A good product is not always enough to create a successful destination. The market has to know about the destination and what it offers. The importance of the brand of a destination cannot be underestimated. Unless it is known for something special, it will lack a real power of attraction. Finding the USP (Unique selling point) of the destination is very important.
So, the destination must work on its brand and distil its essence. Expectations and positive associations with the destination are important and people should feel that they really want to go there and “experience” the destination or “live the destination”. Bjerkne & Co helps destinations to create stucture in the process of developing the brand.
The quality and attraction of the destination product, the market’s perception of the destination brand, and the destination’s accessibility, are absolutely crucial to its chances to compete effectively for visitors, events, meetings, students, commercial investments and capital.
Bjerkne & Co has many years experience of strategic brand development for cities, destinations and regions. When working with the brand of a destination, we assess the current position of the brand and help create common goals and visions about what values the brand should communicate.
”A brand should make you smile”
/ Claes Bjerkne