Maple Ridge is reviewing its “Deep Roots, Greater Heights” motto, which appears on a background of railway brown that’s depicted the city for the past decade.
Monday, council approved a review of the city’s branding program by hiring a consultant to look at all aspects of delivering the city’s message. According to a staff report, Maple Ridge has followed various communications approaches without following a unified or consistent message.
A consultant will look at the city’s branding in all media, including the sub-brands, such as Invest Maple Ridge and True North Fraser.
After the review, the consultant will make a final recommendation along with budget requirements, expected to come before council in September.
“We have to be realistic to what we have in our city,” said Mayor Nicole Read.
Whatever branding approach Maple Ridge follows has to be authentic, added Coun. Craig Speirs.
“The negativity has to be washed away on purpose.”
Coun. Tyler Shymkiw said a branding approach should be aspirational about what kind of city Maple Ridge wants to be in the future.
Chief administrator Ted Swabey asked what happens now when people do a Google search of Maple Ridge. “We want to get beyond that.”
Economic development officer Lino Siracusa said in a report that Maple Ridge is maturing and needs to know how it’s seen by others. He wants council to be involved at all stages of the project to ensure it remains “grounded and aligned with overall vision of council.”
The report will recommend ways to create a consistent and clear messaging.