This document discusses how to develop an effective brand for destinations. It emphasizes that successful destinations stand out by understanding who they are, who their visitors are, and what makes them unique. Like products, destinations should think of themselves as brands and develop a distinct personality. An effective brand proposition needs to be real, tangible, and inherent to the destination. It should be consistently communicated through marketing touchpoints using memorable, meaningful, and likeable creative expression. Developing a brand from a solid truthful foundation and applying consistency in communication can create greater awareness and results for a destination.

1. 1.
1 WHY
BRAND?

2. *SUCCESSFUL
DESTINATIONS
STAND OUT FROM THE CROWD
CROWD.

3. THEY KNOW WHO THEY ARE
WHAT MAKES THEM UNIQUE,
AND SPECIFICALLY ATTRACTIVE

4. They understand who their current
VISITORS ARE

5. They express their experiences
EFFECTIVELY

6. They compete on their
STRENGTHS

7. And they tailor their communications
ACCORDINGLY

8. Effective communication is knowledge of and
INSIGHT
into what your prospective visitors want to hear.
Rather than features, facts and figures,
it’s the benefits and the
EXPERIENCES
available that
INTEREST
and engage potential visitors

9. Like successful products, successful
destinations think of themselves as
BRANDS

10. Develop and present themselves as
DISTINCT
PERSONALITIES

13. PORTRAYa message that is h
relevant, clearly defined,and comes from
TRUTH
Not fiction………………………..

14. Cootamundra
creative strategy

15. HOW YOU PRESENT YOURSELVES
* the images you use
* the stories you tell
* how you tell those stories,
all contribute to how others view you and
ULTIMATELY YOUR
BRAND

16. And most importantly, implement the brand proposition consistently at every potential
customer touch point

17. Your Brand Proposition needs to be
REAL,
REAL
TANGIBLE,
TANGIBLE
and inherent to Temora
The more powerful and persuasive your brand
proposition,
proposition the more
EFFECTIVE
your marketing becomes
becomes.

18. An effective brand works harder for all
stakeholders...

19. 2.
2 WHY
BRAND
is
SUCCESSFUL

20. It cannot be made up or fabricated
fabricated…

21. WHY?

22. “Because you can t sustain fiction
Because can’t fiction”
Temora Town
Where ocean meets mountain.

23. whereas
TRUTH
is permanent and self proving..

24. HOW?

25. BRAND MODEL
Essence
Personality
y
Core Values
Consumer Benefit
Key Att ib t
K Attributes

26. BRAND MODEL
essence
part of everyone’s nature
Personality
y
relaxed. honest. unpretentious. genuine
Core Values
respect nature. authenticity. simple pleasures of life
Consumer Benefit
we bring out your better nature
Key Att ib t
K Attributes
clean uncrowded beaches. coastal marine park. abundance of water. vast tracts
of national parks and wilderness. local living history and heritage. clear warm
summers. soft changing seasons…………
summers. soft changing seasons…………

27. Creating direction from a
SOLID FOUNDATION
TRUTH
of

28. being purposeful in your
APPROACH

29. CONSISTENT
with
COMMUNICATION

30. CONSISTENCY
creates greater
t t
AWARENESS
and gets
RESULTS

31. 3.
3 Communication
MOVING FORWARD

32. Once brand is developed expression evolves in a
developed,
manner and through channels that are relevant to
your d i d audience…
desired di

33. Great
communication
is..

34. Meaningful
* expressing the heart of who you really are
* emphasising your uniqueness

35. Memorable
* easy to recognise and recall
* truthful and self proving

36. Likeable
* Creative expression that
* Looks good
* F l good
Feels d
* And attracts your target audience

37. 4. Ch l
Channels
of
expression
* relevant to your brand proposition

38. Visitor Guide
* striking headlines
* engaging content
* super story telling
* fabulous images

39. Advertising headlines
* headlines to be used with print/online
* developed from findings of brand
* consistency

40. DL brochure
* develop content relevant to visitor guide theme
* consistency
* greater potential for advertisers

41. Online
* exposure to extensive web traffic
* active linking
* market leading product
* greater potential for advertisers

42. Smartphone
* design specifically for tourism
* clear concise navigation
* collective platform with Busy Street partners

43. Social media
* build framework for effective execution
* consistency

44. 5. Why
5 Wh

45. * 20 years experience in brand development
* experience with working with regional tourism
p g g
* extensive understanding of the creative process
* full project management for visitor guide
* proven track record
*great team, great results.

46. * develop a message that’s clearly defined and comes from truth
* create meaningful likeable and memorable communication
meaningful,
* apply consistency with all marketing
* resulting in success for short, medium and long term.
short term