Everyone has a "to do list", so for a change of pace we decided to share our top 5 "don'ts." Some items relate to the big picture of brand building while others are about creating powerful advertising. It’s one thing to miss an opportunity to promote your brand. It’s a bigger deal to damage your brand by doing something humiliatingly bad. Here are a few thoughts on what not to do, unless, of course, mediocrity is your goal.

5. Don't assume that because you are the top executive at your DMO that you're expected to have all the answers, especially when it comes to highly specialized tasks like media buying, creative writing, social media, effective design, typography and more. Allow your staff and (especially) the creative firm you hired to do their best work.

4. Don't settle for crappy photography. I can't say it any more bluntly than that.

3. Don't do what everyone else is doing. It's a surefire way to ensure that your message gets lost in a sea of advertising clutter. Every destination is unique so every brand strategy should be unique. Be bold.

2. Don't think that using the headline "Experience [insert destination here]" is the same thing as focusing on selling the experience.

1. Don't try to please all of the people all of the time. Developing a unique and powerful brand message is not about appealing to more people. It's about appealing to the right people more intensely and effectively.

If you’ve learned a lesson the hard way and wish to share your opinion, feel free to leave a comment. We welcome your input.


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