positioning: The Battle for Your Mind
How to be seen and heard in the overcrowded marketplace
Al Ries and Jack Trout
(c) 1982, 1986 by McGraw Hill
That and:
The Voice of the Customer
Abbie Griffin & John R. Hauser
(Presented in Marketing Science, Winter 1993: Volume 12, Number 1)
Voices into Choices
Acting on the Voice of the Customer
Gary Burchill & Christina Hepner Brodie
(c) 1997 Center for Quality of Management
These resources explain, better than I can, the subtle difference between positioning and branding and the best way to do both while acting with the true voice of the customer (in this case the residents) in mind.
From audiences, products, and stakeholders to slogans, jingles, and logos [Brett suggested a good slogan] it can help map the branding process in a way that is digestible and then, perhaps, more easily accomplished.
Kind Regards,
Charyn