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Kelly Reenders <br />Exec utive Director -Community Development Agency <br />80 <br />Developing Santa Ana's Brand <br />Municipal branding delivers economic prosperity, civic pride, and <br />support for your municipality. Branding withstands political scrutiny, <br />public debate, media questions, and the test of time. The <br />challenge is engaging the community, stakeholders and crafting a <br />clear positioning message that will resonate with external <br />audiences yet capture the municipality's diverse and unique <br />attributes. <br />- J <br />Developing Santa Ana's Brand <br />Engage a consultant <br />Costs: $75,000-$200,000 <br />The typical product provided by branding companies <br />includes a logo, a slogan and a broader message or <br />narrative about a community, as well as a list of steps that <br />should be taken to help spread that story. <br />02 <br />CITY COUNCIL MINUTES 33 AUGUST 18, 2015 <br />