rebranding your high street - squidex.mkmapps.com · task force rebranding your high street? 2 3...

High Streets Task Force | 14 June, 2020

June 2020

Rebranding your high street

Click here

to start

High Streets Task Force Rebranding your High Street ?

Welcome to this interactive e-learn from the High Streets Task Force.

This series of training programmes has been designed to give you an awareness of the different frameworks and approaches to renewing your high street, now even more important as places move to recovery and transformation as a result of COVID-19.

This is an interactive e-learn: simply follow the prompts and click on the green buttons to progress. The icons to the right will always be at the top of your screen.

Please click the green arrow in the bottom-right hand corner of your screen to start.

Go back

Hello

Move forward ➔

?

? Return to this guide

Home (contents)

Restart chapter

Click here

Next

Click to see what’s

next


2

3What does

rebranding

involve?

1Learning

objectives

4How you can

apply the

principles of

rebranding

5Recap &

summary

Contents

What is

rebranding?

Contents

This training session consists of five key areas, designed to equip you with the knowledge and awareness of rebranding as a strategy for high street renewal.

To return to this page at any time throughout the session, simply press the icon in the top right-hand corner of your screen.

To start, please click the green arrow in the bottom right-hand corner.

You can also access content by selecting one of the chapters to the right.


1 Learning Objectives

As a result of completing this Rebranding your High Street training session, you will have achieved the following learning objectives:

To evaluate the relevance of Rebranding as an approach to high street renewal;1

Next





To evaluate the resource implications of Rebranding, and whether it’s right for you;2

Next






To appraise how Rebranding relates to the other strategic approaches.3


2

3What does

rebranding

involve?

1Learning

objectives

4How you can

apply the

principles of

rebranding

5Recap &

summary

Contents

What is

rebranding?

Contents

You have now completed Section 1.

To begin Section 2, please click the green arrow in the bottom right-hand corner.

You can also revisit content from Section 1 by selecting it from the Contents on the right.


2 What is ‘rebranding’?

First – let’s start by understanding what ‘rebranding’ actually means, and how it can be applied to high streets and local town centres. Select each heading to find out more.

We first need to understand

the term ‘place branding’




• Often it’s considered that a city’s branding process centres

on logos, slogans and events aimed at promoting, selling

and marketing places. This implies the crucial elements of

forming place brands are adverts & visual identities.

• This misunderstanding significantly limits the

effectiveness of place branding. Advertising and

promotional activities should not be disregarded – but they

are only a small part of the wider place branding process.

• Place brands are not created in the design of a logo –

instead in people’s encounters with the place. Place

brands have many co-creators that engage in a process to

construct them by exchanging ideas, experiences and

feelings about the place. Places are complex entities with

multiple identities – this cannot be easily depicted.


the term ‘place branding’So what does rebranding mean?




• Often it’s considered that a city’s branding process centres

on logos, slogans and events aimed at promoting, selling

and marketing places. This implies the crucial elements of

forming place brands are adverts & visual identities.

• This misunderstanding significantly limits the

effectiveness of place branding. Advertising and

promotional activities should not be disregarded – but they

are only a small part of the wider place branding process.

• Place brands are not created in the design of a logo –

instead in people’s encounters with the place. Place

brands have many co-creators that engage in a process to

construct them by exchanging ideas, experiences and

feelings about the place. Places are complex entities with

multiple identities – this cannot be easily depicted.


the term ‘place branding’So what does rebranding mean?

• Rebranding focuses on the communication of a high street

or town centre’s image and identity.

• Local place users may find the place experience meets or

exceeds expectations, but its image is still problematic.

Rebranding therefore aims to improve or change the image.

• Rebranding should be viewed holistically, rather than simply

from a promotional view. A wider and more comprehensive

view of what actually contributes to branding a place can

offer a range of solutions and wider set of tools that towns

can use to recover.

• It requires research and analysis of perceptions of your

town, a clear vision and strategy, and participation from a

broad range of stakeholders to be successful.


2

3What does

rebranding

involve?

1Learning

objectives

4How you can

apply the

principles of

rebranding

5Recap &

summary

Contents

What is

rebranding?

Contents



You can also revisit content from previous sections by selecting them from the Contents on the right.


3 What does rebranding involve?

To make place branding contribute to the development of towns and cities, several preconditions need to be met. There are three pillars that make up the foundation of the place branding process.

Click the first pillar to find out more.1 2 3

Foundations

of Rebranding


1

Analysis2 3

1. Analysis

• Analysis is an essential part of any place

branding project.

• Internal & external market research is vital to

achieve the necessary understanding of the

place, its audiences, potential and aims – which

are cornerstones of place brand development.

• This stage of analysis helps you develop a solid

grasp of what makes up the place’s image (how

it’s perceived by people) and what the place

means for people.

• This is crucial for the development of a

sustainable place brand, as is the evaluation of

the place’s potential for the future in relation to

the external environment.

Click the first green tick to move on.


Foundations

of Rebranding


1

Analysis2 3

To make place branding contribute to the development of towns and cities, several preconditions need to be met. There are 3 pillars that make up the foundation of the place branding process.

Click the second pillar to find out more.


Foundations

of Rebranding


1

Analysis3

2. Strategy

• This understanding of what constitutes a place’s

brand in the Analysis pillar leads to the

development of a vision for the place and the

strategy that will be followed.

• Place branding actions implemented in isolation

that don’t adhere to a wider place reputation

strategic framework are unlikely to achieve long

term effects for the place.

• Even the most appealing and creative

promotional campaign or a well-organised event

can only bring temporary results if they are not

aligned with a strategic vision of what the

place’s stakeholders aim for the future.

Click the second green tick to move on.

2

Strategy


Foundations

of Rebranding


1

Analysis32

Strategy

To make place branding contribute to the development of towns and cities, several preconditions need to be met. There are 3 pillars that make up the foundation of the place branding process.

Click the third pillar to find out more.


Foundations

of Rebranding


1

Analysis

2

Strategy

3. Participation

• The need for strategic alignment highlights the

significance of stakeholder participation for

effective place brand development.

• Why do we need this? The nature of places and

place brands themselves are complex, multifaceted,

dynamic and participatory.

• Place brands are often developed without

stakeholder involvement. This can lead to

stakeholders feeling a lack of ownership over the

brand and produce a negative reaction.

• Place brand development that is only chosen by

local authorities or consultants can ignore the

significance of the brand for people who live in the

place & are interested in its development. In order

for stakeholders to endorse and advocate the brand,

their involvement is necessary.

• As we move through and beyond the COVID-19

pandemic, the importance of community

involvement in all aspects of place improvement

activity cannot be understated. Involvement in place

brand development is just one aspect of this.

3

Participation


Foundations

of Rebranding


These are the 3 pillars that make up the foundation of the place branding process.

What does this mean in practice?

Click the green arrow to explore the stages of a place branding process.3

Participation


1

Analysis

2

Strategy

Foundations

of Rebranding


Effective place branding implementation consists of 5 interrelated and overlapping stages of the participatory place branding process.

Click the green arrow to explore these 5 stages.

The branding process3 What does rebranding involve?


Research

• Involves a detailed account of resources available

in your place and an investigation into the internal &

external environmental factors that affect it

• This could include perception studies of current and

potential image

Aim: to evaluate the current situation and its

potential for future development

Next



DeliberationResearch

• The core group of stakeholders discuss and propose a

strategic vision for the place

• Stakeholders could include: local authorities, tourism offices,

local chamber of commerce/industry, sectors (e.g. retailers,

leisure, transportation), external consultants or experts

Aim: to formulate and articulate a meaningful

proposition of a vision (not necessarily the final one)

Next



Deliberation ConsultationResearch

• Extensive dialogue is initiated with local

communities on the proposed vision and future

• Includes seeking commonality between

organisations, institutions and other places that

might be mutually beneficial

Aim: to hold discussion & consultation with local

communities to refine the vision and strategy

Next



Deliberation Consultation ActionResearch

• When measures are taken & tactics implemented

• Actions will inevitably include infrastructure development

improvement, implementation of hygiene/social-distancing

measures, & regeneration initiatives

• This stage relies on place making

Aim: take action to enrich the “opportunities” offered

to place audiences (including residence, work,

leisure, education, investment & general quality of life).

Next



Deliberation Consultation ActionResearch Next


What is place making?

Place making is the process of the

community coming together to

reimagine and reinvent places, in this

case town centres. Now even more

important as a result of COVID-19 and

the necessary temporary/permanent

alterations required.







Deliberation Consultation Action CommunicationResearch

• There is a clear need to actively engage in

communication of the place’s benefits and

improvement efforts, particularly throughout the

COVID-19 recovery and transformation phase.

• The previous stages of the process will provide

content for communication

Aim: to make all interventions

and efforts known to the public



For analytical and planning reasons, the branding process consists of these 5 stages with different aims.

However, when implementing place branding projects and strategies, the stages are interdependent and overlapping in both context & timeframe. It is therefore important to consider:


Deliberation Consultation Action CommunicationResearchClick here to

recap the

process





All activities in the

stages are branding

measures. They are all

parts of the branding

process and not separate

activities

1


Click here to

recap the

process




All activities in the

stages are branding

measures. They are all

parts of the branding

process and not separate

activities

The vision for the

future place and strategy

are not finalised in

‘deliberation’, they are

propositions that need to

be revisited

1 2


Deliberation Consultation Action CommunicationResearchClick here to

recap the

process


2

3What does

rebranding

involve?

1Learning

objectives

4How you can

apply the

principles of

rebranding

5Recap &

summary

Contents

What is

rebranding?

Contents





The findings from the High Streets UK 2020 project help us understand how you can rebrand your high street or town centre.

The High Streets UK 2020 project involved retail experts, academics, town centre managers and key High Street stakeholders from 10 partner locations across the country in a knowledge exchange process for building a framework for High Street intervention.

From this project, the Top 25 Priorities for high street vitality and viability were identified. Some of these closely relate to rebranding – and they are featured below.

4 How you can apply the principles of rebranding






AppearanceVisual appearance & cleanliness,

inc. management of social-

distancing aids




distancing aids

AttractivenessPlace attractiveness, inc. how safe the

place is perceived to be (e.g. adequate

hygiene/distancing measures in place).









ExperienceInfluenced by the place brand,

facilities, events, and infrastructure.







distancing aids





Networks & partnershipsStakeholder relationships are

crucial for participatory branding









distancing aids


Place marketingHow a town centre communicates

and promotes itself is vital to

encourage positive perceptions














distancing aids





These factors show that a brand

contributes to the reputation of a

place, and place branding has the

potential to revitalise town centres




Place marketingHow a town centre communicates

and promotes itself is vital to

encourage positive perceptions








distancing aids


We will now look at three towns that participated in a rebranding exercise as part of the High Streets UK 2020 project.

We will learn:

• About the town;

• Why there was a need to rebrand;

• What the findings were;

• What happened as a result.

Click on each of the locations to find out more.

AlsagerHolmfirth

Altrincham


Click here when you are ready to move on


About

Alsager

Why the

need to

rebrand?

What were

the

findings?

What

happened?

Alsager

• Alsager is a classic “sleepy” town with

a population of 12,500, located in

Cheshire, England.

• Originating as a farming Hamlet, it

expanded during the Victorian Period

when the Railway made it a popular

and attractive place for the wealthy to

live away from the potteries.



About

Alsager

Why the

need to

rebrand?

What were

the

findings?

What

happened?

Alsager

• Alsager had been undergoing major changes – featured

to the right.

• These changes might have led to confusion between

local stakeholders about what type of town Alsager is

and what town they want it to be in the future.

• In workshops and meetings, it became evident that the

town is in need of rigourous market research that will

eventually inform the place branding process and assist

stakeholders in decision-making regarding its future.

Closure of Manchester Metropolitan

University’s Alsager campus

Loss of manufacturing businesses

Improvements in & around the town

centre, including a new anchor store

Plans for future housing developments



About

Alsager

Why the

need to

rebrand?

What were

the

findings?

What

happened?

Alsager

Without detailed research, the

people of Alsager still agreed on a

perception: Alsager…

• Is a big village rather than

small town;

• Has great community spirit;

• Has a village feel;

• Strategic vision needs to

prioritise community spirit &

friendliness

This was often based on

perceptions that could lack

knowledge. Place branding is

complex and therefore requires

relevant information that may be

unknown to place stakeholders

This highlights the necessity of research as

a starting point for any place branding.

Extensive research can:

✓ Engage more stakeholders

✓ Avoid future conflicts

Stakeholders agreed future research and

analysis on footfall, catchment area, user

behaviour, shopping preferences and

residents’ perceptions can reveal the town

centre’s challenges

People in Alsager agreed the

centre lacked definition and had

no real identify – a serious

challenge to its resilience



About

Alsager

Why the

need to

rebrand?

What were

the

findings?

What

happened?

Alsager

Dialogues & discussions between local

stakeholders had been problematic in the

past with a ‘tell us what to do’ attitude

People in Alsager became highly engaged with the

rebranding process and felt the brand was embedded in

their own values, making it easier to communicate

Almost half of negative associations people

linked with Alsager related to

communication, promotion & marketing

Stakeholders decided more effort should be put into

promoting a positive image of the town. The “It’s All

About Alsager” initiative was successful on social media

and for engaging stakeholders

Communicating the present place brand was felt to only have a short-term impact on the town’s

vitality & viability – linking back to an absence of proper research



About

Altrincham

Why the

need to

rebrand?

What were

the

findings?

What

happened?

Altrincham

• Altrincham, a market town outside of

central Manchester, was one of the

first market towns in the country. It has

a population of around 52,000.

• Due to a number of damaging factors,

the town was dubbed a ‘ghost town’ in

the media.



About

Altrincham

Why the

need to

rebrand?

What were

the

findings?

What

happened?

• In 2010, Altrincham was labelled as the UK’s bleakest ghost

town by the media due to its noticeably high retail vacancy

rates.

• A number of factors had led to the decline of this market town

– featured to the right.

• Despite positive developments for the town, including the

Market and Historic Market Quarter redevelopments, there

are still negative perceptions and therefore more needs to

be done to communicate positive messages for the town.

37% shop vacancy rates in 2010

Close proximity to Manchester city

centre and Trafford Centre mall

Economic downturn

Altrincham



About

Altrincham

Why the

need to

rebrand?

What were

the

findings?

What

happened?

In 2011,

the Altrincham

Forward initiative

brought together key

stakeholders in a

single partnership to

drive forward change

and turn around

Altrincham’s fortunes

with a collaborative

approach towards its

redevelopment

Markets, as key elements of

the market town “brand”, can act

as catalysts for change in

towns, can transform a place to

a unique, multifunctional social

centre that is relevant to the

needs and interests of local

people and visitors

For example:

• Action: includes infrastructure for

town functions

• Deliberation: acts as the core of a

vision & strategy

• Communication: a vehicle of

communication of the brand

Markets in fact cut across the different

stages of the place branding process

we have already covered

The current Altrincham brand is

based on the concept of “Modern

Market Town”

Despite town

regeneration

and the

revamping of

the town centre

and market,

local people

are not

engaged and

not aware

Altrincham is

changing

Altrincham



About

Altrincham

Why the

need to

rebrand?

What were

the

findings?

What

happened?

Local support is low and the place brand is

downplayed in communications, such as word-of-

mouth between local people, retailers and potential

investors

Poor perceptions and vacancy rates are still

deterring anchor stores and young

entrepreneurs from investing

in the town centre.

The rebranding process in Altrincham needs to

emphasise communications and promote town events

and festivals in the town centre to bring local

communities closer and support the town

Altrincham Forward identified communication as

key – they started working on social media

activity & ways to engage residents.

Communications about successful stories can

also attract new businesses & investors.

Altrincham



About

Holmfirth

Why the

need to

rebrand?

What were

the

findings?

What

happened?

Holmfirth

• Holmfirth is a small town in Holme

Valley, West Yorkshire, with a

population of around 5,000.

• For most people, it is known as the

setting of Last of The Summer

Wine, a long-running TV sitcom

that showcased the beautiful rural

setting that surrounds the area.



About

Holmfirth

Why the

need to

rebrand?

What were

the

findings?

What

happened?

• Last of the Summer Wine’s popularity drew in thousands of

tourists every year, but since its cancellation in 2010, these

numbers continue to shrink.

• This emphasised the need for a diversified economic base

and creativity in choosing the focus of the place brand.

• There were other factors besides the TV show’s demise

that led to the town’s decline – featured to the right. It

became clear that more than marketing & communications

was needed to revive Holmfirth.

Popular TV show cancelled

Poor retail diversity

Lack of confidence from local

people in their town

Holmfirth



About

Holmfirth

Why the

need to

rebrand?

What were

the

findings?

What

happened?

Town stakeholders

such as Keep

Holmfirth Special, a

partnership with a

mission to

contribute to the

wellbeing of the

town, are firm

believers of

reshaping the

town’s

identity

Holmfirth

However workshop

participants were quite

pessimistic on the chances

of implementing a

participatory place branding

approach

People understood the town

needed to be more appealing

and reinvent itself

This showed the

communication and

participation barriers in the

town and lack of resources

to raise awareness and

interest for participation

Residents were unaware of

the existence of a town

partnership until they attended

the workshop

Therefore a need to inform,

educate and map different

stakeholder groups was

seen as essential to refine

the vision & strategy

There was no clear vision for

the Holmfirth brand due to

many scattered groups and

individuals



About

Holmfirth

Why the

need to

rebrand?

What were

the

findings?

What

happened?

Stakeholders were encouraged to work together in

groups to answer what makes Holmfirth special

The level of agreement was particularly high

and the exercise worked to preliminarily form

the brand

There was a high level of involvement and the

connection between participants when thinking

about their place and how it can improve

This shows the important role of engaging

stakeholders in the right context and regularly

to build place brand values with local people

Holmfirth



2

3What does

rebranding

involve?

1Learning

objectives

4How you can

apply the

principles of

rebranding

5Recap &

summary

Contents

What is

rebranding?

Contents





5 Recap & summary

This section contains a summary of all the key learning points on Rebranding your High Street.

First, let’s recap some of the key takeaways from this session.


5 Recap & summary



Q1 What are the five stages of the place branding process?

Research, Deliberation, Planning, Action, Promotion

Research, Deliberation, Consultation, Action, Communication

Research, Deliberation, Decision. Action, Communication

a

b

c


5 Recap & summary

Q1 What are the five stages of the place branding process?

Research, Deliberation, Planning, Action, Promotion

Research, Deliberation, Consultation, Action, Communication

Research, Deliberation, Decision. Action, Communication

a

b

c

The place branding process consists of the five stages below.

Whilst distinct stages, they are all interdependent and overlapping,

each highly important to a successful place branding process.

Click here to revisit the

place branding process


Research

• Involves a detailed account of resources available

in your place and an investigation into the internal &

external environmental factors that affect it

• This could include perception studies of current and

potential image

Aim: to evaluate the current situation and its

potential for future development

Next

The branding process5 Recap & summary


DeliberationResearch

• The core group of stakeholders discuss and propose a

strategic vision for the place

• Stakeholders could include: local authorities, tourism offices,

local chamber of commerce/industry, sectors (e.g. retailers,

leisure, transportation), external consultants or experts

Aim: to formulate and articulate a meaningful

proposition of a vision (not necessarily the final one)

Next



Deliberation ConsultationResearch

• Extensive dialogue is initiated with local

communities on the proposed vision and future

• Includes seeking commonality between

organisations, institutions and other places that

might be mutually beneficial

Aim: to hold discussion & consultation with local

communities to refine the vision and strategy

Next









Aim: take action to enrich the “opportunities” offered

to place audiences (including residence, work,

leisure, education, investment & general quality of life).

Next









Next


What is place making?

Place making is the process of the

community coming together to

reimagine and reinvent places, in this

case town centres. Now even more

important as a result of COVID-19 and

the necessary temporary/permanent

alterations required.



• There is a clear need to actively engage

in communication of the place’s benefits

and improvement efforts

• The previous stages of the process

provide content for communication

Aim: to make all interventions

and efforts known to the public



5 Recap & summary



Q2 Which foundation of place branding is described below?

Analysisa Strategyb Participationc

Stakeholder involvement is required for effective place brand development, as the

nature of places and place brands themselves are complex, multifaceted and dynamic.

When place brands are developed without stakeholder involvement, it can result in a

negative reaction or disregard the feelings of people who live there.


5 Recap & summary

Q2 Which foundation of place branding is described below?

Stakeholder involvement is required for effective place brand development, as the

nature of places and place brands themselves are complex, multifaceted and dynamic.

When place brands are developed without stakeholder involvement, it can result in a

negative reaction or disregard the feelings of people who live there.

Analysisa Strategyb Participationc

Participation is one of the three foundations of place branding. In

order to effectively implement place branding for your high street or

town centre, these three key foundations need to be considered.

Click here to revisit the

place branding foundations


1

Analysis2 3

1. Analysis

• Analysis is an essential part of any place

branding project.

• Internal & external market research is vital to

achieve the necessary understanding of the

place, its audiences, potential and aims – which

are cornerstones of place brand development.

• This stage of analysis helps you develop a solid

grasp of what makes up the place’s image (how

it’s perceived by people) and what the place

means for people.

• This is crucial for the development of a

sustainable place brand, as is the evaluation of

the place’s potential for the future in relation to

the external environment.

Rebranding

Foundations of rebranding5 Recap & summary


1

Analysis3

2. Strategy

• This understanding of what constitutes a place’s

brand in the Analysis pillar leads to the

development of a vision for the place and the

strategy that will be followed.

• Place branding actions implemented in isolation

that don’t adhere to a wider place reputation

strategic framework are unlikely to achieve long

term effects for the place.

• Even the most appealing and creative

promotional campaign or a well-organised event

can only bring temporary results if they are not

aligned with a strategic vision of what the

place’s stakeholders aim for the future.

2

Strategy

Rebranding



Rebranding

1

Analysis

2

Strategy

3

Participation


3. Participation• The need for strategic alignment highlights the

significance of stakeholder participation for effective

place brand development.

• Why do we need this? The nature of places and place

brands themselves are complex, multifaceted, dynamic

and participatory.

• Place brands are often developed without stakeholder

involvement. This can lead to stakeholders feeling a lack

of ownership over the brand and produce a negative

reaction.

• Place brand development that is only chosen by local

authorities or consultants can ignore the significance of

the brand for people who live in the place & are

interested in its development. In order for stakeholders to

endorse and advocate the brand, their involvement is

necessary.

• As we move through and beyond the COVID-19

pandemic, the importance of community involvement in

all aspects of place improvement activity cannot be

understated. Involvement in place brand development is

just one aspect of this.


5 Recap & summary

Rebranding your High Street is one of the four key strategies for high street renewal identified by the High Streets Task Force. Here’s a recap of what we’ve covered today and the significance of Rebranding.

The 3 foundations of place branding –

analysis, strategy and participation – are vital

parts of a town centre’s rebranding strategy –

now more crucial as a result of COVID-19


5 Recap & summary






The place branding process has five

distinct stages which naturally overlap and

are all interdependent. They are:

Research > Deliberation > Consultation >

Action > Communication


5 Recap & summary











• There is a clear link between town development and place

branding. Using this place branding approach can help town

authorities to solve immediate problems.

• Place branding can also provide town centres with a vision

and strategy.

• A holistic view of place branding is more helpful than simply a

promotional one. It provides a set of solutions & tools to use,

and engages local stakeholders when rebranding.


5 Recap & summary











and strategy.




Place brands can ‘talk’ to your local residents’ emotions and

inspire them to engage in discussing the town’s future, showing

the potential for rebranding as a town strategy.







analysis, strategy and participation – are

vital parts of a town centre’s rebranding

strategy.










and strategy.




Place brands can ‘talk’ to your local residents’ emotions and

inspire them to engage in discussing the town’s future, showing

the potential for rebranding as a town strategy.

5 Recap & summary


Rebranding is only one of

strategic framework for high streets. To find out more about the other Rs, please visit our website or get in touch with us to see how we can help.

Reinventing Restructuring

Repositioning Rebranding

The

4Rsof renewal


5 Recap & summary

Have you achieved the learning objectives for this Rebranding your High Street training session?



To appraise how Rebranding relates to the other strategic approaches.3

High Streets Task Force | 71

Course Complete

Click here to

Restart courseTo exit, simply close

this interactive PDF

Thank you for taking part in this Rebranding your High Street training

session.

We welcome your feedback – please get in touch with us to pass on your

thoughts, comments, and suggestions.

rebranding your high street - squidex.mkmapps.com · task force rebranding your high street? 2 3...

Documents