BROKEN BOW, Neb. (AP) — Broken Bow officials say the city’s new branding statement captures the essence of the central Nebraska community: “Rooted. But not standing still.”

Several groups in the Custer County city of 3,700 teamed up to survey about 700 people to find words that would encapsulate feelings from those inside and outside of Broken Bow. Among the words gleaned from the survey were “hardworking” and “friendly” and “gets things done together.” The groups worked with a consultant to devise the branding statement and an accompanying narrative to share with those considering a move to Broken Bow.

Custer County Economic Development Corp. President Melissa Garcia says the brand statement reflects what Broken Bow is. She says many rural communities are thought of as stagnant, but Broken Bow is economically strong and growing.