- Current and potential residents
- Current and potential businesses
- Developers
- Investors
- Tourists
- Conference and convention planners
- Sporting event site selection committees
- Business travelers
- Residents’ out-of-town friends and relatives
Following are important place branding considerations for the tourist segment:
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- Defining and understanding the target market (geo-demographic, lifestyle, attitudes, motivations, etc.)
- Defining/setting appropriate geographic boundaries
- Knowing what the top-of-mind associations are for the place
- Knowing which attractions make the place a destination
- Knowing what makes the place different
- Standing for something
- Remaining authentic
- Knowing and leveraging the place’s assets
- Building on/enhancing the place’s strengths
- Capturing the place’s most important point(s) of difference in a slogan
- Understanding/maximizing the place’s aesthetic appeal
o Natural features (ocean, lake, mountains, canyon, waterfalls, etc.)
o Architecture
o Zoning, code
o Curb appeal – parks, scenery, landscaping, flowers, fountains, sculptures, etc. - Creating a consistent aesthetic
- Amenities (restaurants, cafes, public toilets, benches, etc.)
- Sidewalks, bike paths
- Parking
- Signage/way finding
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education
