The combination of a strong brand and effective marketing are more important than ever as destinations emerge from the coronavirus pandemic. To be clear, it really mattered before the crisis hit. This situation has turned a lot of things about life in America completely upside down, but it has actually clarified the role of brands and marketing. The good news — for some destinations — is that destinations that have a solid foundation of good branding and marketing are in a position to recover faster.
Keep in mind that a strong brand and excellent marketing are related but definitely distinct things.
• A destination’s brand is what people think of the place whenever they are reminded of it. It’s a set of emotions. It can’t be completely controlled but it can be strongly influenced. What makes a branding effort successful is understanding what makes a place special and using every opportunity to portray it truthfully to the public.
• Marketing is heavily influenced by the brand strategy. At a bare minimum, it steers the message so that it speaks about the destination’s strengths in a way that appeals to the most likely target audience. Ideally, everything about the marketing is creative and professional. Plus, the marketing plan should be balanced and robust. It’s building brand awareness and engaging people all the time in as many ways as possible. Marketing is the necessary hard work — the muscle, if you will — that pushes the brand in front of people.
Why do we say that both are more important than ever as we emerge from the coronavirus disaster?
There are well-know benefits to having a strong brand, including:
– Recognition and recall — That will be helpful as consumers have been temporarily focused on other things, like childcare, working from home, providing their family with the basic necessities.
– Trust — It’s earned over time by being honest, consistent and familiar to consumers
The benefits of investing in high-quality, aggressive marketing are:
– Awareness — Which is typically considered the first level of the marketing funnel. The simple truth is, having more consumers in any stage of the marketing funnel puts a destination in a better, competitive position to convert them to visitors quickly when people begin traveling again.