RTS Branding Workshop

Branding Workshop

Why Brand What a Brand Is Your Brand Audience Brand Concepts Brand Components Walkabout Your Assets Brand Direction Brand Integration Brand Communication

People Love Logos!

Why Brand?

Attract new money to the region

State your vision/goal

Strengthen and expand the visitor experience

Encourage consumers to visit

Mitigate uncertainty that consumers may have

Strengthen your legitimacy

Engender trust & loyalty

Why Brand?

Brand familiarity is linked to favorability Brand strength = consumption Brand knowledge = reduced consumer risk and lower information costs

Why Brand?

Even if you do nothing, you still have a brand. It just may not be the one you want.

What is a Brand?

"A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures" - Michael Eisner, former CEO Disney

Telling it like it is

Questions to Ask Yourselves

Who are the target audiences? What is there to work with? What do the residents think?

Brand Focus

Brand Focus

Brand Focus

What is Your Brand Now?

Who are Your Visitors?

Where do your visitors come from? •  Be specific. •  How do you know? Write a profile of the different types of visitors. •  Age •  Income •  Reason for trip •  What they do here •  What they spend money on •  How long the stay

Rules of the Brand Promise

1. Brands must be based on product

2. Never advertise until you can deliver

3. Logos and taglines are not brands

4. Brands deliver experiences

Destination Marketing Mistakes

1. Promoting too many ideas

2. Promoting things visitors have close by

3. Promoting the generic

4. Promoting passive attractions

5. Promoting “Lists”

Brand

A Promise Popular

Aware-ness

Relevant

Unique

Brand

A Promise Popular

Aware-ness

Relevant

Unique

Brand

A Promise Popular

Aware-ness

Relevant

Unique

Brand

A Promise Popular

Aware-ness

Relevant

Unique

Brand

A Promise Popular

Aware-ness

Relevant

Unique

Brand Path

ADVOCACY: Do people recommend the destination to family, friends and colleagues?"

DECISION / VISITATION: To what extent do people follow through and visit the destination?"

CONSIDERATION: Is this one of the destinations being thought about for a visit?"

PREFERENCE: How highly do audiences esteem the brand? Does it resonate?"

ASSOCIATIONS: What qualities come to mind when people think of the destination?"

FAMILIARITY: How well do people know the destination and what it offers?"

AWARENESS: Do key audiences know that the destination exists? How top of mind is it?"

Defining Your Tourism Message

What makes you…. Different. Worth the trip.

How Visitors See You

What experience are you selling?

The LURE: the experience that motivates the visitor to actually come to your destination. DIVERSIONS: things visitors can do closer to home but will do in your destination because they are already there. These accelerate the brand. AMENITIES: Things that make the visit a comfortable one AMBIENCE: historic buildings, public art, street entertainers, etc.

Lures

32

33 Preikestolen, Norway

34

What do you think the Pendleton Roundup is?

Experiences

38

39 Ketchikan, Ak

40 Tongass Nat’l Forest Bend, OR

41 Ketchikan, Ak

42 Seattle, WA

Diversions

44 Lodi, California

45 Park City, Utah Bend, OR

46 Juneau, Alaska Sonoma County

Amenities

48 Snoqualmie, WA

49 Lake Chelan, WA

50 Juneau, Alaska

51 Juneau, Alaska

52 Ketchikan, Alaska

53 Juneau, Alaska

Sisters, OR

Wayfinding

The way-finding components

–  Directional signs

–  Gateways

–  Kiosks

–  Pole banners

–  Map Stands

Wayfinding Don’t leave them hanging!

Downtown Next Exit

Wayfinding

Wayfinding

Milton-Freewater,OR

Wayfinding

Gateways say “You’ve arrived”

Wayfinding Connect the Dots

Ambience

65 Sisters, OR

66 Juneau, Alaska

67 Enterprise, Oregon

68 Walla Walla, WA

69

70 Issaquah, WA

71 Snoqualmie, WA

What experience are you selling

Retail Signs

What experience are you selling

Store Fronts

What experience are you selling

Local Interaction

76 Ketchikan, Alaska

77 Ketchikan, Alaska

78 Seattle, WA

79 Pike Place Market, Seattle

What experience are you selling

Exercise: Destination Attributes

What experience are you selling

Exercise: Destination Evaluation

What experience are you selling

“First Impressions Are Lasting Impressions”

What experience are you selling

Second Round Exercise:

Destination Evaluation

DAY TWO

Brand Concept Development

Brand Concept Development

Brand Integration The Enumclaw WA Example

The Brand Promise: “By pulling together its rural ambiance and man’s innate connection with the noble horse, Enumclaw celebrates all things equine. Visitors are surrounded by the inspiration, excitement and recreational opportunities provided by these gentle but powerful creatures. Enumclaw is the place where visitors introduce their children to their first pony ride, saddle up for the trail, and marvel at the beauty and grace of professional horse events.

Brand Logo The Enumclaw WA Example

Brand Integration The Enumclaw WA Example

Enumclaw’s brand would provide an equestrian community experience the way an urban or suburban resident would like to see it. Agrarian in nature but clean and quality, small community friendliness, experiential and hands-on, exposure to the quaint, new, interesting and unusual, opportunities for learning about horses and rural life.

Brand Integration Public Integration •  White farm rail fencing along major

access highways •  A “branded” downtown destination district •  Decorative wayfinding signs, gateway

monuments and information kiosks •  Developed easements for a riding trail

network •  Redeveloped Fairgrounds into an Expo

Center with equestrian-focused upgrades

Brand Integration Private Integration

•  A downtown merry-go-round with carved horses •  Mounted Enumclaw police in the downtown •  Showings and rides of work horses at the Expo

Center •  Shetland Pony rides for children at EEC,

downtown or in the parks •  A petting facility with miniature horses •  Horse Carriage and Cart rides

Brand Integration Private Integration

•  Wild Horses (e.g. Wyoming) exhibit •  Horse trail riding rentals •  Instruction in Dressage, English,

Hunter/Jumper, Western etc. at Expo Center

•  Exhibitions of unusual or specialty horse breeds, (e.g. Knabstrupper)

•  Public decorated horse sculptures

Brand Integration Retail Integration •  A first rate saddle-making outlet such as Hamley & Co.

in Pendleton, Oregon •  Western apparel shops •  Western hat shop •  Blacksmith/Farrier shop •  Tack shops •  A retail feed store •  Equine artists and photography galleries •  Equine books featured in bookstores •  Retail horse fencing storefront •  Equine related jewelry featured •  Horse trailering – rentals and sales

Brand Communication

Brand Communication

Brand Communication

Brand Communication

Brand Communication

Brand Communication

Pole Banners

Brand Communication

Brand Communication

Angels Camp Angels Camp, CA Example

•  Historic Gold Rush town – population 3,400

•  In Calaveras County, foothills of the Sierra Nevada Mountains

•  Adjacent to Stanislaus National Forest

•  Abundant outdoor recreation year-round

Angels Camp, CA Example

•  Made famous by Mark Twain – “The Celebrated Jumping Frog of Calaveras County.”

•  Annual Jumping Frog Jubilee

•  Frogs, frogs, frogs

Angels Camp, CA Example

Primary Markets:

•  Sacramento

•  Stockton

•  San Jose

•  Greater Bay Area

Angels Camp, CA Example

Brands Considered:

•  Gold rush/western theme

•  Antiques/art

•  Mountain sports

•  Golf

•  Culinary/wine

Brand Concept Brand Statement:

Angels Camp is the capital of and place to be based for mountain sports in the Sierra Nevada.

LURE: The one place where visitors can find a concentration of support services for their mountain sports experience, from outfitters, specialized retailers, lodging, dining and after hours entertainment.

DIVERSIONS: Experiences in the downtown that the visitor might find closer to home.

Angels Camp, CA Example

Keys to Success:

•  Local commitment and enthusiasm

•  Already has the accommodations – motels, b&bs, etc.

•  Needs to recruit outfitters, specialized retail, restaurants, pubs to downtown core.

•  Create amenities and ambiance.

•  Branded product development and marketing.

•  MOST IMPORTANT: Deliver on the promise.

Brand Logo Case Study – Angels Camp, CA

Tagline: “Redefining the Rush”

Brand Identities Angels Camp, CA Example

Brand Communication Angels Camp, CA Example

Brand Concept The brand feasibility test

1. Are you specific enough to be noticed?

2. Is it something your market will not find closer to home?

3. Will you have wide enough appeal to attract the number of customers you need to be successful?

4. Do you offer an experience (even if you are selling a product)?

5. Can you afford it?

Brand Concept

The brand feasibility test - continued

6. Will it work year round?

7. Does it have legs? (is it possible to extend the core brand once it is developed?

8. Will the community buy into it?

9. Can it be shown through the whole community?

Brand Concept Development

Points to Remember •  Take the long view •  Deliver on the promised experience

•  Be consistent in your message

•  Develop branded products & services

•  Work together

•  Provide leadership

•  Fund the effort

•  Get professional assistance

•  Develop widespread local support

Enthusiasm!