By Tina Comeau
When it comes to branding, sometimes it is all about a gut feeling.
This was one of the messages from a session that explored the issue of branding for Yarmouth – a process that is in the beginning stages, but dates back to a 20-year downtown revitalization report prepared for the town and released four years ago.
Yarmouth town council says there hasn’t been enough movement on that revitalization plan and so it has identified areas to proceed with, branding being one of them.
In a July 31 session entitled, “What drives your pride?’ some local citizens, business people, councillors and the mayor turned out to share their thoughts on what Yarmouth means to them, and what they think it should mean to others.
“A lot of people think that brand is a logo. Some people think that brand is a color. Some people think that brand is a tag line,” said John deWolf of Form:Media, a company that specializes in branding and is working with the town in this process. “And yes, while these make up components of brand, it’s a lot more complex to simply say this is our logo and this is our tag line.”
His counterpart Iain MacLeod described branding as a relationship a person has to a person, place or thing.
“There’s a relationship in our day-to-day lives between every product or service or person we meet, that’s what brand is,” MacLeod said. “It’s a relationship. It’s…