No sane person would question the importance of branding in private enterprise, but the concept gets a little muddy when it's applied to government. (See page 1 story.)

Corporations live or die based on the products and services they sell. Branding is vital in the business world because it gives companies and their products an identity.

Over time, branding becomes more than just a trade name or logo. When a company establishes a reputation for consistent quality and customer satisfaction, its brand is entrenched.

At that point, whenever people see the brand, they're confident about buying it.

The importance of branding for a city is subtle.

Most residents who live here (but not all) are reasonably confident with the city of Thousand Oaks, its services, staff and City Council.

The purpose of branding for a city, it seems, is for outsiders. Branding could make our city more attractive to nonresidents who might move here.

A progressive, dynamic city that's effectively branded is more likely to attract successful companies and the talented people they employ.

It isn't just to impress existing residents.

Branding could make T.O. more enticing to prospective residents, especially upscale, educated, professional people.

City staff sees branding as a priority. They recommended that the city spend $89,000 with an outofstate company to provide branding for our city. It's no surprise that the preferred firm has a sterling reputation for branding American cities.

The City Council balked because of objections from residents and because money doesn't grow on trees.

Incidentally, a logical logo for Thousand Oaks would be an artist's drawing of a healthy heritage oak tree with a wonderful canopy of green.

But that might be too simple and plain for the 21st century.