Garden Route Brand Foundations
From twiki
Contents |
Context
To guarantee a singular distinction, strategic awareness, and differentiation in the world of tourism it is important to have strong foundations as a brand to be internalised and externalised with all those it comes in contact with. First of all, a “brand” is not what you say, but rather what you do, how you do it, and why. Thus, before any “messaging” can be considered, it is necessary to establish very specific and agreed upon “brand foundations” from which all future messaging will proceed. The process is that of interrogation by answering a set of simple questions as though the brand is a person
Where do I come from?
Every “brand” has a unique asset that cannot be copied—its own past. This is certainly true of the “brand” Garden Route. Understanding and re-interpreting what made a brand successful in the past can be a powerful source of inspiration for the future. Values can remain relevant even when the world appears to have changed beyond recognition.
- Inhabited by the Khoisan from the Stone Ages
- Mixed ancestory due to shipwrecked foreigners in the early 17th Century like the Grosvenor that intermarried with the Khoi and Xhosa
- Occupied by the Dutch Settlers in the 17th Century
- Frontier wars in the 1800's between British colonists, traders, Xhosa and Khoi
- Timber Extraction
- Gold Discovery, inspiring such books as "Circles in a Forest"
- Famous tourist destination in current times
- Big British Outpost
What do I do?
In the commercial world, answers to this question define the territory that the brand is going to operate in (and, importantly, what it won’t do). Answering this question for the Garden Route will involve detailing the regions present and future ambitions and importantly, how it sees its role in the world.
- Backpacking Accommodation
- Backpackers Experiences & Activities
- Sustainable Tourism Growth
- Conservation
What makes me different?
Often, the answer to the question above will provide a point of difference from other brands, or in this case, other regions. It’s important, however, that the “brand’s” point of difference be based on some tangible and genuine qualities and values that can be observed and appreciated by all who experience the “brand”.
- Most indigenous forests
- Most adventure based activities in one area
- Highest Bungee
- Safest tourist area in SA
- Most environmentally aware area in SA
Who am I for?
In considering commercial brands, the person the brand most wants to have a relationship with is described and agreed upon. If the “brand” is to have broad appeal and be for many people, a particular need is identified. For example, McDonald’s answer to this question is: “For the kid inside everyone”. Garden Route’s answer might be: “For all who love Nature and Adventure.”
- Backpackers
- Backpacker Owners, Adventure Companies and Restaurants
- Travel Associations & Agents
What am I to each of these?
- A place of rest, safety and entertainment
- A resource, support structure and income
- A destination to book tourists on
What am I like as a person?
Brand builders in the private sector know that success depends on how a brand behaves and how it communicates. In business, as in hospitality, style is often substance. In answering this question on behalf the Garden Route participants think of the region as if it were human, backed by examples or analogies that will help direct all brand communications. It is also useful to determine what the brand is not like as a person.
I AM
- Helpful
- Informed
- Transparent
- Caring
- Nature Lover
I AM NOT
- Dishonest
- Pushy
What do I fight for?
In the private sector, a sense of specific mission and purpose can be the single most powerful element that creates a strong brand. By this we do not mean a competitive goal but a very particular statement of how this brand wants to make a difference in the world. The power of this question is that it forces us to look far into the future to consider the “brand’s” impact on society, on the environment, on culture and on individuals’ lives
- The strive for a care free destination
- To Advise, Service and Entertain
- Creating memories for tourists
What do I value?
This question is closely connected to “The fight”. It usually provides the reason a brand fights for what it fights for. In commercial terms, it is the “reason why”—the word that would appear on the brand’s banner as it goes into battle, the reason our fight is important to us.
- Service Excellence
- Fair Trade
- Conservation
- Growth
- Sustainability
