Seeking Brand Leadership Team to lead Squamish’s Brand Action Plan

The District of Squamish is seeking local residents and business operators to join the Squamish Brand Leadership Team (BLT) in a volunteer capacity. As the current Brand Development Committee winds down its work over the next two to three weeks on the development of the brand direction, the reins will be handed over to the BLT which will guide the implementation of the action plan.

The BLT will be tasked with steering such items as the implementation of signage and wayfinding systems, working with partners and community groups to help champion the brand amongst their memberships, and helping to integrate overall brand implementation into our community fabric. The BLT will incorporate citizens and business owners whose employment is intrinsically tied into the brand direction or have a vested interest in the brand. The BLT will also include members from Tourism Squamish, Downtown Squamish Business Improvement Association, Squamish Chamber of Commerce, Squamish Nation and the District of Squamish.

The Squamish community got its first glimpse at the new brand direction at a presentation on Friday, April 11^th by Roger Brooks, the facilitator of the Brand Development Committee’s work. After analyzing 300 pages of data from over 1,100 survey responses from the community, a new brand promise and positioning was identified. The brand promise will further capitalize on Squamish’s multi-sport offerings and incredible scenery, promising visitors, investors, students and future residents that “the world’s most epic adventures can be found right here.”

The Brand Leadership Team will enthusiastically promote and represent Squamish’s brand, with a focus on sharing the brand and rallying residents and businesses to promote the same aligned brand message.

The following criteria have been developed for the selection of BLT members:

1. ENTHUSIASTIC, PASSIONATE & POSITIVE. You are 100% enthusiastic about the brand direction and willing to be a brand champion. You live, love and breathe Squamish and proudly brag about where you live to your friends, family, clients, colleagues, and everyone else you encounter!
2. DOERS NOT DIRECTORS. You are a doer. You are willing to commit two hours a week to making things happen – actually getting your hands dirty. This goes beyond just attending meetings.
3. INSPIRATIONAL PRESENTERS. You are a good public speaker and can be the voice of the brand. Your job is to help “sell” the brand, generating buy-in and enthusiasm for the direction.
4. RESPECTED. You are generally well thought of in the community, and have credibility among other stakeholder organizations and the public.
5. THICK SKINNED. You are willing to take a few “hits” along the way. Not everyone in the community will be supportive of the brand direction, so the BLT members need to acknowledge that.
6. BRAND KEEPERS. You are comfortable and confident being a keeper of the brand. This means you help protect the brand and
its graphics from unauthorized use.
7. KEEP IT ON TRACK. You are prepared to implement the action plan, push the agenda forward and keep it on track.

Those interested in leading the brand forward and being a passionate voice for the brand should send a letter describing in 250 words or less why you are a great candidate. Letters can be submitted to the Economic Development office via brandleaders@squamish.ca, by April 30, 2013 at 4:00 p.m.

View the April 11^th brand presentation video and PowerPoint presentation.

Learn more about the Squamish Brand Enhancement and Marketing project.

April 15, 2014