East Ottawa Star
Published: Friday, August 21, 2009 Branding the east end A recent discussion amongst local community leaders raised an interesting question – what is our community’s brand? Are we just a suburb of Ottawa? Are we a professional and bilingual or multicultural community? What do people in Ottawa, Toronto or Tokyo think of when they think of Orléans, Ont.? And does anybody in Toronto, Tokyo or Red Deer for that matter even know of our community? Should they? Of course some might say, ‘So what, we are a bedroom community and I don’t want my home to have a brand or identity.’ Well, good for you and welcome to the 19th century but the fight for investment dollars to create more jobs, build our community and sustain our services requires more economic growth as opposed to the never-ending and unsustainable glut of subdivision after subdivision. With that accepted, what is the unique, key selling point of our community – its geography, its history, its people, its enterprise – from which we can build a brand identity within the larger fabric of being part of Ottawa, the nation’s capital? We are about to begin celebrating, this fall, our 150th anniversary as a Catholic parish which begat a community, and I find it inconceivable that a brand or tagline for our community has neither emerged nor persevered over this long history. So I need, we need, your help to build our community’s brand. What is our identity today? And how do we capture it in words or a logo? What should we aspire to as we grow to 125,000, then 150,000, people or more over the next 20 to 40 years? Think about it – our community will soon outnumber the population of Prince Edward Island and at least they are known for great golf, Anne of Green Gables, fresh potatoes and red sand beaches. And Orléans, well what are we known for? Yes I have pounded home this theme before but it’s important. It’s time to call out our local councillors, MPPs and MP for their suggestions and vision on what we are and what we, as a community, should become. Moreover, it is politically “safe” for all of them to comment as we have no elections on the horizon (hopefully, cross your fingers, etc.) so their comments and musings will not be, and should not be, used as political fodder. But the creativity of our community is found in its people, you, the readers of this column. What are your thoughts for a slogan and community brand? Rockcliffe is known for its embassies and old money. Kanata for its high-tech legacy and maybe its future. The Glebe is a walkable streetscape. Westboro is a quasi-new urbanism and yuppie playground. I will gladly print your best suggestions in a forthcoming column and look forward to your suggestions. Right now I’m stuck on “Orléans: East of Parliament Hill” … so, help! = = = = = Comments can be sent to Walter Robinson at orleansouttakes@transcontinental.ca. |