After a very extensive search, Garland hired a marketing firm several months ago to work with us to more effectively promote the city. The Council's Marketing and Events Committee, of which I am a member, has had a number of progress reports. Of almost thirty companies that responded to a request for qualifications, Hahn, Texas was chosen. Personally, I like their style. They like to convey their message simply and directly, just how I would like to do it if I were similarly talented.
 
Council members and others in the community were recently interviewed to gather perspectives on Garland and suggestions. By mid-summer, we should be well toward identifying a brand for the city.
 
Lucia Arrant, manager of the city's Convention and Visitors Bureau, is the staff person overseeing the project. She recently distributed this FAQ that helps explain the project and its goals:
 

 
What is a brand?
A brand is simply the way people view a product. For Garland, our brand is the way people perceive our city. A good brand for us will reflect both what our community is and what it wants to be and is important to promote economic development and community identity within Garland and to outside audiences.
 
What is Garland doing as a part of this project?
Garland is developing a unified branding and marketing plan. This is an effort between the City, the Convention and Visitors Bureau and communications firm Hahn, Texas, driven by interested stakeholders. An organized and updated image will position Garland for future economic and cultural success.
 
What is the goal of this branding project?
We’re seeking to develop a unique Garland brand and identity that can be used to enhance the city’s tourism, economic development and marketing opportunities. Those of us who live and work here know that there’s more to Garland than what most people are familiar with. One of the goals of the process is to answer questions like "What do we want to be known for?" and "How can we differentiate ourselves as a city?"
 
How can I give input on the process?
Developing an authentic brand requires that we involve our citizens and local stakeholders in the process, so that we can uncover the unique characteristics of our community.
 
We will likely be asking the community for input once we have creative concepts to share. Everyone can follow the process, ask questions and offer input at www.brand-garland.com.
 
What will we see at the end of the project?
The project includes research, messaging, identity and creative phases and is scheduled to conclude this fall. Final deliverables will include a new logo and tagline, as well as a brand standards guide and a marketing plan to attract tourism and economic development opportunities to Garland.
 
How far along on the project are we?
We’re currently engaged in the research portion of the project. This research will drive the creative expression of our brand and includes:

• Reviewing past research and analyzing it from a communication and marketing perspective
• Conducting research on similar, peer cities
• Conducting stakeholder interviews

Why is now the right time for the city to be spending money on this?
This project has been a goal of our City for several years. In order to help tell the Garland story, we need a solid brand that puts our assets together, and in context.
 
This is an investment in Garland’s future. An effective and memorable brand will help us attract new businesses, residents and tourists to the city for years to come.