Nort Johnson, Faribault CVB, provides his perspective on branding your community do's and don'ts

1. BRANDING YOUR
COMMUNITY
STRATEGIC POINTS

2. HAVE THE RIGHT GROUP AT THE
TABLE
•Skin, Skills, Money
or Love
•Strategically Avoid
Detractors

3. OUTLINE A PROCESS AND SET
GOALS
•NOT Just a logo
•Have a Mission Statement (but
don’t sweat too much on it)
•Get a Marketing Plan built
within the process

4. KNOW WHO YOU ARE
•“Who the heck are ya?”
Roger Brooks
•Chart your Strengths – All of
them!
•Also – know who you aren’t.

5. DO YOU ALREADY HAVE A
BRAND?
•Review what your doing
now – Maybe it’s not
branding you need!
•Hot Springs South Dakota
• What do you expect?
Implied Brand Promise

6. KNOW WHAT VISITORS ARE
BUYING
•Red Umbrellas?

7. HAVE IT ALL ON THE TABLE,
THEN GET JIGGY
•Make SURE:
• You’re Selling an Experience
Visitors Want
•Stakeholders Prosper
•You Consistently DELIVER on
your Brand Promise
•The Branding and Marketing Plan
Fit Together

8. CO-BRANDING
•Attach yourself to other
Brands that your Target
Demographic Loves

9. SHARED BRANDING
•Use the Process We Outlined…..
•With Appropriate Attractions
• Monuments
• Parks
•With Your Neighbors
• Regional – big or small

10. FINALLY….
Have Fun With This!
Your End Product and
Marketing Plans WILL
be Reflective of Your
Process!!