October 202319GOVBUSINESS REVIEWTHE CRUCIAL ROLE OF BRANDING GUIDELINES FOR FOR GOVERNMENT MUNICIPALITIESSheri Lunn is a recognized executive leader with extensive experience in strategic integrated marketing, public relations, communications, fundraising, and board development. She is a multi-award-winning public relations and strategic marketing executive who provides successful outcomes for clients by implementing non-siloed, integrated marketing campaigns. With more than three decades of marketing and PR experience ranging from Forbes 100 companies to national and local nonprofit organizations, entertainment and political figures, and governmental jurisdictions, Ms. Lunn is currently the Public Information Officer for the City of West Hollywood, a former elected official for the City of Los Angeles, and a sought-after workshop presenter and conference keynoter. Sheri A. Lunn, Public Information Officer, City of West HollywoodSheri A. LunnIn an era of visual saturation and information overload, establishing a strong and consistent visual identity is paramount for any organization seeking to effectively communicate its purpose and values. This holds true not only for businesses and corporations but also for government municipalities. Branding guidelines, a set of rules and recommendations governing an entity's visual representation, play a pivotal role in conveying the essence of a government municipality to its constituents. These guidelines are not merely design elements; they are the embodiment of the municipality's character, culture, and commitment to its citizens. For example, in the City of West Hollywood, nearly 50% of residents identify as LGBTQ. With one strategic goal of the City being public safety, it would make perfect sense for the City to create a Public Service Announcement about putting phones away and paying attention crossing the street in heavily trafficked business areas. However, the City of West Hollywood, understanding its demographic, partnered with popular influencer Todrick Hall and a number of RuPaul's Drag Race contestants to produce an over-the-top rainbow crosswalk safety PSA with dancers moving to the rewritten lyrics of the Taylor Swift hit song, Shake It Off. To date, that video has more than 3 million views on YouTube and was nominated for a variety of awards. This example of marketing to the community is a great example of understanding and speaking to the demographics of the City. Each municipality can do this same type of marketing, CXO INSIGHTS
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