Boundary Country branded

By Andy George

The region has a framework from which to tell its story – a dashed line treasure trail stamped with a rugged logo. The new theme from which Boundary Country will market itself to the world was revealed at Gallery 2 on May 31.

 

Branding is the concept of putting on a mark, to distinguish and highlight, and above all else, to do it consistently. A consistent message communicated through local, regional, national and international channels can elicit both trust and intrigue. These characteristics are hoped to be the drivers of tourism; and this newest brand came from the public.

 

“We conducted surveys, one-on-one meetings, spoke with government representatives, and researched community plans and reports. We then took that information, all of those stories, and compiled them into the Boundary BC brand,” orated Matt Thompson of Story & Co., the organization chosen to head up the process.

 

“The two words I want you to remember are centered – the Boundary is so centered there’s a community called Midway – and growth – of the people who live here and the resources that support them. This brand is designed to keep the story strong even through the growth.”

 

Thompson also spoke of the logo as the primary visual aspect of the brand. How it is also centered, rugged and weathered, and has a ‘crazy B’ – which is a cowboy term.

 

Story & Co. were contracted to perform the branding through the organizations which co-funded the project, Boundary Economic Development Committee (BEDC) and the Thompson Okanagan Tourism Association (TOTA).

 

Simone Carlysle-Smith, community development specialist of TOTA was on hand at the event and talked about the next steps, “At the end of June, we’re planning a fam (familiarization) tour to see the attractions. We’ll be back in Boundary Country to see how the brand is progressing and hear the stories to be told.” 

The initial results of the branding exercise include a new logo, new taglines, a regional website (www.BoundaryBC.com), posters, trade show materials, ads, stickers, bags and other informational collateral, as well as recommendations on how to implement the brand as the region begins to move forward and proactively share its story.