What's in a Brand?
An organization’s brand is much more than just a logo. It encompasses vision, values and beliefs. It positions us with our target audiences, it guides our visual, written and experiential communications as well as providing guideposts for making public realm decisions, commercial mix strategies, public art, events and promotions ad more.
It is important to note that an organization’s brand should be both authentic and aspirational. It should reflect who we are today, but also look ahead to who we’re working to become. Today, Centre Street is an eclectic mix of food, retail and commercial business owned by people from all over the world. Centre Street is also a bit down at heel after many years of uncertainty around development.
How do we see Centre Street tomorrow? What do you envision for the community and the district? How should we express ourselves to the rest of Calgary and to future business owners, developers, shoppers and residents. The successful brand will rely on a balance between an authentic expression of who we are today and an attainable promise about who we’ll be down the road.
一個組織的品牌不僅僅是一個徽標。它包括願景、價值觀和信仰。它將我們定位于目標受眾，它指導我們的視覺、書面和體驗式交流，並為公共領域的決策、商業組合策略、公共藝術、活動和推廣等提供指導。
值得注意的是，一個組織的品牌應該是既真實又有抱負。它應該反映出我們今天是誰，也應該展望我們正在努力成為什麼樣的組織。如今，中央街是一個由來自世界各地的業主運營的食品、零售和商業的綜合體。在經歷了多年的發展不確定性之後，中央街也有點落後了。
未來我們如何看待中央街？您對社區和地區的展望是什麼樣的？我們應該如何向卡爾加里其他地區以及未來的企業主、開發商、購物者和居民表達自己的意見？一個成功的品牌將依賴于一種平衡，即真實地表達我們今天是誰，又能實現關於未來我們將是誰的承諾。