UGA INSTITUTE OF GOVERNMENT THE PROCESS

Today’s complex challenges demand that governments at all levels strive to be more responsive, efficient, and effective in serving their citizens. The University of Georgia’s Carl Vinson Institute of Government is committed to promoting excellence in government through technical assistance, training programs, applied research, and technological solutions. The UGA Institute of Government works extensively with governments across Georgia and beyond to develop the knowledge and skills that elected officials, professional staff, and appointed board members need to manage effectively in the 21st century. Since 2018, the Institute of Government has offered a branding process for communities seeking to create or enhance their overall brand strategy and better position themselves in a competitive global economy.

THE INSTITUTE OF GOVERNMENT’S THREE-STEP BRANDING PROCESS

The UGA Institute of Government’s three-step community branding process is designed to be completed within 12 months. This community-driven process engages the public to develop buy-in and to help promote the brand, a crucial step in creating a successful community brand. Institute of Government faculty and staff work closely with the community from start to finish, ensuring that the brand created is one that truly represents the place, people, and culture.

In 2022, the City of Holly Springs engaged the UGA Institute of Government to develop new branding to better tell the community’s story, including the upcoming Town Center, enhance economic development, increase community pride, and foster a stronger sense of local identity. The branding team was led by Institute of Government faculty Kaitlin Messich. Erin Honea, Communications and External Affairs director for the City of Holly Springs, led the branding process at the local level.