Fresno’s Identity (Brand) Is Worth Believing In
Many have asked me lately why all of the sudden I have become a defender of Fresno. Truth is, I have been a Fresno apologist for a while. Fresno is my home. It is where I grew up and I live here by choice.
I have traveled too. In fact, those who know me well may say I like to travel too much. I have been to most of the largest cities in the nation and some of the smallest. Every time I go away, I appreciate our community more. I spent a few days in New York City in November and again, I was thankful I live in Fresno.
Our community has tremendous challenges but I can say with full authenticity that I believe that Fresno’s identity (brand) is worth believing in.
Recently, there has been a lot of talk about our image and our brand. I had the opportunity to hear the presentation on the Fresno Brand Platform first a few months ago at the annual Fresno Convention & Visitors Bureau luncheon. Truth be told, I felt at the time that the roll out of the platform felt forced and at times awkward at the luncheon. The challenges of rolling out a brand are vast and in many ways, the communication has brought more confusion than it has clarity. That said though, when you get a chance to read the brand platform (and you all should do that now) I have found the brand platform to be very helpful.
The platform isn’t perfect but it is a jumping off point. It begins by stating that is “a strategic base to define who we are – both how we act and how we communicate about ourselves”
The brand platform outlines the Fresno Brand Position as: “Fresno is a culturally and geographically diverse region of California that offers authentic experiences and big city amenities with small town ease.”
What I have found to be especially helpful are the 6 brand pillars as seen by the graphic above. The six brand pillars are a great start to define what makes us unique and define the very best aspects of our identity as a community. The brand platform thoroughly defines each pillar. While we are stronger in some areas than others, each of the pillars represent the very best of Fresno. The pillars offer a duality of both who we are and what we desire to become. Beyond that, I believe the six pillars give us common language and common behaviors that individuals and business’ alike can find helpful and begin go embody.
There are so many great things about Fresno. I would imagine if you are reading this, you likely agree. The trouble is that the pool of Fresnans who feel that our community is a great place to live is sadly I fear, pretty small. It seems the tendency for most in out community is to talk about Fresno in a negative light or at best as bearable. This type of communication naturally leads to behaviors that don’t uplift or support our identity.
We will never be able to authentically market Fresno as an excellent place to live, convention, visit etc. until our collective community really believes that to be true, or at least that it can be. In other words, I feel it is imperative to first convince our own that our community has a lot to offer before we will be able to convince anyone else.
It has always been the “Fresno way” to take what we have for granted and pity ourselves that we aren’t something different. I am embarking on a mission (joining with many already committed to this) to help Fresno residents see that we are a community that should authentically embrace who we are, be proud of what makes us unique and believe in what we can become.
Kim Burley gets this. She is challenging all of us Fresnans to spend the entire month of January (all 31 days) and share something each day that we love about Fresno. Visit the 31 Days of Fresno Page Here. I think her passion and idea is brilliant. Taking time to evaluate the things we love about our community is a great starting point to begin embodying our identity. I hope you start compiling your list and share it with all of us.
Lastly, more than anything else, Fresno is a great city because of the people. The relationships with authentic, hard working, value driven people in our community is to me our most distinguishing feature. It will always be the first thing I say when asked why I live in Fresno. Sure, we have plenty of challenges ahead of us, but authentic relationships seem to always cover a multitude of sins. Our friends and family in this community always make it worth being proud to live here.
I’m in!! Fresno is awesome!
i know we’ve been discussing this on multiple platform (blogs, twitter, etc) and it’s got me thinking a lot about this. i mean, i’ve been a fresno apologist for years. and, i’ve been excited to see a growing fresno crowd in the blogosphere over the last few years. shoot, i started a podcast because i wanted to showcase fresno and the culture i see going on here (theviewlooksgoodfromherefresno.blogspot.com). barry, you’ve got an open invite to come on. we can talk fresno, playland/storyland, whatever else.
this issue has so many facets to it, and the more i think the more i wonder about each new angle. in this post, you’re talking about fresnans falling in love (or at least like) with fresno, and that being the base of our ability to promote fresno. i agree, but i also wonder if people really care where they live. i mean, how many people in city x really go, “i love city x.” or do most go, “hey, i live here,” or something like that?
so i started thinking about different angles to that question. some of it may be answered by why you came to the place you’re at. some break down on that, and possible options for each
-native of city x – ambivalent – it’s someplace to live
– likes/loves – this is my city and i enjoy it
– hates it – i can’t wait to escape even if i never do
-expatriot of city x – ambivalent – meh, i used to live there, wev
– like/love – i miss that place, and wish i were there
-hates it – that place sucks, which is why i left, i love (allegedly) where i am not
-newcomer/adoptee to city x – ambivalent – you got it, it’s someplace to live
– like/love – i chose this place, or moved for work, and i’ve bought in to what this place offers
– hates it – i moved here for work/family/whatever and wish i wasn’t here.
okay, when these options are out there, it doesn’t look as different, but within each there are varying degrees, and even other answers. i think we don’t even need to really move everyone to the like/love position. i think we just need to get more people at ambivalent, at least those that are here. those that left will think whatever they want, and like someone trying to fit in they’re often going to slight whatever they left behind, so who cares. we can look at honest complaints and address issues, but any changes we make should be done to improve the lives of those here. and not for the sake of some marketing campaign.
i’ll stop for now.
Ed,
I think you bring up some really good food for thought. I think especially the question of how many people really care where they live is an interesting question. Maybe most don’t care or maybe they have just never been asked to care or given a reason to care? Either way, it would seem to me that if Fresno is ever to get to where you and I wish it would, we need more people to care.
I also thought the angles of the different types of people was interesting as well. You are right, the experience is going to be different for each person and the message will probably need to be tailored that way as well. It is such a complex issue and I am just now really starting to think critically about it. A bit late I know, but better late than never. I appreciate all you do and I have listened to the podcast several times. I’d be happy to chat with you guys on the podcast anytime.
I think the most important thing is the conversation on how to fix these issues can’t stop. We need more voices and more ideas. I feel strongly, the solutions are out there. We need to have a freedom to suggest ideas, thoughts and concerns.
I believe Fresno is a great city. I was raised in Fresno and enjoy telling people about our city, and why they should visit here. I worked at the Fresno Convention and Visitors Bureau for over 15 years, selling this city to conventioneers. Our clients enjoyed coming here; many were repeat business for our hotels, restaurants and shopping centers. Fresno hosted over 300 conventions per year, which equates to millions of dollars coming into our local economy. That’s right; hotels, restaurants, and even our shopping centers, felt the impact of the conventions.
After marketing the City of Fresno for over 15 years; I do not believe that having a brand slogan or a new logo is going to encourage visitors to our city, but marketing to conventions and travel agencies will. Get back to basics, the Fresno CVB should be inviting our conventions back to Fresno again not spending our tax dollars on marketing companies.
I was born and raised in Fresno, and subsequently attend CSU, Fresno (preferably known as Fresno State). It is a great city to raise a family. I truly hope the City of Fresno can create brand recognition that can transcend county lines. While I moved away, I am still extremely proud to call Fresno home (and defend it every chance I get).