We've all seen or heard of businesses that have rebranded themselves in order to reconnect with their current audience and to better connect with new ones. Can this also work for a community? Well, recently, Tsawwassen did just that: it rebranded itself.
The initiative was led by the Tsawwassen Business Improvement Association (TBIA) board - 12 volunteer business owners, managers and leaders - determined to help the 240 businesses of its core.
With cross-border shopping, e-commerce and the inevitable development of nearby mega malls, the businesses within Tsawwassen were feeling a bit challenged. Instead of worrying and complaining, they decided to take a proactive approach, realizing they needed to identify how to make their business community more appealing to locals and visitors alike.
The association hired Brandspank, a marketing agency that specializes in the retail sector and whose president, Andrew Sharpe, is also a resident of Tsawwassen and familiar with many of the challenges local businesses are facing.
With guidance from Brandspank, the association's board became clear on the meaning of a brand.
"A brand is a person's expectation upon hearing your name or seeing your logo. It's the emotional connection someone has with your business and what they come to know of you," says Sharpe.
From research conducted, it was evident the public had many misperceptions about the Tsawwassen brand. Specifically, many respondents identified it only as being the town that hosts a ferry terminal. It was one perception, amongst many, the TBIA was determined to break.
"If we are going to be able to enhance our business association, we need to identify who we are so we can build for the future," says Randy Scott, TBIA president and owner of Randy's Tire and Auto Service.
"Although the TBIA's goal is to assist, guide, and promote the businesses in our commercial boundary, the businesses are not necessarily what inspire our customers to spend there shopping dollar in Tsawwassen."
Insight for the rebranding program was gained from board members and data collected from a survey sent out to members of the community and other neighbouring cities. From the feedback, it became obvious Tsawwassen is best known for its sunny skies, beautiful beaches, numerous parks, quality of life and strong sense of community.
Using these strengths, a unique, relevant and ownable position was developed for Tsawwassen: the "family-friendly beach community."
"This is an image that we felt our community can lay claim to," says Scott.
Brandspank also developed a new logo for Tsawwassen.
"A logo itself is not intended to change perceptions, but it does signal a change in direction," says Sharpe.
The logo features a sand dollar - an iconic seaside element - designed to also look like a setting sun. The word "Tsawwassen" was created using a style that makes it appear as if it were written in wet sand with a stick.
More marketing efforts are being developed, including a new website. For now, the logo will be incorporated into all support materials the TBIA puts out, such as print ads, signage and brochures.
