WHAT’S THE BIG DEAL ABOUT A BRAND?

It’s just a logo, right?  Nope.  A slogan?  Not really.  A brand is far more than either of those.  And everyone, every product, and every community has a brand.  A brand is what “they” say about you when you’re not around.  And what they say is based on word-of-mouth and personal experience with your offering.  It includes the emotion conveyed by the brand, the perceived reward of buying that particular brand, and what stands out to differentiate it from other brands offering the same types of products or services.  So our brand is not just what WE here locally think– but what others think about the Greenville experience.  BRANDING is what we do to affect what people are saying about Greenville, and it can elevate the regard that residents, tourists, and business prospects have for our community.

WHY COMMUNITY BRANDING?

Visualize a large room with dozens of dart boards on every wall.  Someone hands you a dart and says “if you hit the bull’s eye on the ‘right’ board, you’ll win a million dollars.”  How do you know which direction to aim?  We are conducting research throughout the community and even in areas beyond our boundaries to understand what is being said about Greenville so we can focus in the right direction for the greatest gain.

Our goal is to produce a cohesive message and consistent feel with elements and tools that can be easily incorporated for use by businesses, industry, government, higher education, healthcare, residents, tourism, and community groups.  We are seeking a brand that not only preserves our unique identity of the past, but looks towards our future.  An effective integrated brand contributes to a stronger economic base, higher property values, diverse and sustainable employers, visitor attraction, and citizen retention.

WHO WILL HAVE INPUT? 
Everyone who lives and works in Greenville will have an opportunity to share their perspective!  Several types of research will be conducted on behalf of Greenville including interviews, focus groups, man-on-the-street interviews and surveys.  People outside Greenville will also be polled to understand what is being said from a state and regional perspective on Greenville as a place to live, visit, and conduct business.

WHO IS LEADING THIS PROJECT?

Working on behalf of the City of Greenville, the City’s Office of Economic Development, Public Information Office, and the Greenville-Pitt County Convention and Visitors Bureau have partnered with North Star Destination Strategies - based in Nashville, TN, a national leader in community branding. Learn more about North Star and review case studies from other communities who have highly prized their expertise and objectivity at www.northstarideas.com. 

Contact Debbie Vargas with the Greenville-Pitt County Convention and Visitors Bureau at 252-329-4200 for more information.