By Tabatha Duvall, PCED
This article was originally posted in ARML City & Town magazine.
Community branding is more than a marketing strategy; it’s a vital component to shaping a community’s identity and it drives economic development activity. As cities and towns look to enhance their appeal and foster growth, branding initiatives have become a critical tool. Community branding involves creating a unique identity for a place that encompasses the community’s image and values distinguishing it from other localities.
Effective branding plays a crucial role in economic development by attracting investment, enhancing local business growth and boosting community pride. A well-defined brand establishes a good first impression, boosts existing local business by increasing visibility, and fosters a sense of pride and belonging among residents.
The Northwest Arkansas community of Pea Ridge is a small dynamic city known for its military history and its location along a high ridge in the Ozarks. Pea Ridge has a promising economic outlook as it is located in the fastest growing region in the state of Arkansas. The city recently embarked on a new branding initiative with the University of Central Arkansas (UCA) Center for Community and Economic Development (CCED) and Thrive, Inc., a Helena based nonprofit that helps rural communities reach economic goals through rebranding, placemaking initiatives, and engaging youth.
The goal of the branding process is to capitalize on the current economic growth in Northwest Arkansas and define what makes Pea Ridge unique.
Pea Ridge Mayor Nathan See said, “By undergoing this process, we are hoping to show that our city is a city of great opportunity for business, residential, and economic growth. We are moving forward and growing not only in population, but also growing our local economy.”
In partnership with UCA and Thrive, the City of Pea Ridge has developed a new city logo and brand. The process was highly inclusive, involving community meetings and a committee of residents that worked hand-in-hand to design the new brand. When Mayor See convened a brand leadership committee, he was intentional in his recruitment. The committee included a local graphic designer, native residents, and new residents.
The new design concept incorporates elements of Pea Ridge’s history and geography. The overall diamond shape was chosen to be representative of the Arkansas state flag. The pea leaves bring to mind the native plants for which pioneer settlers named the community. The ridge itself is represented in the shape of the hills, and the star hearkens back to the Civil War history of the Battle of Pea Ridge. The colors were chosen to represent the natural beauty of the Ozarks in and surrounding the city.
In addition to the new logo, the city has adopted the tagline, “Life is Better on the Ridge,” sharing the pride they share in their community’s quality of life.
The community has already started to embrace the new look. Shirts and hats are available for purchase at City Hall, new “Welcome to Pea Ridge” signs are in production, and the city’s vehicle fleet and website are being updated to include the new logo and tagline.
To measure the success of the branding initiative, the city will be tracking several indicators, and regular community feedback will also be crucial in assessing the brand’s impact.
Mayor See added, “I will be watching how the community comes to like the logo more and more; I have heard some say it has a look of growth and opportunity, we are a staple in Northwest Arkansas, and that Pea Ridge is a healthy community.”
As Pea Ridge moves forward with its branding efforts, other communities looking to enhance their own economic landscapes may take cues from this initiative. Exploring branding consultations with organizations like Thrive, Inc. could offer valuable insights and strategies to harness the transformative effects of a community brand.