Bloomington is looking for a new identity. The city recently launched a “city and place branding initiative” and is seeking residents’ input.
Here’s what you need to know.
What’s a branding campaign?
Through its branding campaign, called WeAreBloomington, the city is trying to generate a brand — a slogan or logo, for example — to affect how it is perceived by residents, tourists, businesses and others to convey the city’s strengths, personality or values.
The office of Mayor Kerry Thomson stated in a news release the city’s brand “will define and communicate Bloomington’s identity, laying the foundation for stronger economic development, talent recruitment and retention, community pride and citywide storytelling.”
Thomson’s office said its branding effort is a result of the 2016 Wage Growth Task Force, “which called for a branding strategy to strengthen Bloomington’s economic competitiveness.”
What are some examples of city brands?
Chicago is known, among other names, as the “City of Big Shoulders” while Detroit is sometimes called “America’s Great Comeback City.” Paris is often called the “City of Lights” while New York is known as the “Big Apple.” Bedford brands itself the Limestone Capital of the World, and the city of Columbus, Indiana, says it is “Unexpected. Unforgettable.”
Why do city leaders want to create a brand for Bloomington?
Thomson said in the release, “Bloomington is at the forefront of transformative efforts, from housing and infrastructure to arts, culture, and innovation — and this branding initiative ties it all together. A strong, authentic brand helps us grow purposefully and invites others to grow with us. When people see their values in our story, they’re more likely to stay, invest, and contribute.”
Who is helping the city with its branding initiative?
The city has hired the agency CivicBrand, which is to work with a committee of residents and other stakeholders “to ensure the final outcomes reflect the broader community’s lived experience and vision.”
How much is the city of Bloomington paying CivicBrand?
$95,000.
How can you provide input?
The mayor’s office is directing people to the website wearebloomington.com, where they can participate in a public survey through June 16. The website also will provide updates on other engagement opportunities.
What’s the timeline?
Thomson’s office said the initiative is “expected to conclude in early 2026. … The resulting materials will guide the city’s communications, marketing and economic development efforts in the years ahead.”
Boris Ladwig can be reached at bladwig@heraldt.com.
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