1) Positively distinctive and positively honest
Your destination brand identity must be distinctive, while also truthful, so local residents, stakeholders, partners and community generally accept it, or even better, are proud of it. It must also be able to be delivered in the core services and ultimately in the visitor or vacation experience.
2) Attract different interest groups
Your destination brand identity must attract or at least be valid for all targeted audiences.
Your destination brand identity should touch people emotionally and be motivating and inspiring. As it strikes, it must be believable, acceptable, relevant for targeted audiences and trustworthy.
Will your destination stand the sands of time? An excellent example of timelessness is New York's ID Brand.