A brand is a unique identifier of an organization. It unifies an organization, creating a cohesive identity across all departments that builds recognition and trust with stakeholders.  A brand should reflect not only how others, both within and outside the region, perceive the business or agency, but also how it views itself. The brand voice should showcase our personality, values, our best attributes, as well as glimpses of our history and goals for the future. A brand is not just a logo, it is comprised of a brand story, mission, principles, and supporting visual and word marks. At its core, a brand is what people think and say about an organization when they are not in the room.  

Currently, there is no formal countywide brand. The county seal serves as the only unifying mark for county government, while OneGuilford is considered an informal motto to tie county municipalities and stakeholders. Unfortunately, under federal law, the seal may not be registered as a trademark or service mark making enforcement of inappropriate use of the seal difficult. A new brand will strive to efficiently communicate Guilford County Government’s story and value to residents, business owners, prospective businesses and economic partners. 

We arrive at a new brand first through extensive research, ensuring all representative voices throughout the county are heard. Second, we plan how we will use that research to develop our brand voice. Then, develop the vision/prototype, and finally, evaluate the brand and its impact on our stakeholders.  

Momentum is an exercise where community stakeholders gather to provide input on the county brand narrative and subsequent Guilford County brand. Right now, we are in the research phase of the project. We are hosting a series of focus groups with interested parties throughout the county to better understand the Guilford County experience. This research will inform the creation of a brand story, brand principles, and corresponding visual components.