Town may be branded
By Chris Simon

A town sign along Innisfil Beach Road.

This old town could be getting a brand new look.

A town committee has recommended the hiring of the marketing company YFactor, to develop a branding strategy for the municipality, during a meeting last week. If approved by town council YFactor would receive $35,000 to develop a strategy, the first phase in potentially completing a new look for the municipality, said Innisfil CAO Larry Allison.

Branding is typically seen as a name, term, design or symbol that is used to distinguish products, businesses and government agencies from others. Recently, County of Simcoe staff launched a rebranding strategy, and have since labelled municipal vehicles and signs with a new logo and catch phrase.

It's a good time to begin developing a new look for the municipality, considering the rate of growth and opening of the new town hall administration building, he said.

"The town has for many years maintained a standard branding. The growth of the municipality and the introduction of the new town hall, combined with the organizational work undertaken have resulted in the ... proposals to revise our current branding scheme," said Allison in a report to council.

Earlier this year, council endorsed a proposal to begin searching for a company to deliver a branding strategy for the town. Since then, staff have spent months reviewing proposals from interested companies, he said.

Town staff simply don't have the time or knowledge to develop their own branding strategy, said Allison.

"It was recognized that there was limited in-house resources and expertise available, and that the project, in its entirety, would not be achievable in one budget year," he said. "Council has supported the process of tendering for a consultant to present a strategy for branding, and staff have approached the project on a phased-in approach."

Councillor Bill Pring said YFactor's proposal is expected to be presented to council in June.

"That's the first phase," he said. "They're just going to come up and say the town should be presenting ourselves (in a certain way). We would be presented with a model at that time. It doesn't (pay for) any of the marketing."

Other councillors agree with the proposal.

"This town needs to move into the millennium with its new image and marketing look," said councillor Dan Davidson.