Branding & Corporate Identity

Background

The Branding & Corporate Identity Initiative involves a five-phase approach to re-branding the Town of Whitchurch-Stouffville and developing a new corporate identity. This includes our visual language – such as logos, taglines, color palettes, typography, photographs and graphics – and our emotional language – such as our tone of voice, and our storytelling.

A town’s brand is more than a look – it is how we make people feel. It is a culmination of what we do, how we do it, and why we do it.

All these help form the Town's reputation. Our brand is our reputation. Our reputation is our brand.

This project was approved in the 2019 Capital budget.

March 2021 Approval

At the meeting on March 2, 2021, Council approved the branding for the Town. As part of the branding, the following was approved:

Brand pillars are, by definition, “a set of attributes that produce the foundation for our Brand Story. They are meaningful, differentiated, and compelling.” In other words, they are the three pillars on which the Brand Story is told. The Committee developed three pillars. Through the public consultation and the Committee workshops, the following Brand Pillars were developed:

1. Natural Fit - 'Create your life balance here'

• Right-sized living, ideally situated between downtown hubs and gateways to the north • Urban, suburban, & rural lifestyle options served by diverse transportation modes • Extraordinary abundance of sport & outdoor recreation options – trails, cycling, equestrian, golf, hiking and more. • Immense natural assets (Forests, Bruce’s Mill, Rouge Park access) • Rich connections to culture, sports, history, heritage, and faith groups • Straddling the ecologically sensitive Oak Ridges Moraine, we’re committed to sustainable futures.

2. Creatively-minded - 'Welcome to home turf for enterprising creative sparks'

• Creatives, makers, entrepreneurs and self-starters find great support and connections here. • We’re a municipality focused on progressive, long-term economic development strategies that welcome start-ups and entrepreneurs. • Locals show real support for Stouffville’s home-grown artisans, businesses and ventures.

3. Powered by Neighbours - Neighbours care. Neighbours engage. Neighbours belong. We are all neighbours here.

• Welcoming to all, embrace diversity and inclusion for all • Authentic and real relationships • Run on people-power – active and engaged participation • Positive local and neighbourly engagement • Supporting families of all types.

Brand characters, by definition, are the traits that define how we want others to experience Stouffville. The Committee developed five Brand Characters. Through the public consultation and the Committee workshops, the following Brand Characters were developed:

1. Neighbourly - People engage here. Lending a hand is second nature. We’re welcoming, supportive and family-friendly – for all kinds of families!

2. Future-focused - We’re a place of bold aspiration – willing to pursue fresh ideas and unlock new opportunities. We continually build on the diversity, creativity, resilience and resourcefulness of our communities.

3. Celebratory - Creating a vibrant, inclusive culture helps reinforce a sense of belonging and shared values. That’s why celebrating our diverse traditions and creating new ones is so essential to our personality.

4. Proud - We’re not boastful – just unabashedly positive about our place. It makes our manner confident and self-assured.

5. Genuine - Authentic, grounded and pragmatic, we make realistic commitments and deliver on them.

Our Brand Story

The Brand Story is at the crux of the brand – it is what we strive for the public think we are all about. It is the story we want to tell. By definition, it is “a succinct and powerful articulation of who we are, what we offer and how that creates value.” Through the public consultation and the Staff workshops, the following Brand Story was developed:

“Stouffville offers a natural fit for residents, businesses and visitors who value our special fusion of green spaces, rich heritage, community connections and enterprising creativity. Straddling the ecologically sensitive Oak Ridges Moraine, we’re committed to sustainable futures for our urban, suburban and rural communities while being strong stewards of our immense natural assets.

Our 15 hamlets are home turf to creatively minded sparks in business, culture and society.

We’re all neighbours here… committed to growing as a inclusive locale that embraces diversity and runs on the kind of positive energy that welcomes and supports families and communities of all types. We are “powered by neighbours”… Stouffville.”

Why Re-brand?

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.

So, why brand? The reasons 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 draws in new populations and a diversity of skills and talents
• 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 overall as physical, social, economic and cultural sectors come together to deliver your community’s brand promise.