1. RTS Branding Workshop

2. Branding Workshop
Why Brand
What a Brand Is
Your Brand Audience
Brand Concepts
Brand Components
Walkabout
Your Assets
Brand Direction
Brand Integration
Brand Communication

3. People Love Logos!

4. Why Brand?
Attract new money to the region
State your vision/goal
Strengthen and expand the visitor experience
Encourage consumers to visit
Mitigate uncertainty that consumers may have
Strengthen your legitimacy
Engender trust & loyalty

5. Why Brand?
Brand familiarity is linked to
favorability
Brand strength = consumption
Brand knowledge = reduced
consumer risk and lower
information costs

6. Why Brand?
Even if you do nothing, you still
have a brand. It just may not be
the one you want.

7. What is a Brand?
"A brand is a living entity - and it is
enriched or undermined cumulatively
over time, the product of a thousand
small gestures"
- Michael Eisner, former CEO Disney

8. Telling it like it is

12. Questions to Ask Yourselves
Who are the target audiences?
What is there to work with?
What do the residents think?

13. Brand Focus

14. Brand Focus

15. Brand Focus

16. What is Your Brand Now?

17. Who are Your Visitors?
Where do your visitors come from?
• Be specific.
• How do you know?
Write a profile of the different types of visitors.
• Age
• Income
• Reason for trip
• What they do here
• What they spend money on
• How long the stay

19. Rules of the Brand Promise
1. Brands must be based on product
2. Never advertise until you can
deliver
3. Logos and taglines are not brands
4. Brands deliver experiences

20. Destination Marketing Mistakes
1. Promoting too many ideas
2. Promoting things visitors have close by
3. Promoting the generic
4. Promoting passive attractions
5. Promoting “Lists”

22. A
Popular Promise
Brand
Unique
Aware-
ness
Relevant

23. A
Popular Promise
Brand
Unique
Aware-
ness
Relevant

24. A
Popular Promise
Brand
Unique
Aware-
ness
Relevant

25. A
Popular Promise
Brand
Unique
Aware-
ness
Relevant

26. A
Popular Promise
Brand
Unique
Aware-
ness
Relevant

27. Brand Path
ADVOCACY: Do people recommend the
destination to family, friends and colleagues?"
DECISION / VISITATION: To what extent do
people follow through and visit the destination?"
CONSIDERATION: Is this one of the destinations
being thought about for a visit?"
PREFERENCE: How highly do audiences esteem
the brand? Does it resonate?"
ASSOCIATIONS: What qualities come to mind
when people think of the destination?"
FAMILIARITY: How well do people know the
destination and what it offers?"
AWARENESS: Do key audiences know that the
destination exists? How top of mind is it?"

28. Defining Your Tourism Message
What makes you….
Different.
Worth the trip.

29. How Visitors See You

30. What experience are you selling?
The LURE: the experience that motivates the visitor to
actually come to your destination.
DIVERSIONS: things visitors can do closer to home
but will do in your destination because they are
already there. These accelerate the brand.
AMENITIES: Things that make the visit a comfortable
one
AMBIENCE: historic buildings, public art, street
entertainers, etc.

31. Lures

32. 32

33. Preikestolen, Norway
33

34. 34

36. What do you think the Pendleton Roundup is?

37. Experiences

38. 38

39. Ketchikan, Ak
39

40. Tongass Nat’l Forest
40
Bend, OR

41. Ketchikan, Ak
41

42. Seattle, WA
42

43. Diversions

44. 44
Lodi, California

45. 45 Park City, Utah
Bend, OR

46. Sonoma County
46
Juneau, Alaska

47. Amenities

48. Snoqualmie, WA
48

49. Lake Chelan, WA
49

50. Juneau, Alaska
50

51. Juneau, Alaska
51

52. Ketchikan, Alaska
52

53. Juneau, Alaska
53

54. Sisters, OR

55. Wayfinding
The way-finding components
– Directional signs
– Gateways
– Kiosks
– Pole banners
– Map Stands

56. Wayfinding
Don’t leave them hanging!
Downtown Next Exit

58. Wayfinding

59. Wayfinding

60. Milton-Freewater,OR

61. Wayfinding

62. Gateways say “You’ve arrived”

63. Wayfinding
Connect the Dots

64. Ambience

65. 65
Sisters, OR

66. Juneau, Alaska
66

67. 67
Enterprise, Oregon

68. Walla Walla, WA
68

69. 69

70. Issaquah, WA
70

71. Snoqualmie, WA
71

72. What experience are you selling

73. What experience are you selling
Retail Signs

74. What experience are you selling
Store Fronts

75. Local Interaction

76. Ketchikan, Alaska
76

77. 77
Ketchikan, Alaska

78. Seattle, WA
78

79. Pike Place Market, Seattle
79

80. What experience are you selling
Exercise:
Destination
Attributes

81. What experience are you selling
Exercise:
Destination
Evaluation

82. What experience are you selling
“First Impressions Are
Lasting Impressions”

83. What experience are you selling
Second Round
Exercise:
Destination
Evaluation

84. DAY TWO
Brand Concept Development

85. Brand Concept Development

86. Brand Integration
The Enumclaw WA Example
The Brand Promise:
“By pulling together its rural ambiance and man’s innate
connection with the noble horse, Enumclaw celebrates all
things equine. Visitors are surrounded by the inspiration,
excitement and recreational opportunities provided by these
gentle but powerful creatures. Enumclaw is the place where
visitors introduce their children to their first pony ride, saddle
up for the trail, and marvel at the beauty and grace of
professional horse events.

87. Brand Logo
The Enumclaw WA Example

88. Brand Integration
The Enumclaw WA Example
Enumclaw’s brand would provide an
equestrian community experience the way an
urban or suburban resident would like to see
it. Agrarian in nature but clean and quality,
small community friendliness, experiential
and hands-on, exposure to the quaint, new,
interesting and unusual, opportunities for
learning about horses and rural life.

89. Brand Integration
Public Integration
• White farm rail fencing along major
access highways
• A “branded” downtown destination district
• Decorative wayfinding signs, gateway
monuments and information kiosks
• Developed easements for a riding trail
network
• Redeveloped Fairgrounds into an Expo
Center with equestrian-focused upgrades

90. Brand Integration
Private Integration
• A downtown merry-go-round with carved horses
• Mounted Enumclaw police in the downtown
• Showings and rides of work horses at the Expo
Center
• Shetland Pony rides for children at EEC,
downtown or in the parks
• A petting facility with miniature horses
• Horse Carriage and Cart rides

91. Brand Integration
Private Integration
• Wild Horses (e.g. Wyoming) exhibit
• Horse trail riding rentals
• Instruction in Dressage, English,
Hunter/Jumper, Western etc. at
Expo Center
• Exhibitions of unusual or specialty
horse breeds, (e.g. Knabstrupper)
• Public decorated horse sculptures

92. Brand Integration
Retail Integration
• A first rate saddle-making outlet such as Hamley & Co.
in Pendleton, Oregon
• Western apparel shops
• Western hat shop
• Blacksmith/Farrier shop
• Tack shops
• A retail feed store
• Equine artists and photography galleries
• Equine books featured in bookstores
• Retail horse fencing storefront
• Equine related jewelry featured
• Horse trailering – rentals and sales

93. Brand Communication

94. Brand Communication

95. Brand Communication

96. Brand Communication

97. Brand Communication

98. Brand Communication
Pole Banners

99. Brand Communication

100. Brand Communication

102. Angels Camp
Angels Camp, CA Example
• Historic Gold Rush
town – population
3,400
• In Calaveras County,
foothills of the Sierra
Nevada Mountains
• Adjacent to Stanislaus
National Forest
• Abundant outdoor
recreation year-round

103. Angels Camp, CA Example
• Made famous by Mark
Twain – “The
Celebrated Jumping
Frog of Calaveras
County.”
• Annual Jumping Frog
Jubilee
• Frogs, frogs, frogs

104. Angels Camp, CA Example
Primary Markets:
• Sacramento
• Stockton
• San Jose
• Greater Bay Area

105. Angels Camp, CA Example
Brands Considered:
• Gold rush/
western theme
• Antiques/art
• Mountain sports
• Golf
• Culinary/wine

106. Brand Concept
Brand Statement:
Angels Camp is the capital of and place to be based
for mountain sports in the Sierra Nevada.
LURE: The one place where visitors can find a
concentration of support services for their
mountain sports experience, from outfitters,
specialized retailers, lodging, dining and after
hours entertainment.
DIVERSIONS: Experiences in the downtown that the
visitor might find closer to home.

107. Angels Camp, CA Example
Keys to Success:
• Local commitment and enthusiasm
• Already has the accommodations – motels, b&bs,
etc.
• Needs to recruit outfitters, specialized retail,
restaurants, pubs to downtown core.
• Create amenities and ambiance.
• Branded product development and marketing.
• MOST IMPORTANT: Deliver on the promise.

108. Brand Logo
Case Study – Angels Camp, CA
Tagline: “Redefining the Rush”

109. Brand Identities
Angels Camp, CA Example

110. Brand Communication
Angels Camp, CA Example

111. Brand Concept
The brand feasibility test
1. Are you specific enough to be noticed?
2. Is it something your market will not find closer to
home?
3. Will you have wide enough appeal to attract the
number of customers you need to be
successful?
4. Do you offer an experience (even if you are
selling a product)?
5. Can you afford it?

112. Brand Concept
The brand feasibility test - continued
6. Will it work year round?
7. Does it have legs? (is it possible to extend the
core brand once it is developed?
8. Will the community buy into it?
9. Can it be shown through the whole community?

113. Brand Concept Development

114. Points to Remember
• Take the long view
• Deliver on the promised experience
• Be consistent in your message
• Develop branded products & services
• Work together
• Provide leadership
• Fund the effort
• Get professional assistance
• Develop widespread local support

115. Enthusiasm!