Authentic Place Branding February 26, 2015
Hello!
Alliance, NE - Downtown Anchorage, AK - Arlington, TX - Beaumont, TX - Bowling Green, KY - Cabarrus County, NC - Carlsbad, CA - Charlottesville, VA - Cloverdale, CA - Columbus, IN - Concord, NC - Corinth, MS - Corning & Steuben County, NY - Dayton, OH - Dublin, OH - Elk River, MN - Fairbanks, AK - Farmington, MI - Franklin & Williamson County, TN - Fremont, NE - Fort Collins, CO - Fort Wayne, IN - Gainesville, FL - Galveston Island, TX - Grand Prairie, TX - Greeley, CO - Hopkinsville, KY - Irvine, CA - Katy, TX - Kenai Peninsula, AK - Killeen, TX - Lake Charles, LA - Lake City, SC - Lancaster, CA - Longmont, CO - Longview, TX - Macon, GA - Marshall County, KY & Kentucky Lake - Meridian, MS - Mesquite, TX - Missouri City, TX - Northfield, IL - Overland Park, KS - Peoria, AZ - Petoskey-Boyne Country, MI - Pigeon Forge, TN - Downtown Plymouth, MI - Port Arthur, TX - Providence, RI - River Parishes, LA - Saint Charles, MO - Saint Paul, MN - Shawnee, KS - Shenandoah, TX - Shreveport-Bossier City, TX - Sumner County, TN - Sebastopol, CA - Stillwater, OK - Susquehanna Valley, PA - State of Tennessee - Uvalde, TX - Warrensburg, MO - Colonial Williamsburg, VA
Steve Chandler, TMP Marketing College Professor - Destination Branding
What makes a memorable destination? Where do you visit? Describe it.
We describe destinations the same way. things you saw things you did places you ate places you shopped how it made you feel fountains, park like squares and trees historic carriage tour Paula Deen s place downtown shops back in time
We do not recite the tagline or recall the logo. So stop putting it here
Today s visitors see behind the curtain easier than ever. So they see you for who you are, regardless of if its what you promote.
Several methods for researching and making decisions.
This is why we have no choice but to be an authentic destination.
Steps for becoming a more authentic destination. 1. Know thyself 2. Inside out and the ground up 3. Claim and seek to own your own position. 4. Empower storytellers and real experiences
Authentic Place Brands Must Know Thyself
You are what you say you are. You are what others say you are. You are the company you keep.
The best way to learn who you are - is to ask the question. surveys groups intercepts data observational
And the best place to evaluate your sense of place, is to use your senses.
Sense Branding any other way is non-sense (that s funny) See What do you see? Architecture. Colors. Frequency. Messages. Wayfinding. Signage. Themes. Attractions. Marketing. Hear What are your sounds? What do you hear? Music. Environment. You are what you say you are. You are what others say you are. Feel What physical and emotional experiences do you deliver? Things you can touch. Activities you can experience. How do people feel? Taste What flavors are experienced? Distinct cuisine. Memorable foods. Smell What fragrance can be associated? Industry. Agriculture. Horticulture. Food.
Authentic Place Brands Must Be Delivered from the Inside Out and the Ground Up
If an authentic destination is about experiences, then branding must include everyone that delivers an experience.
Tourism Attractions and Events.
Exports Local brands that reach far beyond your boundaries AND promote your destination.
Governance Policy, public works, public safety, parks & recreation.
Investment Private dollars with passion and a vision.
Culture & Heritage History & Arts. Stories. Buildings. Locations.
People People that define your destination. Famous. Attitude.
Place Branding Experience Wheel Business Quality of Life Tourism People Culture Civic Leadership Heritage Education Everyone should be involved in the delivery of a destination s experience. Because they are.
The more people are involved, the more an authentic experience is created.
Nashville
Authentic Place Brands Must Claim and Seek to Own a Position
Why branding a community, city or destination is more difficult than a product or service?
1. No one entity owns the name. But almost everyone shares it.
2. Politics is completely counter-intuitive to branding. Branding is about owning one strong position and giving up others. Politics is about making sure everyone matters. It affects - process creative work and messaging local stakeholders buy-in
Marshall County, KY Industry from the Ky Dam is economic driver. Tourism #2 and connected to Ky Lake. Local political pressures resistant to change.
Marshall County, KY Strategy Embrace, claim and connect to our greatest asset - the lake.
Authentic Place Brands Must Empower Storytelling
If this is where experiences are created, then these same people must be an active part of telling your story. Business Quality of Life Tourism People Culture Civic Leadership Heritage Education
Real experiences. Not logos.
Authentic Place Branding Summary 1. Know thyself 2. Inside out and the ground up 3. Claim and seek to own your own position. 4. Empower storytellers and real experiences
Thank you. chandlerthinks.com steve@chandlerthinks.com twitter - @sschandler facebook - chandlerthinks