The brand for Glendale is an expression of a compelling, unique experience that all of Glendale offers.

The Glendale brand will create an image at the mention of Glendale’s name. It will exist as a promise that is seen and heard through multiple channels of communication. Our citywide brand will promise an experience throughout our City and reflect our ability to deliver on the promise of that experience.

Our brand is not a campaign theme, tag line, or slogan.

The Brand Glendale project will result in:

• A shared brand identity for the future of the City among residents, businesses, governments and community groups.
• A consistent and compelling theme and a focused message to create interest in Glendale as a destination for businesses, industry, visitors, families and events.
• A community web infrastructure and brand tools for everyone to use with a consistent look, feel and message that preserves identities and missions that are unique.
  

Seven qualities of a successful destination brand:


1. Total buy-in. Community leaders and stakeholders from throughout Glendale must believe in the brand.

2. It’s not about advertising. A distinctive, one-of-a kind destination brand wins the hearts and minds of people. Brands are more than names, symbols or slogans. Our brand will be about the Glendale experience.

3. A set of principles. We will establish a set of values and principles to guide use of the Glendale brand.

4. Stand out to stand apart. Glendale’s brand will be based on a set of attributes and factors that distinguish the city from its competitors.

5. Brand evangelists are critical. Everyone in Glendale must be an evangelist for the brand. It will take a team to ensure that messages about Glendale are aligned with the brand promise.

6. Consistency, consistency, consistency. We must stay true to the course by policing the messages as each organization, business or person conveys the brand.

7. Live the promise. A destination brand is a pact with visitors and business. A brand is a pact with visitors and business. A successful brand keeps its commitment and delivers on its promise.