Sign of good timesCity Branding

What is City Branding?

๏ Coherent pieces of communication that when viewed over a period of time, form a bigger, complete picture for…

๏ Stakeholders- Citizens

- Domestic visitors

- Foreign visitors

- Celebrities

- VIPs

Examples

๏ Paris has a comprehensive communication strategy in place for decades-Transportation signage

-Heritage branding

-Tourist branding

-Online communication

-Souvenirs / T-shirts

-More…

Examples

๏ New York prides in itself-Brand New York – “I love NY”

-Sensitive to design – color/ fonts

-Total destination

-Centralised control over branding

-Souvenirs / T-shirts

-More…

Trivia: Graphics over Text๏ No language problem

๏ The eye comprehends a visual faster than text

๏ Fewer errors during installation

๏ If done well, can lend themselves to the brand of a city

Communication in India

๏ If there is a diversion on the road, you are considered lucky, if you see the signage much before the diversion

๏ You have just seconds before you are ‘warned’ of a division in the road

๏ Of course the ‘one-way’ signages

๏ No centralised authority – Govt does not recognise the need for a “branding manual”

At least the humor makes up for the lack

Coming back, why do you need urban signage?

๏ To warn someone

๏ To give someone information

๏ To engage someone to do something

๏ To confess love

๏ ALL THESE WITHOUT THE NECESSITY TO ASK SOMEONE

Perhaps we have too many people to ask ;-)

Types of City Branding… that Bangalore could use๏ Comprehensive Signage - across roads, important places,

police stations, hospitals etc.

๏ One-point official resource - where all information related to Bangalore is available

๏ Use Technology – Customised GPS maps of Karnataka tourism, for example, SMS based discovery services, there is a lot, we as tech capital can do.

๏ Self-service maps - Give people the thrill of discovering by themselves

๏ Pride in our City – We are a great city, why not be proud of it and share our pride – T-shirts, souvenirs etc

๏ Central point – Like Paris uses Eiffel everywhere, we could use the phenomenal Vidhana Soudha OR Lalbagh

Comprehensive signage

๏ Transport guide

๏ Bus-stand guides

๏ Design graphic signages for important places

๏ Plan for road signage

Official resource

๏ Website

๏ One-helpline for all users

๏ Think of foreigners

๏ Think of multiple languages

Are we the kings of Tech?

๏ So why doesn’t it %$*& show in our city?

๏ Bluetooth/ Wi-fi

๏ Entry points

๏ GPS tourism MAP

Self-service

๏ Help people find themselves

๏ Printed maps

๏ Provide information at decision making points

๏ Of course, this is a popular demand. Get the &*%$ infra right

I LOVE BANGALORE

๏ This is a wonderful city

๏ Souvenirs

๏ Online branding

๏ Extend to the whole country

BRAND BANGALORE

๏ Design a city logo

๏ Select one monument of the city that will represent us

๏ Proliferate it

And lest we forget…

๏ It is Bengaluru… Please use that more often. I promise to with my new presentations

Thank you

๏ Remember, an important part of good city branding is you. Keep smiling!

๏ MP Hariharan - Chief Thinker, ReZonant & Thinxworks

๏ mphariharan@rezonant.net