Branding is a way of looking at relationships between a customer and a product or service, which takes into consideration all aspects of the relationship and aspires to establish an emotional connection. It goes beyond communication related issues and includes the ways in which a product or service is delivered. It helps to define how this particular set of relationships is distinguished from others so as to create a competitive advantage.
Once the brand is created, organizations or businesses are required to manage all aspects of its activities so as to further strengthen and enhance the relationship and guarantee the promised experience.
In 2006, as the Downtown DC Business Improvement District prepared for its legislative reauthorization, we set out on a mission to uncover Downtown's identity and discover the attributes that make this community unique. The resulting brand positioning addresses those who have the influence, opportunity and drive to have a positive impact on Downtown's shape and character. The benefits accrue to everyone that gains from a strong, diverse and sustainable Downtown.