FAQ

A community brand is a clear and consistent vision and message that conveys what a community represents (i.e., what a community stands for, and the values it holds). Our brand is central to our marketing endeavors. It directly addresses the needs of specific target audiences.

The reasons to brand are important:

• it helps put our community on the global, regional and national map
• it increases a sense of local identity, well-being and pride
• it helps attract new businesses, industries, investments and high-profile events
• it will help attract new populations with a diverse set of skills and talents, which our businesses need
• it increases tourism
• it develops and maintains a clear and consistent sense of community identity and messaging for the outside world, and
• it supports coherent local development efforts, as physical, social, economic and cultural sectors come together to deliver the community’s brand promise.

Branding, or more accurately, developing a corporate identity, is much more than just a new logo and some colour changes.  A corporate identity reflects how we make people feel. It is a culmination of what we do, how we do it, and why we do it.  It ultimately dictates our reputation and influences how the public perceives us.

Other than our visual identity – such things as logos, colours, fonts, insignias – a brand also consists of non-visual and influential aspects, such as how we talk about our town, how we interact with the public, how we take photos, how staff give presentations and how we interact with the media.  All of these help reflect a positive, professional image to the public when they think of the Town.

In February 2019, Council approved $50,000 towards the Branding and Corporate Identity project.  This will cover costs of Phases 1 through 3 ("What Are We Branding?," "What Is Our Brand?", "What Is Our Brand Identity?"). Additional funds to cover costs of the implementation, if needed, will be approved by Council at a later date.  These implementation costs are currently being analyzed.

The implementation will be a gradual one and will see the new brand rolled out when resources need to be replaced.  For example, staff will not receive new business cards with new colours and logos until they have run out of the old ones first. This process will be ongoing. Budget consideration may also affect the timing of the roll-out as well.

It is important to note that a potential name change will not affect the cost of the project.

Phases 1 through 3 ("What Are We Branding?," "What Is Our Brand?", "What Is Our Brand Identity?") are expected to be completed by summer of 2020.  The implementation of the new brand – printing new signs, new decals on vehicles, new business cards for staff – will all take some time to complete.  The implementation will be a gradual one and will see the new brand rolled out when resources need to be replaced.  For example, staff will not receive new business cards with new colours and logos until they have run out of the old ones first. This process will be ongoing. Budget consideration may also affect the timing of the roll-out as well.

In 2020, the Town will be undergoing a branding exercise. This was approved by Council in early 2019.  Before we start the exercise, we are asking residents and business owners what name we should brand - "Whitchurch-Stouffville," "Stouffville," or “Whitchurch.”  Council felt that it would be very important to ask the public what they think of the name and receive community feedback to ensure the new brand accurately reflects the community’s vision.

It is important to note that a potential name change will not affect the cost of the project.