Local government branding is an increasingly popular approach for cities and counties to highlight their unique attributes. Branding and marketing elements in an organized campaign, such as a city logo or the consistent use of colors and graphics in communications, can be a successful way to achieve several goals, like attracting new business and increasing tourism, or improving citizens’ perceptions of their local government Together with a marketing plan, branding can also help determine how a community is viewed by the rest of the world.

The Knowledge Network has received a number of questions from local government leaders looking to implement a marketing plan and brand in their communities. Below you can view their questions and the experience and expertise other leaders have shared.

• What are the steps to begin a community branding process?
• What are the best examples of RFQs for firms to provide branding and advertising services for a small town?
• What should a marketing plan to attract businesses, consumers, and real estate development look like?
• How can marketing plans include components of citizen engagement and measurement?

The Knowledge Network also offers a number of resources to help local governments begin branding projects.

• Community Branding: Beyond a Logo and a Line: This presentation from the 2011 ICMA Annual Conference gives great insight to the power of marketing and how it can work for your community.
• Branding Your Borough:  This article addresses the similar ways in which both businesses and municipalities grow by adopting a strong brand.
• How Can Branding Help Your City?: A report by the Illinois Municipal League similar to the one above.
• Talk from the Trenches: Top 12 Community Branding Blunders (and How to Avoid Them): This PM article offers guidelines for creating the strongest brand possible.
• Brandstanding: Four Cities Share Their Success: This report offers four different case studies of municipalities’ experiences with branding.
• Putting Communities at the Center of Branding:  This PM article discusses how to make your community’s brand strong in a society that is dominated by advertising.
• City of Snoqualmie, WA  Economic Development, Branding & Marketing Plan: A sample plan to serve as a model for other cities.