When we think of branding, logos and taglines are often the first things that come to mind. But branding is much more than a simple logo. Branding is a way to put your values as a heritage place on display. Branding can be a part of how your audience connects with you. And, so everything you say as an organization, everything you put out there, becomes a part of your brand. And, the clearer your brand is, the more compelling your marketing efforts will be.
That definition contains two specific words: identity and image. When we think about identity, we have to imagine the way we look at ourselves and the way in which our qualities and beliefs make us unique. When we think of image, we have to think about the way we are seen by people looking in from the outside. These people could include visitors, government officials, or potential business partners for example. Identifying your heritage place’s identity and image is key, as branding isn’t about what you want to be, but rather about what you are right now and how you can work to commercialize that.