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City of Jyväskylä: Value-based and purpose-driven branding

Jyväskylä is one of the most rapidly growing city areas in Finland, but this fact is not widely known. In the beginning of 2019 the City Executive Committee initiated a 5-year branding process in order to speed the growth of the City. Ahjo was chosen as the strategic partner for this process.

Jyväskylä’s brand is based on values and high engagement

Jyväskylä’s brand work derives from City’s longterm strategy and targets for lobbying. Vital elements and ingredients of the brand are the human values of the City.

The engagement of the City officials has been tremendous. The whole working process has involved both City marketing & communications professionals as well as the Mayor of the City alongside the Executive Committee officials and political  leadership of the City.

Brand Manual defines the purpose of the City 

Thought leadership model was applied and the work started with extensive research of the interest groups, their perception of the current brand image and unique distinctive factors. Ahjo facilitated brand workshops and carried out research.

The city is a great believer in promoting human values and making an impact both locally and in a larger scale. All this is reflected in the core of the brand of Jyväskylä. It is the humane values of social responsibility, trust, creativity and openness combined with a long academic tradition and internationally recognized sport universities that make Jyväskylä a thought leader in promoting human values & a hub for well-being.

The result of the work led to a crystallised re-positioning of the brand, it’s purpose, it’s value-base, defining attributes and tone of voice. A Brand Manual of 22-pages was crafted for the use of the City officials and employees. The City opened this document for open feedback for it’s citizens.

“I’m very proud to tell about our brand strategy. Feedback has been positive and people have recognised the essence of Jyväskylä in it. We are pleased with our co-operation with Ahjo. Well done”, says Communications Director Helinä Mäenpää from City of Jyväskylä.

“Authenticity makes the best brands”, says Strategist Eva Torra from Ahjo Communications.

Photo: City of Jyväskylä

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