Like many communities, Rowan County, North Carolina set out to develop a community brand so it could tout itself to others for attracting economic development and tourism.
However, the research revealed a critical issue that required a new approach. We learned that Rowan County, despite its beautiful rolling countryside and charming collection of small towns, didn’t always speak very highly of itself. That’s right – Rowan County was spending more time being critical of its flaws than promoting its many great assets.
The Chandlerthinks team recommendation was simple – stop tearing each other down and start building up community pride.
To do this, branding focused on the two things that everyone in the community agreed upon – Rowan County’s location, a combination of rural countrysides and culturally cool towns, facilitated and fostered its independent spirit. Yes, Rowan County is kinda country AND kinda cool – a dichotomy that encourages everyone to be yourself and try something new.
This led to an idea and their brand story – RowanCounty is where you can “Be an original.”
Rowan County’s dichotomy of engaging countryside and urban vibe speaks to its unique character. But what defines our county is its compelling spirit of individualism that connects residents and visitors alike. Here, people do as they believe, because, for them, that’s the right way. Businesses, whether a one-person operation or one that employs thousands, do it their best way. This shared spirit is strong and perseveres here. Each community of Rowan County sees things slightly their own way. Opportunity to be who you want can be found here. Our residents capitalize on this potential to make the area a better place every day. We’re a tight-knit community, but we welcome those seeking a network where you can be yourself. There’s a lot to celebrate and rally around in Rowan County. Because this is the place where you can truly, “be an original.”
Actual messaging must showcase the people of Rowan County; its leaders; its students; its workforce. Real people working hard to make Rowan County better and proud to be blazing a new trail for tomorrow.
Watch the video here: https://www.youtube.com/watch?v=VJQvbIdKdGk&feature=youtu.be
Key County organizations rallied together in development of their new brand identity to create community unity and show they are focused on creating results.
Community reaction - See a couple of the news stories on the brand roll out here:
“Rowan County needed something bigger than a logo and bigger than an ad. They needed to believe in themselves and they needed a story they could all get behind. This branding project did just that.”—James Meacham, President/CEO Rowan County Convention & Visitors Bureau