Town of Herndon considers reinvigorating rebranding initiatives

(Updated at 2:10 p.m.) The Town of Herndon is once again exploring ways to reinvigorating the town’s rebranding efforts.

At an Aug. 2 meeting, Herndon Town Council member Cesar del Aguila said a rebranding of the town is necessary because the current branding is overdue, confusing and not aligned with the council’s desired outcomes.

He hopes to find ways to unify the perceived value of town amenities and reduce silos between small festivals, the historical district, the farmers market, places of worship, walking trails, bike paths, Metro, sports and community events.

The Town of Herndon’s tagline — “It’s on” — is part of its current branding. Discussions have been underway since last year, when town staff explored rebranding the town as a next-generation small town.

“I’m not sure what’s on. That’s a tagline that’s still out there,” del Aguila said.

Town Manager Bill Ashton II said the town is working on a five-year strategic plan that will incorporate a branding and visioning effort.

Del Aguila said rebranding is necessary in order to maintain and grow the town’s competitive advantage.

“It’s imperative that we acknowledge that we’re in a competitive region for revenue, for dollars, for investment,” he said. “And if we don’t grab that, some other municipalities will beat us to it.”

He pitched coordinating more discussions and a possible timeline at the council’s next strategic initiatives meeting.

Councilmember Pradip Dhakal said the town must first determine if the rebranding effort is a priority and a “high-value item.”