Branding by Burleson, TX

One of my objectives on this blog is to show that branding is not exclusively for corporations or businesses. A few years ago, I discovered what is widely referred to as place branding. This is where, as the name suggests, the principles of branding are applied to places. But I won't go into that now since it's something I plan on covering in-depth down the road. For now, I wanted to introduce the concept through the branding of Burleson, TX, which was executed by an agency I'm a huge fan of, Civic Brand.

If you visit the Civic Brand website (which I highly suggest), you'll see that this project went way beyond just slapping a new logo on some street banners. This agency engaged in a process that involved residents, businesses, and visitors to create a brand identity system that truly represented the unique qualities and attributes of The City of Burleson.

This involved research, strategy, design, and messaging that took place over a period of time through community events, public meetings, interviews, and surveys. I know because they created a behind-the-scenes documentary showing the entire process. Great move, Civic Brand.

If you ever want to understand the value of partnering with a branding agency to execute your branding, I'd advise you to take a look at this documentary. The best agencies go deep.

Branding Highlights

Logos

Website

Application

Merch

The brand identity included a number of logo variations. They were designed to be used on different applications and to have a role in the city's branding in different contexts. I particularly love the idea behind the BTX Made logo variation. When used by local businesses, it essentially gives them the opportunity to attach their products to the Burleson, Texas brand.

Every city should have a website that is beautifully designed, easy to use, and excellent at giving its citizens a way to engage with it. The website should also reflect the identity of the city. That identity should be consistent with what people see in the lived environment.

To fully appreciate the impact and effectiveness of branding, it must be consistently, openly, and frequently applied. The City of Burleson made the decision to prominently display its new branding on its water tower, showing a strong commitment to making it a key aspect of its core identity. I'm certain that over the years, it will stand as a symbol of civic pride.

And, of course, every brand should have merch. Why should The City of Burleson be different?

I'm personally fascinated by place branding. I think it has the potential to deeply impact how we engage with the places we live. Connection is at the core of what branding is, and many people don't feel very connected to the places they call home. By thoughtfully applying the principles of branding to places, we can foster a sense of belonging and identity, making our communities not just places we reside in, but places we truly feel a part of.