A regular reader of mine received her utility bill in the mail and noticed the relatively new Franklin logo on the envelope. With sarcasm she asked if the branding has been responsible for any business expansion in our city.

Don’t laugh. That’s a fair question. Here’s why. On April 24, 2019, Franklin issued a news release that read, in part:

The City of Franklin has selected a logo as the new brand identity to be used on the city’s website and communications. The tagline “Celebrating Quality of Life” has also been selected to accompany the logo in certain applications. The city is initiating the new branding to help enhance its communications and emphasize the positive attributes of Franklin.

“The new branding will help us communicate more effectively, build a sense of pride, and also attract new residents, visitors and businesses. “Celebrating Quality of Life” expresses our community’s key attributes that we want to retain as our city grows,” said Calli Berg, City of Franklin Economic Development Director.

So yes, the reader asks a fair question. Might be too early to judge. Personally, I think branding is not a critical factor in garnering future business. But the city claimed the logo would do just that.

Specifically quantifying business growth based on a logo is difficult. We do, however, have the city’s regular practice of touting new businesses in their newsletter placed online and sent to citizens.

Since the logo announcement:

June 2019, See Page 4

August 2019, See Page 4

October 2019, See Page 7

Finally, we welcome businesses, but take note of the kind of businesses coming here. Are they really what Franklin wants, needs?