When we think about marketing, we often think about it in relation to a product or service. However, brand development is also key in stimulating the economy and tourism of cities, regions, destinations and countries. If you are in a position where you need to work a campaign for place branding, here is some valuable information that may help you along the way. No matter what you are marketing, it is always a good idea to consult graphic design experts like San Diego’s branding and graphic design agency Lien Design.
When place branding, it is important to establish a sustainable competitive advantage for your location, based on the identity of the nation, region, area or town. You need to think about the tourist experience the place offers as well as the perception people have of it. A marketing campaign can then be built with the use of icons and symbolic actions that communicate what makes a place unique and attractive.
Place Branding Principles
When thinking about place branding, there are several principles to consider. These are as follows:
This principle of branding revolves around finding what is unique about this place when it is compared to its competitors. Think of the core values of its brand as well as its brand promise.
Authenticity in place branding is about people creating things that matter to them and seeing how to incorporate this into the campaign. Things that should be considered include:
· The key characteristic that give the place brand its identity
· How the place measures up to its perceived and projected images and relevant market, based on what people think and say about it
· The experiences one can have while visiting, whether authentic, customized or co-created
What makes a place memorable is based on its uniqueness and its ability to provide an enjoyable experience. These are factors that will contribute to people wanting to live there, invest there, or return for a visit.
Defined as an economic strategy that works to bring people together for a mutually valued outcome, co-creation produces the best results when it is a combined effort of the government, business, civil society and target markets.
Place branding goes beyond having a strong website and logo design. It needs to really capture the hearts and the attention of those that visit. That means that the brand needs to be supported by the policies, innovations, events, structures, investments and symbolic actions of the location in order to be successful.
Every place has unique characteristics that can make it attractive to those who have visited it or are thinking of visiting it. The key is presenting it to masses in an appealing fashion and supporting it with the actions of the community. For more information on place branding, or any of your marketing and branding needs, California’s Lien Design is here to help. They will see to it that you are at the top of your game, no matter what you are looking to promote.
Written by ©2018 Lien Design