So, what is your brand?
That was the question the Squamish tech-industry group Inside Edge sought to answer at the group's April connect event entitled #WhatsUrBrand at the Squamish Adventure Centre on Thursday (April 26).
It was an evening all about branding hosted by Jeff Nixon of Synergist Communications. More than 50 people packed the Adventure Centre to discuss what building a brand is all about.
"In order to attract positive attention you must differentiate yourself from the alternatives," Nixon told the group in his opening speech. "You need to have a shared vision and tell a compelling story."
Nixon said that branding is not just about a company's logo, it's about the consumer's experience and how to make that experience a positive one. According to Nixon, the reputation of the company, not the logo, is the first thing that comes to mind.
After Nixon's speech, attendees were split into four groups and asked to come up with branding ideas for local issues. Inside Edge, Parks and Recreation, Downtown and the Sea to Sky Gondola were the four choices. Groups brainstormed ideas and then performed a skit to the rest of the audience.
Nixon said he was pleased with the turnout for the event.
"We had a great turnout and this seems like a good representation of Squamish," he said. "Everyone seems to be passionate about the town."
Based in New Westminster, Nixon said Squamish does have a positive reputation in the Lower Mainland.
"It's got the adventure recreation capital of Canada name going for it," he said. "And that branding seems very successful. People who live here really seem to identify with that."
He added that he was surprised by the young energy present at the discussion.
"One of the big surprises for me was the engagement tonight by some of the young business owners out here," he said. "There's a real independent, entrepreneurial spirit in this town and there seems to be a strong business community."
For more information on Inside Edge, visit www.insideedgebc.ca.
