in the same tone. The ability for regional, state and national recognition is greatly enhanced: the city becomes an identifiable topic of positive conversation. Economic and business decisions are easier to see and understand: locals share messages about the direction the city is headed. Negative perceptions can be overcome: residents and businesses embrace the community and engage in positive discussions
The project's "discovery phase" included citywide information gathering from residents, business owners and key stakeholders. More than 180 participants shared input and valuable information with the city's consultant, no luggage Brand Strategies, through one-on-one conversations and community collaboration sessions. The result of this phase of the project has been summed up in this report.
The next phase of the project is underway and will include the development of creative elements such as a brand story, promise, character, position and tone of voice. These foundations will become the baseline for marketing, messaging, visualization and revitalization for Fort Walton Beach, and will also inspire a sense of community pride.
Once the final phase is complete, a report will be shared with the community. This information will provide the City with the direction to create a new logo, tag line, talking points, and a general look for all marketing and messaging moving forward. Stay tuned for details.
Original source can be found here.
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