Synergist Speaks to Squamish

What's UR Brand?

May 2012 - by Jeff Nixon

Synergist Communications was asked to visit Squamish and give a presentation on branding and brand stewardship to Inside Edge; a not-for-profit association of knowledge-based industry professionals in the Sea to Sky corridor. The BC group had four things we love to be involved with: branding presentations, workshops, chatting with intelligent professionals and generating creative ideas. We gladly made the trip.

Over 50 fantastic folks showed up at the Squamish Adventure Center to participate in “WhatsURBrand?” The group's attendees endulged in exercises meant to evaluate and understand how current brands were perceived by stakeholders. They identified brand ideals and discussed the importance of ensuring messaging remains consistent.

After a brief presentation the room was divided into four groups, each representing four sectors that play an integral role in the Squamish brand: Parks and Recreation, the Downtown Business Improvement Association, Inside Edge and the Sea to Sky Gondola project. Once in groups they were tasked with evaluating existing perceptions, prioritizing and identifying core brand attributes and finally, creating a short skit that reflected and reinforced those values. To say the residents of Squamish are a bright, creative bunch would be an understatement.

We are passionate about branding and the impact properly executed brand strategy and carefully managed and measured brands can have on communities. Any opportunity to share and help educate others is time well spent. Thanks Squamish.

Jeff Nixon is a senior consultant at Synergist Communications (www.synergistcommunications.com). He is an expert in strategic place branding and takes pride in helping organizations to improve public perception, encourage investment, and create a better community through effective brand management. Follow on Twitter @Jeffrey_Nixon.