Does Kingston suffer from an over-identity crisis?

Many believe the city’s image is cluttered with too many slogans, or “multiple brand identity,” based on the past marketing efforts of different organizations and institutions such as post-secondary schools, Tourism Kingston, Kingston Accommodation Partners and the city itself.

‘Canada’s First Capital’, ‘freshwater sailing capital of the world’, ‘Canada’s most sustainable city’ and the city ‘where history and innovation thrive’ are just some examples of how others have tried to brand Kingston over the years.

Councillors say it’s time to come up with a new streamlined slogan. They voted 12-0 at their April 17 meeting to spend $125,000 to develop a “cohesive and comprehensive” brand or catch phrase to explain what Kingston is all about.

“It’s a big task,” said Coun. Liz Schell.

Coun. Laura Turner says Kingston needs a forward thinking strategy.

“We need to have a brand to promote our city for economic development.”

The rebranding initiative comes from a recommendation by chief administrator Gerard Hunt. He explains how a brand can be successful.

“A place brand, when properly conceived and executed, can elevate a city, focus its tourist offering, empower its investment attraction and retention, reframe its reputation and create renewed pride among its residents.”

Hunt says the rebranding will involve consultation with key stakeholders and the hiring of consultants to steer the process.

“External consultants in the field of brand strategy, design, and stakeholder engagements with expertise in place-making and city branding will be retained to support this process.”

Officials stressed they are not trying to replace or compete with existing brand marketing, but rather the intent is to build foundations for marketing.

“The intent of this community branding is not to take away the work they’ve already done,” explained deputy CAO Lanie Hurdle.

She told council the rebranding effort should take about a year to complete.

The process will seek to;

  • conduct a local audit of the brands currently and formerly utilized in Kingston,
  • identify key facts that serve as points of differentiation that make Kingston unique,
  • develop a brand that it is reflective of Kingston’s past, present and its vision for the future.

“Stakeholders will then work to develop an authentic, consistent, and bold shared vision that seeks to influence actions and perceptions in Kingston,” Hunt explained.

He says the community branding strategy is timely given the renewal of council’s strategic priorities following this fall’s municipal election.

Other Slogans picture

Here are some slogans adopted by other Ontario cities.

While no one has openly complained about Kingston’s current municipal slogan – ‘where history and innovation thrive’ – as being outdated or tired, some councillors say the city needs to do more to showcase its emerging international agri-food industry with the arrival of food processing plants like Frulac and Feihe.

Hunt added: “Cities that do not seek to develop and manage a brand run the risk of being positioned by competitors or other interest groups.”

The city will draw $125,000 from its reserve fund to finance the rebranding exercise.