Every destination has a story. Every destination should be telling its story. Why?
Human beings react emotionally to story telling. A story evokes emotion, it can make people laugh, make people want, make people join in, make people visit. A story puts people there, invites people to relate, and puts presence in someone’s mind.
Branding a destination begins with their story. Let’s take where I live -- Huntington Beach, California. This destination captures the golden era of Southern California beach culture in the 1960s. Huntington Beach captures the essence of a sunny day on a Southern California beach. The laughter, the surfing, the volleyball… everything positive that one could imagine to create a euphoric state of mind. A brand that promises the taste of the Southern California dream the young of spirit want to be associated with.
Or how about Augusta, Georgia… Golf’s most famous city, home to the Masters Tournament and where the Godfather of Soul -- James Brown -- is legendary… Presidents and dignitaries that signed the Declaration of Independence lived there… Augusta’s long, rich history gives the world a glimpse into the making of the South.
So what’s your story?
Does it guide your branding efforts?
Does it set the tone for the way you market your destination? Revisit your community’s story and flavor and remember there is no other place like it. Stay true to your destination’s roots and culture and tell your story at every touch point.
