360-Degree Branding
Discover why destination branding must go beyond visitors. Learn actionable strategies to engage locals, boost tourism, and build community trust.
Rethinking Destination Branding
For years, destination branding has been synonymous with logos, taglines, and flashy marketing campaigns. But in today’s interconnected and research-driven world, branding isn’t just about what visitors see—it’s about earning the trust and advocacy of local stakeholders.
Have you heard these all-too-common statements from tourism leaders?
❌ “Locals aren’t our target audience for tourism.”
❌ “No one understands what tourism does for our community.”
If these statements sound familiar, it’s time to rethink your approach. A 360-degree destination branding strategy engages locals, highlights tourism’s value, and ensures long-term success for your community.
The Evolution of Branding: From Logos to Relationships
Branding has transformed dramatically over the years:
– 1960s–70s: Flashy ads dominated, focusing on catchphrases like “Where’s the Beef?”
– 1980s–90s: Branding expanded with media exposure, but public distrust grew with corporate scandals.
– 2000s–Today: Digital media shifted the focus to authenticity, relationships, and trust.
In other words, Old-School Branding=Manufactured and transactional while Modern Branding=Intentional and relational. For destinations, this evolution means moving beyond tourism marketing as the only means to create a thriving, resilient community brand.
What Happens When Tourism Is Disconnected from Locals?
When there’s a disconnect between locals and tourism, it leads to:
🚨 Resistance to tourism development
🚨 Lack of funding and political support
🚨 Community disengagement
Imagine if tourism disappeared from your town tomorrow. How would the community react? Consider Cumberland County, TN, where tourism generated **$210 million** in economic impact in 2023. That revenue supports local infrastructure, services, and businesses—but locals won’t advocate for tourism unless they understand its impact and value.
💡 **Pro Tip**: Always share tourism’s economic and cultural contributions with stakeholders. If locals don’t see the benefits, they won’t champion the brand.
Building a Locally-Trusted Destination Brand
To create a destination brand that resonates with both visitors and residents, focus on these four research-backed strategies:
- Engage and Educate the Community
📌 Why? Locals often don’t realize how tourism benefits them.
✔️ Conduct resident sentiment studies to assess perceptions.
✔️ Host town halls and focus groups to gather input and foster engagement.
✔️ Launch educational campaigns on tourism’s impact.
✔️ Share stories of tourism’s direct benefits, like improved schools or thriving local businesses.
✔️ Recognize local advocates who support tourism efforts.
💡 Pro Tip: Use storytelling to connect data with emotional resonance—e.g., how tourism revitalized a beloved local landmark.
- Align Branding with Community Values
📌 Why? A brand that doesn’t reflect local pride won’t gain support.
✔️ Amplify what residents love most about their community.
✔️ Ensure tourism enhances, not disrupts, local lifestyles.
✔️ Gather resident input for branding strategy (but leave design decisions to experts).
💡 Example: Nashville’s “Music City” brand aligns with local pride and economic development, supporting both tourism and business recruitment.
- Empower Local Ambassadors
📌 Why? Residents are your most authentic marketers.
✔️ Develop a Locals First campaign to inspire community pride.
✔️ Showcase real community stories in tourism marketing.
✔️ Create ambassador programs where locals engage directly with visitors.
💡 Example: A campaign inviting residents to share their favorite spots helps foster ownership of the brand.
- Integrate Local Businesses into Tourism Efforts
📌 Why? Tourism branding must benefit local entrepreneurs.
✔️ Highlight small businesses in your campaigns.
✔️ Promote local products and cultural experiences to visitors.
✔️ Develop co-branded initiatives that encourage collaboration.
💡 Example: Dublin, Ohio, unified businesses under an “Irish-approved” brand identity, boosting both tourism and local pride.
My final Final Takeaway: Locals Build the Brand
Tourism branding isn’t just about visitors. It’s a community investment that needs local buy-in. When locals believe in your destination, visitors will too.
💡 Closing Thought:
“Destination branding isn’t about what you say—it’s about what people believe. Make them believe in your destination.”
Take Action: Strengthen Your Destination Brand
Here’s how you can start today:
✅ Audit your current brand: Does it reflect local pride?
✅ Start conversations with residents, businesses, and leaders.
✅ Develop a local engagement plan: Include sentiment research, ambassador programs, and education campaigns.
✅ Redefine success: If locals aren’t proud of the brand, it’s time to pivot.
📩 Need help with a 360-degree branding strategy?
At Chandlerthinks, we specialize in destination branding, strategic planning, and destination research to ensure your brand thrives with both locals and visitors. Let’s build something remarkable together.
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