Through a collaborative strategic planning process with the TBIA, we created a customized BrandPlan™—a user-friendly, branding document that can serve as a blueprint for all future marketing efforts.
Two of the main components of the BrandPlan are: a) the Brand Platform; and b) the Brand Persona.
Also known as the 'position', it's how the brand wishes to be perceived. For Tsawwassen, we identified its Brand Platform to be 'The Family Friendly Beach Community'.
The platform was guided by words used, by locals, to describe the community: sunny; friendly; beachy, family-oriented; laid-back.