Development of Canmore’s brand received a financial boost earlier this month when council approved spending $30,000 from its economic development reserve for the next phase of the project.
The funds approved will go to Canmore Business and Tourism to complete the brand story, development and launch over the next several weeks.
CBT president and CEO Andrew Nickerson said his organization is working on a campaign to roll out the brand to the community and get business and community groups to participate.
That will include such things as a slogan, tagline, images, logo and key messages surrounding the brand.
“A successful brand is something people buy into,” Nickerson said. “If we do it well, people will want to buy in and be part… a successful community brand will last for a long time.”
Communications co-ordinator Sally Caudill said CBT is a natural fit to be responsible for developing the brand and leading its unveiling to the community.
“The Town will continue to be involved in the development of the brand and the rollout,” Caudill said. “It has been great work so far and we are really looking forward to moving on to the next phase.”
She added brand development is one of the strategic priorities from the economic development and tourism strategy passed in 2010.
As part of completing that priority, Roger Brooks of Destination Development International was hired to develop a brand story and spent several days with his team in the community last July.
Brooks gave a well-received presentation in October on what Canmore is doing well and suggestions for improving visitor experience.
Some councillors expressed concern the brand itself was not in front of them for approval.
Caudill said Brooks was clear that a good brand cannot and will not be all things to all people and “if we want to kill it, put it to a vote.”
Nickerson said the communication plan will include showing the different sectors of the community how the brand can be used to their benefit.
CBT will appoint a brand leadership team which will act as brand champions and lead the final development and implementation of it.
