Branding work still underway; economic development at the heart of new brand

District of Squamish staff this week provided an update to Council on the status of the Brand Enhancement and Marketing Action Plan project. An immense amount of valuable work has been completed by the project’s Brand Development Committee (BDC), and refinements are now underway before a final brand is ready to go. The brand development is being driven by economic development objectives.

“Branding is much more than a logo or tagline, and these are just tools to help us communicate who we are,” says Randy Stoyko, General Manager of Business and Community Development at the District of Squamish. “This branding process is about setting Squamish apart from everyone else to affect economic growth. We are zeroing in on what really differentiates us and are building the brand around that.”

The great work completed so far by the BDC has included analyzing 300+ pages of data from 1,143 survey responses submitted by residents, business owners and visitors. Overwhelmingly, it was clear that the majority of survey respondents live here, have moved here, and love it here because of our natural environment and access to recreation. While that doesn’t preclude us from loving some of the great places to eat around town, appreciating our burgeoning arts and culture scene, or celebrating our resource-based roots, what really differentiates us is the lifestyle we lead because of our connection to the outdoors and nature through recreation.

The brand will be lifestyle driven, and this lifestyle is what drives us to be here. For all the reasons why Squamish is a great place to live, it is also a great place to learn, invest and bring businesses, because people are attracted to the lifestyle we offer. As a result, Squamish has a workforce comprised of highly educated, talented and energetic individuals with world experience they have gathered elsewhere before moving to Squamish. This is a big draw for employers.

And while Squamish will continue to support economic resilience and diversification of employment across a variety of industries, the brand direction will help inform new economic development opportunities that are synergistic with the brand.

“Synergies will increase the chances that our efforts to attract new businesses to Squamish are successful,” says Stoyko. “There will be great alignment and power across the community when we all talk the same language and pull in the same direction.”

Tourism messaging also plays a key role in any brand execution because tourism is the “front door’” to every community; people always come to a community first as a visitor.

“People will only invest in a community if they like what they see,” continues Stoyko. “The new brand execution will “sell” potential investors on the lifestyle first, which is often communicated through activity-based or tourism messages. What did our brand “promise” you about how your experience in Squamish would be? Did we deliver on that brand promise when you actually came to visit us? What is the lasting impression that drives you back here to invest, study, move, or start a business? These are the questions that are being asked throughout the branding process.”

One final note to share is that installation of the Downtown lamppost banners is being delayed in order to display the new brand creative on the banners. The District spends up to $17,000 on the banner program and is looking for a minimum two-year lifespan. Staff therefore believes that the short delay is prudent.

Further information about the Squamish Brand Enhancement and Marketing Action Plan project is available here.

May 8, 2014