Think of place you’d like to visit for business or a holiday. Chances are it is already a well recognised brand destination. The brand of a town or country is important whether you are a struggling regional city or a developed and advanced community. Prosperous and successful destinations all pay very careful attention to their image, the products they produce and the services they offer.

A strong destination brand creates a virtuous circle that makes it a desirable place to live and do business. Good destination branding matches the aspirations of the residents with the expectations of its visitors. Just like in business, it needs to deliver on the promise of its brand.

Like any brand, it is imperative key messages and tone-of-voice are strong and consistent, building instant recognition for the brand. A logo and tagline is not enough. Destination branding, in it’s totality is a comprehensive visual system composed by colors, typography, formats, supporting graphics and even sounds that can help to build a stronger, compelling and relevant message. 

And marketers must manage this system consistently. 

• Differentiation is key. What makes it unique, special and relevant must be expressed in a short, clear and relevant proposition, thus creating cut-through and greater recognition. 

• Always avoid clichés without losing focus on the destination’s special difference. 

• You’ve got to act and think global. Your brand identity and all related promotional activities must appeal across cultural, religious and ethnic groups. 

• Your friends define you. Destination brands are usually partnered with other brands for promotional usages (countries, cities, provinces, precincts). Make sure your brand is simple and flexible, therefore it can still be recognizable but not dominate other graphics.

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