PHOTO CREDIT: Costanera Creative
WHAT IS BRANDING?
The City of Burien will utilize branding
as a tool to support economic development in six ways:
1. Differentiate from our competitor cities
2. Communicate our vision and values
3. Retain existing and recruit new businesses
4. Drive sales and other tax revenue
5. Guide strategic marketing efforts
6. Build awareness and enhance community pride
Branding is a Key
Priority of the Burien City Council.
At its January 2015 Retreat, the
Council identified branding as a top priority for City action this year. The
need for a strong, professional brand for Burien came through rounds of input
from the business community as well as residents during the Economic
Why does Burien need a brand or re-brand?
Burien already has a brand – one
that is increasingly defined by outsiders who fail to capture our community
spirit, attractive location, and unique flavors of our diverse residents and
businesses. It is time to own our brand and use it to share the strengths of
our community, the ingenuity here, and the opportunities to come. It will help
us to market ourselves, attract a hotel, and differentiate us from our
The Burien Branding
Initiative draws from its own source of funds.
In 2014, the business community
supported a Business & Operations (B&O tax) increase targeted at funding
local economic development. The increase was implemented in 2015, and the City
Council directed the revenue to be spent on economic development programs. This
initiative is one of several to be funded from this revenue.
The Burien Branding
Initiative augments other City services.
Branding is one of many City
Council priorities. It isn’t more or less important than public safety, human
services, or building and maintaining the infrastructure that connects us all.
We need each of those things. The City also needs a strong economy driving
sales and other tax revenues in order to provide those services, and that’s
where branding comes in. As our economy grows, so too grows City revenue and
JayRay provides a unique local perspective
alongside a research-driven, comprehensive suite of services.
Fifteen applicants responded to the
City’s branding RFP this summer, representing firms from Seattle to Ohio. JayRay
emerged as the top choice due to its comprehensive approach to branding, its
research-driven process, and its public sector experience. In addition, JayRay
offered an attractive budget with its base contract at $93,000 and the
flexibility to add on services as we need them. Jayray will use previous
research done by the City alongside conducting new research – research we
haven’t had the resources to tackle before. Finally, as an added benefit, we
like that leaders at JayRay hail from and/or have lived in the Burien/Des
Moines area for significant portions of their lives.