Town approves rebranding strategy

·2 min read

The Town of Strathmore will undergo a rebranding, through which a new logo and tagline will be developed for the town.

Over the past three years, council has been working on a new strategic vision for Strathmore to guide economic development and marketing, among other areas. But according to town administration, Strathmore’s current brand, which includes design elements (e.g. its logo) and its tagline, do not fit this vision. While the current logo works for larger signage, it reportedly is difficult to use or reproduce in many digital or print applications.

On Feb. 17, town council approved a plan to proceed with a new rebranding initiative strategy for Strathmore. The rebranding will be performed in-house, rather than with the help of external consultants, which will help to lower the cost of the project, explained Geoff Person, the town’s communication manager.

“I think it’s something that we can do for a really affordable price,” he said, adding that $10,000 allocated to the project this year will be enough to complete it.

“Oftentimes, when you have a consultant-led rebranding initiative, a lot of money is spent in the community engagement portion,” he said. “So, we really benefit from the fact council has already done a lot of those strategic visioning processes as a group already.”

The project will help achieve a council-led vision, allowing the town to bring in stakeholder groups, have them engage with the community and bring ideas forward, and then return to council to ensure it matches council’s vision, explained Person. While this process included many stakeholders, additional groups should be included, namely representatives of the Strathmore Farmers’ Market and Bow Valley College, said Councillor Lorraine Bauer.

Councillor Jason Montgomery inquired whether the town would delay some of the necessary physical rebranding, referring to such things as signs and logos on vehicles, to help save costs.

But compared to other municipalities, Strathmore has a less obvious branded presence, said Person. “Right now, not a lot of external signage, outside of our vehicles, has our current logo on it,” he said. “This means that the town can replace many of its branded elements when replacement is needed.”

Some aspects will need more immediate attention. The town’s digital highway sign is actually “two brands old,” so the town will be looking to replace it over the next three to five years. The town will research a plan to replace its Welcome to Strathmore signs this year, to deliver a replacement plan sometime in 2022.

Currently, the most visible parts of the town’s brand are digital, such as on websites and social media, said Person. “In that regard, a rebranding can actually be really affordable for us right now, because we can sidestep a lot of the physical costs, focus on the digital ones and really change our identity that way.”

Sean Feagan, Local Journalism Initiative Reporter, Strathmore Times