Place Branding

ICONICS Place branding Process

The process to create the new place brands is extensive. Below is an overview of what is involved.

Place Branding follows a standard approach to branding with the following components:

• In the Discovery Phase for research, we understand and review consumer research, competitive destination research, sentiment analysis, brand audits, and more. In the Discovery Phase for Engagement, we undergo an extensive engagement phase (Indigenous communities and businesses, tourism industry representatives and residents). The purpose of the Discovery Process is to validate the Iconics – what they are, where they are, and how many there are. It is in this phase where we gather valuable input into the development of each Iconic’s brand.
• Following this is Brand Strategy Development which includes developing brand architecture and brand strategy (target audience, essence, promise, values, USPs, positioning, name, story) for each iconic route/place.
• In the Brand Creative Development and Testing Phase, we begin to develop visual identities for each Iconic and undertake consumer testing, creative development, and the production of marketing assets like itineraries, stories, and advertising.
• We then move to the Brand Implementation Phase, where we develop brand guidelines, tool kits, communication tools, and a brand implementation plan.
• Finally, we will move to Brand Launch and Marketing Phase. This is where we develop and implement marketing activities for all channels to launch the Iconics brands to industry, trade, media, and travelers.