Page 40 - 2025 Communications Plan

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a n d s e a l

Brand Rationale: Branding is the foundation of promoting the unique assets, characteristics, and
values of an organization, or in the City’s case, a community. Branding reflects our community’s true
identity and amenities and consistently re-establishes the community as a desirable place to live,
work, and do business. The City Manager’s Office and the Community and Economic Development
Department worked with a professional branding consultant to research and identify Moreno Valley’s
“brand.” The new brand was established after many working sessions with the consultant and City
staff, meetings with members of the City Council, and sessions with focus groups comprised of
Moreno Valley residents, community and business leaders.

Overview: Your brand is an outward expression of your values, distinctive qualities, characteristics,
and promises. We believe there are three critical elements that must be a part of a well-positioned
brand for the City of Moreno Valley:

· Target audience
· Brand essence/personality
· Brand promise/unique positioning

Target Audience: Your brand must be relatable, familiar, and understandable by the individual and
collective audiences to whom you communicate. Our major audiences include:

· Residents and other stakeholders in Moreno Valley.
· Business community for economic development in various sectors including retail,
distribution, manufacturing, office, and more.
· Surrounding communities in Southern California

Brand Essence/Personality: There is so much to discover about the City of Moreno Valley. It’s
a progressive City with a bright future of well-managed growth and strategically located in one
of California’s top metropolitan markets. This is a vibrant community dedicated to business
and families. While it’s among the fastest-growing cities in the nation, it’s clean and safe with a
welcoming lifestyle. It offers diversity, the warmth and genuineness of a small town grounded by
its values of comfort, safety, and community, while also offering big city attitude and amenities.

Brand Promise/Unique Positioning: Your brand offers a promise to everyone who comes in
contact with it. Therefore, it must be easily understood, believable, unique, and compelling. It
communicates these key attributes:

· Messages that are important to your target audiences.
· A brand promise you can consistently deliver at a high level.
· Your unique qualities.