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2024 COMMUNITY BRANDING GUIDE

DRIVE ECONOMIC OPPORTUNITY AND STAND OUT IN YOUR STATE HAVEN’s 2024 Trend Report: Community Branding edition details powerful strategies you can act on now to help you drive economic impact, strengthen loyalty, and extend the value of your community brand into 2024 and beyond.

What’s Inside:

Key Marketing Trends for Government Communicators 2024 How to Measure Return on Community Branding Investments

www.havenmavens.com

Case Study: Town of Waxhaw, NC Case Study: Town of Maiden, NC Case Study: City of Aledo, IL

TABLE OF CONTENTS 04

Key Trends for 2024

Data Driven Insights

Community Branding 101

Budget Planning

Case Study: Waxhaw, NC

Case Study: Aledo, IL

Case Study: Maiden, NC

External Support

www.havenmavens.com

A LETTER FROM THE EDITOR As we step into 2024, I am excited to share with you our latest endeavor at HAVEN Creative the 2024 Community Branding Guidebook. This is a project that embodies our commitment to helping communities reach their full potential through the power of branding. Over the last 10 years of working with local governments on branding projects, we have seen the transformative impact it has on the community. It goes beyond just a logo or a catchy tagline. It's about telling a compelling story, creating a sense of belonging, and fostering a strong identity that resonates with residents and visitors alike. It's about building loyalty, trust, and economic opportunity. A well-defined brand not only attracts investment but also empowers residents to take an active role in shaping the future of their community. It's a catalyst for positive change. In the 2024 Community Branding Guidebook, you will find insights, strategies, and practical tools to help you create a successful community brand.

Our guidebook covers various aspects of community branding, including: 1. The Foundations of Community Branding: We delve into the core principles that underpin a strong community brand. Discover how to define your community's unique identity and values. 2. Crafting Your Brand Story: Learn how to tell a compelling narrative that resonates with residents and visitors alike. We explore the art of storytelling and its role in community branding. 3. Building Community Engagement: Discover innovative ways to engage your community and involve them in the branding process. Community participation is key to a successful brand. 4. Economic Growth Through Branding: Explore how a well-crafted community brand can attract businesses, tourism, and investment, leading to economic prosperity. 5. Community Branding Trends for 2024: Stay ahead of the curve with our insights into the latest trends in community branding and marketing. We'll help you adapt to the everevolving landscape. We believe that the Guidebook will serve as your trusted companion on this journey, offering you the guidance and inspiration you need to make your community a better place for all.

Jeni Bukolt Founder & CEO HAVEN Creative

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/JeniBukolt

2024 Community Branding Trends Community Branding Trends for 2024: Stay Ahead of the Curve

In the dynamic world of community branding and marketing, staying ahead of the curve is essential for communities seeking growth and prosperity. As we step into 2024, several trends are shaping the landscape of community branding, and understanding these trends can empower communities to adapt and thrive. Sustainability Takes Center Stage: In 2024, sustainability is more than a buzzword; it's a requirement. Communities that embrace eco-conscious practices and communicate their commitment to sustainability will gain an edge. Green initiatives, renewable energy projects, and environmentally friendly policies will be central to community branding efforts. Digital Transformation Accelerates: The digital realm continues to be a gamechanger for community branding. Communities must invest in robust online presence, leveraging social media, websites, and mobile apps to connect with residents and visitors. Virtual tours, interactive maps, and immersive online experiences will become the norm. Authenticity Reigns Supreme: Authenticity in branding has never been more critical. Communities that showcase their unique character, culture, and history will resonate with audiences. Embrace the genuine stories, traditions, and flavors that make your community special. Community Engagement 2.0: Engagement goes beyond surveys and town hall meetings. In 2024, communities will use innovative methods like gamification, augmented reality, and virtual reality to involve residents in shaping their brand. Inclusivity and collaboration will be key.

2024 Community Branding Trends Community Branding Trends for 2024: Stay Ahead of the Curve Health and Wellness Emphasis: The pandemic has shifted our priorities. Communities that prioritize health and wellness will stand out. Promote outdoor spaces, recreational facilities, and healthcare infrastructure to attract healthconscious residents and tourists. Cultural Diversity Celebrated: Embrace diversity as a core strength of your community. Highlight cultural festivals, art scenes, and culinary experiences from around the world. Inclusivity fosters a rich tapestry that attracts people from diverse backgrounds. Data-Driven Decision-Making: Data analytics will continue to drive branding efforts. Communities will rely on data to understand resident needs, visitor preferences, and the impact of branding initiatives. This information will guide strategic decisions.

To succeed in 2024, communities must be proactive in embracing these trends. Community branding is no longer a one-size-fits-all approach. Tailor your efforts to reflect the unique characteristics and aspirations of your community, and you'll be well-positioned to thrive in the ever-evolving landscape of community branding and marketing.

Communities Harnessing HubSpot Marketing Hub for Data Analytics to Supercharge Branding Efforts In the era of data-driven decision-making, communities are turning to HubSpot Marketing Hub tools as powerful allies in their branding endeavors. These intuitive and robust tools are proving to be game-changers, allowing communities to harness the power of data analytics like never before. HubSpot's suite of features enables communities to gather and analyze data on resident engagement, visitor preferences, and the impact of branding initiatives. By tracking website traffic, social media interactions, and email marketing campaigns, communities gain invaluable insights into what resonates with their audience. This data-driven approach empowers communities to make informed decisions, refine their branding strategies, and allocate resources more effectively. It's not just about collecting data; it's about transforming it into actionable insights. With HubSpot Marketing Hub, communities are aligning their branding efforts with the needs and desires of their residents and visitors. It's a winning formula that fosters stronger connections, drives engagement, and ultimately propels communities toward a brighter and more prosperous future. As the world of community branding becomes increasingly competitive, HubSpot's data analytics tools are proving to be indispensable assets for those seeking to stand out and thrive.

Community Branding 101 Why Brand a Town or County? Build Trust

• Setting a design and communication standard creates a consistent brand experience for residents, businesses and visitors which helps to build trust (a recognizable brand that consistently communicates the same way)

Attract Economic Opportunity

• Sharing your unique story in marketing helps attract residents, small businesses and visitors to your community

Protect & Preserve What Makes Your Community Special

• Branding can influence design of signage, store fronts and be woven into development code to protect the identity of the town as it grows •Sharing the brand story with new residents, businesses and vistors helps to preserve the history of the community

Community Branding Budget Planning

Allocating Budget for Government Community Branding Projects When it comes to government-sponsored community branding projects, budget allocation plays a pivotal role in ensuring success. The budget should be both substantial and well-planned to create a lasting impact. For a small town or village, allocating around $20,000 can be a reasonable starting point for a basic branding project. This amount covers essential elements like logo design, website development, and initial marketing materials. For a more extensive endeavor, such as branding an entire county, a budget of up to $70,000 may be necessary. A larger area demands a more comprehensive strategy, including extensive research, community engagement, and the development of a cohesive brand identity. In addition to the core branding budget, it's crucial to allocate funds for ongoing expenses such as branded merchandise, signage, and promotional materials. For small towns, this might range from $5,000 to $10,000, while counties might allocate $20,000 or more. Remember, the success of a community branding project depends not just on the budget but also on thoughtful planning and execution. An investment in branding is an investment in the community's future, attracting residents, businesses, and tourists while fostering civic pride and economic growth. www.havenmavens.com

CASE STUDY

CITY OF ALEDO, IL

BRANDING TO ATTRACT ECONOMIC OPPORTUNITY THE CHALLENGE While local community events attracted visitors from the Quad Cities region and enjoyed the small-town feel, those visitors didn’t think of Aledo, Illinois as a place to live or work. The City of Aledo needed a way to change that perception.

THE SOLUTION HAVEN used feedback from a comprehensive brand audit, which included - an internal survey, stakeholder survey, 25 one-hour stakeholder interviews and a communitywide survey to identify value propositions and core values representative of the City of Aledo. The community’s participation in the interviews and surveys was vital to capture the essence of what truly makes the City of Aledo special. All marketing communications and economic development actions will align with the brand story’s essence and pillars: Agriculture, Adventure, Architecture and Advancement.

Through these conversations, HAVEN developed the story that paints the landscape of what makes the city a great place to live: Set in the scenic countryside just 30 minutes south of the quad cities, Aledo is an idyllic retreat from routine. The line showcases the city as a place to unwind, reconnect with friends and explore the unbeaten path. Individuals can discover the history of the eclectic architecture on Main, connect with friends in Central Park at annual festivals or explore offroad trails on your UTV. You can find it all in Aledo.

THE RESULT The city now uses the new City Seal and logo on all official communications going forward. The Seal features green and navy to call back to Aledo green and

Mercer County High School navy; it also includes a rhubarb leaf as a nod to the iconic Rhubarb Festival. Released alongside the new logo and Seal, the tagline for the city, “Find it All in Aledo,” is the synopsis of this story that highlights Aledo as a place for everyone. The City of Aledo has started using the new logo and brand story in all communication with residents. It has launched three new official social media accounts to better communicate with residents. Additionally, Aledo has started sending a monthly newsletter - Aledo’s Monthly Memo to those interested in news and events happening in the city. Rhubarb was identified in community wide surveys as symbolic to Aledo’s iconic Rhubarb Festival.

CASE STUDY

TOWN OF MAIDEN, NC

BRANDING TO NURTURE GROWTH THE CHALLENGE The Town of Maiden saw an opportunity to prepare for projected population growth and wanted to put its best foot forward as it competed for economic opportunities. With its sights on winning major economic deals from industry-leading technology companies, Maiden realized it needed a brand identity that matched its unique character and modern ambitions to win potential partners. A historic town with a close-knit community and a resilient spirit, Maiden had the foundational elements in place but needed a way to pull it all together into one cohesive story and visual identity.

THE SOLUTION Maiden hired HAVEN Creative in 2022 to help them develop, design, and deploy a new brand identity showcasing their community’s unique characteristics. Using the Maven Method, HAVEN spent several months speaking with residents, town staff, and

[ tools we used ]

Market Research

Brand Positioning & Strategy

THE RESULT community leaders about the history and character of Maiden. Through this process, our team found several key themes that honored Maiden’s history of fellowship, entrepreneurship, and sportsmanship. Once we identified these themes, we crafted the story of Maiden as a place where the peace of the mountains matched the ambition of nearby large cities and highlighted the entrepreneurial spirit of its people. We then worked with town staff to create a visual identity that celebrated the story of Maiden. Their new logo featured a three-line element that calls back to their brand story and pillars and is one of the only three color municipal logos in the region.

The initial launch of the branding was successfully received by the community. The launch video racked up 1,100 views in the first month and brand adoption continues today.

After the visual identity was created and Maiden approved their new branding, our team helped them chart a 12-month brand launch and identify the important next steps for implementing this new branding.

Copywriting

Graphic Design

Maiden unveiled their new branding to the community in December 2022 with a public presentation, a promotional video and social media communications. This narrative and visual identity support Maiden in sharing its unique values as a place to live and do business. With a cohesive narrative, Maiden can celebrate current businesses and attract new businesses, from small businesses downtown to major industry and technology companies.

Showcasing Brand Pillars in the Logo

Brand Guidelines

Fellowship Entrepreneurship Sportsmanship

Brand Collateral

Positioning & Messaging

Community Branding Partners Top 3 Reasons to Partner with an Outside Agency to Build a Community Brand

Building a community brand is a multifaceted endeavor that requires expertise, resources, and a strategic approach. While some communities may choose to handle this process internally, partnering with an outside agency can bring a wealth of benefits. Here are the top three reasons to consider such a partnership:

1. Expertise and Experience

One of the primary reasons to collaborate with an outside agency for community branding is the expertise they bring to the table. Experienced agencies have a deep understanding of branding principles, market trends, and effective strategies. They have worked with diverse communities and have a proven track record of successful branding campaigns. These agencies can offer fresh perspectives and creative solutions that may not be readily available within a community's internal team. Their experience allows them to navigate challenges, anticipate potential roadblocks, and execute branding initiatives with precision.

2. Objectivity and Unbiased Insights

An outside agency offers an objective view of your community's strengths, weaknesses, opportunities, and threats. They can provide unbiased insights that may be difficult to attain from within the community, where preconceived notions and biases might cloud judgment. This objectivity allows agencies to identify unique selling points and craft a brand story that resonates with both residents and external audiences. They can help communities highlight their authentic qualities, fostering a more compelling and genuine brand identity.

3. Resource Optimization

Building a community brand is a resource-intensive process, requiring time, manpower, and financial investments. By partnering with an agency, communities can optimize their resources. Agencies have established workflows, tools, and networks that enable them to streamline the branding process efficiently.

Partnering with an outside agency to build a community brand can be a strategic decision that yields remarkable benefits. Their expertise, objectivity, and resource optimization can help communities create a brand that not only resonates with their residents but also attracts visitors, businesses, and investment. It's a step toward fostering a stronger and more prosperous community identity.

HAVEN Creative® guides community leaders to create lasting brands Did we mention our awesome team mascot, Opal the Ostrich?

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