VERNON – What’s in a brand? Better yet, is managing your brand important to a City? The simple answer is yes. Everybody and everything has a brand and it lives in the minds of those who think or experience the product, service, individual and yes – even city. Unlike bricks and mortar, a brand is an intangible aspect of an organization. It lives in people’s heads and is defined by brand marketing and the cumulative contacts a person has with an organization.
Whether they know it or not, communities are facing stiff competition in trying to attract investment and growth.It is why many cities are investing public resources into managing their brand. Without intervention, the costs of an outdated or inaccurate city image can be lost jobs, income and new investment – and this leads to less tax revenues, less government services, diminished credibility and an unwanted reputation.
For ambitious and forward-thinking cities, establishing a positive brand identity is not an option, it’s a necessity. They understand the competitive environment they are in with an aging demographic and heightened competition for young families, entrepreneurs, immigrants and investment.
On the positive side, a well-managed brand can attract local and foreign investment, diversify and strengthen the local economy, promote tourism, strengthen community identity and pride, and help compete more effectively against other communities.
It’s for that reason the City of Vernon recently launched its new slogan and brand identity. A fresh and clean looking logo is now complimented with the new tagline “Activate Life” and the Greater Vernon Chamber of Commerce (GVCC) had a major role in its development.
“We were pleased to have played a significant role in getting the City to freshen its brand identity,” said Jaron Chasca, GVCC president. “Our Chamber has been pushing this idea for a number of years and was pleased to contribute to the research and have several members of our Board participate on the steering committee that the City put together to come up with the new slogan.”
The committee’s objective was to create a bold brand message that attracts visitors and businesses to Vernon, that relates to residents and that provides direction for local business marketing efforts. The result is the new tagline which will be used as a key message in tourism, economic development and business efforts in the community.
●●●
In other news, GVCC has been generating some buzz in the region over the last month with visits from a number of high ranking elected officials with both the federal government and opposition. Long time liberal MP, Honourable Ralph Goodale spoke at a Chamber breakfast in late June and outlined what his party believes should be the focus for economic development while Federal Attorney General, Honourable Peter MacKay was the special guest at a chamber luncheon in July where he spoke on the government’s success in strengthening the economy.
The Minister of Justice was actually in the city to announce $350,000 in federal funding of a much-needed advocacy centre for children and youth. During a speech to the Greater Vernon Chamber of Commerce, MacKay said helping children is something he is passionate about.
●●●
Meanwhile increasing the amount of U.S. tourists coming to the Okanagan was a key issue that was discussed during a Round Table on Tourism held in Vernon in July. Over a dozen representatives from the tourism sector in the region joined the Chair of the Parliamentary Tourism Caucus in a discussion on the challenges and opportunities facing the industry. MP Blake Richards was in Vernon to share the federal government’s strategic plan for tourism and also to listen to the concerns of industry reps.
The Alberta MP has been looking at ways to grow the industry whether it’s through special events, sporting events or festivals and he added that there are great opportunities with Canada’s 150th anniversary celebrations coming up.
And finally a special welcome to the new members of the Greater Vernon Chamber of Commerce, Diversified Rehabilitation Group, Pacific Inn and Suites, EnviroMez Services, Staples – The Business Depot, Bounce Hire Inflatable, Bannister GM – Vernon, Kootenay Administration Services Inc., Triumph Coffee, Nicholas Alexander Landscaping, Castanet Media Ltd., and Repair Express.
– Dan Rogers is the General Manager at the Greater Vernon Chamber of Commerce and can be reached at manager@vernonchamber.ca.