by Donna Gates
Place branding is special. People have a deep connection to where they live. The residents of Quispamsis are no different. We feel fortunate to count ourselves among them.
Bonfire was selected as the Town of Quispamsis’ branding partner. The town with the unique name had a common problem: many logos created over many years that were being used inconsistently. The town wanted to streamline the visual identities into one, cohesive brand.
So we met with the staff, Mayor and Council and members of the community to get their thoughts. Good place branding comes from within. It lives with the residents – our job is to translate it into words, visuals and emotion.
The first step is to articulate the brand promise:
Quispamsis is a forward-thinking community where families enjoy a safe, friendly and active lifestyle surrounded by a beautiful, natural environment.
This isn’t a vision statement. It’s what the experience should be of everyone who lives in and visits Quispamsis. After all, a logo is an empty container you fill with experience – then it becomes a brand.
This study from social influence marketing platform provider Crowdtap found millennials trust User Generated Content just as much as professional reviews. UGC is also 20% more influential when it comes to purchasing and 35% more memorable than other types of media. Marketers need to understand that the game has changed…
Some good advice from Gary Vaynerchuck on how to create content optimized for LinkedIn.
Bonfire is based in the great city of Saint John, New Brunswick. It’s our home and we are proud to work and build our business here.
We had a chat with Ali from Enterprise Saint John about working in Saint John and how we focus on doing good work for our clients.
Check it out.
Video is the dominant language of the digital world.
Every day, companies unleash “brand videos” to describe their mission, vision and values or “explainer videos” to showcase a product. But they have become, in the words of one smart writer you may have heard of, “full of sound and fury, signifying nothing.”
The ability to stitch together a string of visual clichés is not the same thing as telling the true story of your business or product. This parody of bad corporate videos from stock footage company Disolve makes this point all too well. If it seems eerily familiar, that’s because it is.
By Allan Gates
Marketing for startup technology companies can be a tricky thing.
Startups are usually launched by people with a technology background and, not surprisingly, the dominant focus is on building the product and finding funding. Marketing is generally an afterthought in these early days. That creates a branding gap that can have serious consequences for East Coast startups.
We’re not alone in this.
Recently a smart post from Israeli Venture Capitalist Michael Eisenberg made the rounds. In the post, Eisenberg notes that Israel produces many strong technology companies but they often don’t break out and reach their full potential. He blames this on the fact that many Israeli companies are “inept at messaging, branding and positioning.”
According to Eisenberg, the most successful startups have “great messaging and branding from the start. That great messaging inserts these early companies into key conversations and helps themself-fulfilltheir destiny. It makes them H O T. Hot companies get talked about and get invited to the right conferences and events and it is a positive feedback loop that helps propel these companies. Solving messaging and how you deliver that message creates a critical foundation for building leading and dominant businesses.”
Eisenberg lays out the reasons why he feels Israeli companies fail at branding. Reading it, some interesting parallels emerge with the East Coast Startup community.
Bonfire Communications is looking for a web developer to work with a team of professionals developing digitally focused marketing and communications campaigns for some of the best clients on the East Coast.
The ideal candidate is:
- A nice person who plays well with others
- An independent worker
- Good at juggling multiple tasks
- Proficient with web development tools (and constantly learning)
- Knows his or her way around WordPress
- Can perform usability and functionality testing
- Active in social media
- A new university or college graduate or up to four years’ experience
- Loathes Nickelback with a passion some find unsettling
How to Apply
Send an email to email@example.com with your CV and links to your own site and sites you have worked on as a student, staff or a volunteer.
Bonfire is an integrated marketing and communications agency that tells stories for brands. Based in the Red Rose Tea building in Saint John, NB, Bonfire works with clients throughout Eastern Canada.
by Donna Gates
As 2013 winds down, there are ‘Best of’ lists, and ‘Worst of’ lists, and resolutions and reflection. There is also the deadline for charitable giving as the tax year draws to a close. In fact, the American Cancer Society is running a celebrity-filled ad to herald their accomplishments and a call to action for donors for December 31st.
As you are thinking of where you’ll give, here are some things to keep in mind.
St. George, New Brunswick is a wonderful town located between Saint John and St. Stephen. We had the chance to work closely with some outstanding volunteers with the St. George Business Improvement Area (BIA) group in developing a new brand for the community. Earlier this week we unveiled the brand and logo in presentations to the Town Council and members of the community.
At Bonfire we believe that good place branding comes from within the community. Our job is more like a translator, to interpret the community’s values and beliefs and present that in a tidy marketing package. So we spent a lot of time in St. George and talked to many local residents in focus group sessions and one-on-one meetings. We found that people in St. George really love their town – it’s a welcoming place, safe and nurturing, all surrounded by some of the best scenery in the Maritimes. In St. George, the idea of community means something special – people care about their neighbours and go out of their way to help in times of need.