Title
Presentation by Resonance Consultancy on City Branding Assessment and Plan
Staffreport
COUNCIL PRIORITY
• Economic Development
• Quality of Life
SUMMARY
Staff and consultant Jake Buganski of Resonance Consultancy will provide an introduction and overview of the City Branding Assessment and Application Plan.
The Branding Plan presentation will include:
• Project overview - scope, goals and timeline
• Resonance Introduction - experience and examples
• Community Outreach - overall approach and feedback gained
• Next Steps - revise and finalize research, brand identity development
ANALYSIS
Staff and the Resonance team is in the process of completing a wide range of public outreach, including:
• Over 20 one-on-one interviews
• 8 community roundtables - with residents, community leaders, small businesses, large businesses, service providers, staff and more
• Community Survey - with over 140 responses so far!
• Pop-up conversations at existing events - including the Downtown Farmers Market and annual Cherry Festival
The results have been informative conversations with residents and businesses from all backgrounds and having them answer questions about what San Leandro means to them and what they want it to become, including:
• What makes San Leandro special - and what could it become?
• When someone asks you what San Leandro is like, what do you say?
• What makes San Leandro a place people want to live and run a business? What makes it hard?
• What’s something about San Leandro that surprises people when they find out?
• What are the spaces, places, and parks that most embody San Leandro?
• Who is not in San Leandro’s current story and identity that needs to be?
• What do you want San Leandro to be known for ten years from now?
BACKGROUND
On February 17, 2026, following a competitive Request for Qualifications (RFQ) process, the City Council approved a Consulting Services Agreement (CSA) with Resonance Consultancy Inc. for the development of a comprehensive City Branding Assessment and Application Plan (Branding Plan).
The Branding Plan will provide a cohesive brand platform, updated visual identity, and practical implementation tools designed to:
• Enhance internal and external communications;
• Promote San Leandro’s Economic Development priorities;
• Strengthen civic pride and community engagement; and
• Position the City more effectively within the Bay Area and beyond.
The scope of work/approach that Resonance and Staff will take includes:
• Conduct a comprehensive City brand assessment, including review of existing plans, analysis of peer and aspirational cities, and evaluation of current perceptions of San Leandro.
• Design and implement a robust community engagement process, including stakeholder interviews, focus groups, surveys, and in-person outreach, to gather input from residents, businesses, and community partners.
• Synthesize research and engagement findings into clear insights that identify San Leandro’s defining characteristics, values, opportunities, and competitive advantages.
• Develop a Citywide brand platform, including brand positioning, narrative, messaging, tone of voice, and potential tagline, grounded in community input and aligned with Council-adopted policy.
• Update the City’s visual identity, including a brand mark and supporting design elements, and document their use in a comprehensive Brand Toolkit and Brand Book.
• Prepare an implementation and sustainability strategy that provides guidance for consistent brand adoption across City departments, initiatives, and external partners.
• Deliver a Brand Application Plan outlining target audiences, key messages, recommended tools, and performance measures to support ongoing use and evaluation of the City’s brand.
The City Branding Assessment & Application Plan is anticipated to be completed by the end of 2026. This timeframe allows for a thorough research and community engagement process, development of a Citywide brand platform and visual identity, and preparation of implementation and sustainability strategies to support long-term adoption of the brand.
The City Brand Assessment & Application Plan is one of four key implementation steps of the City’s Economic Development Strategy adopted in 2024 and the City Council’s Economic Development Work Plan.
ATTACHMENT
A: Presentation providing Overview of San Leandro City Branding Assessment & Application Plan
PREPARED BY: Katie Bowman, Economic Development Manager, Community Development Department