Pic: Gagandeep Ghuman
By Gagandeep Ghuman
Published: Jan. 10, 2014
Jettison the generic.
Jettison the generic.
Jettison the generic.
In ever increasing fonts, branding expert Roger Brooks circled back to these three words as he pitched his ideas to Squamish at the West Coast Railway Heritage Park.
As many as 100 people turned up at the event where Brooks spoke for close to two hours on the concept and process of branding.
And this was the essence: Narrow your focus, differentiate yourself, stand out…Jettison the Generic.
“What sets you apart from everyone else?”
“Have you ever gone somewhere because they have something for everyone?” he asked.
He continued:
“Ask yourself: What do we have that the people we are hoping to attract can’t get or do closer to home.”
There are hundreds of towns and cities in B.C. that could easily claim to provide ‘outdoor recreation,’ he added.
“What sets you apart from everyone else?”
Once a community had found that niche, activities, amenities, and ambiance can revolve around that niche to further enhance its appeal, he noted.
A brand is a perception
Brooks started by defining a brand by what it’s not.
A logo isn’t a brand, he said. Logos make up only 2 per cent of the brand but get 98 per cent of the attention.
“Have you ever gone anywhere because of their logo?”
A brand is a perception and should evoke a feeling, an emotion.
“What do people think of you when your name is mentioned,” he asked.
And visual cues, word of mouth, the news and social media are the ones that create that perception.
He said the goal for a community should be to ‘own your brand’ the way Nashville ‘owns’ the country music brand and Napa Valley ‘owns’ the wine brand.
“You build your brand on feasibility, not just local sentiments.”
Closer to home, he gave the example of Devon, a bedroom community of Alberta with a rich oil history that has rebranded itself as a bike town.
In 2010, Devon undertook a branding exercise looking to set themselves apart from neighboring communities.
Despite local politics, Brooks said they managed to rebrand themselves as Bike Town AB.
They now have intensive networks of trails, a bike park and a bike themed downtown. In 2013, it was officially announced as the start community for Tour of Alberta.
A bedroom community of Edmonton, St. Albert, has also rebranded itself as the botanical arts city.
What kills branding ?
Brooks said there are only three killers of any branding project: Local politics, lack of champions and lack of money.
He also insisted that branding isn’t a top-down exercise.
“You can’t do branding by public consent,” he said.
“You build your brand on feasibility, not just local sentiments.”
The branding effort will continue for the next 12 weeks. The district has just launched a survey that you can fill here: https://www.surveymonkey.com/s/squamish-branding
Brad Hodge says
‘Botanical arts city’? I don’t think that motivates me any to go to Edmonton. Nor have I ever heard of Devon, AB or been motivated to go there as a result of it being ‘bike city’.
When you have to invent a raison d’etre for yourself, there is something deeply amiss. We need to stop chasing the tourism genie or we are going to be known as the Post-Industrial Neurosis City.
Don Patrick says
So now a name to a statement, about time. We are just a sleepy little town at the head waters of Howe Sound, we can be friendly when required and have claim to one of the few dead end towns in the world. Lets not do the Beessen that is unbecoming to the area, if someone wants to come, they will on their own accord.
heather gee says
Firstly, I partly agree with the first two comments. Thank heavens it wasn’t suggested that visitors should follow the trail of discarded fast food containers to see whether they led to any attractions. I certainly hope we are not following anything remotely like Devon – the picture is frightening.
As an ex-Capetonian I’m taken aback when I hear Squamish referred to as the “Outdoor Recreation Capital of ….” Perhaps the branding group could derive some inspiration from Cape Town sites such as http://www.twooceansmarathon.org.za/ where the Ultra marathon draws 10,000 and Half Marathon 11,000 entrants. Also Cape Argus Pick n Pay Cycle Tour is limited to the first 35 000 entrants. The Comrades Marathon draws about 24,000 entrants. There is never any talk of branding and financial benefits – the participants just arrive in droves….
Brad Hodge says
I should clarify. I think a town is so much more than its To-Do list. When I moved to Squamish almost 15 years ago, it had nothing to do with being the putative outdoor recreation capital of Canada — I’ve always found that slogan to be awkward and needy — but rather that it was an affordable slice of the west coast experience in the small town setting I was more used to. The economics were there.. there were still good jobs and a house wasn’t a financially impossible fantasy. There was some inconvenience (shopping opportunities were expensive and decidely limited), but i still found myself in perpetua amazement that something like this existed. The place seemed to radiate promise in a setting that put even the best bits of othet great jurisdictions to shame. That began to change with the Olympics.. we were duped (or willingly misled) that these offered the answer to our prayers in the post industrial era. The price was intense outside interest and a steep rise in the cost of real estate (putting home ownership completely out of reach for us), but we counted on an upside of tourism growth. In the event, the tourists came and went, the real estate prices stayed and today a good chunk of Downtown, the leading edge of thr Heart of 2010 campaign is basically a wasteland. Council adds to the misery by jacking up taxes year after year, ostensibly on the argument that we are, in relative terms beneath the taxation levels of other communities but in ignorance of the context. 15 years ago i was persuaded this was the place to start and grow a business, and lucky for me it worked out. But if I took mmy 20-something self and tried to convince him to do the same now, I’m not sure I’d succeed. Especially if he sensed my jaundice with the endless merry go round of reinvention and attempts to catch that tourist fairy while we put out the unwelcome mat to the types of businesses that could actually succeed here.
Don’t get me wrong. I still love Squamish. I think it was fate I would find this place. Never felt more at home anywhere else. Honestly, I feel like I’ve *always*always been here. But, I’m not a happy with where things are going. I think we need a dose of pragmatism and realism. It is sometimes bitter medicine. I wonder if we have the will to take it.
Tracy McRae says
“Brooks said there are only three killers of any branding project: Local politics, lack of champions and lack of money.”
Squamish need only initially hire Roger Brooks for 4 hrs @ $100.00 for a total of 400.00 to find this out. We need solutions for these 3 obstacles before any branding should ever be considered.
Squamish is like a mini version of “Lord of the Rings” … if only we could write ourselves a happy ending!
Geo Hyperform says
Repost: Popular topic…. everyones got an opinion, which is healthy. But since everyone does have an opinion, why wouldn’t a district staffer be given the (already-paid) task of assembling ideas from the WHOLE community rather than such a small sample group?
Consulting for Municipalities; good work if you can get it, but its not rocket science, folks. Beware of consultants from the abstract world of visioning schemes , flip charts and focus groups. These are strategies invented by the advertising industry and have replaced community forums for naively optimistic town councils looking for lazy/easy ways to spend YOUR town’s money.
PS : “branding” is a term derived from the cattle industry and its about getting burned. (brand=fire or “being in a state of anger” in German) and it’s the newest way for parasitic corporate consultants to suck public money when the corporate work is drying up.
Don’t get burned Squamish! Voice your concerns about such dubious uses of tax money for frivolous exercises in corporate self identity for goofy pamphlets and throwaway slogans. If you must be re-“branded”, make it an internet community/school assignment. High school students, eg. can generate just as cool of a catch phrase as a 13 person focus group. This is everyone’s business
Jim Harvey says
So, what do you call yourself when:
1. you are the premier rock climbing destination in Canada
2. on of the top mountain bike towns in North America
3. the best, accessible wind-sport site in BC
4. hiking trails extending in every direction
5. expert level white water kayaking on numerous local rivers
6. world class mountaineering in the Tantalus Range
7. access to ski touring in our backyard (Diamond Head)
8. an endless trail system supporting a fast growing running community
9. ….and the list goes on (fishing, bird watching, ocean paddling, SUP boarding, etc.)
So what do you do? …..you call yourself ‘THE Outdoor Rec Capital of Canada’ – a powerful and accurate claim that no other community can brag of. There is nothing generic about it! For practitioners of any of the above sports this place evokes the strong ’emotions’ the consultant speaks of and it has been demonstrating, for those capable of seeing it, the “feasibility’ he claims is necessary for a brand to succeed.
What we continue to lack is the leadership.
Geo Hyperform says
Hi Jim
The central problem with the ORCC label is that it’s one-dimensional. It is not an economic draw but a lifestyle one, with limited appeal at that . The fact is: not everyone is into outdoor rec and potential business investors have little to gain from people in gore-tex, spandex and p-tex. They bring their own lunches and are here for the cheap gas and the coffee. Besides, they are going to come anyways.
Jim Harvey says
I will agree that our ORCC slogan, in terms of driving the tourism economy will always be limited due to our short season. I don’t expect that tourism will ever be a significant economic driver. But as you point out, ORCC is a lifestyle thing. And it is the relationship between lifestyle and the economy that should be our focus. I am part of the OR community. I know hundreds of people that feel they live in paradise. They are doing everything they can to create employment opportunities for themselves in this community. I can name a number of tech and knowledge sector companies in Squamish that have located here due to the OR lifestyle. They hire skilled employees who want to live here for the OR lifestyle. From my perspective, the challenge is to bring the non-OR community into an understanding of this economic opportunity and clearly, that remains a big challenge.
Ellery Zeller says
Jim Harvey is right when he says, “From my perspective, the challenge is to bring the non-OR community into an understanding of this economic opportunity and clearly, that remains a big challenge. ”
Clearly this is an important objective for Squamish Act 2. The Branding Enhancement is an exciting, positive step forward in identifying all that is unique about Squamish and to communicate it to the rest of the world; continuity being a critical ingredient in the ‘Action Plan’. The script is being developed and the cast includes everyone. That in itself is something to be proud of so lets put on a show that people will talk about. Winston Churchill wrote: ‘A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.’
I for one can barely contain my ambition for this undertaking.
Russell says
Well Geo, although Jim raises the obvious and relevant points, I sort of agree with you here. I have always felt that the ORCC label is actually too narrow, and only potentially attracts the participants. However, branding dude tells us to narrow the focus, so I am now suitably confused. After all he is the expert, right? And to bring Devon Ab into the conversation seems a bit er, I don’t know, but really, have you been there?!
Russell says
Tracy, if Squam is like a mini version of Lord of the Rings, can I be Gandalf please?
Jaspera says
Geo Hyperform is right – the ORCC is one-dimensional & limited. It’s also pretentious in light of what other communities nationwide can and do offer. That nomenclature should be dropped. It appeals mainly to a certain demographic, one that doesn’t produce much in terms of money & economic evolution, and is not inclusive. That doesn’t mean that it shouldn’t be encouraged, just that it is one-dimensional in a multi-dimensional world. Anyway, instead of spending more money on hiring out-of-t0wn/American consultants who frankly add little value for money, staff could go back to the community consultations undertaken in 2000, 2001, 2002 and see the quite innovative, imaginative ideas for “branding” or promoting or developing Squamish. As usual reports from community consultations were ignored, trashed, put on the back burner or wherever they typically go when the council-of-the-day doesn’t want to take a decision. Sadly Council does not seem to trust the good sense, imagination, or innovative ideas of the general public.
Jean says
The consultant had lots of good points on branding, but the real branding is actually done by the people visiting or even just passing through, so here is a scary thought. We have
CNG ( Compressed Natural Gas ) mainly for our benefit, supposedly every body that wants it should be entitled and or it should be made available as mandate by the BC Utility Commission Rules set out…
Now our ex-commodity given to a private company with no input by the public or control, has decided, rather then investing into our infrastructure to make it more readily and affordable available first to everybody here, now proposing instead to shipping it abroad as LNG. The profit more readily and abundantly by compressing and super cooling it to ship.
The first problem, it takes energy to do so, as we know, every burning process creates a certain amount of pollution ,the second part, as the world is hungry for our energy and willing to pay world market price for it , with us in NAFTA and other similar trade agreement, obliged to pay the same as the word would buy it for, witch eventually will jack up the cost of the remaining domestic still available CNG.
So here is the sad ending for Squamish and the Howe Sound corridor. Bad air, pollution of the sea and extreme danger in case of an accident……The real branding will be done by the proposed LNG plant in Woodfiber, if we don,t start getting involved and Squamish, once again could become a “Stinky city” like we had for many years to put up with, the pollution of Woodfiber Pulp mill at that time, together with the FMC Chemical company. I remember, I was here at that time.
We should rather then invest time and effort trying to come up with a clever name, hang onto what we have at the present ” Clean Air”. The future otherwise will be branding us no matter what the branding Gurus and well meaning individuals involved are coming up with,…… Let not the LNG Craze make us the “Stinky LNG City and Corridor of the future”. Get involved everybody, much more is at stake and Squamish has to make some important decisions. Even our Nexan deal and future can be affected.
If it is for the wording of the present so called brand,…. this to me should be the meaning and yes, lets have the professionals put it in a marketable form, but lets stop the LNG Craze first….
…..Recreating, Working and Living in Squamish,
The most Eco and Economical friendly place
anywhere
PS. and then lets start living up to it……
K says
I absolutely agree with you, Jean. In fact those were pretty much my words in response to the survey. Would love to hear everyone’s comments on this:
http://commonsensecanadian.ca/clark-rushes-woodfibre-lng-approval-risking-backlash/
G_h says
The LNG plant will almost certainly be built as it has strong provincial backing. Squamish eco-whingers and NIMBYs will make lots of noise but once it is there everyone will forget about it, as its impact will be negligible for most people. LNG plants are not “stinky” nor likely to explode. The district will benefit hugely from a new major tax payer – let’s hope the money is saved or spent wisely – no more Roger Brooks or other pointless consultant spending please.
Tim Tallevi says
Jim Harvey is absolutely right. We are the ORCC. There are few, if any, other cities or towns anywhere with such a mix of high-end outdoor recreation opportunities. This sets us apart. That, after all, is the whole point of the branding exercise. Many people have moved here in the last number of years to take advantage of living in a town with access to amazing recreation opportunities while still being close to a major city and a major ski resort. Granted many of them work elsewhere, either commuting, or more and more often, remotely by computer. Most of these people are involved in knowledge based industries and make very healthy amounts of money. Money that they spend here. Continuing to attract these people and the firms that may someday be able to employ them locally will have a significant impact on this town in the long run.
Most of the discussion in media sources like this around the branding exercise have been focused on what Squamish isn’t and what is wrong with the process. I’d love to see some positive, constructive ideas put forward. Maybe the ORCC isn’t the right brand to persue but so far the nay sayers haven’t come up with anything even close to a viable alternative. Let’s here them. If you don’t agree with the branding process in principal that’s fine but, rightly or wrongly, the money has been spent. Let’s at least get some value from it by coming up with something the community can get behind.
Ellery Zeller says
Well said.
Jean says
Hi G_h,
Have you lived in Squamish during the years Woodfiber pulp and FMC where polluting? I was . Once the heavy industry is here it is not possible to change… Howe Sound is the most unique Fjord in the World close to the major population and anything disturbing this wonderful arrangement that we have now and where we waited for so long to have, clean Air and Fish etc. Woodfiber as a Land based Fish farm, coupled with Organic Aquaculture and green houses growing Food, would create an equal opportunity for jobs and not disturb the fragile Ecosystem etc. The bigger question is also….. Who is going to benefit and how much. Until now and with a very short window of opportunity, exactly calculated for around Christmas… the Spin Dr,s know how to plan for there benefit.I hope people, like with the HST, will rally and ask for a moratorium of several years to address all the points. I gather you are eider living here only a short time, if at all and probably not agreeing with the present Branding Moto.
G_h says
Jim Harvey has nailed it. Jim, thanks for taking them to time to articulate this position so clearly. The key point here is that it is not just about tourism: people choose Squamish to live because of the OR opportunity. Many of them are successful folk with good jobs and incomes, who could live anywhere in the Lower Mainland. Residents spend money on town all year round … their economic impact is far greater than the seasonal spend from tourists or the narrowly-focused spend from spurious “events” like the SVMF.