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<br />~ <br /> <br />Brand Positioning Development <br /> <br />Situation Summary <br />Ramsey Town Center is in a transition phase as it works to define a new brand position <br />and build community alignment. Current brand awareness is based on past publicity <br />and is notrelevant to the future potential of the property. The attributes of the Ramsey <br />Town Center brand are not defined or well known outside discrete entities, creating <br />barriers to securing new merchants, service providers and residents. <br /> <br />The City of Ramsey has conducted initial research and development plans with <br />Landform Planners and Engineers. This project led the City to retain its promise to <br />create a place where people "Live. Work. Play." The next step in the revitalization of <br />Ramsey Town Center is to establish a brand position that will give the development an <br />unassailable competitive advantage in attracting new merchants, service providers and <br />residents. <br /> <br />Constituents as a whole have a myopic view of the development and lack <br />understanding of the relevance to their community. Although skeptical, constituents <br />have voiced support of the City of Ramsey in this endeavor and the City has the <br />opportunity to design a clear message to stakeholders that can re-establish trust. <br />Through the brand positioning process the City of Ramsey will gain insights necessary <br />to create true differentiation in the marketplace for Ramsey Town Center. <br /> <br />What is Brand Position? <br />Your brand is your promise <br />Your reputation is the performance on that promise as perceived by a third party <br />Your brand position is the position you hold in the mind of your stakeholders <br /> <br />In its simplest form, brand positioning is mental sorting. Stakeholders mentally group <br />similar products, services or institutions to compare and contrast based on their speCific <br />needs and desires. Positioning occurs passively if an entity does not actively define a <br />place for their brand in the mind of the stakeholder. <br /> <br />There are three ways positioning of Ramsey Town Center can occur: <br />. Stakeholders can position the development <br />. Competition can position the development <br />. The City of Ramsey can position the development <br /> <br />The first two options are the least desirable because stakeholders and competitors will <br />putthe business into many boxes that mayor may not be accurate. <br /> <br />In defining a position for Ramsey Town Center, LEVEL will define a competitive brand <br />position that is: <br />. Meaningful to your stakeholders <br />. Differentiated from the competition <br />. Believable to your stakeholders <br /> <br />V L <br />