Gaston County Business Groups Rebrand As GBA
Gaston Business Association unveiled
It’s a new day for business in Gaston County.
According to spokeswoman Jamie Banks, the former Gaston Regional Chamber of Commerce and Greater Gaston Development Corporation have consolidated and rebranded themselves as the Gaston Business Association (or GBA). The new group’s purpose is to provide a unified and decisive voice of business to create, influence and leverage economic opportunities throughout Gaston County.
Although the name of the new organization was shared in August with the merger announcement, this is the first look at the rebranding and strategic focus that will guide its work in support of businesses seeking growth and prosperity in Gaston County. The GBA is working in partnership with the Belmont-based Lyerly Agency to spearhead the rebranding effort, due to the agency’s expertise and commitment to stakeholder engagement in the brand creation process, according to GBA President and CEO Patrick Mumford.
“As a member organization representing and supporting business, it was important to have an inclusive process with a variety of voices helping to create our brand,” said Mumford. “This collaborative approach allowed us to deliver a bold, modern brand in alignment with our strategic priorities and the needs of the business community.”
The brand creation process included the engagement of more than 25 Gaston-area stakeholders, representing various business sectors, sizes and geographies. Stakeholders provided insight and direction during several meetings to help inform and recommend brand attributes and creative elements subsequently approved by the GBA Board of Directors.
The branding includes a logo with an eye-catching typeface and interconnected initials, reflecting the close relationship between the GBA, its members and the community. The color palette represents the GBA’s inclusive culture, and the “connect, commit, collaborate” tagline epitomizes how the group operates and what it offers to local businesses.
The new brand will be fully integrated into the GBA’s organization. This includes signage, collateral, a Website and social channels.
More about the GBA
The group aspires to foster a prosperous local economy for business, residents and visitors. It seeks to be an essential driver of Gaston County’s transformation into a regional business and economic leader by collaboratively promoting business success and economic growth through leadership, marketing, programs and services, talent attraction and development, and advocacy. Amongst its strategic priorities are driving economic diversification; promoting business success; influencing the business environment; enhancing work force development; and fostering operational excellence.