By Chris Fair, President of Resonance
Place Branding uncovers, defines and articulates the unique sense of place of your country, region, city or destination in a manner that resonates with audiences both at home and abroad. Our work helps destinations understand what they stand for, what makes them different, what stories they can tell and their aspirations for the future.
Our approach to place branding defines destinations as more than the sum of their parts. While we audit and evaluate the tangible and logical hardware of a destination – infrastructure, geography, accommodation, attractions and transportation – we also engage the community to identify the unique, emotional software of their destination – the history, stories, culture, communities and experiences that work together to form a unique and compelling sense of place.
From this rich mix of energy, ideas, input and stories, we craft a destination brand story, brand proposition and brand identity to position your destination so clearly that both locals and visitors will love your story and tell it with pride.
Place Branding Strategies & Storylines include:
Destination Overview
Geographic boundaries and physical characteristics of the destination.
Destination Audit and Audiences
Analysis of the heritage, cultural assets and existing experiences that can be leveraged to create a unique and compelling sense of place. Identification and profiles of key current markets and potential future ones.
Destination Positioning
A summary of the destination’s differentiating characteristics relative to its competitive set and the relationship and alignment with sub-areas within destination.
Destination Vision
A summary of the destination’s differentiating characteristics relative to its competitive set and the relationship and alignment with sub-areas within destination.
Destination Proposition
A compelling umbrella message and positioning statement that encapsulates the destination’s identity and what makes it unique.
Destination Dimensions
Key resonant characteristics and features that should shape the brand and be further developed in order to engage tourists and generate a loyal following.
Destination Brand Use and Guidelines
Can be created to ensure all organizations promoting the brand are using the same language, utilizing logos, creating materials and communicating with constituents in a consistent manner
For more information about how Resonance can help your community, city, region, country or destination create a new brand, please contact Chris Fair.