Staunton seeks to create its own brand

BOB STUART / News Virginian
Published: August 27, 2007

STAUNTON - Staunton has distinguished itself as a center of arts and downtown revitalization and seeks to further stand out by creating its own brand.

Over the next couple of months, the city's department of economic development and downtown development association will work with a South Carolina-based consultant on finding Staunton's brand.

Interviews are being conducted this week with a variety of local groups from garden clubs to business and school leaders and Mary Baldwin College.

Tonight at 6:30 at the Stonewall Jackson Hotel & Conference Center, the public will get its chances to offer thoughts on what Staunton's brand should be.

And for those not directly interviewed, there will be a survey available in a Staunton newspaper.

While the brand could be as distinctive as the swoosh on a pair of Nikes, or the apple on Apple computers, the goal is to communicate more than a logo.

Tripp Muldrow of the Greenville, S.C. consulting firm of Arnett Muldrow & Associates, said a brand "is not just a logo, but the emotions and feelings behind it."

Muldrow said he has worked with several small communities on brands, and said the concept has sometimes worked well enough that people start using canvas bags, T-shirts and hats with the town brand on them.

"In one city the brand became a fashion statement,'' he said.

Muldrow said the success of a brand sometimes has that intangible quality, one that has people talking about or using the brand.

Staunton has looked at creating its own brand for at least a year, said Amanda Huffman, the city's assistant director of economic development.

She said the goal is to discover the essence of the city.

Huffman said that while Staunton has become known for its arts and tourism, it also has 2,000 acres of farmland and an entrepreneurial spirit.

The brand will serve both the locals and those who live outside the city's borders.

  "We need to take care of the local community,'' she said. "But externally, we may need the brand to develop  businesses."

Ultmiately, Huffman said it is hoped Staunton's brand can become well known across Virginia.

If the brand becomes popular beyond the commonwealth "that would be wonderful,'' she said.

Huffman and Muldrow said Staunton's brand could be finalized as soon as October.