As noted above, a step not included in the HAM work was defining the community brand. However, HAM did state that, early on, this should be tested to determine if in fact it effectively distinguishes New Castle form other Colorado communities.
So, what is a community brand and why is it important? Simply put, branding is the art of differentiation – what sets you apart from everyone else. It is a "promise delivered" to its customers – its current residents, businesses and those that it hopes to attract. To achieve the type of success that New Castle envisions, there must be a promise to residents, to people looking for a place to live, and to businesses looking for the environment in which they can invest, innovate or expand. That promise
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It communicates your “promise” to your intended audience, thereby producing a distinct and memorable image in the mind of your community’s existing and potential “customers.” New Castle’s brand, then, must be than color scheme, logo, or slogan; it must be a philosophy or belief system by which the community lives. It should drive everything New Castle does, from the way the Town goes about meeting the needs of its residents, to the way it shapes its future. Branding has everything to do with identity - “why” should someone remember New Castle; “why” should someone want to live in or start a business here? It is this brand that instills confidence in existing residents and businesses and attracts new residents and businesses and investors. The brand should exude enthusiasm, exuberance, excitement, a joyful lifestyle, exceptional opportunities, and an entrepreneurial spirit. Moreover, and this is very important, it must be feasible, real and something that can be demonstrated. Local sentiment or stories that are not supported in reality will not drive