Often times, companies get caught up in the branding of themselves, their products and their services. It is important to remember what exactly branding is, and where we actually want to focus our branding efforts. As a visitor destination, how do you brand yourself? For some, the answer might include things like logos, websites, and slogans. But is that really the brand of your destination?
When you tackle the branding or re-branding of your property this year, consider the customer. The brand should be the feelings, connections and emotions that the customer experiences when they look at your website, visit your property or hear your slogan. Here are some tips to keep in mind when you take on the brand of your destination in 2013:
1. Look Out the Window – Your brand is your chance to separate yourself from the crowd. Own this opportunity. Look all around you and record what you see…oceans, beaches, forests, whatever it is, use it to your advantage. Take the elements available to you and flip them to impact the emotions of your customer.
2. Don’t Hold Onto the Past – Consider how you view your destination versus how your customer does. Are they the same? Perhaps they are, but if not, do not be afraid to change. Just because you were a beach resort last year does not mean you have to be known for that this year.
3. Use Your Brand Everywhere – Once you have a brand that us uniquely your own, use it. Use it everywhere, across all platforms: websites, mail pieces, slogans, logos, telephone calls, etc. You get the idea. Consistency is the key.
Original Article found on MediaPost. To read the full article, click here.