What is a Municipal Brand and why are we building one?

Branding is important to any public place. It defines the critical elements that people value about a community and provides a foundation for how to express these things to the most people in the most consistent way. It’s what people think of when they hear your name, as well as the perceptions, personality, and reputation that go along with it. In short, a municipal brand articulates who you are and what you stand for.

When we think of brand, the first thing that comes to mind is the logo, but it is so much more. Brand is a valuable tool that helps organizations support and manage image. Businesses use their brands to target the ideal customer. Similarly, municipal brands can help their communities target residents and investors who align with the culture and shared vision for the future. Furthermore, municipal brands strengthen pride within the community, enhance communication, and support the evolution of a place with intention and purpose.

Through this project, the City, its community members and its consultants will work together to build a brand tool kit that helps us:

  • Provide a consistent written and visual representation of our City helping us tell our story and look professional in ways that are authentic to us

  • Support economic development initiatives by positioning Richmond to compete for residents, businesses and visitors

  • Elevate community pride and foster collaboration with our people

  • Manage reputation

 

 
 

A municipal brand is not created out of thin air. It’s not constructed from the ground-up. This process is designed to uncover our city’s inherent character and image – what makes Richmond, Richmond. And who better to shed light on our community’s strengths and character than the people who know it best: our residents and stakeholders.

 
 

This project is led by a Steering Committee which is comprised of representatives from our residents, businesses, and civic organizations. Guide Studio, Inc. is the municipal brand consultant who will guide us through the process. The Steering Committee is made up of representative from the following city departments and local stakeholder organizations:

 
 

  • City of Richmond - City Commission

  • City of Richmond - Planning

  • City of Richmond - Community Development

  • EDC of Wayne County

  • IU East/Purdue/Ivy Tech Richmond

  • Wayne County Area Chamber of Commerce

  • Main Street Richmond

  • Richmond Depot District

 

There is no power for change greater than a community discovering what it cares about.

– Margaret J. Wheatley

We want to hear from you

 

The City of Richmond is undergoing a branding process to help us communicate who and where we are today as a community and where we're going. The results will help us create tools to retain and attract residents, improve community engagement, and support economic development initiatives.

Please take this brief 10-minute survey to help us understand what you believe to be Richmond's best and most distinct characteristics.

Thank you for your participation.

The survey will be open through March 7, 2025.

 
“Leaders who fail are the ones who do it by themselves. Leaders who succeed are the ones who allow others to help them. ”
— Simon Sinek
 

  • Public and Stakeholder Engagement – February/March 2025

    • In person Discovery Sessions with Guide Studio team

    • Online Perception Survey

  • Story and Strategy Development – March/April 2025

    • Online Image Survey

  • Brand Identity Development – April/May 2025

  • Implementation Plan Development – June 2025

  • Brand Guidelines Development and Training – July/August 2025

 
 

Why are we branding Richmond?

Municipal brands help communities target residents and investors who align with the culture and shared vision for the future, strengthen pride within the community, enhance communication, and support the evolution of a place with intention and purpose.

 

Who is involved?

Residents and stakeholders make up the Steering Committee that leads this initiative with support from our brand consultants at Guide Studio, a Cleveland-based firm that specializes in branding, communications, and wayfinding for communities. Other members of the community may participate in focus groups and all are encouraged to take the survey.

What is the timeline?

This project began in February 2025 and is expected to wrap up in late summer with the new brand launched shortly thereafter.