Today’s guest columnist is Jake McKenzie.
What is Birmingham’s BRAND: The fundamental nature of who we are, what we embody, and how The Magic City resonates with the world?
It’s our message to the world is what makes Birmingham unique.
In marketing, we’d define this notion as a key differentiator – something that separate our brand from competitors and creates distinct advantages with our target audience.
Solidly differentiated companies have mastered the art of molding, storytelling, and building awareness around their core brand identity (and have loyal customer bases to show for it).
The reason for this is simple – our brains are wired to seek simple answers to complex questions. The complex question that a city’s brand tries to answer:
Why should you visit, move to, or relocate your company to Birmingham?
All successful cities have a clear brand, a promise of what you should expect, and why you should want to give it a closer look. It helps to drive tourism, economic development and population growth.
But Birmingham doesn’t seem to have a brand, at least not one that may people are aware of.
At a recent gathering of local entrepreneurs and executives, I posed the question: “How do you define Birmingham’s brand?” Specifically, what’s your pitch to potential employees that you aim to recruit to the city? After slight pause and palpable contemplation from the crowd, answers trickled in.
What’s fascinating is that almost every answer was different. Answers included: our food scene, our civil rights history, the local people and culture, our proximity to lots of other destinations across the southeast, and many other positive attributes.
All were positive and true statements about tangible aspects and amenities that make Birmingham special. But there’s something to be said that no answer was the same, and no consensus emerged about our core identity. And THAT is the problem. There is an old quip in marketing – when you have too many things to say about your brand, you have no brand.
It’s like describing individual qualities of The Mona Lisa – brown eyes, golden skin, subtle smile – but not quite capturing the broader masterpiece in its authentic and holistic beauty.
The most obvious conclusion from the exercise was 1.) Birmingham’s core brand identity has yet to be agreed upon, and 2.) to effectively distinguish The Magic City as a premier U.S. destination, we can’t continue banking on textbook features (that other cities also claim).
But it’s time to acknowledge that true brand differentiation springs from a deeper connection – the soul of our town, its culture, and elements that resonate emotionally. We need a BRAND – one thing that we all can use to promote our city. A simple answer to “Why Birmingham?”
The most notable mid-sized U.S. cities have amassed a loyal fanbase less because of tangible niceties, but more because they tap into our psyche and pull deeply at our heart strings. The laid-back pace of New Orleans has earned it the label, “The Big Easy”. Nashville is appropriately coined, “Music City”. In Texas, we’re reminded to “Keep Austin Weird”. And Portland is “The City of Roses”.
Like Birmingham, these destinations all have brand attributes centered around food, industry, culture, and livability. However, their magnetism and memorability are fueled by the intangible – it’s the core identity that citizens and visitors feel.
So, I ask again, what is Birmingham’s core identity?
It’s a place where resources run deep, and the community is passionate about sharing them. It exudes small-town southern charm, yet big-city spirit. Our iconic and historic neighborhoods nurture connections and brim with culture. And like our beginnings, forged from iron and steel, we are hungry for growth. People who love it here, LOVE it here. The Magic City has an intangible vibe that longs to be packaged, stamped, and disseminated far beyond Alabama’s borders. We just have to seize the opportunity.
Annually, we invest hundreds of thousands of economic development dollars in Birmingham, funds allocated to innovative programming and resources to recruit new business and workforce, boost tourism, and inspire citizen pride. But it’s past time we filter just a sliver of those efforts into crystalizing our brand.
A measure like this would move the economic needle 1000-fold, and drive true awareness of the Magic City regionally, nationally, and beyond.
Jake McKenzie is the CEO of Intermark Group, the nation’s largest psychology-driven advertising agency. Clients include companies like Toyota, Krispy Kreme, and Progressive Insurance. Jake is an avid reader and outdoors enthusiast, in addition to being a father of four. He holds a BA in Psychology and Political Science from Vanderbilt University, as well as a MPPM from Birmingham-Southern College.
David Sher is the founder and publisher of ComebackTown. He’s past Chairman of the Birmingham Regional Chamber of Commerce (BBA), Operation New Birmingham (REV Birmingham), and the City Action Partnership (CAP).
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Invite David to speak for free to your group about how we can have a more prosperous metro Birmingham. dsher@amsher.com
Jake
This is a very timely read indeed. I do not want to say to much yet but will much more to say later.
Please continue to try to achieve consensus.
Not sure who was in room and who was not in the room but Birmingham Alabama is known all over the world! Warts and all! It has a brand alright but maybe not a fancy one like the Big Easy or Music Capital of the World or Keep Austin Weird.
When I moved here from the Republic of Texas (too much brand in the news at times) I use see the words “Football Capital Of The South”?
I thought great give the nutty football fans in Texas. I will close with this Atlanta had a brand in 1950’s that said “Too Busy To Hate” ? What is there brand in 2024? I rest my case regarding your very thoughtful essay on branding.
What is Birmingham’s brand? Birmingham’s brand is that it is an industrial Northern city which happens to be in the South.
Brand? The southern showcase for Jim Crow, racial strife, and the museums and memorials commemorating the track of its progress in Birmingham. Maybe Selma has a higher national profile, dunno.
Birmingham has – I’ve read – become a travel destination for the Black reverse-migration back to the south to witness and learn what happened here.
High-end food scene? Only for those that can afford it.
SEC/Football? No, that’s Tuscaloosa and Auburn.
Murder capital of the South? Remains to be seen…we’re working on it.
WC Vonderburg is speaking truth to power!
WC Vonderburg is speaking truth to power!
I wish I could say more !!!
Birmingham’s the city of villages. Avondale, 5 Points, Woodlawn, English Village, Edgewood, Old Town Helena, Cahaba Heights, Mount Laurel, Falirfield, Bessemer, etc. It has the numbers of a big city, but each “village” can have that loyalty of a small town, and their own unique individualities. If a beloved festival in one area falters, another can take on the mantle until that original area recovers. For a idea, you don’t have to convince the whole area, you only need convince once and grow the concept from there. You a unique, niche shoppe in a seemingly small town storefront, with the local customer base over a million almost anywhere in the metro.
Every now and then I pop in here to take the temperature of what Birmingham is thinking in terms of development. I have been consistent in stating that there is a PR problem for Birmingham because of its past and because of how Alabama conducts business today.
This week, Alabama courts have taken a stance that IVF emnryos are classified as children.
You all will never move forward with continued actions like this. Between the racism, homophobia and now actions against women’s reproductive rights, Alabama can kiss corporate American business goodbye.
Hello Christopher
I do not think Alabama gives a damn about what Corporate America thinks . If the leadership truly cared about such people we would be having a different discussion. So sad but very true!!
You are spot on indeed!!
“Birmingham the Magic City: Take Our Word for It, We’re Not Really Like Alabama.”
No doubt, Birmingham and Alabama are
not favorite locations – to attract new business and new citizens – because of its historical and persistent disregard for many freedoms -personal rights and choices- that are guaranteed under our Constitution and Bill of Rights. So, my recommendation to erase this stigma:
change our name from Birmingham to
FREEDOM…. dedicated to become a city of welcome , brotherly love and opportunity for all- recognizing all people to be equal under the law- all colors – persuasions- religions – nationalities – rich and poor- working and living together in harmony and peace! Then shall the day come
when FREEDOM, Alabama will take its place among the nations elite – and continue to make noble and important contributions to Alabama and America!
Build it and they will come!
Hey Jerome I really like that name change!
Good luck with getting the Confederates in the Legislature to approve such a name change?
Of course they might do just that for a different reason than you are suggesting!
Now finding a legislative sponsor is the challenge!
Many I suspect like this name .! It is branded worldwide.
Hey Jerome I really like that name change!
Good luck with getting the Confederates in the Legislature to approve such a name change?
Of course they might do just that for a different reason than you are suggesting!
Now finding a legislative sponsor is the challenge!
Many I suspect like this name .! It is branded worldwide. We are still the Magic City??
PS.
PROVIDES THEY ACCEPT ITS STATED PRINCIPLES – all of the many surrounding villages , cities and communities will be invited to become founding members of FREEDOM, AL – proportionally sharing the cost of public services – enjoying the profits and benefits- working for the common good safety and prosperity of the region- united under an umbrella of diverse elected FACILITATORS to oversee and
lead this ENDEAVOR.
The words city and county and state are baked into our psyche. Changing the name of a city or county or state I assume requires some changes in the law?
New Orleans = The Big Easy
Nashville = Music city
Atlanta = Hot Lanta
Birmingham = The Magic city
Birmingham has gone through three disctinctive periods in it’s short life.
Steelmills – lat 1800’s – mid 1900’s
Civil Rights Mayhem – mid 1900’s
Healthcare innovation – lat 1900’s – today
Over the last 35 years I’ve had friends and family come to Birmingham and it was always somehow related to the Healthcare industry. Healthcare employs more people than anything else in this metro. If you ever hear a professional athlete speak about Birmingham, it isn’t because they played here, but rather because they came to get the best treatment. That’s who Birmingham is and what Birmingham does.
Who knows, in 20 years Bham may be know for software, banking, manufacturing, etc. However, for now Healthcare reigns supreme.
This is Birmingham the Very Magical City!!!
This is our brand
Nashville here again. As a docent at Nashville’s Parthenon, I’m quick to tell visitors, including school children, that the city has a much older nickname than Music City. Beginning in the late 19th century, long before the advent of country music, it was known as the “Athens of the South” for its many schools, colleges, and universities. Still true today, even if the city is now better known for music, professional sports, and healthcare. (Sorry about the latter.)
Thinking now about Birmingham—and keeping with ancient Greek mythology—how about this:
“Birmingham: The Promethean City. Forged From the Gifts of Fire, Hope, and Innovation.” Of course, you’d have to figure out how to explain that Roman god on top of Red Mountain.
Quick revision: “Birmingham: The Promethean City. Forged From Fire, Struggle, Hope, and Innovation.” Struggle is part of the Promethean myth as well as Birmingham’s history.
The Magic City does struggle each day of the week.
I could share it, but I’ll leave it to the Birmingham Business Alliance to make their announcement of their new branding campaign for us that I think is great. I’ll give you the acronym and let you speculate on what it stands for: BHM
(Only positive speculation, please.)