When it comes to establishing a strong positioning and distinctive brand for a vacation spot, convention city, or hip neighborhood, the process is similar to that of branding a product or service. You need to become completely knowledgeable of not only what makes each location unique but also how its qualities meet a variety of emotional and practical needs.
The essential concepts for effective destination branding evolve from defining these attributes:
- Brand Essence: What is the essential nature and character of the destination?
- Brand Values: What does the value mean for the typical repeat visitor?
- Brand Personality: What key traits and characteristics of the destination are communicated by the brand—in both head and heart?
- Emotional Benefits: What psychological rewards or emotional benefits do tourists receive by visiting this destination? How does the tourist feel?
- Physical Benefits: What benefits do tourists receive from this destination’s features?
- Primary Attributes: What are the tangible, verifiable, objective, and measurable characteristics of the destination?
There are seven key pieces that are a part of every destination, whether it’s a city, town, region, or downtown area. They include:
- location and accessibility aspects
- people, culture and values
- authentic characteristics
- distinctive attributes
- partnership opportunities
- fun factors
- discovery and experiences
Location and Accessibility
Identify significant landmarks, attractions and amenities that are located within the destination area, as well as those that are nearby, and their proximity to population centers.
Designate what modes of transportation are most suitable to reach these places—including air travel, car, rail, biking and walking.
People, Culture and Values
Determine the range of qualities that define your population— does much of the population share common beliefs and lifestyles, or is there a variety of distinct personalities?
Focus on qualities of residents that would appeal to the kind of people you want to attract—for example:
- young
- highly educated
- upwardly mobile
- ethnically diverse
- environmentally responsible
- health conscious
Authentic Characteristics
Highlight features or places within your destination that are well-known outside of the area. These include:
- landmarks and tourist attractions
- famous restaurants and shops
- historic homes and buildings
- seasonal weather
- natural features
Often within a destination’s authentic characteristics is its brand essence, the one attribute that differentiates a destination from other places. Think simple and unique. Look at some of the longest running destination branding campaigns over the years—like the ones for Las Vegas (“What happens here, stays here”) or Virginia (“Virginia Is for Lovers”).
These are just a few tips to get you started—to learn more, check out our “Destination Brand Building” eBook.