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RTS Brand Presentation
The document provides information on developing a brand for a destination. It discusses defining the brand audience and assets, coming up with a brand concept that includes a promise, direction and components. It also covers integrating the brand through logos, wayfinding, public and private spaces. Developing brand communication through various materials and ensuring consistency is also addressed. Case studies are used to illustrate concepts like coming up with a brand statement focused on an experience, logo design, and testing brand feasibility. The overall document aims to guide destinations through the full branding process.
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RTS Brand Presentation
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- 2. Branding Workshop Why Brand What a Brand Is Your Brand Audience Brand Concepts Brand Components Walkabout Your Assets Brand Direction Brand Integration Brand Communication
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- 4. Why Brand? Attract newmoney 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
- 5. Why Brand? Brand familiarityis linked to favorability Brand strength = consumption Brand knowledge = reduced consumer risk and lower information costs
- 6. Why Brand? Even ifyou do nothing, you still have a brand. It just may not be the one you want.
- 7. What is aBrand? "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
- 8. Telling it likeit is
- 12. Questions to AskYourselves Who are the target audiences? What is there to work with? What do the residents think?
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- 16. What is YourBrand Now?
- 17. Who are YourVisitors? 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
- 19. Rules of theBrand 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
- 20. 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”
- 22. A Popular Promise Brand Unique Aware- ness Relevant
- 23. A Popular Promise Brand Unique Aware- ness Relevant
- 24. A Popular Promise Brand Unique Aware- ness Relevant
- 25. A Popular Promise Brand Unique Aware- ness Relevant
- 26. A Popular Promise Brand Unique Aware- ness Relevant
- 27. Brand Path ADVOCACY: Dopeople 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?"
- 28. Defining Your TourismMessage What makes you…. Different. Worth the trip.
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- 30. What experience areyou 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.
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- 36. What do youthink the Pendleton Roundup is?
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- 40. Tongass Nat’l Forest 40 Bend, OR
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- 42. Seattle, WA 42
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- 45. 45 Park City, Utah Bend, OR
- 46. Sonoma County 46 Juneau, Alaska
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- 55. Wayfinding The way-finding components – Directional signs – Gateways – Kiosks – Pole banners – Map Stands
- 56. Wayfinding Don’t leave themhanging! Downtown Next Exit
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- 62. Gateways say “You’vearrived”
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- 65. 65 Sisters, OR
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- 70. Issaquah, WA 70
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- 72. What experience areyou selling
- 73. What experience areyou selling Retail Signs
- 74. What experience areyou selling Store Fronts
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- 78. Seattle, WA 78
- 79. Pike Place Market,Seattle 79
- 80. What experience areyou selling Exercise: Destination Attributes
- 81. What experience areyou selling Exercise: Destination Evaluation
- 82. What experience areyou selling “First Impressions Are Lasting Impressions”
- 83. What experience areyou selling Second Round Exercise: Destination Evaluation
- 84. DAY TWO Brand ConceptDevelopment
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- 86. Brand Integration The EnumclawWA 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.
- 87. Brand Logo The EnumclawWA Example
- 88. Brand Integration The EnumclawWA 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.
- 89. 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
- 90. 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
- 91. 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
- 92. 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
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- 98. Brand Communication PoleBanners
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- 102. 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
- 103. Angels Camp, CAExample • Made famous by Mark Twain – “The Celebrated Jumping Frog of Calaveras County.” • Annual Jumping Frog Jubilee • Frogs, frogs, frogs
- 104. Angels Camp, CAExample Primary Markets: • Sacramento • Stockton • San Jose • Greater Bay Area
- 105. Angels Camp, CAExample Brands Considered: • Gold rush/ western theme • Antiques/art • Mountain sports • Golf • Culinary/wine
- 106. Brand Concept Brand Statement: AngelsCamp 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.
- 107. Angels Camp, CAExample 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.
- 108. Brand Logo Case Study– Angels Camp, CA Tagline: “Redefining the Rush”
- 109. Brand Identities Angels Camp,CA Example
- 110. Brand Communication Angels Camp,CA Example
- 111. Brand Concept The brandfeasibility 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?
- 112. Brand Concept The brandfeasibility 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?
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- 114. 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
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