Why Saskatoon’s Smartest Businesses Are Rethinking Their Brand Strategy in 2025
Who doesn’t love a catchy tagline or a memorable logo?
They’re fun. They stick. And they actually do matter.
But those are the finishing touches of brand development—not the foundation.
At the start, it’s less about how things look and more about what goes into it. Ask yourself the three questions your brand should be built around.
1. What will your brand be known for?
2. How will people feel when they engage with you?
3. What makes them remember you, trust you, and choose you—again and again?
That’s the heart of brand building. Especially in a city like Saskatoon, where trust, community, and word of mouth carry so much weight.
Start with Purpose
Before you dive into fonts, slogans, or colour palettes, take a moment to get grounded in your why.
Ask yourself:
· What do we do—and why does it matter?
· Who are we here to help?
· What do we stand for (and what are we not willing to compromise on)?
When you’re clear on your purpose, your brand becomes more than a look or logo—it becomes a reflection of your values. A filter for every decision. A magnet for the people who believe in what you’re building.
And if you’re not sure where to begin, a simple SWOT (Strengths, Weaknesses, Opportunities, Threats) can help:
· Strengths: What sets you apart? What do people consistently praise you for?
· Weaknesses: Where are you falling short—or stretched too thin?
· Opportunities: What gaps exist in your industry or community?
· Threats: What challenges are on the horizon (competitors, trends, tech)?
It doesn’t have to be a boardroom-level deep dive. It just needs to be honest.
Know Who You're Talking To
You would never write a love letter to “Whom It May Concern”. Branding without a clear audience would be just like that.
Get specific:
· Who are your ideal customers or clients?
· What do they care about?
· What are they going through—and how do you make their life better?
Think beyond demographics.
· What do they value?
· What frustrates them?
· What makes them feel seen?
Don’t underestimate the power of local loyalty. People want to support local businesses. We can relate more to them because we share the same community, challenges and celebrations.
Clarify Your Position
Once you know your purpose and your people, it’s time to clarify your position.
This isn’t about sounding “better” than the competition—it’s about being clearer.
· What do you offer that others don’t?
· What do you want people to expect from you—every time?
· What promise are you making (and how do you keep it)?
That’s your positioning. And it needs to be consistent – always.
Build Your Brand Identity
Now you’re ready for the visuals—your logo, colours, name, tagline, and tone.
But instead of picking what “looks cool,” choose what feels aligned.
Ask yourself:
· Does this reflect the personality of our brand?
· Does it evoke the right emotions (trust, boldness, warmth, etc.)?
· Will our audience recognize this and feel like it’s for them?
Your brand identity is the visual shorthand for everything you stand for—make it count.
Tell a Story People Want to Be Part Of
This is our favourite part. Every piece of content you create should tell a story about your brand.
Your website, posts, emails and reviews all say something about who you are as a brand—whether you’ve intentionally shaped that message or not.
So get intentional.
Make sure your content:
· Reflects your values
· Speaks directly to your audience
· Offers something helpful, honest, or human
Whether it’s through tips, behind-the-scenes posts, or community updates—show people what you’re about. Don’t just talk at them. Invite them in.
Stay Visible (and Local)
You don’t need to be everywhere. But you do need to show up where your people are—with a brand that feels trustworthy and authentic.
⚠ Spoiler Alert: Where you’re from shapes how people see you. And that’s a good thing. Sharing more about your local presence can be a major advantage.
Saskatchewan has a reputation for being humble, hardworking, and community-oriented. That’s not a stereotype—it’s a strength. Lean into it. Let your local roots show.
Let’s break down some of the most effective ways to build a local brand.
1. Get your local info right
Make sure your website and Google profile are clear, accurate, and easy to find.
Mention Saskatoon or nearby communities where it makes sense. Highlight community involvement or local services. Speak to a broader audience—but root your story in your community.
2. Stay consistent
From your Instagram feed to your email signature, your brand should feel the same across the board. Consistency builds trust—and helps both locals and search engines recognize you.
That includes:
· Fonts
· Colours
· Voice
· Even the small stuff, like whether you write “Sask.” or “SK”
3. Show up in your community
Visibility isn’t just about what you post. When people see you showing up offline, they’re more likely to talk about you online. Get involved:
· Sponsor a community event
· Partner with a local charity
· Reach out to local media
· Collect and share authentic Google reviews
4. Use local hashtags
Hashtags aren’t just for reach—they’re for relevance.
Use tags that connect you to:
· Your city (#SaskatoonBusiness, #YXEsmallbiz)
· Your industry (#SaskatchewanWriters, #LocalCoffeeRoaster)
· Events or causes you care about (#ShopLocalYXE, #GivingTuesdayCanada)
Don’t forget a custom brand hashtag that captures your voice, mission, or movement!
Quick Recap: What Strong Local Visibility Looks Like
· A website that clearly reflects what you do and who it’s for
· SEO that’s tailored to local keywords and needs
· Social media that’s more storytelling than selling
· A review strategy that builds trust over time
· Hashtags that tie you to your location, your values, and your industry
Keep Adapting
Your brand is a living, growing reflection of your business—and it needs regular check-ins.
· What’s resonating with your audience right now?
· Is your message still clear?
· Are you showing up consistently?
· Have your goals or services shifted?
Keep what’s working and tweak what’s not.
Stay curious. Stay connected. Stay grounded in your “why.”
That’s what we call a brand with purpose.
And if you want help putting yours into words or action?
We’re ready when you are!