In a collaborative effort to strengthen the sense of community and promote the unique attributes of Owatonna, the City of Owatonna, the Owatonna Area Chamber of Commerce & Tourism, and representatives from local businesses have come together to develop a community-wide brand for the city. The City Council approved the City’s version of the brand unanimously at its October 17 meeting.

Council President Greg Schultz, as quoted in the Owatonna Update, emphasized the involvement of multiple stakeholders in the branding initiative, saying, “Through a broad spectrum of perspectives, North Star was able to create a fresh and appealing identity, along with messaging we can use to convey to others just how incredible our community really is.”

North Star Place Branding & Marketing, the branding agency hired for the project, was praised by the community for effectively guiding the branding committee through the process of seeking community insights and defining Owatonna’s story. Sam Preston, Director of Project Management at North Star, presented a summary of the brand study research, encompassing over 2,300 inputs gathered through focus groups, interviews, calls, and a survey. The unique features of Owatonna which make it special and stand out among other communities were emphasized during the presentation.

Kris Busse, City Administrator, stressed the importance of a cohesive brand to the city's growth and development, stating, “A community-wide brand will better position Owatonna to attract businesses, their employees, and visitors to become a part of our community.” The proposed brand is expected to unify the promotional efforts of the city, creating a consistent message capable of outperforming competing communities in the realms of business relocation, tourism, commercial and industrial expansion, and attracting new residents.

North Star developed community-wide branding materials, along with partner logos, for key partners like the City of Owatonna, Owatonna Partners for Economic Development, the Owatonna Area Chamber of Commerce, Owatonna Main Street, and Visit Owatonna. The Chamber played a critical role in coordinating the work of the community-wide branding committee and acted as the project's fiscal agent.

The new brand will be integrated into city staff materials and operations as existing supplies are replenished and new purchases are made. For additional information, please contact Communications Manager Deanna Sheely at 507-774-7343 or via email at deanna.sheely@owatonna.gov. Further updates on the City of Owatonna’s brand can be found at owatonna.gov, while more details on the branding process are available at brandingowatonna.com.