FAQs
1. What is Community Branding?
Your brand is what people say about you when you’re not around. In other words, your reputation! Just like people or products, communities have reputations based on all the different experiences people have had with a community over time. Branding is the process of changing, clarifying, refining, or improving that reputation.
The first step in our community branding initiative is conducting research to figure out what Bee Cave’s existing reputation is. At the same time, we will conduct research to determine Bee Cave’s greatest strengths and what makes our community special and unique. This allows us to look at where we are reputation-wise and where we want to be based on our greatest strengths. We can then come up with creative tools, strategies and advocacy programs that help close the gap between the two.
A new brand won't solve all our problems. What branding can do is focus people on the positive differentiators in Bee Cave, which can help us stand out as a preferred location. The stronger and more defined our reputation, the more people will want to live, do business and visit here.
2. Are a brand and a logo different?
A brand is not a logo or a tagline. A brand is a set of ideas and images (such as a logo) that set an expectation of what our community is about. Our brand is our unique story. Through this process, we have designed a new logo and a tagline, but it is only part of the entire process.
3. Why so much research?
Data is the primary driver for uncovering the Bee Cave brand. A statistically significant body of quantitative and qualitative research ensures the brand is informed by the reality of the perceptions from all consumers, residents and stakeholders. Throughout this process, our marketing firm conducted research both in-person with small groups in the community, one-on-one with various stakeholders and through surveys both within and outside of Bee Cave.