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 ...
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