DEVELOPING A SPIRITS
REGIONAL BRAND IDENTITY PART 2 W RI TTEN BY TI M KNI TTEL / / /
P H O T O G R A P H Y B Y A M A N D A JO Y C H R I S T E N S E N
In part 1, we established that a Regional Brand Identity consists of: >> Region — Where is the destination, how big is it and what is included within its boundaries? >> Identity — What is authentically unique about your region? >> Brand — What makes your destination so special it’s worth visiting? Answering those questions in relation to your region’s spirits industry is the first step to establishing a foundation for attracting tourists. The answers will be influenced by your region’s history, food & drink offerings, non-distillery attractions and other tourism elements. Finally, differentiating the experiences among the participating distilleries ensures reason to visit more than once. WWW.ARTISANSPIRITMAG.COM
HOW TO DMO A DMO is a ‘Destination Management Organization.’ A tourism region needs a DMO to develop and maintain the regional brand identity and associated assets, ensure communication among potential tourism destinations, spend marketing budgets and evaluate success. A DMO may be a government agency, an industry body or just interested individuals and organizations working toward a common goal. There might be an existing DMO that can either extend a regional brand identity to incorporate distilleries or to develop an entirely new identity. Alternately, distilleries may need to form a new DMO.
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