How Did Salt Spring Island Become a ‘Brand’?

June 7, 2016

SALT SPRING ISLAND – The name Salt Spring Island, might conjure many notions, from mineral, ocean, original, pure, water, pristine, remote spacious trails and silence. As for “branding”, we “lucked out” on our name!

When the Chamber of Commerce created a Salt Spring Island “brand”, we focused on ways to grow an awareness of, and association with, not only these qualities but also, the elements of the Salt Spring experience that are best known to inspire visitors to return and possibly become future residents.

Stating why we are different, agreeing on what uniqueness we embrace in our community values, and what personality and image we wanted to portray and be known for within our “road ahead” vision, were all considerations that were embedded in the branding equation.

These qualities formed the central idea or heart of the branding mission and became the lead thought toward creating a descriptor (a phrase) that would associate the Salt Spring Island brand with the associated memories and impact of the island experience. Visitors and residents alike have frequently said Salt Spring has helped them in their quest for personal growth and allowed them to discover more of what they truly feel, value, and appreciate in their lives.                                                                     

“Discover Yourself Here” became the descriptor!

Four specific “pillars” were selected to be the cornerstones of the marketing initiative to communicate and associate our brand name with what offerings and community attractions there are to discover.

The resulting focus highlights a destination where our visitors may find or share their creative side within the diverse arts community, explore inner self-healing and mind/body growth opportunities, experience a myriad of outdoor recreation and adventure opportunities surrounded by the Gulf Islands “ecological treasure”, and of course, the opportunity to savour or sip on locally grown agricultural treats, award winning wines, beers and ciders.

The four selections had historically created memorable associations with our community and cultural idiosyncrasies as with the myriad of diverse and popular activities. In harmony, they will continue to pose an inviting temptation to visit us soon.

The brand exposure has painted a broadly based and inviting image of our unique community as news articles; travel blogs, magazine features, radio, TV and electronic media mentions continue to repeat the Salt Spring Island name more often than ever. Additionally, products and businesses using the Salt Spring name foster even more coverage and a lasting recognition.

We feel that the energy, dedication and effort of many talented volunteers has produced a very visible result, the Salt Spring Island brand and It’s working! Come and visit…”Discover Yourself Here”

– Jeremy Milsom is the Communications Director of the Salt Spring Island Chamber of Commerce. To contact the organization please visit www.saltspringchamber.com.

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