Allan Main

Committee being formed to help brand Mission

Mission council receives update on project's next steps

Leaders of Mission’s branding exercise are now forming a committee to look at opportunities and identify projects and improvement initiatives to market Mission.

“Brand identity is often associated with logos and tag lines, but it’s more than that,” said Allan Main, executive director of Community Futures North Fraser.

Main, who presented Mission council with an update on the project Monday, explained informational signage promotes the area and activities available.

“It does create a vision and develops part of a community,” said Main, noting a vision can help attract businesses and develop tourism.

A partial committee has been formed, but organizers are still reaching out to other community groups and recreational societies. Main also asked for council’s commitment on the project.

The initiative can continue without financial support at this time, but at some point, there will be ideas and a request for funds may be brought forward, added Main.

Coun. Jenny Stevens said she was hesitant to offer support on projects that haven’t been identified with cost that are unknown.

Mayor Randy Hawes cautioned the cost of spending money on different tag lines may be more than it is worth, noting Mission has already had previous ones, such as Mountain Meets Meadow and Mission on the Fraser.

Coun. Danny Plecas suggested branding should be focused on what Mission wants to become, not what it is today.

A public seminar on defining Mission was held last September. Keynote speaker Bob Rennie, principal of Rennie Marketing Systems, encouraged the community to find its strengths and celebrate its differences. Numerous workshops also took place on the same evening, but ideas collected from the event have not yet been released.