Place Branding

ICONICS Place branding Process

The process to create the new place brands is extensive and follows a standard approach to branding, with the following components:

• In the Research Phase, we understand and review consumer research, competitive destination research, sentiment analysis, brand audits, and more. In the Engagement Phase for engagement, we undergo extensive engagement (Indigenous communities and businesses, tourism industry representatives and residents). The purpose 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, unique selling propositions (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, toolkits, communication tools, and a brand implementation plan for Destination BC and our partners to implement and align with the new brands.
• 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 travellers.