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3 Growth Plates for Destination Branding

By Rob Wolfe

Crafting your brand based on your values is a critical initial step in promoting growth for your destination–an investment you can’t afford to forgo. Following are what I call the 3 primary “growth plates” for branding and growing your place, community, neighborhood, or city to promote residential, visitor, and economic growth.

Growth Plate 1: Brand Identity
Branding is much more than a name and a logo. It is about discovering the thing deep inside you and your destination that creates unique value for your client visitors and residents. If you clearly and consistently brand your place, you’ll have a laser-focused understanding of your destination’s values, personality and goals, and a self awareness that dictates all your actions. It’s the cornerstone of a strong place identity.

Growth Plate 2: Brand Promise
A brand is a promise – the emotional and psychological deal you make with your client visitors and residents. To inspire others with your brand, you must believe in everything it represents. Just as no two snowflakes are alike, so it must be with your brand. Only when you prove you are different and trustworthy will people talk about you, show their loyalty, and recommend your destination to their friends.

Growth Plate 3: Brand Value
Strong brands elicit strong emotions, opinions, and responses from your target market that contribute to the growth of your destination. All good business decisions are made in alignment with the established brand. Your brand differentiation determines the position and strength of your entire marketing framework, and serves as a constant internal point of focus.

Do you have any stories to share related to these concepts or how to properly brand or re-brand your place or destination? Or maybe you have stories of how a business was not properly branded and how that hindered the success of said brand?

Rob’s professional passion is partnering with small business owners to help them move forward with their strategic initiatives. He has more than 25 years of diverse business & leadership experience. As the founder of CONNECTED Brand Management & Marketing, Rob has worked with and advised emerging entrepreneurs in various service industries on the development and management of their branding and marketing initiatives. Contact Rob at rob.wolfe@connectedbrandmanagement.com or @wolferob.