• 73°

County’s rebranding campaign unveiling receives positive reception

By Josh Bergeron and Elizabeth Cook
news@salisburypost.com

SALISBURY — If it’s surprising, something’s wrong, said Rowan county’s branding consultant Steve Chandler on Thursday.

During a Chamber of Commerce event, Chandler, who runs Tennessee-based ChandlerThinks, unveiled a slogan, advertising samples and the “brand story” for the countywide rebranding. Three words sit at the core of the rebranding — “be an original.” In the “brand story,” Rowan County is described as a place with many unique facets.

His presentation received an overwhelmingly positive reception early Thursday. Commenting on Chandler’s presentation, attendees of the Rowan County Chamber of Commerce breakfast said the phrase “be an original” seems to fit perfectly.

Chandler said the branding should naturally fit with well-known facts about Rowan County. After all, his firm spoke to or received information from a total of 1,800 people before deciding on the slogan.

“If I pull a rabbit out of a hat and it’s like ta-da, then you know it’s not really your story,” Chandler said.

F&M Bank President and CEO Steve Fisher, who attended Thursday’s presentation, said the rebranding “nailed it.”

“We’re a community of very distinct personalities and sometimes that causes us to smile and sometimes that causes us to challenge each other,” Fisher said. “We’ve got to embrace it because it’s who we are. People don’t change very much who they are. The fact that we are so diverse, so different and have so many ideas about politics and life and culture should be embraced.”

Salisbury City Councilman Kenny Hardin said he left the presentation “fired up.” The slogan and branding campaign is “very inclusive,” Hardin said.

Newly elected school board member Alisha Byrd said she also liked the message at the core of the branding campaign could have positive effects on children.

“I think we should encourage our children to be, as the presentation said, fearlessly authentic and to be original, to be yourself,” Byrd said.

Other education leaders expressed identical sentiments. Encouraging students to be original and find their own way builds confidence, said Rowan-Cabarrus Community College President Carol Spalding. Catawba College President Brien Lewis said he thinks “be an original” captures the spirit of Rowan County that he’s observed.

“I think it captures the community and I think it captures Catawba too,” Lewis said. “Everybody thinks we’re a traditional liberal arts college, and that’s part of us but that’s not all we are. So, I think it’s going to be very translatable for education, for business and all the elements.”

Some attendees of the meeting said they were surprised not to see a logo presented during Thursday’s event. Although the logo didn’t appear as a prominent part of Chandler’s presentation, it was there. At the bottom of sample advertisements sat a small logo consisting of stylized text that read “Rowan County, North Carolina, Be an original.”

When asked, Convention and Visitor’s Bureau Director James Meacham said the final logo will be a version of the one shown on Thursday.

Contact reporter Josh Bergeron at 704-797-4246.

Comments

Local

Hundreds turn out for annual Juneteenth celebration on newest federal holiday

Local

Between local champions and an upcoming state tournament, pickleball putting Salisbury on map

Business

Business leaders hope to draw big crowd for job fair at West End Plaza

News

Officers cleared in Mooresville shooting

Business

From firefighter to photographer, Brianna Mitschele is ready to capture more moments in downtown Salisbury

News

25 years later, runners reflect on Olympic torch’s trip through Rowan

News

Commissioners to consider designating Newberry Hall House as county historic landmark

Farm & Garden

51st annual Old Southeast Threshers’ Reunion set for July 1-5

Business

Biz Roundup: St. Luke’s Episcopal Church Foundation awards grants from Salisbury to Jerusalem

Lifestyle

Kristy Woodson Harvey: For Dad

News

South Salisbury Fire Department activates new weather siren

Lifestyle

Library Notes: Meet the ‘Dare Devil Dogs’ in Week 5

Faith

Q&A with Bishop Tim Smith

College

Wolfpack tops Stanford falls in College World Series opener

Lifestyle

‘Down by the Praise Pond’ shares local author’s faith in debut children’s book

Nation/World

Driver crashes into crowd at Pride parade in Florida; 1 dead

News

Search continues after 3 tubers die, 2 disappear at dam

News

Research from NC State professors is aboard space station

Education

Livingstone College celebrates federal recognition of Juneteenth

College

Wolfpack faces Stanford today in College World Series

Nation/World

Tropical weather lashes Gulf Coast with winds, rain

Nation/World

Girl attacked by bear in Great Smoky Mountains National Park

News

Cooper vetoes bill that would have allowed more to carry guns in churches

News

Two tubers remain missing after going over Dan River dam