C H A P T E R
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R E G I O N A L
V I S I O N
Identity
Developing and Leveraging a Regional Place Brand Strategy The River Valley has a distinct regional identity that could be leveraged to create a place brand strategy to encourage tourism and economic development. The region offers a variety of authentic experiences, including outdoor recreation, local foods, craft beer and whiskey, art, music, and events. The city of Columbus and Fort Moore already draw people to this region. Through investing in a regional place brand strategy, however, the entire region could benefit from increased investment, tourism, and brand exposure. Place branding is the idea that a place, a town, a city, or a region can be branded, much like a product, service, or business. “Successful place branding can put a neighborhood, city, or region firmly on the map, connect people and promote collaboration, boost residents’ and businesses’ sense of belonging and pride in an area, and guide the next phase in the place’s development.”70 A consistent theme heard throughout this process was the need to “tell the story” of the region’s rural character and natural resources. This plan recommends that the communities consider developing a regional place brand strategy as an important first step.
The identity of the region can be used as a starting point to brand a region and differentiate it from others. In the regional branding process, the region becomes a product or brand and offers a “basket” of regional products and services. Regional branding is aimed at creating a more distinctive image or reputation, which helps to increase regional competitiveness. 71
The River Valley consists of small destinations neighboring Columbus that, if they collaborated, could jointly market their tourism products, resources, and destinations.
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RIVER VALLE Y COMMUNIT Y COMPATIBLE DE VELOPMENT PL AN: