Harney County - Brand Framework

LAND WAT E R SKY SOUL

HARNEY COUNTY OREGON

BRAND GOALS & OBJECTIVES ACTION-ORIENTED STATEMENTS THAT GUIDE OUR INTENTIONS AND DIRECT ALL BRANDED ACTIVITY.

HARNEY COUNTY, OREGON BRAND FRAMEWORK

PLACE BRAND SUMMARY

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Harney County, Oregon is a vast, remote, and wide-open area on the eastern Oregon frontier. It may initially be perceived as the emptiest place in the continental US, but with a closer look, Harney also offers a complex & diverse community and ecosystem. Harney County is home to the Burns Paiute Tribe, who deeply inspire our love for this land.

The defining characteristics of our remote frontier lifestyle are resilience, interdependence, and collaboration.

We recognize our interconnectedness to the landscape surrounding us, from the high desert rangelands and wet meadows of the Malheur to the Steens Mountain wilderness and the mysterious Alvord Desert.

We acknowledge our responsibility to steward the irreplaceable natural resources entrusted to us.

As we steward this vast land and collaborate to solve the challenges of life on the Oregon frontier, we have many hard-learned lessons and useful methods to offer both our Great Basin neighbors, as well as the entire Pacific Northwest region.

BRAND GOAL »

Establish Harney County as an inspirational frontier community that is leading by example in a region in need of solutions.

VOICE »

Authoritative, Inspirational

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Diverse, Multicultural

TONE BRAND OBJECTIVES 1. Stake our claim as a leader and innovator through careful management and stewardship of our natural resources.

2. Develop an inspirational and authoritative brand voice.

3. Craft the Harney County Land Ethos.

4. Promote the New Natural Resource and Restoration Economy.

5. Establish a storytelling platform to amplify community voices.

6. Embrace, own, and promote the Frontier Identity.

THE HARNEY HIGH DESERT

BRAND ESSENCE »

Land Water Sky Soul

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The World Needs Harney County

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Ready to help

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Collaborative

POSITIONING STATEMENT Our land and natural resources must be cared for so they can continue to care for us.

As the Burns Paiute Tribe has demonstrated for generations, we must give back more than we take, so that the land will continue to sustain us for many years to come.

Our lifestyle in Harney County is a result of our intimate connection with the land and we are inextricably linked to the stewardship and preservation of our natural resources.

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COMMUNITY MISSION WHAT WE HOPE TO ACHIEVE. OUR ASPIRATIONAL VISION OF THE COMMUNITY AND FUTURE WE WANT TO CREATE.

COMMUNITY

PURPOSE We exist to positively impact our community by…

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Cherishing our wide open spaces and natural resources.

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Living close to the land – some might say we are one with it.

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Depending on one another, due to our remote nature.

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Helping our neighbors, and accepting help from them in retur n.

VISION We envision a future where...

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We have a diverse and thriving local economy based around our environment and the careful stewardship of our vast natural resources, as well as the many social and cultural assets that can be found here.

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We are carefully preserving the character of what makes us unique: historically, culturally, ecologically, and socially.

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Our livelihoods continue to be sustained by the land; its lonesome beauty, dark skies, wide-open spaces, and historic agricultural traditions.

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We work together to solve the unique challenges of life on the Oregon frontier.

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We have a deep respect for the land and are grateful for the beauty and benefit it brings to our community.

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Our values are reflected in our way of life and sustained for future generations.

VALUES

We stand firmly rooted in our…

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Respect for the land and gratitude for the way it has sustained us.

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Dedication to helping our neighbors and collaboration for the benefit of our community.

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Active conservation and stewardship of our frontier lifestyle.

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Commitment to protecting the native wildlife and vast dark skies that give us our iconic and unique landscape.

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BRAND PILLARS REGENERATION Our resources and assets are our legacy for the next generation and their regeneration is of vital importance to the health of our community. Actively working to revitalize Downtown Burns, creating resilient agricultural methods to restore the land, and building a new natural resource economy are all part of these regeneration efforts.

COLLABORATION Our remote location necessitates self-sufficiency and gives rise to our cooperative and collaborative culture. Despite our differences, we work together to solve the challenges of life on the frontier, create a strong local economy, and a healthy landscape.

PRESERVATION We are actively preserving our cultural, social, and environmental resources; including the dark sky, the Burns-Paiute heritage, and the unique frontier lifestyle that gives Harney County its strong sense of place.

COMMUNITY REVITALIZATION We see the revitalization of Harney County’s individual communities as crucial to a healthy local economy. We celebrate and support the innovative entrepreneurs who are leading the way towards thriving downtown districts and a brighter future for all of Harney County.

INSPIRATION Our story is that of a rich cultural and natural history. We continue to be inspired by the broad interrelatedness of man, nature, and wildlife, which stems from the native Wadatika band of Northern Paiute and continues with the homesteaders and ranchers who followed.

EXPLORATION Known for its total isolation, rugged desert mountains, and brilliant night skies, the Seven Wonders of Harney County provide the ultimate scene for an epic adventure.

Steens Mountains • Alvord Desert • Malheur Wildlife Refuge • Malheur National Forest Natural Hot Springs • Diamond Craters • Dark & Starry Skies These natural wonders provide a primitive experience for the outdoor traveler seeking challenge and solitude in a remote environment; evidenced by the Steens Running Camp and the Skull Gravel Grind, two world-class annual sporting events held in Harney County.

STORY THEMES STEWARDSHIP

RESILIENCE

of the natural resource and the local lifestyle & traditions

to changing economic & environmental contexts

RELEVANCE to the region & the world

BRAND POSITIONING THE UNIQUE QUALITIES WE OFFER TO THE REGION AND THE WORLD.

UNIQUE VALUE PROPOSITION

Harney County is an inspirational and collaborative frontier community leading by example in a region in-need of solutions: •

Natural Resource Management

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Preservation of the Lifestyle and Landscape of Frontier Oregon

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Conservation and Environmental Stewardship

While blazing trails of innovation, we are proudly working together to find solutions to the complex challenges of living on the Oregon frontier.

Our rapid cultivation of a sustainable new natural resource-based economy helps ensure and protect our frontier lifestyle and the landscape that supports us.

The rugged landscape and lonesome beauty of our working agricultural and ranch lands, as well as the vast recreational areas, create an adventurous story in which to explore and admire nature’s bounty.

PRELIMINARY MESSAGING IDEAS •

Suggested Brand Name: The Harney High Desert

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Suggested Tagline: Land Sky Soul

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Potential Campaign Slogan: The Emptiest Place in the Lower 48

#HarneyHighDesert #EasternOregon 8

INTANGIBLES

TANGIBLES & INTANGIBLES

KEY ASSETS

FRONTIER IDENTITY

LAND ETHOS

NATURAL RESOURCE INNOVATION

SENSE OF ADVENTURE

NEW NATURAL RESOURCE ECONOMY

OUTDOOR RECREATION

TANGIBLES

LAND MANAGEMENT PRACTICES

COMMUNITY & LIFESTYLE PRACTICES

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INTANGIBLES FRONTIER IDENTITY HARNEY COUNTY: An inspirational frontier community that is leading by example in a region in-need of solutions.

LAND ETHOS GIVE AND TAKE: Our land and natural resources must be cared for so that they can continue to care for us.

PRESERVATION: Our lifestyle is inextricably linked to the preservation of our natural resources.

NATURAL RESOURCE INNOVATION RAPID CULTIVATION: A sustainable, new natural resource-based economy is helping to ensure and protect our frontier lifestyle and environment.

BLAZING TRAILS OF INNOVATION: We are proudly collaborating to find solutions to the complex challenges of living on the Oregon frontier.

SENSE OF ADVENTURE RUGGED LANDSCAPE & LONESOME BEAUTY: Our ranch lands and recreational areas create an adventurous story in which to explore and admire nature’s bounty.

TANGIBLES LAND MANAGEMENT

NEW NATURAL RESOURCE

PRACTICES

ECONOMY

INNOVATION: People & entrepreneurs are blazing the trails of ecosystem management, rangeland management, native seeds, biomass, and wildfire resiliency.

EMERGENT: Entrepreneurs are emphasizing that a healthy ecosystem leads to economic development, making inroads in native seed distribution, habitat preservation, dark skies, land management practices, and other business models that join economics and environment.

COMMUNITY & LIFESTYLE PRACTICES COMPLEXITY: Harney County offers a complex & diverse community & ecosystem; home to the Burns Paiute Tribe, a historic ranching community, restorative land management practices, and an innovative small business community passionate about establishing Harney County’s unique place in Eastern Oregon and beyond.

OUTDOOR RECREATION THE SEVEN WONDERS: Including Steens, Alvord, Malheur Refuge & Forest, and a Dark Sky, as well as world-class sporting events.

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OPPORTUNITIES AUDIENCES

Leadership & Innovation •

New natural resource economy

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Sustainable development and land stewardship practices

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Collaborative problem solving

Regeneration & Revitalization •

Downtown revitalization

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Land restoration

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Agricultural resilience

Sustainable Tourism •

Eco-tourism

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Outdoor recreation

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Agri-tourism

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Residents

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Surrounding Communities

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Collaborative Partners

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Funders & Entrepreneurs

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Regional Visitors

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