Branding is not something local residents think as they go about their normal day.

Admittedly, there are far more important things to think about, but branding and imaging is something economic and government leaders in Vicksburg should address.

Recently, the Vicksburg-Warren Chamber of Commerce debuted a new logo and website. Both were stunning in their appearance and clear in their mission to both reflect the community the Chamber serves and simple in its design. As for the website, it was informative, well organized and well designed.

When it comes to those charged with the image of Vicksburg, the team at Visit Vicksburg, they too have done amazing work in portraying Vicksburg and the surrounding area in the best possible light. Their work has highlighted the best our area has to offer to the thousands of guests we welcome to our area each year.

But, there is a disconnect between that imaging and the consistency we see throughout the city and county.

The main thoroughfares entering the county and city do little in welcoming visitors. For one, there is confusion to whether the city’s logo is the steamboat lettering of “Vicksburg” seen on water towers, welcome signs and police cars, or is it the key logo brandished on commercials, banners and other marketing materials.

As for Warren County, there is nothing to either welcome or inform those traveling through the county on Interstate 20.

In Vicksburg, the gateway entrances of Clay Street, Halls Ferry, U.S. 61 North and South, deserve signage far better than what we currently have.

The question is whose responsibility it is to take control and decide our logo, our gateways and our overall imaging?

That decision ultimately is at the table of the Board of Mayor and Aldermen, while the county should consult with the Chamber of Commerce director Pablo Diaz and his team.

The good news, Vicksburg is home to amazing imaging and marketing teams, well-qualified to run with these projects.

To those who live and work each day in Vicksburg and Warren County, the consistency of our area’s market message might make a list of those things to worry about, but such work is important and our leaders should address it.