Branding is defined as a name, team design, symbol or other feature that identifies one seller’s goods or services as distinct from those of another seller.

In business, branding can make all the difference between success and failure. And the same applies these days to communities.

The members of the Brundidge Business Association are in the midst of seeking to identify, craft and market Brundidge’s “brand.” Recognizing that the “Antique City” tagline used for the past couple of decades no longer applies, the BBA commissioned a committee to identify and develop a new brand. The committee’s work is still in progress, but it is important.

Brundidge’s recent revival – from the We Piddle Around Theatre renovation to the addition of new arts studios on Main Street to the renovation of the original First National Bank building – all point to renewal and the shaping of a new identity for Brundidge. Capturing that identity, refining it and using it to promote the city makes sense.

We’ve long said Brundidge is an oft-unappreciated jewel in Pike County – eclectic, authentic and filled with passionate people committed to the future of their small town. While branding that unique mix won’t be an easy task, it will be a productive one.

And we suspect refining the “Brundidge brand” will simply add momentum as residents and community leaders craft their vision for growth and development in the years to come.