Brand Identity; a good, but complicated, process

We'd like to clarify last Tuesday's article: Residents wait for city's newest icon. We were quoted and it may have appeared that there were misunderstandings or disagreements among our views. Quite to the contrary, we all found each other's viewpoints to be true and we are in agreement.

What was missing was that each of us was speaking from a particular period of time through a months-long chronological series of events. All of us are on the same page and are supportive of this Brand Identity.

Now as to the use, misuse, or nonuse of the Brand Identity and the accompanying frustration levels:

1.) Brand Identities are a highly sophisticated, complex process;

2.) For our small, rural community to adopt a Brand Identity is very progressive and the learning curve on implementation is going to take a lot of unlearning, learning, and time;

3.) Learning of this type is always preceded by high levels of frustration, stress, anger — these emotions are indicators or signals of growth and changes in thinking, and the necessary precursors to it;

4.) From this perspective it is exciting that there is controversy and tension because it means that the process is working;

5.) The fact is that the city of Moses Lake has a process that folks can go through to use the Brand Identity. Contact Park and Recreation at 766-9240 or forms are available on-line at www.ci.moses-lake.wa.us

6.) Lastly, when our Brand Identity is completely implemented, it will greatly assist in beautifying Moses Lake; it is a revolution for any community to undertake something of this scale and depth and HURRAH! for us!

We want to applaud the Columbia Basin Herald for continuing to keep this in the public's eye, and especially for providing this great opportunity to clarify the complexity of this undertaking.

Remember, frustration is an indicator of progressing into new thinking, and is a welcome and natural part of this process.

Brenda Teals

Bob Russell

Joe Gavinski

Shelley Glendenning

Spencer Grigg