Chambers County launches branding campaign

By THE TIMES-NEWS

March 19, 2015

LANETT - The Chambers County Development Authority launched a new communitywide brand at a media conference Wednesday, at Hampton Inn & Suites in Lanett, Alabama.

"In today's global economy and competitive environment, it's critical to promote your community on a unified front," Valerie Gray, executive director of Chambers County Development Authority, said. "Site selection consultants, prospective companies and existing industries need to know our resiliency and what all we have accomplished in Chambers County. It's important for people to understand where we've been and where we are going."

Referencing roots in the community's textile history, the tagline, "Strength Woven In," captures the county's proud past while embracing its unique spirit of strength in over-

coming every challenge it faces. The tagline will support the county as it continues to define its vision for the future.

"The strength shown by our local community many times over has allowed our hospital to maintain its presence in Valley, Ala. As far back as 1947, local citizens gave a day's pay to supplement the building fund, and in more recent times their generosity has come through over and over again. We are fortunate to have such a strong and caring community throughout our greater Valley area. They are always there for each other." notes Cindy Brooks, public relations director of EAMC-Lanier Hospital.

The dynamic logo features a gray and red pattern woven within the borders of Chambers County. The "Strength Woven In" design created by Alabama community marketing firm, Red Sage Communications Inc., will become a symbol for Chambers County, and synonymous for the vibrant strength of the community.

"The most powerful brands are those that are defined by residents who are passionate about where they live, not those defined by a company that does not live in or truly know the community," explained Ellen Didier, president of Red Sage. "Our job is simply to ask questions, listen well, and then visually capture the unique spirit that is shared with us by residents. We feel the final brand developed, including the logo and tagline, powerfully showcases the community history, spirit and personality expressed to us by the people of Chambers County."

"By using the shape of the county in the logo, we were able to encompass each city and town within the county to present unity. This is strengthened by the woven pattern which definitively ties the tagline to the logo," affirms Kevin Hand, member services representative of the Tallapoosa River Electric Authority.

The brand and tagline revealed serve as the conclusion of the Chambers County Community Branding Project, funded in part by PowerSouth Energy Cooperative in an effort to expand the community's visibility through professional branding and marketing materials.

Red Sage Communications facilitated multiple focus groups with many residents, local officials, community representatives and business leaders to gather core qualities citizens' associate with Chambers County. These core strengths were honed into a clear, cohesive, comprehensive brand with the help of a six-person branding committee. After extensive feedback, discussions and revisions spanning 15 weeks, the final tagline and logo were determined by online survey.

"PowerSouth Energy Cooperative was happy to be able to play a small role in the Chambers County Branding Project. The level of community participation throughout this process lends further proof to the commitment of the citizens of Chambers County and the dedication and professionalism of the Chambers County Development Authority. It is our hope that this will lead to even greater visibility for the county and continued economic development successes," Caleb Goodwyn, economic and community development representative for PowerSouth Energy Cooperative.

The final brand and tagline present Chambers County as a community of resiliency and strength. A progressive, pro-business attitude and strategic location aid Chambers County in overcoming any challenges that threaten the community. The brand, tagline and supporting messages will be used in industrial recruitment and tourism efforts, and as a competitive differentiator from surrounding communities in the Southeast USA.

In addition to revealing the new logo and tagline, brand implementation by local entities was discussed. Creating a countywide brand portrays a unified front with a strong brand instantly recognizable as Chambers County. The CCDA has created a brand roll-out plan for its own publications, and will assist in its implementation by other county groups as requested. In addition, the CCDA plans to incorporate branding activities and events to continue highlighting the stories of strength that are abundant in Chambers County.

"The brand campaign including logo, tagline and messaging will be incorporated immediately into our website, social media and promotional and marketing materials. Our next step is to provide an implementation plan to our cities, county and local organizations to best incorporate the brand into their marketing plan and everyday activities. No matter where you go in the County, you will observe a consistent brand that says we are united and strong," Gray said.

"At the CCDA, we have developed future activities that will utilize the new logo and tagline to be used throughout the county. From LaFayette, birthplace of 'Fighting Joe Louis,' to the rejuvenation of the mill towns of Lanett and Valley, strength is apparent in every part of our county. Incorporating this new tagline into everyday activities should come naturally because it embodies who we already are as a County. Our hope is that the brand is embraced by all who live in and love Chambers County," Kimberly Carter, CCDA business retention specialist, said.

For more information about the Chambers County Community Branding Project, contact Kimberly Carter, Chambers County Development Authority at 334-642-1460.