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Editions

Brand Docklands proposal

06 Mar 2014

A proposal for a Docklands brand was presented to the Docklands Community Forum on February 26.

Docklands Chamber of Commerce representative Stephen Clement presented the proposal from branding experts Brand Clarity which outlines three alternative processes to involve the community in the branding exercise.

Mr Clement said it was important to remember that brand was not just a logo but, rather, a reputation and a reflection of how a community perceived itself.

The chamber and local marketing organisation Destination Docklands jointly approached Brand Clarity.  Brand Clarity has previously worked closely with the City of Melbourne.

Up to $22,000 is now being sought to fund the process and the two organisations have undertaken to seek funding from the council.

In the proposal document, Brand Clarity director John Douglas says: “The Docklands community is a key player in this project.  The community consists of residents, government, business, developers, the City of Melbourne and others.”

Mr Douglas said, currently, no one had a shared common vision for Docklands.

Mr Clement said the community forum had identified brand as a major priority and outside negative perceptions would persist until it was addressed.

“Docklanders need a shared understanding of what this place represents and we are only going to get to the point through an inclusive consultative process,” he said.

“The Brand Clarity proposal outlines three alternative approaches but they are all essentially about bringing the community together to nut out this issue.”

Mr Clement said that, while the chamber and Destination Docklands would assume carriage of the project, the forum would be their means of involving the community in the exercise.

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