What is the Community Branding Initiative?

In order to attract business and investment, recruit and retain a talented, desirable workforce and develop our tourism, the Park Rapids Lakes Area is undertaking a strategic community branding initiative in collaboration with a large group of community stakeholders to cohesively craft and share our unique story with investors, residents, seasonals and visitors alike. The branding and marketing initiative will incorporate existing economic development and tourism activities. The Chamber’s appointed Branding Committee will provide oversight for this project. The committee has identified two primary objectives for this campaign: development and strategic implementation of a strong community brand and presenting the Park Rapids Lakes Area as a desirable location for residents, investors, businesses and visitors.

The Branding Committee represents a cooperative effort between the Chamber, the city of Park Rapids, the county of Hubbard, Downtown Business Association, City Lodging Association and the local Economic Development Commission.  The Branding Committee has selected the branding agency CivicBrand to lead this effort.

About CivicBrand

CivicBrand is a branding and marketing agency based in Dallas, TX that specializes exclusively in community branding and public engagement. CivicBrand works directly with Cities, Chambers of Commerce, Convention & Visitors Bureaus and Business Improvement Districts to develop and implement branding and engagement strategies.

CivicBrand has developed a process that puts public engagement at the heart of all community branding projects. The CivicBrand team will visit the Park Rapids Lakes Area in the summer, fall and winter for what they call “Brand Camp”. During these visits they will tour the community, engage with stakeholders and residents and run focus groups and workshops. In addition, this website will serve as a project engagement portal where you will be able to participate in surveys, provide feedback, download data and keep up with the branding project.

The deliverable of the community branding project will be the development of a brand platform and implementation strategy. In addition, CivicBrand will be producing a documentary of the entire process so everyone can gain insight into the process. To learn more about the CivicBrand process and what exactly a brand platform is (hint: it’s not just a logo and tagline), you can view the slides and transcription from the presentation that CivicBrand delivered during their first trip to Park Rapids. Be sure to sign up for notifications so you can be the first to know about future survey questions and project updates. You are the secret ingredient to making this a successful project!