Vision of Hope’s brand released

Community identity is shaped around being connected

Branding coordinator Alison Harwood gives residents an update on the branding process Tuesday night at the rec centre.

The draft brand for Hope has been identified as Being Connected: to nature, to community, to yourself.

Background research, community surveys, stakeholder workshops and one-on-one conversations have all played a crucial role in shaping the community’s competitive identity.

“This isn’t perfectly refined yet,” branding coordinator Alison Harwood said during an open house Tuesday night at the rec centre.

“This is the bones, the essence of the brand.”

The brand platform is made up of five elements, which include our vision, values, offer, best personality, and positioning.

The vision for Hope is to have a vibrant downtown core with independent stores and a flourishing and inviting mountain culture, high quality of life and a place to learn and grow through adventure, and be environmentally and culturally sensitive. The things that Hope strives to value were identified as optimism with action, stewardship of environment and town, positive and progressive, and authenticity (grounded and honest).

Hope’s intimate and stunning mountain setting is the community’s ultimate selling point as it “allows one to feel alive and connected to nature, the community and oneself while maintaining comfortable access to big city amenities.” The character traits that represent Hope’s best personality are relaxed, modest and calm, easygoing and friendly, adventurous, and helpful, kind and polite. When it comes to positioning, Harwood said Hope is the transportation hub connecting the Interior with the Lower Mainland, providing a place to rest and recharge. The community is also an accessible soft adventure hub through which one can be emotionally moved by awe-inspiring natural encounters.

The foundation of the brand comprises of several attributes that the community can take ownership of. Among the physical attributes noted are walking trails to spectacular natural features, gliding, clean pure water, and a plethora of easy “experiential adventure.” The local culture, accessibility to the Lower Mainland and Interior, and affordability to live and recreate were listed as rational benefits, while emotional benefits include being content and balanced, grounded, down-to-earth, and relaxed.

Harwood pointed out that Hope’s brand doesn’t solely exist on its own, but rather is viewed in context with other brands that an audience may come in contact with. She said Hope can leverage overarching themes by crafting a local brand that is complimentary.

The next step in the branding process is distilling the wording further to make it clear, succinct and as focused as possible. Once the wording is set, the logo for Hope will be crafted. This process may or may not include a tagline or slogan, but it will echo some aspects of the brand and act as a visual thumbprint.

The final brand book will be released by June 2013.

For more information or updates, visit

Just Posted

HATS invites Hope residents to talk about addiction in the midst of opioid overdose crisis

First talk happening Thursday, Nov. 15 at Blue Moose Coffee House

Agassiz Harrison school bus driver starts petition to get seatbelts on school buses

Petition come on the tail of Transport Canada announcement to investigate school bus data

BC Ferries passengers wait to leave Vancouver Island after Remembrance Day

Traffic aboard BC Ferries slows after Remembrance Day long weekend

Gymnastics program on a roll at Hope rec centre

“Gymnastics can make such a difference in a childs ’ development”: instructor, Chelsea Currie

Hope mental health advocate shares story and message: ‘You are not alone’

During my twenties, I was hospitalized many times for mental illness. It… Continue reading

VIDEO: Amazon to split second HQ between New York, Virginia

Official decision expected later Tuesday to end competition between North American cities to win bid and its promise of 50,000 jobs

Kuhnhackl scores 2 odd goals as Isles dump Canucks 5-2

Vancouver drops second game in two nights

Fear of constitutional crisis escalates in U.S.; Canadians can relate

Some say President Donald Trump is leading the U.S. towards a crisis

B.C.-based pot producer Tilray reports revenue surge, net loss

Company remains excited about ‘robust’ cannabis industry

Canada stands pat on Saudi arms sales, even after hearing Khashoggi tape

Khashoggi’s death at Saudi Arabia’s consulate in Istanbul further strained Riyadh’s already difficult relationship with Ottawa

Feds pledge money for young scientists, but funding for in-house research slips

Canada’s spending on science is up almost 10 per cent since the Liberals took office, but spending on in-house research is actually down

Stink at B.C. school prompts complaints of headaches, nausea

Smell at Abbotsford school comes from unauthorized composting operation

Disabled boy has ‘forgiven’ bullies who walked on him in stream, mom says

A Cape Breton teen who has cerebral palsy was told to lie in a stream as other kids walked over him

Letters shed light on state of mind of B.C. mom accused of daughter’s murder

Trial of South Surrey mother Lisa Batstone begins in BC Supreme Court

Most Read