What is a Brand?

Think of a brand as your reputation to the outside world. It is a combination of experiences, perceptions, thoughts, images, and feelings that an individual associates with a particular organization or community. A community's brand is similar to a personality. Its attributes define who and what a community is all about. Successful brands inform stakeholders, (particularly those from outside the community) in a memorable way, about the community, its people, and its core values.

A brand is made up of experiences, and the quality of those experiences is imperative. By mapping out and managing every experience a stakeholder has with the Town of Slave Lake, we can ensure that Slave Lake's value stands out amongst similar communities and is communicated in a remarkable and consistent way at every interaction.