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Placing a Destination Brand on the Map

 

Placing a destination brand on the map to attract residents, tourists, investors, businesses, and talent with a full experience is a dynamic and interconnected decision to make.

Building and remolding place brands and identities is nothing new. Legends of El Cid and King Arthur, as nation-builders and defenders of the Christian spirit, form part of the national heritage in old countries like Spain and England. Frances’s five republics, two empires and about four kingdoms (depending how you count them) offer a fascinating case-study of how creating and establishing identities has long been a central preoccupation of places and regimes, and was highly influential in establishing their legitimacy and their hold of power.

And now the world is digital and borderless. We all have access to any city to tour, live, and invest in. All continents, countries, cities, and regions are considering the idea of place branding to establish their identities and value on the map rather than the market, but now it is both. Places attract and compete in an interconnected global market for investors, talent, companies, tourism, and citizens to experience their ideology, values, economy, and culture. This is a practice we are all too familiar with. Unfortunately, there is not 1 thing to address all of the needs and wants. If there was, it would be the idea of brand. Brand is holistic where we take a bird’s eye view in order to prioritize unmet needs, deliver to target audiences, and satisfy the many dynamics for objectives, value, results, and outcomes a place brand is looking to achieve sustainably for the future. This is done holistically, creatively, and an experience for collaborators to enjoy.

 
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Key Offerings

  • Bonding as well as Branding

  • Full-Service Creative

  • Turning Potential Engagements into Passionate ones

  • Website design & development

  • Enabling Digital Marketing and Media

  • Place Brand Strategy & Visual Identity Systems

  • Formulating Strategies, messaging, and phases

  • Workshops to align Government, Councils, & working parties alike

  • Go-to Market Strategy & Implementation

  • Brand Moves & Marketing Moves

 
 
 

“Brands exist in their relevance to the people. Whether the people are an end user, a customer, investor, or a resident is irrelevant. What is relevant is delivering on a promise to meet desired value and results for the people.”

– Jason Worley

 
 
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We use the analogy of experience for place branding & corporate branding. The lines are blurred as they both provide an engaging experience. Corporations and Places have the same key elements for the idea of branding an experience to attract those who they create a relationship with. Both serving as a north star to provide a hard and soft infrastructure for those to make decisions in ones life or afternoon. This is all to create a shared experience, with a sense of identity, with clear governed rules.

Corporations and Places have similar dynamics in today’s world to attract and provide value. Not saying it is easy, but it is definitely a project worth getting right the first time around and scaffolding up from there.

 
 
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The Flag: The Logo

A symbol of change and identity for all to identity with. A logo is an identity tool. Not a marketing tool or a communication tool. It is to be identified by many and unify the many. Giving these audiences and communities a sense of identity.

 
 
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The Streets: The Grid

Every identity needs a design system to navigate through and articulate well for. Having core meaning and messaging to ensure the relevancy of the people. To stand out from other streets. To resonate with those who stand for it. To speak your own background and understand the background of another. This is the purpose of the streets, the grid of all kinds navigating together.

 
 
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The Neighborhoods: The Identities

A platform for those who have something to say, share, and express. This platform of neighborhoods and identity of many allows for communities to connect, to appreciate, to share their stories, and of course to attract others to experience what they experience. It is within a place brand identity that allows that platform for all. Providing an invitation to those a place wants to attract. It is embracing the soft infrastructure of the cultural place rather than the hard infrastructure of physical assets.

 
 
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The Attractions: The Touchpoints

Relevancy, differentiation, and authentic play a significant role in attracting people to come to the relevant place. Understand your audience is vital to the success of the brand identity program. Otherwise, all is lost. In a digital age, we can attract and target key people to share with them what they’ve been looking for. That is the idea. An idea so big it attracts all, and so small it can attract those precise individuals.

 
 
 
 

Thank you. We look forward to hearing from you.

Jason Worley, CEO and Brand Strategist
+1 610 390 8287
jasonworley@worley-consultants.com

 
 
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