Identify those qualities that make Vienna truly unique, and develop brand positioning that helps drive development of a compelling new visual identity for the Town.
The Challenge:
Now one of America’s “Best Places to Live” according to Money Magazine, Vienna’s assets and appeal are considerable; high-quality, safe, surprisingly affordable, active lifestyle, great schools and vibrant nearby cultural scene, well situated in Fairfax County just 12 miles west of Washington, DC and 10 minutes from Dulles International Airport.
With the recent completion of its Town comprehensive plan, renovation and expansion of the Vienna Community Center along with hyper development taking place at its doorstep in Tyson's Corner, Town leadership decided this was the moment to engage the community and come to consensus on a consistent and compelling positioning that could be used to inform a new visual and verbal identity that would engage residents, business and visitors going forward. Trialogue Studio was selected as the Town's agency partner for this exciting work.
Brand Advisory Group Reviewing Findings
The Solution: With the guidance of a community-based Brand Advisory Board, Trialogue took the town and key stakeholders/ influencers through its proprietary brand strategy process to effectively define its essence, promise and positioning.
Through that process, the Town received feedback from more than 100 people who participated in face-to-face individual and small-group interviews, 340 people who responded to an online survey, and live polling from individuals who provided more than 800 responses to questions posed at Town events. The process was guided by a community-based Brand Advisory Board.
Stakeholder Engagement Map
“We found in our research,” says Trialogue partner Ruth Wieder, “that Vienna is an authentic small town, different from everything else around it.” Upon completion of the research and subsequent positioning workshops, a brand positioning construct developed by Trialogue identified the Town of Vienna’s essence as independence; its personality as exuberant, nurturing, and unexpected; and its promise, in part, committed to nurturing and celebrating its history, being true to its small- town nature, and embracing traditions.
