Private And Government Searching For Brand

Roger Brooks covered Oskaloosa on Friday. He talked about what we have that is good, and where things can be improved. This was the first step in a brand development project for the community.

Oskaloosa, Iowa – What is Oskaloosa known for? What is its brand?

On Friday, nearly 170 private business owners, community leaders and government leaders all joined together to hear from Roger Brooks. Brooks helps communities develop a brand. One that we are all familiar with locally is Pella, which is known for being synonymous with Dutch.

What makes listening to a stranger, who has only spent but a few days in town, any more important than listening to the voices of locals? Josh Buckingham, Oskaloosa Main Street President, explained, “Roger has guided more than a thousand communities in branding, product development, marketing and revitalization.”

Upon Brooks’ arrival in Oskaloosa, he asked the waitress at a local restaurant what there was to do in Oskaloosa. She replied that there wasn’t anything to do, and that’s why she travels to Des Moines.

Brooks talked about the ease of travel for today’s consumer, where an hour drive out of town isn’t as big of a deal as it once use to be. Cars are more comfortable, and the children that are riding along are more easily entertained. “That’s why this whole branding thing is important,” Brooks said to those gathered on Friday.

One of the things that’s important is to promote the very best of what Oskaloosa has. An anchor store such as those in malls can attract a shopper, but those other stores will help to fill out the experience for the consumer. In the end, all merchants win. Density of like merchants is important to the success of all.

Brooks used the analogy of Disney in Orlando. Tourists are attracted to Disney World, but then other attractions like Universal, Sea World and other attractions benefit.

The same thing can be said of Branson Missouri, where a population of nearly 11,000 residents hosts 75 music theaters and attractions, which host nearly 8 million tourists a year. The first theater opened in Branson in 1959.

“What do you have here that people in Pella would drive here specifically for? Or Knoxville or somewhere else?” Brooks challenged those in attendance.

Topics included first impressions, lasting impressions, signage, local attitude, beautification, ease of getting around, how to increase sales, becoming a fantastic downtown, how Oskaloosa stacks up against the competition, and suggestions, tips and tricks that can bring spending to the area.

The nearly 4 hour presentation ended with the Branding Committee holding their first meeting, with Brooks at the helm, immediately following his presentation.

Brooks and his team will return to the area in February with results they have obtained from community members, his marketing team and others. They will then, once again, work with the branding committee to hammer out the final details of the working document that will help guide merchants, industry, government and others towards building an Oskaloosa brand.

Those with an interest in Oskaloosa are encouraged to participate in a short survey about Oskaloosa – bit.ly/brand-osky.