Knightdale branding campaign kicks-off Monday

aspecht@newsobserver.comAugust 22, 2013 

  • If you go

    What: Knightdale branding campaign kick-off

    When: 7 p.m., Monday Aug. 26

    Where: Knightdale Town Hall, 950 Steeple Square Court

— Starting Monday, a consulting firm will reach out to Knightdale residents for input on their hometown.

At 7 p.m. at Town Hall, North Star Destination Strategies will host an “educational session” about its role in Knightdale’s branding campaign and explain how Knightdale residents can help mold the town’s image for years to come.

“We’re hoping to uncover the essence of Knightdale from the people who know it best,” said Kelley Brackett, community brand coordinator for North Star.

The Tennessee-based company plans to interview residents and business owners over the next few weeks. The idea is to determine Knightdale’s strengths, Brackett said, and then incorporate them into a new town brand. North Star representatives plan to explain their research practices and the branding process at Monday’s meeting.

A brand “isn’t just a logo and a slug line, it’s about foundation and a strategy” to lure more residents and businesses, Brackett said.

Knightdale leaders believe the town has outgrown its image as a small, rural farming community. Earlier this year, Knightdale Town Council approved plans to spend about $90,000 over the next two years to generate new branding elements such as colors, a logo and a marketing slogan.

“With the growth we’ve seen in recent years, Knightdale is at a turning point,” Knightdale spokesman Brian Bowman said.

Census data shows Knightdale’s population has doubled in the new millennia, growing from 5,958 residents in 2000 to 12,724 residents in 2012. During that time, Knighdale became the town with the youngest median age in Wake County: 31.

Meanwhile, the town is on the verge of completing Knightdale Station, a 70-acre park in its downtown. Town officials hope the highly-anticipated amenity brings as much attention to Knightdale’s eastern region as Interstate 540 and the Shoppes at Midway brought to its western border.

In giving Knightdale’s brand a facelift, “We want to get as much input from as many residents as we can,” Bowman said.

Specht: 919-829-4826

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