Proactive communities brand themselves to be distinctive and to be destinations of choice for businesses, industry, visitors, residents, families and others.

Examples:
Economic Development:
Communities are taking a page from the private sector in developing brands to stand out in the minds of employers, visitors and residents. Unfortunately, many who start with lofty branding goals end up settling for a slogan and visual identity that falls short of becoming a true brand.

When our brand message is backed by real life experience, we will tap into the powerful force of economic development. This is integrated branding– the ability to communicate and keep a branding promise. An effective integrated brand contributes to a stronger economic base, higher property values, diverse and sustainable employers and citizen retention.

Tourism:
Tourism is an economic engine. As more communities awaken to this fact, the competition for "mind share" and "wallet-share" is growing more intense. Mobility is king, and travelers are time-programmed and pressured like never before. More long weekends and fewer extended vacations are the trend; and a "been there, done that" attitude is spurring the need for communities to differentiate – brand – themselves in the sea of pick-up brochures, ads, media stories, and Internet portals.