N.C.'s New Branding Effort Promotes Assets, Better Competition for Business and Visitors

As competition for investment and talent increases worldwide, North Carolina has developed a comprehensive branding initiative to promote the state’s assets, unify communications and help attract business and visitors.



This Labor Day weekend, approximately 1.5 million North Carolina residents will travel our state highways and can see elements of the initiative, which include a new state logo and tagline, on more than 75 billboards across the state.  It also is being used in a variety of print, broadcast and digital marketing materials, and on several state websites and social media. To view the new look, please visit www.nc.gov.



“In an increasingly competitive environment, it’s crucial for North Carolina to articulate at a glance all we have to offer,” said N.C. Governor Pat McCrory. “The new look and messaging are reflective of the people and the assets that make this state such an inspiring place to live, work and play. North Carolina has great momentum and will be even stronger with support of a brand that pulls everything together.”



The logo’s deep green and blue colors represent the state’s scenic landscape from the mountains to the sea. Embedded within the logo is a longleaf pine tree symbolizing the strong roots, growth and natural beauty characteristic of the state. The tagline, “Nothing Compares,” reflects a place rich in variety and opportunity with vibrant large cities and quaint small communities, world-class colleges and universities, businesses large and small, compelling arts and visitor attractions, and a rich diversity of people and cultures.



As spelled out in North Carolina’s 10-year jobs plan, Gov. McCrory’s goal has been to develop one overarching brand to serve as an anchor for all state communications and underlying products. All state Cabinet agencies will participate in the effort.



“A well-defined brand will help us consistently tell our story and highlight North Carolina’s economic vitality and variety of opportunity,” said N.C. Commerce Secretary John E. Skvarla, III. “This initiative will draw attention to the qualities we know already attract people and investment to North Carolina.”



The brand development process included interviews with residents and business leaders across the state; extensive online surveying in North Carolina and beyond; social media outreach; and input from advisory groups, including the University of North Carolina's Kenan-Flagler Business School and Kenan Institute of Private Enterprise.


“Branding efforts pay off in a big way by distilling what makes your product or service different and valuable,” said Nicholas M. Didow, Jr., associate professor of marketing at UNC Kenan-Flagler. “We’re proud to have played a role in the extensive exploration and development behind this expression of North Carolina.”



The new look and messaging will be phased in across all Cabinet agencies over the next several months. Visit www.nc.gov to view additional initiative elements, including profiles of inspiring North Carolinians and a video tour that travels from the mountains to the coast, showcasing the great outdoors, thriving business landscape and the warmth of our residents.