IPDT Services
Branding goes far beyond a logo.
Branding is the universally used term to describe the process of building a brand. This process goes beyond creating a meaningful symbol — it also involves the strategic definition of the brand’s identity, its values, personality, and market positioning.
It is a strategic investment that plays a key role in differentiating and promoting tourism destinations. Strong brands have the power to capture the attention and interest of potential visitors, positively influencing their travel decisions.
Why Invest in Destination Branding?
Destination Branding is a strategic investment for any destination, given its strong capacity to shape travellers’ perceptions and influence their travel decisions. The creation of a destination brand plays a fundamental role in differentiating and promoting tourism destinations, serving as a communication tool with significant reach and impact.
Investment Attraction
A destination with a coherent and distinctive brand gains a significant strategic advantage: it naturally becomes more attractive to investments that drive tourism performance. These investments, in turn, support the development of infrastructure, the protection of natural resources and cultural heritage, promote the authenticity of the destination, and consequently enhance its tourism value.
Building an Identity
Building the identity of a destination brand means uncovering unique and inimitable characteristics, much like those of a person. We seek to identify distinctive elements and translate them into a symbol with soul — one that can establish lasting emotional connections with visitors and potential visitors. This is the foundation of successful branding.
Differentiation and Competitiveness
In a highly competitive tourism market, building a strong and coherent brand with meaningful values is essential for a destination to establish a distinctive position.
Destination branding goes beyond outward communication. The connection established with tourists before their journey must be confirmed and strengthened on site. Visitors should feel that what they experience in the destination corresponds precisely to what was conveyed through the brand.
How do we create a branding project for a destination brand?
01. Analysis
With a focused perspective
At the start of a branding project, we conduct an in-depth analysis of the destination: its characteristics, history, resources, and unique elements. We also examine the market: tourism consumption trends aligned with the destination’s offerings, source markets and accessibility, as well as the practices of competing destinations.
02. Positioning
Definition of a Claim
We define the destination’s unique value proposition, rooted in its essence, and craft a message that resonates with the motivations of potential markets. The positioning of the destination brand sets clear objectives for how the destination should be perceived and desired by visitors.
03. DESIGN
Graphic Design
Defining the visual identity for the destination’s brand based on its positioning and the messages it aims to convey to potential visitors. The logo and the brand’s graphic system should visually represent the experiences and emotions that can be lived in the destination.
Do you need support in creating a destination brand?
What are the outputs of the work carried out?
01.
Brand Kit
A Brand Kit is a collection of visual elements that includes the logo, colours, typography, and other graphic components. It supports design and marketing teams by streamlining the creation of informational and promotional materials. A Brand Kit ensures a cohesive and consistent presentation of the brand across all points of contact where it is represented.
02.
Brand Guidelines Manual
This document sets out the brand’s visual guidelines, including the logo, colour palette, and typography, ensuring the consistency of the visual identity. The Brand Guidelines Manual is essential for protecting the integrity of the brand and serves as a vital tool for its correct reproduction and application.
03.
Communication Plan
The Communication Plan guides the management of brand promotion, ensuring dissemination that can be targeted according to the desired level of reach. The plan may aim to enhance brand awareness or strengthen the brand’s presence in specific markets and segments.
Have an idea? Let’s talk.
IPDT supports municipalities and tourism businesses in planning, structuring, and growing projects that create lasting impact.
Fill out the form to start a strategic collaboration with us. Our expertise in tourism consultancy translates into solutions tailored to local realities, with a strong focus on sustainable development, territorial value, and economic growth. Together, we can turn your region’s potential into tangible results.
