10 Things You Need To Know About Branding - Part 2
In this "Era of the Brand," many communities realize the value of place branding in attracting visitors, new residents, investment, and new business. Everyone wants to stand out from the competition, but successful branding is still perhaps one of the most misunderstood concepts in the world. Last month we highlighted five of the ten most important things you need to know about branding a community. Here are the final five:
6. Branding is the art of differentiation
Your brand is what sets you apart from everyone else. When someone mentions your community's name, what is the first thing that comes to mind? The name must become synonymous with the brand.
When we mention the following communities, what comes to mind?
· Salem, Massachusetts
· Hershey, Pennsylvania
· Anaheim, California
· Williamsburg, Virginia
These cities' brands are well known and easy to identify. But would you have ever heard of Salem, Massachusetts if it hadn't been for the witch trials that took place over 300 years ago? A brand sets you apart from everyone else and puts you on the map.
7. You must jettison the generic
Avoid, at all costs, the generic in your marketing. If a slogan can be applied to virtually any community, it is too generic, and doesn't make you stand out from the competition. The days of "A Great Place to Live, Work and Play" are over. That's what everyone says about their community. Remember - differentiation. Any community can say "Experience Us," "Four Seasons of Fun," "Fun for the Whole Family," "Unique by Nature," or "Pure and Simple." Do those tell you anything about the community? What you might experience there? Do they give you any reason to go there? Does yours?
8. Say no to focus groups
You NEVER build a brand using focus groups. Period. If creative services come into your local focus group and sell you on a logo or slogan by explaining what makes it so great, are they going to be there to sell it to everyone who sees it? If a slogan has to be explained, toss it. Focus groups come up with slogans that are generic and designed to make everybody happy. "We have something for everyone." You need to set yourself apart, not try to be everything to everyone.
9. Find your niche, your specialty
Communities need to understand the difference between their primary lures and their diversions. The primary lure is what people can't get closer to home, and it makes you worth a special trip.
Diversions aren't the primary attraction that brought the visitor - people could do diversions closer to home, but they will do them while visiting you as well. Golfing, bird watching, trails, parks, local museums, historic downtowns, wineries and outdoor recreation are usually diversions. (They are sometimes the primary lure - if they're the biggest, the best, or the first.) And it's OK to be a diversion! Eighty percent of visitor spending takes place on diversions. Why do you think Disney built Downtown Disney?
It's critical to promote your primary lure first, diversions second. What makes you worth a special trip?
10. It takes a village
It takes a village to build and own a brand - everyone must be on the same page and pulling in the same direction. Can you imagine what would happen if every Coca-Cola bottling plant designed its own Coke logo, label and ad? The Coke brand wouldn't exist. You are much more powerful as one loud voice than a number of small voices. It is vitally important for the local government, chambers of commerce, business groups and destination marketing organizations to work together to bring a brand to life.
So, what do people think of when they think of your community? What sets you apart from other communities nearby? Is that what you're promoting? Embrace what is unique about your community and promote it - and make sure you're ready to deliver on the promise so visitors will get the experience they're looking for, and want to come back again and again.
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