BRANDING AND POSITIONING FOR DMOs (Theyre Not the Same) DMAI Best in Class Presentation Note: this template contains several backgrounds. To see all the options, click the Layout drop-down on the Home tab. GOALS FOR THIS SESSION What branding isand isnt Visitor/tourism brand versus an overarching destination brand Freshening the brand Positioning and segmentation BRANDING AND POSITIONING FOR DMOS You dont own your brand BRANDING AND POSITIONING FOR DMOS A brand is not a logo BRANDING AND POSITIONING FOR DMOS A brand is not a tagline BRANDING AND POSITIONING FOR DMOS The tagline and logo are just triggers to remind people of your brand BRANDING AND POSITIONING FOR DMOS These reminders might change from time to time but that doesnt change the brand essence. BRANDING AND POSITIONING FOR DMOS A brand is not an advertising campaign BRANDING AND POSITIONING FOR DMOS Unless you spend enough to get above the noise level, money spent on advertising can be extremely wasteful. BRANDING AND POSITIONING FOR DMOS Thats why mass-media advertising for a brand that isnt well known or doesnt have enough money to spend is ill advised. A brand like this is better off doing PR, social media, and anything else it can think of. Laura Reis BRANDING AND POSITIONING FOR DMOS A brand is how you communicate who and what you are. BRANDING AND POSITIONING FOR DMOS Branding is a process of learning, unlearning, trying, measuring and recalibrating BRANDING AND POSITIONING FOR DMOS Even really good taglines and logos are pretty broad and even generic BRANDING AND POSITIONING FOR DMOS Use all of the facets of your brand BRANDING AND POSITIONING FOR DMOS Tourism/visitor brand or overarching brand? DCVBS ORIGINAL BRAND DURHAM BRAND PROMISE DURHAM CORE STRENGTHS TESTING Seven themes Four taglines Four logos/visual depictions (including the current logo) National sample and state sample DURHAM BRAND SIGNATURE ADOPTIONS BRANDING AND POSITIONING FOR DMOS Locals had to buy it; others had to try it. TESTING THE BRAND PENETRATION Durham Residents Familiarity with the Brand BRANDING AND POSITIONING FOR DMOS How do you know if your brand needs freshening? BRANDING AND POSITIONING FOR DMOS What is positioning? IN SUMMARY Think beyond the logo and tagline Address every touchpoint Reassessand test Is it a communication issue or a resonance issue? If you havent already, start to think about positioning and segmentation and how that relates to the brand. QUESTIONS? CREATING AN OVERARCHING BRAND BRANDING AND POSITIONING FOR DMOS Brands arent created; theyre revealed FRESHENING THE BRAND BRANDING AND POSITIONING FOR DMOS Values Core Strengths Personality Emotional Benefits Brand Promise Reasons to Believe Signature (Brand Essence) BRANDING AND POSITIONING FOR DMOS Put most of your focus on the brand essence BRANDING - WHAT IT ISNT It is a result of integrated and consistent marketing and communication. It is a combination of verbal and visual, physical and experiential elements. BRANDING WHAT IT IS Your personality The sum of who you are and what you stand for; as well as what differentiates you from others. It is not something to be created. It is something that is already thereyou have to mine it and figure out how to reveal it. BRANDING - WHAT IT IS DCVB BRANDING HISTORY DCVB was formed in We had a brand in the early days but it was only for visitor promotion and not quite as thoroughly developed as many later brands were. It consisted of brand positioning, brand values and a visual look and style. DCVB BRANDING HISTORY Genuine, Textured, Authentic DCVB BRANDING HISTORY 2005 Community stakeholders were interested in pursuing an overarching brand. DCVB hired an outside place-branding expert to do a brand review & assessment (focus groups, interviews.) A-H-B-L. DCVB proceeds with phase two, revealing and articulating the Durham brand. OVERARCHING BRAND Upsides everyone sounds like they are talking about the same place. Downsides rare to get everyone using the same signature or same lookwe did not make that a requirement. Tends to be broader harder to truly differentiate ADOPTIONS TESTING THE BRAND PENETRATION Triangle State of NC WHY ONLY TESTING IT CLOSE TO HOME? Has to resonate with the people who will deliver on the brand. DCVB couldnt use the brand enough on its ownhad to rely on everyone using it. BRANDING AND POSITIONING FOR DMOS Even before your DMOyou already had a brand