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Commentary: Building a Brand, ‘The Gonzales Way'
A simple slogan helped the community of Gonzales, California, galvanize its identity and bring economic development and new opportunities for its members.
Of the various types of branding, the most powerful ones are based on beliefs and values, which connect with an audience on a deep, emotional level. But how do you settle on a brand identity and convey it to various audiences?
The small California town of Gonzales found its brand identity organically, tapping into sentiment that coalesced around a phrase that was not originally intended to serve as the city's overall brand.
Today, residents and businesses know and understand "The Gonzales Way" and rally around it. Others who seek to do business with Gonzales discover its meaning and importance as they work with the city.
About City of Gonzales
The city of Gonzales, California is located in Monterey County. The quaint and culturally diverse community of approximately 9,000 people is in the heart of the Salinas Valley’s agricultural and wine region. Gonzales is an established regional leader in agricultural-technology and innovation, environmental awareness and sustainable practices. Gonzales is home to companies such as HealthySoil, which manufactures products to improve agricultural crop production; Converted Organics, a natural fertilizer company; Taylor Farms, a fresh vegetable production facility, Mann Packing/Del Monte Fresh, a leading supplier of fresh cut vegetables; Ramsay Highlander, an innovator, designer and manufacturer of technologically-advanced harvesting equipment; Papé Equipment Handling, Braga Fresh, Green Valley Farm Supply, Tessemae’s, American Bioscience, Caraccioli Cellars, and Constellation Brands, an international producer and marketer of beer, wine and spirits.