Marketing for small businesses makes sense to draw in new customers, but local government officials may think that logo design and branding services aren’t something they need to worry about.
After all, every resident who pays taxes is already a paying customer. And yet, that’s exactly why it’s so important for local governments to share their good news and community value.
Even in the face of tight budgets, in which every dollar you invest must be well-thought-out for the long-term benefit of the municipality, marketing for local governments makes sense. Along with community needs like education, healthcare, law enforcement, emergency services, and infrastructure costs, marketing and developing a good brand identity is an investment in the future.
The return on investment, or ROI, may surprise government officials who don’t have a background in marketing. By budgeting for logo design and branding, you’ll improve your community relations, enact greater change through clear initiatives, and encourage more people to live and do business within your borders.
Why Marketing Is Critical for Local Governments
Proactively informing the community about the work you’re doing and the value of your municipality is a vital part of daily government operations. Marketing matters for local governments for the following reasons.
It’s a Powerful Public Outreach Tool
You cannot rely on local media, like the newspaper or local television stations, to tell the community about the important work you are doing on their behalf. Local government officials need to shape their own story, making it clear to voters and residents how they’re contributing to improving their own community. The best way to do this is through marketing efforts.
Increased Tourism Brings Income
A thriving municipality requires a healthy mix of quality living environments and a robust commercial area. By sharing the positive qualities of your area with people who may not live within your borders, you’ll improve the quality of life for local business owners and residents alike. You can also bring in more funds after launching a successful clothing brand.
Marketing Focuses on the Positive
It’s easy for people to find things to complain about, but not if a local government makes the effort to share the good instead. Marketing, especially through logo design and branding, naturally focuses the discussion on all the reasons why people love living and visiting your community. By working together, it’s easier to overcome problems that naturally come up as part of day-to-day local government operations.
What Are Logo and Branding Services?
At least once a year, local government officials or a dedicated committee should work together to create a comprehensive marketing plan that schedules and budgets for outreach initiatives that take place every month.
This dynamic document can focus on creating a brand for the community. If you don’t already have a logo, that’s your first task.
Logos are a combination of a unique image and aesthetically pleasing font that gives viewers a quick understanding of what your local government values and offers. You may think, ‘it’s just a logo’, but logo designs are useful for creating a visual identity and enforcing brand identity.
For example, a logo for a coastal town in South Florida may include an artistic rendering of a palm tree by the beach, while a farming city in Nebraska could have a logo featuring an ear of corn. Both quickly show what a visitor could expect.
To make the process easier, create logos with a team of marketing professionals who understand the benefits and limitations of partnering with a local government, like GoldStreet Designs. These design services are invaluable when it comes to the gritty details of design, like choosing the brand fonts and creating specifically for web design and mobile apps.
Sometimes, creating a new look for a logo is just the start of a greater branding effort. A brand includes visual elements that match across all marketing materials. Imagine matching colors, fonts, layout designs, and other elements without having to discuss it every time.
For example, the City of Bloomington Utilities created a style guide that outlined a uniform style to set a foundation for creating a brand that residents and visitors could know and trust. Another branding effort, the Ross Valley Sanitary District, included a logo that highlighted the government’s priority on clean waters and mountains. Professional design skills can help promote the brand’s identity and make a lasting impression.
The ROI of Logo Design and Branding Services for Local Governments
When local governments invest a relatively small amount into an updated logo or greater branding initiative, leaders discover that the target audience in the community experience measurable positive impacts. This marketing work demands that people come together and agree on the identity of an area — and the fresh brand demonstrates this pride.
It can take some work to unveil new branding efforts for a community. As a result, fresh logos and style guides are designed to work in today’s world and stand the test of time. By collaborating with professional marketing executives experienced with local governments, the ROI will be large and last for years.
What’s more, logo and branding work can help craft a specific message, image, or attitude that you want to reflect for your community. The logo and visual brand identity is effective product packaging for your municipality. Local governments have the power to share a specific demographic makeup, mission, or general perception that sets them apart from every other municipality in the nation.
When you effectively share your story as a local government and community, it becomes easier to generate additional community investment through both internal and external sources. You’ll benefit from an improved perception of your community, and your local government will be viewed as a modern, forward-thinking place.
A Fresh Look: Logo and Branding Services Pay Off
There are both qualitative and quantitative ways to measure if innovative marketing initiatives are working for your local government. You can run market research and gather the opinions of your residents through community surveys. You can compare investment budgets of new enrichment projects. You can collect feedback from local business owners to determine increases in tourist dollars.
With all marketing plans, it’s a good idea to start with a goal in mind. That way, as you work in partnership with marketing professionals on logo design and brand image, you’ll be able to properly measure the ROI in a way that proves to constituents and elected officials alike that these efforts are paying off.
It won’t take long for decision-makers within local governments to use their fresh brands and logos to spread the word of a new promise to their community. Together, they’ll be ready for the future — and look great at the same time. Get started by reaching out to GoldStreet Designs today.