Strategic Branding Plan With the key findings from the SWOT analysis, direction on a brand position/name, and potential audience identified, we can develop a strategic brand marketing plan. Launching and maintaining a brand position messaging program for the TOD development area will establish a distinct and favorable “top of mind” presence with target audiences, including residents, visitors, current and potential business owners, and developers. The following discussion addresses these components of the branding plan:
Font Style v Dominate/subordinate font/text styles and combinations v Type Color(s) (e.g., Panatone swatches) v Copyright fonts, usage and graphic use combinations to protect the brand’s use and exclusivity
• Graphics
Logo
• Media/Advertising
v (Optional, can be developed for the entire project or left to the individual TOD metro developments to create for their neighborhood projects). Suggestion would be to use logo of period streetcar from the Chesapeake line to reinforce the history of the area as an area of individual neighborhoods serve by an early transit line.
• Structural Design/Landscaping • Public Relations • Social Media • Event Marketing
Graphics • Develop Graphic Text, Tagline (Optional) and Logo (Optional) treatment v Retain Graphic Design and/or Advertising Agency to develop the Capitol Way brand’s design elements including:
v Note that logos take up more room in relation to placement with the Brand Name and can hinder the relative size of the text in small area placements. v Copyright logo to protect its use and exclusivity for the brand
Tagline v Optional, can be used to enhance or clarify the project goal; (e.g., Connecting the Past to the Future) v Font BRANDING STUDY Central Avenue-Metro Blue Line Corridor TOD Implementation Project
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