These days, it’s all about your brand. Building your brand. Expanding your brand. Rebranding your brand. The city of Falls Church, the 2.2 square mile, 12,332-person municipality, has carved out its brand, and now is taking it nationwide.
Falls Church is The Little City,™ trademarked last year so that no other burg can ever claim that label again (unless Falls Church forgets to pay their renewal fee). And next month, they’ve been selected to be one of only 28 exhibitors at the National Trademark Expo, hosted by the U.S. Patent and Trademark Office in Alexandria, alongside such luminaries as the omnipresent Geico Gecko, the Pillsbury Doughboy and Barbie.
The expo allows businesses, government agencies and, in this case, one Little City (no other cities, counties or states this year) to educate the public about trademarks and spread their brand. Falls Church hired hometown ad agency SmithGifford to devise the concept, which they unveiled in late 2009, and the city has slowly rolled it out since, city economic development director Rich Goff said.
Goff said when SmithGifford unveiled The Little City,™ it was like ”a lightbulb went on. It’s really gotten widespread support. We’re a tiny city in the middle of an enormous metropolis.”
So step off Manassas Park, and back up Fairfax City. You may be small municipalities, but you will NEVER be The Little City™. (Except in the case of the aforementioned failure to file proper renewal paperwork after five years, or again in 10 years, per 15 U.S.C. 1058 Section 8.)