Portland and Brand Strategy

A Portland brand strategy should take into account the city's character.

Whether you are opening a new business or revitalizing your brand in Portland, Oregon, the local area should be a consideration in the planning process. Because a brand is most successful when it is designed to resonate with its audience, you can give your business extra life by taking into consideration the interests of your local audience.

Population Demographics

When you are planning a brand strategy in Portland, keep in mind the demographics of the population. According to the U.S. Census Bureau, the population in Portland in 2000 was split almost evenly between men and women and was mostly made up of Caucasians between the ages of 18 and 65. Assuming you are marketing to the general population, your brand identity must appeal to a mostly white audience made up largely of people who are between high school age and retirement. If you are focusing on an older, younger or minority audience, do extra research into location, habits and behaviors to reach your desired customers.

Green Business

Portland is known as a particularly environmentally-friendly city. It is not uncommon to see recycling bins in public places, and many restaurants have places to separate your paper, plastic, aluminum and food waste. As you plan a brand strategy, keep in mind that green business is the norm in Portland; for many people, it is expected. Keep up with the locals' expectations by defining your relationship with the environment: write our your recycling policy, ways you will minimize the use of resources and the ways you help your staff stay green. Consider publishing this information, in varying lengths appropriate to the format, on your website and in other marketing materials. Doing so will ensure that you do not lose out to other Portland competitors with strong, visible environmental policies.

Advertising

Portland has a well-developed public transportation network and extensive biking routes; the city has set a specific goal to reduce car traffic to improve air quality and improve the health of the community. Make your brand visible to the people who use the Metro and bus system by planning advertisements in trains and buses. Also consider putting up signs near bike routes that are close to your business; this is particularly effective if your business relies on walk-in traffic. Keep in mind that these advertisements will be the entry point to your brand for many potential customers, so they should reflect your brand identity and message.

Competition

Part of your brand strategy depends on the competition. To stand out, your brand must be able to compete with other companies in your field. Consider the factors that make your business stand out and use them as part of your strategy. If your brand is female-owned, for example, you might use it as a selling point; in 2000, only 32.6 percent of Portland businesses were owned by women. Even fewer were owned by minorities, especially American Indian, Asian and Hispanic.

References

• Oregon Metro: Expanding Transportation Choices
• Marketing M.O.: Brand Strategy