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The Power of Branding <ul><li>Presented by </li></ul><ul><li>CORNELIUS C  O  N  S  U  L  T  I  N  G </li></ul>
The Power of Branding ©Cornelius Consulting
A Genuine Brand <ul><li>Captures people’s imagination </li></ul><ul><li>Creates a desire to experience in person </li></ul...
What is Branding? <ul><li>Mark, logo, symbol or words </li></ul><ul><li>Identifies service, product or organization </li><...
A Brand is Not Just: <ul><li>An expensive ad campaign </li></ul><ul><li>A new logo, design, slogan or tagline </li></ul><u...
A Promise that Differentiates ©Cornelius Consulting
Breaking the Promise <ul><li>“ Relaxing Resort” with noisy traffic </li></ul><ul><li>“ Exciting Downtown” closes at 5:00 <...
Why be Concerned? <ul><li>Growing “Sameness”  </li></ul><ul><li>Need for differentiation </li></ul><ul><li>Deteriorating i...
Benefits of Branding <ul><li>Differentiation from competition </li></ul><ul><li>Communicates a promise </li></ul><ul><li>I...
The Branding Process <ul><li>Brand Assessment </li></ul><ul><li>The Promise </li></ul><ul><li>Live the Promise </li></ul><...
1. Assessment <ul><li>Evaluate your collateral materials </li></ul><ul><ul><li>Look for consistency </li></ul></ul><ul><li...
What have we got? <ul><li>Community Assessment </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Branding Asses...
2. The Promise <ul><li>What is our destination’s experience? </li></ul><ul><li>What differentiates us? </li></ul><ul><li>W...
©Cornelius Consulting The Promise reflects your character. The Promise is from the visitor’s perspective. The Promise driv...
3. Live the Promise <ul><li>Everyone believes in the promise </li></ul><ul><li>Everyone is trained to provide quality </li...
G.U.E.S.T. <ul><li>The Promise is delivered on the streets by everyday people! </li></ul><ul><ul><li>G reeting  “We’re gla...
4. The Message <ul><li>The brand name sets the tone for visitor expectations </li></ul><ul><li>The brand symbol graphicall...
©Cornelius Consulting Make it Relevant & Memorable
Consistency ©Cornelius Consulting All Stakeholders need to project the same image.
www.AdvanceColorado.com
Help Colorado Compete! ©Cornelius Consulting
Money isn’t the Answer <ul><li>State's new tourism slogan has some experts saying, 'Huh?‘ </li></ul><ul><ul><ul><li>Puget ...
Brainstorm! ©Cornelius Consulting
<ul><li>Thank you! </li></ul><ul><li>CORNELIUS C  O  N  S  U  L  T  I  N  G </li></ul>
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The Power Of Branding

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How to develop a brand for a destination.

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The Power Of Branding

  1. 1. The Power of Branding <ul><li>Presented by </li></ul><ul><li>CORNELIUS C O N S U L T I N G </li></ul>
  2. 2. The Power of Branding ©Cornelius Consulting
  3. 3. A Genuine Brand <ul><li>Captures people’s imagination </li></ul><ul><li>Creates a desire to experience in person </li></ul><ul><li>Communicates perceived benefits </li></ul>Represents a Promise © Cornelius Consulting
  4. 4. What is Branding? <ul><li>Mark, logo, symbol or words </li></ul><ul><li>Identifies service, product or organization </li></ul><ul><li>Differentiates from others </li></ul>©Cornelius Consulting What happens here stays here!
  5. 5. A Brand is Not Just: <ul><li>An expensive ad campaign </li></ul><ul><li>A new logo, design, slogan or tagline </li></ul><ul><li>Pretty pictures </li></ul><ul><li>A public relations campaign </li></ul><ul><li>Glossy brochures </li></ul>©Cornelius Consulting
  6. 6. A Promise that Differentiates ©Cornelius Consulting
  7. 7. Breaking the Promise <ul><li>“ Relaxing Resort” with noisy traffic </li></ul><ul><li>“ Exciting Downtown” closes at 5:00 </li></ul><ul><li>“ Family-Oriented” without family programs </li></ul>©Cornelius Consulting
  8. 8. Why be Concerned? <ul><li>Growing “Sameness” </li></ul><ul><li>Need for differentiation </li></ul><ul><li>Deteriorating image </li></ul>©Cornelius Consulting
  9. 9. Benefits of Branding <ul><li>Differentiation from competition </li></ul><ul><li>Communicates a promise </li></ul><ul><li>Increase revenue </li></ul><ul><li>Improves image </li></ul><ul><li>Gain market share </li></ul><ul><li>Stakeholder support </li></ul>©Cornelius Consulting
  10. 10. The Branding Process <ul><li>Brand Assessment </li></ul><ul><li>The Promise </li></ul><ul><li>Live the Promise </li></ul><ul><li>The Message </li></ul>©Cornelius Consulting
  11. 11. 1. Assessment <ul><li>Evaluate your collateral materials </li></ul><ul><ul><li>Look for consistency </li></ul></ul><ul><li>Evaluate your strengths/weaknesses </li></ul><ul><ul><li>Be honest </li></ul></ul><ul><li>Conduct visitor research </li></ul><ul><ul><li>Be objective </li></ul></ul>©Cornelius Consulting
  12. 12. What have we got? <ul><li>Community Assessment </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Branding Assessment </li></ul><ul><ul><li>[email_address] </li></ul></ul>©Cornelius Consulting
  13. 13. 2. The Promise <ul><li>What is our destination’s experience? </li></ul><ul><li>What differentiates us? </li></ul><ul><li>What is superior about us? </li></ul>©Cornelius Consulting
  14. 14. ©Cornelius Consulting The Promise reflects your character. The Promise is from the visitor’s perspective. The Promise drives the creative message.
  15. 15. 3. Live the Promise <ul><li>Everyone believes in the promise </li></ul><ul><li>Everyone is trained to provide quality </li></ul><ul><li>Everyone wants satisfied customers </li></ul><ul><li>Everyone understands the benefits </li></ul>©Cornelius Consulting
  16. 16. G.U.E.S.T. <ul><li>The Promise is delivered on the streets by everyday people! </li></ul><ul><ul><li>G reeting “We’re glad you’re here!” </li></ul></ul><ul><ul><li>U nderstanding “We listen to our guests” </li></ul></ul><ul><ul><li>E fficiency “We respect your time” </li></ul></ul><ul><ul><li>S pecial Treatment “We provide pleasant surprises” </li></ul></ul><ul><ul><li>T hankfulness “We don’t take your business for granted” </li></ul></ul>©Cornelius Consulting
  17. 17. 4. The Message <ul><li>The brand name sets the tone for visitor expectations </li></ul><ul><li>The brand symbol graphically represents the promise </li></ul><ul><li>The tag line dramatizes the benefits </li></ul>©Cornelius Consulting
  18. 18. ©Cornelius Consulting Make it Relevant & Memorable
  19. 19. Consistency ©Cornelius Consulting All Stakeholders need to project the same image.
  20. 20. www.AdvanceColorado.com
  21. 21. Help Colorado Compete! ©Cornelius Consulting
  22. 22. Money isn’t the Answer <ul><li>State's new tourism slogan has some experts saying, 'Huh?‘ </li></ul><ul><ul><ul><li>Puget Sound Business Journal (Seattle) - March 10, 2006 </li></ul></ul></ul><ul><ul><ul><li>by Jeff Meisner , Staff Writer </li></ul></ul></ul><ul><li>“ SayWA” </li></ul><ul><li>vs. </li></ul><ul><li>“ Endless Discoveries” </li></ul>
  23. 23. Brainstorm! ©Cornelius Consulting
  24. 24. <ul><li>Thank you! </li></ul><ul><li>CORNELIUS C O N S U L T I N G </li></ul>

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