How to use this guide – think of it like a cookbook!
This guide offers BID practitioners insight into how a brand is developed and applied within the BID context. It also includes easy-to-follow “recipes” for measuring the impact and effectiveness of a BID’s branding efforts, defining a BID’s branding needs, and engaging a qualified branding consultant. Each recipe is designed to offer BID practitioners a step-by-step set of actions, together with an understanding of key implementation details, including level of difficulty, magnitude of cost, lead time, and necessary partners.
The Recipes
Key Definitions and Ideas
Brand – An identity assigned to a product, service, place, or experience
Brand Equity – The value of the public’s brand awareness, positive perception, and loyalty
Brand Positioning – The unique value a brand presents to its target audiences. In the case of BIDs positioning, determines whether a brand is consumer- or business-facing.
Core Image – Images that communicate positive brand attributes
Core Messages – Key messages communicated to the public
Core Personality – Human characteristics associated with the brand
Target Audience – The desired users, visitors, stakeholders, and community
B2B – Business to Business
B2C – Business to Consumer
First things first … defining a brand strategy
What makes BID branding unique?
BIDs walk an extremely fine line between branding their district as a place to visit or shop versus branding their organization. Unlike shopping centers and malls whose management entities are largely invisible to the public, BIDs must strike a delicate balance as quasi-governmental organizations established through the City’s Urban Land Use Review Process (ULURP) and ultimately by a vote of the City Council. BID leaders are acutely aware that they are subject to the input of elected leaders and city officials in addition to their assessment-paying members. This makes the question of what to brand and who to brand for a very loaded question – one that BID leadership must determine before moving ahead with a branding effort.
Generally, there are two elements that can be branded, the district and the organization. These can be branded separately (ideally with a shared language and identity) or together under a single logo and name. B2C (Business to Consumer) branding is often used to brand a place and raise its profile and identity in the public consciousness. A B2C brand is all about the consumer — it is used to increase visitation and spending by raising awareness of the district’s offerings with residents, visitors, students, and office workers. Consumers may not be aware, nor do they necessarily need to be, of the behind-the-scenes administrative apparatus (i.e., the BID) that is at work continually improving the overall visitor experience.
Another kind of BID branding is B2B (Business to Business) branding. Unlike consumer-facing branding and marketing, the focus of a B2B brand is to raise awareness of the BID itself to businesses, property owners, residents and public sector stakeholders. The goal here is often focused on ensuring that those who pay for the assessment attribute the positive impacts of BID activities to the organization. This organizational visibility is important to ensure that a BID is recognized for its good work and this is particularly important for small- and medium-sized BIDs whose budgets are often augmented by resources and support from elected officials and public sector agencies.
Downtown NOLA versus Downtown Development District
![](https://s3.us-east-1.amazonaws.com/rpa-org/work/downtown-nola.png)
B2C branding example
![](https://s3.us-east-1.amazonaws.com/rpa-org/work/downtown-development-district-branding.png)
B2B branding example
BID Branding in Practice
Brands that Do Double Duty
Some brands try to split the difference between B2B and B2C branding by creating a single visual identity, using both a logo and name that doubles as an identity for both the district and the organization. Center City District in Philadelphia is an example of a visual identity that does double duty as both an organizational identity and emphasizing a place. Most downtown visitors who see the district’s logo and name on street furniture and signs are unaware of the organization that exists behind –the scenes. The name “Center City District” does not necessarily suggest an organization, but rather a place.
![Centercity district branding resized](https://img.imageboss.me/general/width/300/quality:80/general/centercity-district-branding-resized.png?bossToken=6405b1ff6c9b515aaf727d784021bf9dd184d7916458117adb7d140486a57249 171w, https://img.imageboss.me/general/width/600/quality:80/general/centercity-district-branding-resized.png?bossToken=a8c7d701308a4c5e036b685d5d65cd497e6e045cf4275cd3013fd126d1952457 343w, https://img.imageboss.me/general/width/900/quality:80/general/centercity-district-branding-resized.png?bossToken=520bd6639e9a3503e027b34a6f0bba839f19a3e1038226c2931dc85b4daffdc0 514w, https://img.imageboss.me/general/width/1200/quality:80/general/centercity-district-branding-resized.png?bossToken=b521a3f69b3a2da47543793dd0fb7f6cc2ffca962c10e2a401de73f1f6af3061 686w, https://img.imageboss.me/general/width/1500/quality:80/general/centercity-district-branding-resized.png?bossToken=b73352663897a03b7147f94790f70c1639a81f7f8522e470ac9474f130f53d90 857w, https://img.imageboss.me/general/width/1800/quality:80/general/centercity-district-branding-resized.png?bossToken=8510658e3ef16f7aaf6625cd4ca32a3767042cb6adb7edc71f1cc4fa9ea8cf3f 1029w, https://img.imageboss.me/general/width/2100/quality:80/general/centercity-district-branding-resized.png?bossToken=d819967f1fc24a5a283b7e09bc28753188e9a07bd2ee22f1975e9dd502e91bd8 1200w, https://img.imageboss.me/general/width/2400/quality:80/general/centercity-district-branding-resized.png?bossToken=8a7c0abce46f5d67888b6b62fa9bd47d057b51da54d786dc4296e2fdb4214d5b 1371w, https://img.imageboss.me/general/width/2700/quality:80/general/centercity-district-branding-resized.png?bossToken=57a03daa428658199666ce5eff64741f9377d5f5f79f81758aef514183e808a4 1543w)
The Hollywood Partnership is another example of a logo and visual identity that does double duty. In this case, the organization is called “The Hollywood Partnership”, which clearly identifies it as an organization, rather than a place. Yet the standalone logo, which is used on street furniture and staff uniforms, creates an impression tied to Hollywood as a place, not just an organization.
![Hollywood partnership branding resized](https://img.imageboss.me/general/width/300/quality:80/general/hollywood-partnership-branding-resized.png?bossToken=ae6d606acad68ca4711ae6168b14fbdcb3ff1dee57b442dfd7c167f619b947f8 171w, https://img.imageboss.me/general/width/600/quality:80/general/hollywood-partnership-branding-resized.png?bossToken=1036ba2b5bc92cd8d614413ff38bbe00f2fa7c323940934e41b110e04edde9f9 343w, https://img.imageboss.me/general/width/900/quality:80/general/hollywood-partnership-branding-resized.png?bossToken=0107482d8badf60e15e0d9059922551f7b764342654f0541fc30d1716d279f58 514w, https://img.imageboss.me/general/width/1200/quality:80/general/hollywood-partnership-branding-resized.png?bossToken=6641ee502792484c869dcc873d57eac977d33a2a55294437ac4956f81dbc7421 686w, https://img.imageboss.me/general/width/1500/quality:80/general/hollywood-partnership-branding-resized.png?bossToken=82ff3e3c2b6a71e6662a1a24daec1c8326af1ae731f9c413e8c73b913f23cdba 857w, https://img.imageboss.me/general/width/1800/quality:80/general/hollywood-partnership-branding-resized.png?bossToken=c4371ed738d1c6c01e12d7d37e19767d216ae0603d2197cf0a41e8d67d282b8e 1029w, https://img.imageboss.me/general/width/2100/quality:80/general/hollywood-partnership-branding-resized.png?bossToken=7c6cc6ef7cdf09202af55f039a34d85e988ff7bda9492fdfe37abac254547897 1200w, https://img.imageboss.me/general/width/2400/quality:80/general/hollywood-partnership-branding-resized.png?bossToken=4c5d8c3550c1aeecbd5b171f612d24cfd9f6b0896fdce1902830485532f4f535 1371w, https://img.imageboss.me/general/width/2700/quality:80/general/hollywood-partnership-branding-resized.png?bossToken=c84af217938482725cdc961252b029deda0c110565a57c93547945c89c35f8b5 1543w)
Consumer-Facing Brands
A bit closer to home, the Meatpacking District is an example of B2C branding. When a visitor lands on the website, the emphasis is on “Meatpacking” with a landing page that includes Instagram links about businesses and events for the public. At first glance, there is little outward indication that there is an organization working behind the scenes. Instead, users must look further into the website to find a dedicated page that describes the BID as an organization.
Business-Facing Brands
In contrast, the Long Island City Partnership takes a marketing approach that is clearly B2B in focus, with an emphasis on providing businesses and investors with information to inform their decision-making processes. This reflects the different priorities each of these BIDs have and how those priorities influence what they are trying to accomplish with brand expression.
BID Brand Examples Summarized
![Brandmatrix](https://img.imageboss.me/general/width/300/quality:80/work/brandmatrix.png?bossToken=7fe3e5748054c61207ef525054b7e720eb59d39de1c197580060f6838da67c23 171w, https://img.imageboss.me/general/width/600/quality:80/work/brandmatrix.png?bossToken=8e9766166fa9de393030abc498e30f28f6187a31fa21168984946af71ce20a32 343w, https://img.imageboss.me/general/width/900/quality:80/work/brandmatrix.png?bossToken=9705012ba045a195ccb7284251750100a393313f434e3c885fe392498c6359db 514w, https://img.imageboss.me/general/width/1200/quality:80/work/brandmatrix.png?bossToken=210735adcdff7984a610a2f6c11cfa0e9cb4623e704b0f99d6c8b185a2ce0f32 686w, https://img.imageboss.me/general/width/1500/quality:80/work/brandmatrix.png?bossToken=c13508d6cd7609f27d877d94646db3318dd7a62e5b5e62d4d938f1f0d6fac73e 857w, https://img.imageboss.me/general/width/1800/quality:80/work/brandmatrix.png?bossToken=a80eb786a3373799b6363b2c777c2a68b7cfb54e963206468e2f0429bf960923 1029w, https://img.imageboss.me/general/width/2100/quality:80/work/brandmatrix.png?bossToken=a70c4aaa66cbb7a425f4d001c8c72bb19963e8e35bf2a12949e35cb0f6448cdd 1200w, https://img.imageboss.me/general/width/2400/quality:80/work/brandmatrix.png?bossToken=7093d6ce635b1de7bbda08114d16faf060e45f5812c5047b3558ecfe8d74d576 1371w, https://img.imageboss.me/general/width/2700/quality:80/work/brandmatrix.png?bossToken=1018ae21cfe713bd1a85079d778db600debfa2797f8ab038fbf5e5b7d087e73c 1543w)
A BID’s B2C or B2B visual and messaging assets are often deployed across a variety of places and spaces, from the built environment to print and digital media. A BID’s B2C brand may be used on street furniture (e.g., light pole banners, wraparound decals for trash cans, benches, planters), storefront window decals, parade signs, murals, and digital marketing (e.g., website, newsletters advertisement banners, social media). In contrast, a B2B brand might be more appropriate for print materials such as brochures and annual district reports that are aimed at informing members and/or attracting new tenants and investors to the district.
Examples of B2C brand goals – target audiences are residents, visitors, and consumers
Retain existing and attract new visitors
Support increased spending in local businesses
Build brand awareness and set an experience expectation for the consumer
Boost credibility and trust
Examples of B2B brand goals – target audiences are rate payers, businesses, and investors
Attract more businesses and investors
Differentiate your district from other districts as a place to conduct business
Build brand awareness
Build trust and credibility with potential tenants and investors
- Identify your Branding Needs – determine what elements of a brand identity you wish to develop as part of your efforts. A professional branding firm can develop elements for you following outreach and research into the target audience to ensure alignment of the deliverables with established goals. Typically, a branding exercise will include the following:
- Visual Elements, such as
Logo: a BID logo is a visual representation of the district that is memorable, recognizable, and aligned with the district’s identity and values. It should be designed in a way that communicates the district’s purpose, goals, and authentic offerings.
Color Palette: a set of colors that are used consistently across all marketing materials and communications. The colors should represent the district’s identity, experience, and personality.
Typography: these are the fonts and typefaces used in the branding materials. They should be legible and consistent across all materials and aligned with the district’s visual identity.
Imagery: these are the photographs, illustrations, and other graphics used in the branding materials. These should be high-quality and relevant to the district’s identity and values. - Messaging Elements, such as
Tone
Messages
Taglines - Brand Guidelines: Written summary of brand identity and messaging to ensure consistency across marketing materials and communications
- Implementation
Print or Digital Campaigns
Website
- Visual Elements, such as
- Set Aside a Budget – the costs of creating a brand for a BID is variable and dependent on many factors, such as the scope of the project, the level of complexity of the visual and messaging elements, and the implementation items included, such as a campaign or associated website. (You can download a budget template that can be adjusted for your needs.) However, some typical cost ranges include:
- Engage a branding partner
- Research and shortlist branding firms with experience in BID branding. Shortlist three to five branding firms that seem to be a good fit. This list might also include community colleges and visual arts students from local colleges or universities to keep costs down.
- Request proposals. Provide each potential branding partner with a detailed brief that outlines your established branding needs, goals, and target audiences. Provide them with a budget and timeline.
- Review and evaluate proposals based on factors such as approach, methodology, expertise, creativity, and cost. Schedule interviews with the top two or three firms to discuss their proposal in more detail and ask questions. Then select one and get started.
![HP Branding Example 1 1](https://img.imageboss.me/general/width/300/quality:80/work/HPBrandingExample-1-1.png?bossToken=734c3057f37a7de78b0df5ab13e4c9dd834ca9f1f2df7de30e12543f6c15ee61 171w, https://img.imageboss.me/general/width/600/quality:80/work/HPBrandingExample-1-1.png?bossToken=c97edff14883831be5961df2fa41d336b7f5d69b2bf907b581f5ac29b6875c64 343w, https://img.imageboss.me/general/width/900/quality:80/work/HPBrandingExample-1-1.png?bossToken=faabf3b0dc2a45673d5a6e726dbb0b8fab53e47b898550ac7b48c57c911f4ef9 514w, https://img.imageboss.me/general/width/1200/quality:80/work/HPBrandingExample-1-1.png?bossToken=d34ad035015da3449e02c7f19c0e30d79be7ab28d4294401af6cf8c0a3421650 686w, https://img.imageboss.me/general/width/1500/quality:80/work/HPBrandingExample-1-1.png?bossToken=44b572d90b7cbb961076ada1cbf991d6520e06cf951c0c6b1b0ce48c074f7f0d 857w, https://img.imageboss.me/general/width/1800/quality:80/work/HPBrandingExample-1-1.png?bossToken=b59a7ae38badcd7ec1d3149488e6ab01bdfb021bafadcc5724cb7c454fe4f070 1029w, https://img.imageboss.me/general/width/2100/quality:80/work/HPBrandingExample-1-1.png?bossToken=04de86f6145bb6d6b0f01f6e05485de7e29578bcd9214f1c81320f1780d143a6 1200w, https://img.imageboss.me/general/width/2400/quality:80/work/HPBrandingExample-1-1.png?bossToken=4694952671c54b3bee366dab3454db5b64fec6f7c70170b3769513267d826209 1371w, https://img.imageboss.me/general/width/2700/quality:80/work/HPBrandingExample-1-1.png?bossToken=2341aabe35c8cbc2fbd3223fdb33153d446721de3e4b410ccc1c176c0c430dc2 1543w)
Examples of elements of branding and how to implement them.
![Schlitzaprk](https://img.imageboss.me/general/width/300/quality:80/work/Schlitzaprk.jpeg?bossToken=ab58c8e1dce2e12e26cbf39082b47fb3460768fa303d989698520e2e9e000c5a 171w, https://img.imageboss.me/general/width/600/quality:80/work/Schlitzaprk.jpeg?bossToken=d15c1326e5232a0b5242a125bc294377763e84770ec0f873b897e6951019497e 343w, https://img.imageboss.me/general/width/900/quality:80/work/Schlitzaprk.jpeg?bossToken=a7506f9206e50dd43260927207cc8dc05f502dc31ea79de47dc08965c9916e2a 514w, https://img.imageboss.me/general/width/1200/quality:80/work/Schlitzaprk.jpeg?bossToken=3de998aae9b6732974a7911a1382f160598b88f8c07dcf0c19e203691b65660d 686w, https://img.imageboss.me/general/width/1500/quality:80/work/Schlitzaprk.jpeg?bossToken=262cda6926471a9bd73f33676b6dde78c9265bac5de449496ccd9285442e5116 857w, https://img.imageboss.me/general/width/1800/quality:80/work/Schlitzaprk.jpeg?bossToken=169f1ce2ee1a91071a56f5a30399ed69cf1c7940869c067fadd75a0e46ca21bf 1029w, https://img.imageboss.me/general/width/2100/quality:80/work/Schlitzaprk.jpeg?bossToken=18046849975b83c4d2dd6003c1239acf3d38e3b4fa43cf9cb512547daaeffa98 1200w, https://img.imageboss.me/general/width/2400/quality:80/work/Schlitzaprk.jpeg?bossToken=0ea264c369e2fc2f56095ae14e9bb183a970aba421bcf6dd4b06de39440ab15e 1371w, https://img.imageboss.me/general/width/2700/quality:80/work/Schlitzaprk.jpeg?bossToken=ff734f7c604e16d80e788ad6306ae2c6771fbbc7a6fcbcf881a5e07d24ad5950 1543w)
The Downtown Milwaukee Business Improvement District commissioned a mural that defines the destination of Schilz Park and offers a nod to Milwaukee’s legacy and history as a home to many breweries.
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Milwaukee Downtown Business Improvement District #21 (BID #21) was established in 1998 to support the interests of the downtown Milwaukee business community. BID #21 funds a wide variety of initiatives and programs aimed at creating a clean, safe, friendly, and economically thriving downtown neighborhood for all to enjoy. Milwaukee Downtown currently manages approximately 150 downtown city blocks representing over 400 commercial property owners.
Project Objective and Overview from RFP
The 10,000 square-foot mural in the center of the historic Schlitz Park campus is visible to 4,000 daily Schlitz Park employees and countless Milwaukeeans across downtown and along the Milwaukee River.
The new mural on the Powerhouse wall is an integral piece in Crestlight and TPG’s plan to not only invest money but fully embrace the rich history of Schlitz Park and celebrate the legacy that gives so many Wisconsinites nostalgia for being on campus. The mural will not only be a statement for Schlitz Park but a narrative for Milwaukee.
Tips for Turning a District’s Brand into Public Art
Public art is a wonderful element of placemaking and a potential inspiration for place branding. If there is existing public art in a district, BID practitioners may decide they want to incorporate it into their brand identity.
- Create a BID brand that embraces and highlights the public art in the neighborhood but maintains its own identity that can be evergreen.
For example, pole banners with pictures of neighborhood public art with the BID’s logo and/or design elements. Please note, maintaining a distinction between the BID’s brand and the artist’s work is important as there may be instances when artists or their work are no longer accessible, appropriate, or open to partnership.
Be diligent in understanding and renewing licensing and copyright agreements with the artists whose work you may showcase in the district.
Communicate with property owners and developers in the district about the Visual Artists Rights Act (VARA) which provides certain artists rights over work even if it is not their property.
Public art and brand identity can also work in the opposite direction. If practitioners have developed a brand identity that hinges on creativity and innovation, they may turn to public art in the neighborhood to reinforce that concept.
When recruiting artists for new public art projects in the district, keep the district’s brand, vision, and messaging at the forefront of the RFP/conversation.
- Work with artists on the development of works that would complement the district’s brand identity for seamless integration into the website, marketing materials, etc.
For example, consider the palette of the artwork and how that may work with the brand’s existing color family.
Resources
- ICSC Guide to Improving Tenant Mix
- Storefront Activation Toolkit prepared for the Commonwealth of Massachusetts Rapid Recovery Program, 2020
- The CultureHouse Handbook: How to Create a Pop-Up Community Space
- Shopify What is a Pop-Up Shop and How to Set Up one
- Musicant Group Toolkit for Activating Storefronts
Acknowledgements
Authored by
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Larisa Ortiz
Streetsense, Managing Director, Public Non Profit Solutions
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Emily Morin
Streetsense, Research Analyst
This checklist and the BID Toolkits were developed thanks to generous support from the NYC Department of Small Business Services and The Association for a Better New York (ABNY).
Funded By
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Produced With
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