A place brand positions your community, county or region in a positive (and meaningful) way which sets it apart from the competition. Place brands are an important element of tourism and economic development marketing.
There are two key elements to developing and promoting a successful place brand: 1) Viability and 2) Visibility. Viability requires that the brand be based in reality: It must reflect what a commuinity IS and has to offer TODAY … and not what it wants to become tomorrow. Visibility means exactly that: your place brand must Be Visible to Get Found. Promote it and purposely put it in front of your highest potential prospects. Always.
As with any brand, the actual experience must deliver on the promise. Social networking, blogs, reviews (Yelp!) and the real-time flow of information online (think Twitter) practically guarantee that you won’t get away with false promises for very long.
Start with an Asset Inventory and a SWOT (strengths, weaknesses, opportunities and threats) analysis to ensure that your place brand is strength-based and founded in reality. Look beyond the obvious for opportunities to shine. It’s the best way to set your region apart from the competition … Lori Martinek, Branding Expert & Author, https://edcgrow.com