“A destination's brand is much more than a new logo, tagline, 'fresh coat of paint' or advertising theme. The aim is to from the start create the strategies to build a 'living brand' and deliver a memorable brand experience at every critical point of contact between customers and the location."   - Bill Baker (TDM) "Competition among cities is like a bicycle; if you don't pedal you'll fall off."  - Urban Land Institute
“A destination brand is the totality of perceptions that a customer holds about the experiences associated with a place. Effective management of these perceptions and experiences can secure enduring value for the destination, its partners, and customers.  Successful destination brands are those that are able to clearly differentiate themselves and simplify choices for customers. - Bill Baker, Total Destination Marketing
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DESTINATION BRANDING AND POSITIONING CITY, PLACE & DESTINATION BRANDS In association with Total Destination Marketing and leading branding consultant, Bill Baker (Author of ‘’Destination Branding for Small Cities’), we create credible tourism destination brand strategies that leave clients & communities focused, energized and united. Key success factors: Powerful and successful place brand strategies are not easily arrived at.*  The best may appear simple in their final expressed forms, but in truth have normally been developed as the result of a lot of specialist know how. (Following in-depth consultations, meaningful research and expert analysis.) Then there is the crucial need for that added dose of strategic insight and conceptual refinement. Both being critical to accurately and credibly determining what matters most to the final expression of a place brand’s key delivery elements - its platform, its promise, essence, themes, positioning, identity ... and more. Finally the execution of the strategy itself requires time. Years of mindful local brand leadership and close attention to consistent implementation. A quality control process involving diverse means .. and the support of all key partners. Powerful ‘living’ brands are essentially strategic in their formulation, while practical and imaginative in their expression and delivery. Therefore, to really thrive, they demand applying the highest standards of professionalism to both. A truly powerful tool: It should no longer need to be said. But a brand strategy is not simply a logo or tagline, as is so often mistakenly believed. Instead it constitutes, for truly intrepid places, the most sophisticated destination management tool they can develop. In reality, it forms the “very foundation of your business.”  Delivered at its best, it allows you to -  generate trust and maintain a potent and distinctive market presence - to stand apart from your competition; build (and enhance over time) the most desirable and favorable of customer associations and recommendations; establish an intense & enticing sense of place and identity; prioritize marketing and tourism development investments and focus; enhance community pride; facilitate attracting new investments.
VISITOR EXPERIENCE AUDITS VISITOR EXPERIENCE AUDITS COMMUNICATION REVIEWS COMMUNICATION REVIEWS TOURISM STRATEGY PLANS TOURISM STRATEGY PLANS DESTINATION BRANDING TOURISM WORKSHOPS TOURISM WORKSHOPS CAPABILITIES CAPABILITIES INTEGRATED TOURISM PLANS INTEGRATED TOURISM PLANS KEY PLANNING PRINCIPLES KEY PLANNING PRINCIPLES More on Destination Branding Misconceptions - A ‘Must Read’
Tourism Branding Case Study Eugene, Cascades and Coast: This project involved a comprehensive re- thinking, re-branding, and re-positioning of Lane County, Oregon as a tourism destination. The particular challenges posed within the project are reviewed.
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© Tourism Development Solutions 2012
Specialists in: Tourism development & assessment, place branding, integrated tourism & community planning.  TDS works with cities, counties, and rural & coastal communities to optimize their ROI and advance their community economic development through tourism. We generate the fresh & practical strategies that boost your marketing outcomes.
* Developing a true and thorough brand strategy can never be achieved (as erroneously occurs in some places) by staging well intentioned, but counter productive, local competitions.  By e.g. offering prizes to school children or the community for a new logo design. Or the ‘best tourism slogan’. Such actions are totally removed from what is really needed to develop a genuinely strategic, practical & successful city or place brand.
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