Announcing a New Free Toolkit for Successful Destination and Community Branding
It’s a hard pill to swallow, but the truth is, the world is littered with failed branding efforts on behalf of nations, cities and regions. Developing a sustainable place brand offers tremendous rewards if done correctly. However, these well-meaning efforts often stumble into confusion and encounter pitfalls which could easily have been avoided if leaders had understood the unexpected nuances of place branding. They don’t recognize that it’s somewhat different to branding privately held enterprises and products, until it’s too late. Or they mistakenly believe that their brand is a logo, tagline or theme for a communications campaign.
Many city branding projects get off to a great start with a lot of publicity and energy, only to soon run out of steam. There are many issues that can contribute to a failed brand. After decades of hands on experience in branding places, long-time World Food Travel Association partner Bill Baker (from Destination Branding) has released the first in a series of free PDF e-books titled ‘Branding Small Cities’.
The series tackles many of the issues facing tourism leaders and government officials when launching and managing a branding initiative. Each e-book is a hands-on toolkit that tackles a different topic related to the challenges of branding places. The series covers:
- Introduction to small city and place branding
- Why bother with branding cities?
- Why does city branding need a strategic and long-term focus?
- What’s needed for your city’s brand journey?
- How to manage your community branding process?
- How to reveal your city’s most potent brand?
- What are the secrets to a successful logo design?
- What are the keys to winning taglines?
- How do you deploy a destination brand?
- Branded wayfinding for cities and destinations
While the series is titled ‘Branding Small Cities’ the ideas and advice can be just as readily applied to regions, counties, scenic byways, Main Streets, heritage districts, suburbs, and neighborhoods – and even states, provinces, regions and nations.
Bill Baker is Chief Strategist for Total Destination Marketing based in Portland, Oregon, USA. Bill is recognized internationally as an author, speaker and his pioneer work in creating brand strategies for places of all sizes, from nations to small cities. He has more than 30 years destination branding and marketing experience in more than thirty countries.