By: Sandy Brown
The city of Salisbury, Maryland has created a brand community for the first time in the city’s history. Mayor Jake Day rolled out the new logos Tuesday, February 16, 2016 on the city’s website and Facebook page. Once known as Sby, the ‘Bury and even Smallsbury, is now the ‘Comfortable Side of Coastal’ in a new brand community initiative that features an array of new logos, fonts and coordinated colors on everything from street banners to T-shirts and tote bags.
A Brand Community is built by a supporting community that creates a brand representative of their heritage, interests, and lifestyle. Communities are strongest when all members have roles and are in control of the community. The city incorporated these concepts of brand community by bringing citizens together to participate in a series of roundtable meetings to offer input in the design process. The intensive branding and design efforts resulted in two unique brands: a “cool” downtown identity and the “comfortable” community identity that focuses on expanding outward from the Downtown Plaza to include the rest of Main Street and the marina.
Brand Communities thrive on the differences within the population. The political climate creates a sense of contrast and boundaries, which helps to provide broader unity among certain groups. The city’s new destination brand captures this concept by being composed of three components: Maryland’s Coastal College Town, Capital of the Eastern Shore and The Heart and Soul of Delmarva. The city also unveiled an updated city seal and a design for a new city flag. All are expected to appear on street banners throughout the city.
Brand communities exist to serve their members’ needs. Salisbury has recognized these needs and has begun to fulfill them with the creation of the new branding and logos. As the brand strengthens, customers and tourists will buying the goods and visiting the beaches, as they become more loyal to the brand community, adding value to the city of Salisbury and its members.