True brand success is seen in the active participation of local businesses and the genuine enthusiasm of community members. When your brand story resonates deeply, it inspires action and pride. While some of this engagement may happen naturally, you can encourage it by offering practical tools and inviting collaboration.

Distribute a Brand Toolkit

Empower local businesses and stakeholders by giving them easy access to your brand’s key elements. Create a dedicated webpage where they can download essential assets like a brand standards guide (including your narrative), a logo suite, and a summary of your research. Include a concise brand description that’s easy to remember and repeat—this helps businesses become confident advocates for your brand story.

If your budget allows, take it a step further by producing a physical brand toolkit. A printed folder or small box containing the elements from your webpage—plus branded merchandise—can be a powerful motivator. For example, businesses can display window decals to showcase their community pride and alignment with the brand.

Pursue Opportunities for Co-Branding

Once local leaders have access to brand tools, explore creative ways to collaborate. Look for co-branding opportunities that are meaningful and mutually beneficial. A neighborhood café might create coasters with dual branding. A boutique could design tote bags using your brand’s signature language. In Marshall, Minnesota, a local brewery even crafted a new beer—Cultivate Pale Ale—inspired by the community brand.

Cost-effective ideas can also go a long way. Businesses might add a tagline to the bottom of receipts, refresh their website copy to align with brand messaging, or display a digital badge that shows their community pride. Small touches like these help embed the brand into daily life.

Establish a Public-Private Partnership Board

Implementing a community brand and gaining buy-in from locals is a big effort—but you don’t have to do it alone. Build a public-private partnership board composed of influential local voices from business, healthcare, the arts, nonprofit organizations, media, and civic groups. This volunteer-led team can oversee brand rollout, coordinate ambassadors, and even spearhead fundraising for implementation and community-driven projects.

To further incentivize business involvement, offer promotional perks such as co-branded pole banners or inclusion on new wayfinding signage. In New Rochelle, New York, businesses can apply to be a featured business in the City’s marketing materials, which show the business’ commitment to making New Rochelle an ideal place for residents and visitors. These visible rewards both recognize participation and enhance the brand’s public presence.

Engaging local businesses and community leaders is crucial for building a brand that lives beyond your website or marketing materials. By providing accessible tools, encouraging creative collaboration, and fostering strategic partnerships, you create a ripple effect of brand pride and advocacy. The result is a vibrant, united community that not only believes in the brand—but proudly carries it forward.