Welland doesn’t have a strong consistent brand, corporate communications officer Marc MacDonald told city councillors last week.
MacDonald said the city will rebrand itself with the help of Cinnamon Toast New Media Inc., which was awarded a $65,000 contract to be wrapped up by the end of the year.
“A brand is more than just a logo and tag line. Of course, we already have a logo and tag line — Bridging the past, present and future.
“But a brand is more than that. It’s an opportunity through both visuals and words to tell a story. To create an evoke a sense of feeling, sense of pride and sense of place,” said MacDonald.
He said a new brand can give the city a competitive advantage.
“We can position ourselves as the premier destination, certainly in Niagara. We are competing with everyone to get people to invest here, move here. We can bring them in with a strong, consistent brand.”
Eight companies sought to rebrand the city.
Cinnamon Toast New Media Inc. — it has offices in Hamilton and Ottawa — scored 95 out of a possible 100 when its bid was examined by city staff.
Other companies that bid included, Scott Thornley & Co., Trajectory Brands, Hughes & Co., Salt Tabbachi Inc., Barrett & Welsh, Armstrong Strategy Group, and Matt Hatter Technology.
“Brand is everything. I truly believe this is money well spent to help push us forward,” said Ward 2 Coun. David McLeod.
Ward 4 Coun. Bryan Green asked if South Niagara Chambers of Commerce, Downtown Welland BIA, North Welland BIA and others would be consulted.
“Will it be more than the City of Welland?” he asked.
MacDonald said all of the groups Green mentioned would be consulted and a key component in the rebranding process.
So, too, would be the city’s francophones.
“This would truly be a community experience.”
He said the rebranding would see a new logo, video assist and more to set Welland apart from the rest of Niagara.
“We’re looking to build the beginning chapters of the story,” he said.
Council heard the current city logo is between five and six years old and was designed as part of a contest.
Ward 5 Coun. Claudette Richard said rebranding comes at a high cost.
“We have to look at letterhead, the website, signs. What’s the estimated cost of this?” she asked.
MacDonald said the website is being done in-house and the cost of signage and other additional items needs to be determined.
He said part of the rebranding process is about establishing civic pride.
“Everything is anchored in the brand. There’s a greater opportunity for our economy and tourism. It will put us on people’s radar.”
Ward 5 Coun. Graham Speck and Ward 6 Coun. Bonnie Fokkens were also concerned about the additional costs to the city once a new brand is established.
“This is where the real cost comes into play. Where are the dollars to implement the changes?” Speck asked.
MacDonald said that would be part of a future budget ask.
“We’re developing and creating a brand and will figure out what needs to be updated,” he said.
Speck questioned whether the rebranding is needed right now.
“This is just of the iceberg of expenses to come,” he said.
Fokkens said the secondary costs, such as new logos on city vehicles, are what bothered her.
She also felt it wasn’t fair to burden a new council, there’s a municipal election in October, with new expenses.
“Maybe they won’t want to spend the money.”
Mayor Frank Campion said he supports the rebranding.
“This is a much larger project than it appears to be initially. If we don’t start somewhere, we’ll never get anywhere and never finish,” said Campion.
He also said not everything happens at once and that things can be phased in.