In politicial decisions, majority rules. Maybe that is why decision makers in Augusta Maine will deciding its branding by popular opinion.
According to an article I read on line, they are asking people to vote for the best logo and the best tag line…
There are 3 different positioning choices: the capitol, the river or their history. Tag lines may be switched with logos if a different tag line wins than the logo it’s paired with. (I’m not sure which positioning the tag line “all roads lead here” represents… maybe the river?)
Oh my. I’m not sure I’d even want 5 people voting on the colors to decorate my living room with the potential to swap elements… let alone important branding and marketing decisions for a state’s capitol. I think its the classic case of not trying to offend anyone.
They did a couple of things right. Figure out the unique positioning. Focus on what’s different about Augusta. Niche is good. Have a visioning session.
Funny thing, I was surprised that they didn’t pick up on something that Augusta has that no other city in the entire USA can claim. Augusta is the most Eastern city in the US, so the sun hits the city before anyone else in the country. Wouldn’t something “first” or “early” be a stronger positioning? (just another opinion!)
Many organizations struggle with branding. Instead of looking to customers, potential customers as well as the other stakeholders, often the decision makers will survey their friends and family to make a decision. I guess asking the residents (and everyone else!) to vote is better than making a decision in a total vacuum.
How do you think they could have improved the outcome of their branding?
4 thoughts on “Augusta Maine Selects a Branding Strategy by Committee”
I’ve been to Augusta, so I voted… but the voting page doesn’t send you to a thank you page - it just clears the fields so you don’t know if you really voted or not. That’s a mistake…
Are they really wanting the opinion of everyone that finds their site? Are they going to throw out the info if you’re not a resident of Augusta? The article has more info and should have been linked to the survey to give voters more info…
It is kind of scary to leave your branding up to the general public - as they may “like that pretty blue that reminds me of grandma’s quilt” more than the actual design!
I think they should pick a tagline / slogan and THEN work on the logo - it muddies up the waters when you try to do both at once - when you have a clear idea of what you want to say it’s easier to create a visual.
Looking forward to learning the results!
Thanks for waking my marketing mind this am!
Thanks so much for your comments. I didn’t vote because I didn’t think it was the right thing to do. I have to agree with you on the tag line and logo not working well together if you don’t have one first. Clearly some of the logos work with the river focus but not so much with a capitol focus.
I appreciate you taking the time to write.
great post,…thanks for sharing tips and idea in branding strategy. We will come back often.
Once again, thanks!
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