Why branding places matters more now than ever!
Cities and communities across the country are preparing for the light at the end of this pandemic tunnel. Everyone has pivoted, moved, changed and whatever it has taken to support their local economies in the short term. Now it is time to make a plan for getting noticed by outsiders looking to explore for tourism […]
Cities and communities across the country are preparing for the light at the end of this pandemic tunnel. Everyone has pivoted, moved, changed and whatever it has taken to support their local economies in the short term. Now it is time to make a plan for getting noticed by outsiders looking to explore for tourism and new business expansion. But we prepared, all cities are facing the same challenge. Getting noticed will be difficult and having a strong destination of distinction will be the difference. Here are four reasons why branding your place matters more than ever.
1. There is a pent up desire to discover something new. Coming out of winter combined with the what we believe is the backside of this pandemic, there will be a mass charge at getting outside and exploring new places away from our homes. We all tried the “staycaction” approach for our backyards and local restaurants and parks. It’s time we get in the car and drive. This will create discovery of new places and destinations that have always been on our “list”. The interest in finding new places off the beaten path will be high and the great American road trip will return.
2. There will be more competition as more cities and destinations will be marketing now than ever before. Sure Las Vegas, Orlando and Chicago have been marketing machines for years, but for small and middle size communities it is a new concept. Not any more. Economic development must move beyond selling available land, work force and proximity. The desire for businesses, employers and employees to have a great place to live when their not working has never been more prevalent. Remote working has enlightened and escalated this concept.
This affects tourism as well. Everyone will be marketing their outdoor assets of hiking, biking and water activities. Only those that can do this with distinction will stand out.
3. If your city does not define itself, others will define it for you. In the past year we have seen cities labeled for the activity around social protesting and marches, or for supporting masks or no masks. Places are widely known for being a red or blue area. They are known for being “open or closed”. There are a number of ways events can label our places. Truth is, we must be the narrator of our story. When we fail to do so, the dominant message may create a negative conversation that affects consumer attitudes towards our destination.
4. Residents will be looking for something to rally behind. Your brand story is that compelling element that many can share and unit in their own way. The more everyone is together, the stronger voice you will have.
As the promoter of places, our communities need us to get attention more than ever. But the challenge to do so will be tall. Remember it’s not going to be good enough to get attention, you must be remembered.
If you have any further thoughts on the branding of places reach out and let us know at firstname.lastname@example.org or check out www.chandlerthinks.com.
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