Wanting more than a logo and tagline, Cabarrus County sought an authentic, research-based brand that reflected the community as it is today. The research overwhelmingly showed that the community united around four values—family, faith, collaboration and tradition.
“The values and research added up to a very strong brand essence,” said Cabarrus County Communications and Outreach Manager Kasia Thompson. “The brand helps you realize very few places address rapid growth through unified vision, hard work and compassion. The values built a strong community of which we can be proud and it’s why so many choose Cabarrus County as home for their family and their business.”
Starting with Living the Brand Workshops, the County began a year-long project to develop the brand storyline in conjunction with the County’s 225th anniversary. The County will use the brand to project its strategic vision, develop recognition among residents, attract new residents and businesses, engage employees, and aid with the recruitment of a talented and diverse workforce.
“Just as we actively engage the community in the budget process and initiatives, it is important to create opportunities for our residents, business owners and employees to connect with the brand.” Thompson said. “It was built around their thoughts and words. Unifying the community through these values will only help us improve quality of life and strengthen Cabarrus County’s economic development appeal.”
The County previously used its seal for graphic representation and will continue to do so in an official capacity. In Fiscal Year 2005, the County developed the “Cabarrus County The Center of American Motorsports” logo as an economic development tool.
The County hired Avant Marketing to administer the research, brand development and brand implementation. Walker Marketing developed the logo and graphic design of materials that will make the brand recognizable by the community.