Destination Brand: Arriving at Better Solutions
Developing a compelling destination brand for a region, county, city, or location-based attraction involves understanding factors that are different from those of a product or service. Characteristics such as historical landmarks, local customs, nightlife, and even weather can play major roles in determining how a destination is marketed.
In order to make the most out of a destination’s most valuable attractions and assets, a number of elements need to be defined first about the destination brand as a whole:
Brand Essence: what’s the primary nature and character of the destination?
Brand Values: what is important for developing repeat visitors?
Brand Personality: what are the key traits and characteristics of the destination—for both head and heart?
Emotional Benefits: what feelings or psychological rewards are experienced by visitors?
Physical Benefits: what aspects provide benefits for one’s health, family, finances, safety, etc.?
Primary Attributes: what are the most prominent and attractive characteristics of the destination?
To get a better read on these components, there are a number of pieces common to any destination that should be clearly understood and identified. Included are:
- Location and accessibility
- People and culture
- Distinctions
- Authentic characteristics
- Partnerships
- Fun factors
- Discovery and unique experiences
To learn more, download our “Destination Brand Building” eBook. You’ll gain better insight into these points and how to build on them for a successful branding and marketing campaign for virtually any destination.
