Fresno Brand Platform

[Suzanne Bertz-Rosa]

(published with permission)

The Fresno Convention & Visitors Bureau’s primary goal is to market Fresno, so it’s only
natural that they take lead in defining the Fresno brand. Working in collaboration with
key stakeholders and polling public perceptions, the FCVB has defined the Fresno brand
platform. This platform provides the strategic base to define who we are — both how we act
and how we communicate about ourselves.

A place branding effort cannot be the property of one entity. It must have the ability
to transcend political considerations to focus on significant and compelling aspects of
differentiation.

The approach in creating the Fresno brand platform is to develop the strategic base for all
organizations in the area that are communicating about Fresno. There is no one tagline or
iconic image because no one tagline or image will translate to every organization or target
audience. Instead, we encourage local organizations to use the brand platform in a way that
makes sense for their organization.

This brand book includes an overview of branding basics, defines the Fresno brand, and
includes a workbook to help you infuse the Fresno brand into your organization.
We are excited about this new approach and look forward to collaboration with you on this
branding effort and future Fresno marketing opportunities.

This is an internal document for those marketing Fresno. Please read and pass along.