Citizen Feedback Loops: How to Leverage Public Input in City Branding
It is easy nowadays to assume that social media is all you need to collect citizen feedback.
However, effective city branding isn’t built on pandering to the masses online. Rather, it’s a proactive process for engaging your constituents, collecting public input, and incorporating it into your city branding initiatives.
As you are revising, building, and developing your city brand concepts, consider the following steps toward building a powerful citizen feedback loop.
Citizen Feedback Step #1: Build Your Citizen Input Group.
To develop a strong citizen feedback loop, start with an integrated approach that combines community consultation and your own explanation of what the city’s vision is for a unique brand identity.
When seeking public input, work to determine who makes up your target audience, what their experience has been like, and what their overall perception is of your town and its offerings.
But be careful! Do not allow the latest fads and trends to influence your city brand if they are not supportive of your vision.
Citizen Feedback Step #2: Mind the Research.
Once you’ve built a sound community group, implement a research process to gather useful citizen input about your city brand identity and reputation.
Personal interviews, surveys, social media monitoring, and online review sites will all help determine whether your existing or proposed municipal brand aligns with the experience people have when visiting your city or town.
Citizen Feedback Step #3: Structure Your Public Input Survey.
During the research phase of your citizen feedback process, consider the following questions:
- How does your downtown or main street stand out?
- How would people rate the overall atmosphere and amenities of your city?
- Why do people feel affection for the city?
- How can that feeling be communicated to tourists and visitors?
Citizen Feedback Step #4: Apply Your Findings.
Once you have a good representation of the facts (strive to get at least a 10% response rate), seek out trends in the public input. The survey data should give you a good idea of whether your current brand is effective or if it needs to be revamped to meet your civic and economic goals.
Ultimately, the citizen feedback loop process will help you to develop powerful city branding that will promote your city and drive economic growth and pride.