Destination brand

A destination brand is the sum of experiences of a traveller during a trip and the sum of all stories somebody has heard about a destination.

The traveller landscape has always been complex but as new technologies emerge, travellers are faced with a greater choice – and, at the same time, greater complexity. Consumer perceptions of a destination are now largely shaped by the opinion of others, communicated through word-of-mouth from millions of individuals.

With ever increasing competition, consumers seek more authentic stories and experiences. At the heart of any destination brand development is a clear strategy based on three spheres of Promise, Value & Visual Identity.

One of the first steps to developing a successful strategy for destinations is to build their brands by first uncovering destination DNA – the authentic core story of the place, city or country it represents. It comes down to who you are, your history, culture, people, climate, what you believe in and how people will perceive it.

Secondly, creating a competitive and distinctive story to ensure that its promise and experiences are as distinct, compelling, and as much rewarding as possible. Most importantly, it’s a promise that must be grounded in truth & reality with an ability to deliver consistently.

Thirdly, any unique story must be told by all stakeholders to attract the right visitor. The right visitor is often a sensitive subject of “Volume vs Value” and in the long term often it determines the success or failure of a destination.

A new definition of the right visitor is someone who adds value to the local community, does not negatively impact the environment and the one who delivers the maximum economic value. Under this definition, destination brands can begin to earn money in a way that is most beneficial for all, by attracting the right kinds of visitors, the right number of visitors, in the right places at the right time of year.

Next comes building a compelling visual identity. A picture speaks a thousand words is perhaps a cliché but often ignored. The consumer’s life has moved to a world of eighty thousand messages in a single day so the best chance to get attention is to say it with a good picture. The concept of visual identity is extremely important for destinations aiming to become competitive. A recognizable visual identity enables the destination to differentiate from the competition, attract more tourists and achieve better financial results. Visual identity is a dynamic but controllable concept.

With the three spheres carefully developed, the destination brand needs to deliver the experiences consistently and measure the brand equity to ensure there is positive advocacy and no slippage.

A destination and its product can become commodities over a period of time when the promises are not lived up. When a product becomes a commodity, the price is the only battlefield and the inevitable downward spiral. B. Joseph Pine II and James H. Gilmore use coffee as an example in their book, “The Experience Economy”. Coffee is a commodity. Sell it in a supermarket, and it’s a product. Serve it as a cup of coffee, and it’s a service. Starbucks moved beyond this by turning coffee into an experience.

In an age of instant broadcast, a Harvard Business Review quote can perhaps best summarise the key to destination brand development and promotion:

“The only path to profitable growth may lie in a brand’s ability to get its loyal customers to become, in effect, its marketing department.”

Contributed by
Prathish Nair- Chief Brand Architect & Advisor, Trancend Brand Consulting