Our Branding Initiative
The project is to develop a community-wide branding strategy for the City of Fayetteville, Cumberland County and community brand partners.
The Fayetteville Cumberland Collaborative Branding Committee (FCCBC) is leading the effort and consists of representatives from the City of Fayetteville, Cumberland County, the Tourism Development Authority, Crown Complex, Chamber of Commerce, Arts Council, Convention & Visitors Bureau, Vision 2026, Cool Spring Downtown District and the Fayetteville Cumberland County Economic Development Corporation.
We are conducting research inside and outside of the community to uncover the who, what, where and why surrounding Fayetteville/Cumberland County.
We will then leverage all of that data (hundreds of pages) to articulate Fayetteville/Cumberland County’s strategic positioning and develop compelling creative to support it.
Next begins the roll-out of the new brand not just through external communications but into the fabric of our community.
Your brand is what they say about you when you’re not around…branding is what you do about it.
Are a brand and a logo different?
A brand is not a logo or a tagline. A brand is a set of ideas and images (such as a logo) that set an expectation of what our community is about. Our brand is our unique story.
Why so much research?
Data is the primary driver for uncovering Fayetteville/Cumberland County’s brand. A statistically significant body of quantitative and qualitative research ensures the brand is informed by the reality of the perceptions from all consumers, residents and stakeholders.
How can I be a part of this?
You can join this process through the research process in the community survey, which will be released in the months ahead. Click here to sign up to be get email updates including the launch of the community survey; you can also sign up to be a brand ambassador!
What is community branding?
Your community brand is a combination of emotional and intellectual reactions to all the different experiences, marketing communications and behaviors people have encountered on behalf of your community. Branding is the process a community embarks upon to change, refine or improve what people are saying.
The idea of community branding is deceptively simple: use a community’s greatest strength to create a consistent memorable identity that will help propel the town to its preferred future. However, the process of branding is much more complex. The best identities are grounded in reality but aspirational in vision. They bridge the past and the present with an eye toward the future. They are uncovered and brought to life through a process that unites rather than divides. And they serve the interests of diverse groups within the community with different agendas.
Of course, branding is not a panacea for all ills. It cannot eradicate racial discord or turn a culturally desolate city into a cultural mecca. What branding can do is focus people on the positive differentiator in your community, which can help it stand out relative to the competition. And that differentiator does not necessarily have to be a huge visible asset like endless retail or incredible skiing. Perhaps your community boasts a more relaxed pace or excellent value for families. Creatively presented in a unique and memorable way, these characteristics can make people want to spend their time, their money . . . even their lives there.
Can you share some examples of community branding?
You can see numerous examples on our partner's (North Star Destination Strategies) website here!
How do I get Involved?
Your opinions are critical. The initial portion of this process is dedicated entirely to research. Central to this research is all of your input, your stories, your cherished memories about our community and more