Authentic Place Branding -...
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Authentic Place Branding February 26, 2015
Transcript of Authentic Place Branding -...
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.
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 describe destinations the same way.
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
Feel
Taste
Smell
What do you see? Architecture. Colors. Frequency. Messages. Wayfinding. Signage. Themes. Attractions. Marketing.
What are your sounds? What do you hear? Music. Environment. You are what you say you are. You are what others say you are.
What physical and emotional experiences do you deliver? Things you can touch. Activities you can experience. How do people feel?
What flavors are experienced? Distinct cuisine. Memorable foods.
What fragrance can be associated? Industry. Agriculture. Horticulture. Food.
Hear
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
Quality of L
ife
Business
Tourism
Culture
Herita
ge
Education
Civic Leadership
Peo
ple
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.
Embrace, claim and connect to our greatest asset - the lake.
Marshall County, KY Strategy
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.
Quality of L
ife
Business
Tourism
Culture
Herita
geEducation
Civic Leadership
Peo
ple
Real experiences. Not logos.
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 Branding Summary
