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What's in a Brand?

Oftentimes, whenever we think of a company or organization’s brand, we recall its logo. However, the two are not one in the same. The logo is a central element to a brand, but a logo is not a brand in its entirety.

When we think of popular brands, most often companies like Coca-Cola, McDonald’s or Wal-Mart come to mind, and rightfully so. These are some of the most popular companies with the most  recognizable brands in the world.

However, beyond the logo is the customer’s actual experience. Experience is the brand; the logo is the face of that brand.

The brand is what people think of when they hear your company’s or organization’s name. Those thoughts are derived from people’s experiences, as varied as they may be.

Whether it is intentional or not, every organization has a brand. It is the feeling of
satisfaction or happiness that people associate with it.

In that same regard, every city, county, district and state has a brand, too.

Considering the incredible things happening in Canton, we have come to ask ourselves the same questions that any business hoping to improve its products or services must ask to grow, expand and share its message:

“What do people think of when they think of Canton, Georgia?”

“What do people associate with Canton?”

“How do people experience Canton?”

“Outside of Canton’s
borders, what do people know about our city? What impressions do we give to those who know absolutely nothing about us?”

In addition to gateway and wayfinding signs that welcome people to town and help them navigate their way to various local destinations, these are some of the questions that will be asked as the City undertakes plans to establish a new logo. However, before we get there, we will need to assess our current messaging.

“How do we communicate who we are as a community?”

We love our history. We love our arts. We love our food. We have a river. The people here are some of the friendliest.

A new City of Canton logo, among many other purposes, will help us better depict our strengths, market our competitive advantages and convey our community character in a manner that promotes the living, economic and tourism opportunities that help make us special.

It has been a few years since we’ve re-thought the City of Canton’s brand. This presents a great way for us to look inward and work together to communicate who we are in an artistic, exciting and compelling way.

We are a happening place with a charming and unique character, welcoming new people and new ideas: same city, new brand.

Johns Creek’s Strategic Economic Development Plan
MARTA Expansion North and the Red Herrings

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