Creating a Charismatic Brand for your Byway

Presented by

Cat Coughran and Valerie Stowsenior brand consultants

Creating a Charismatic Brand for your Byway

Presented by

Cat Coughran and Valerie Stowsenior brand consultants

Let’s Play a Game

When you blow your nose you reach for a...

When you think of a pick-up truck you think of a...

When you want an ice-cold, refreshing beverage, you grab a...

Welcome toBrand Camp

.

We help destinations to Define and Develop, Position and Protect

Their Charismatic Brands.

Defining and Developing a Charismatic Brand for your byway

through a process called

Community Brand Camps

What is aCharismatic Brand

A product, service, company or DESTINATION that has earned an enduring place in the hearts and minds of customers.

A product, service, company or DESTINATION for which people believe there is no substitute.

Charismatic Brands have a deep emotional connection with

their customer. The kind of connection that results

in a long-term relationship.

What Makes a Charismatic Brand

A clear competitive stance.

A sense of rectitude. “This is the right thing for me.”

A dedication to the aesthetics.

Charismatic Brands know who they are and what they mean to

their customers. They are dedicated to “being the Brand”

at all times and in all ways.

What Else Makes a Charismatic Brand

Sticky-nessThe magic of making your branding efforts stick

and get carried forth.

Tangibilizing the IntangiblesThe art of taking intrinsic qualities like “historic”

and “scenic” and making them something you can

sell.

Creating a Charismatic Brand for your Byway

How to Make it “Sticky”Stakeholder Buy-in

Community Ownership

Creating Brand Champions

Build Sticky-ness through

Community Involvement.

CommunityBrainstorm Sessions

• Question #1: What does it mean to live and work on the Byway?

• Question #2: Strengths, Weaknesses, Opportunities and Threats

• Question #3: What are each communities Intrinsic Qualities

• Question #4: Who are the Customers?

Where do they come from?

What are their demographics?

What are the seeking?

Find the Common Connections

Question #1:What does it mean to live and work on the Byway?

•Solitude•Access to quietness/nature•Abundant wildlife•Work off the land

Find the Common Connections

Strengths Weaknesses ß Solitude ß Mining ß Old west character ß Multigenerational families ß Scenerey ß Recreational opportunities ß Natural Beauty ß Remoteness ß Moab & Telluride ß Diversity of landscape ß Climate

ß Solitude/Isolation ß Undeveloped recreation ß Lack of services for residents and tourists ß Lack of shopping ß Not a skilled service staff ß Lack of amenities

Opportunities Threats ß Tourism development ß Outdoor recreation ß Educational tourism - heritage, agricultural,

eco-tourism

ß No awareness/Remoteness ß Loss of affordable housing ß Other industry impacts – mining, oil and gas

traffic

Question #2: S.W.O.T

Find the Common Connections

Question # 3: What are your Intrinsic Qualities

Tangible Intangible History Public Lands/Open Space Ranching and Mining Geology/Archaeology

Quiet Solitude Scenery/Natural Beauty Openness Unique History Wildness/Wild West Skies/Clean Air

Find the Common Connections

Question # 4: Who are our customers.

NowOil and gas workersHunters/Fisherman/Ranchers/MinersCurrent Residents

FutureMore families moving hereRecreationalistsEven more oil and gas

The Results

The Mission StatementTo maintain the areas authentic lifestyles and cultures while embracing and protecting the natural beauty, recreation, unique community spirit and history of the area. To promote the geographical area consisting of Highways 141 and 145 in Colorado. To increase the viability and economic sustainability of the communities along the Unaweep/Tabeguache Scenic and Historic Byway (UTBW) through all aspects of tourism development and to facilitate synergy and collaboration throughout all UTBW communities, partners and governing agencies.

The Results

The way it was, the way it is, the way it should be.

The Next Steps

Follow-up with your communities and share the results.

Designate a Branding Committee with stakeholders from each community.

Create or update your organizations Mission Statement based on results.

Develop a positioning statement that defines your brand in an emotional context.

Enlist the help of a professional to create your visual identity. Logos, icons, web presence and other marketing materials must always reflect the Brand.

Schedule a series of Brand Launch events in your communities to create Brand Champions.