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Phase One: Uncovering a Regional Identity

During Phase One of the community branding process, a diverse group of local government officials and residents from the region come together in an inclusive process. Developing a participatory process between residents and their local governments is essential to building a strong place brand strategy.73 Ideally, a steering committee that represents various groups from the region would be established to oversee the branding process. If possible, the steering committee would include people with diverse backgrounds, ages, ethnicities, and areas of expertise. Trained facilitators would lead focus groups and interviews, and an online perception survey would be administered to gain insight into the region’s assets, public perceptions, history, culture, future vision, and sense of place.

Phase One: Sample Questions

• Did you grow up in the River Valley Region? If so, what has kept you here?

• Did you move to the River Valley Region? What attracted you to the region? Where did you move from?

• What is the River Valley Region known for?

• What makes the River Valley Region unique?

• Why would someone visit the River Valley Region?

• What kind of personality does the River Valley Region have?

• Please list your favorite local events in the region.

• Who should the River Valley Region aim to attract?

• Are there any stories or memories about the River Valley Region you want to share?

Key Factors for Success

A regional approach to branding can be challenging. People tend to strongly identify with their local community as opposed to a region, and they have longstanding connections with their town or place. Despite these hurdles, regional branding can be beneficial to rural communities when a nearby hub exists. For the River Valley Region, Columbus and Fort Moore are clear hubs of economic activity.

In addition, regional brands work best when they are integrated into larger marketing efforts, such as state-level initiatives like Explore Georgia, Visit Florida, or Discover South Carolina.74 Each of these statewide initiatives drives visitors to distinct branded regions to disperse travelers and encourage potential visitors to explore areas off the beaten path. For the River Valley Region to be successful as a regional brand, it should partner with statewide marketing and tourism organizations.

Other steps that would help the branding team gather information in Phase One include asset identification and mapping; a market analysis; identifying target markets; housing studies; ESRI Tapestry Segmentation, which provides an overview of demographic and behavioral characteristics; and an understanding of local arts, culture, events, and traditions. Combined with public input, these sources help the branding team identify the region’s high-value brand position and develop a brand strategy that will differentiate the River Valley Region to attract target audiences.

The following additional factors are important for the long-term success of a regional brand:

• Gaining local government support is critical to the success of a regional brand strategy. Regional brands work best when all city and county governments support the effort and agree to adopt a regional identity, sometimes in addition to their own individual city or county brands.

• Buy-in and support of regional and local organizations is also critical. All tourism-related organizations (including those engaged in destination marketing and agritourism) should be included in the regional branding effort. In the River Valley Region, Fort Moore, conservation groups, the arts community, outdoor recreation groups, and local destinations should also be included in the region’s brand development and implementation.

• A steering committee made up of individuals with diverse backgrounds representing the region should work together to lead brand development and guide the overall process.

• A neutral party, such as the Carl Vinson Institute of Government, can help facilitate public input and brand design.

• Public input and buy-in and public engagement are important to gain insight into the region’s identity and values and to create a democratic process through which local people have a voice in their own brand.

• Using storytelling and enlisting local people and stakeholders to share the stories of the River Valley Region are crucial to creating an authentic brand identity.

• A consistent, authentic, and marketable brand message and look should highlight the region’s assets with emotional appeal.

• High-quality design assets such as logos, supportive graphics, photography, video, and a brand style guide can be accessed by partner communities and used for promoting the region and individual communities.

• The region should appoint an entity or organization to lead the regional branding and marketing strategy and serve as a brand manager.

• A long-term sustainable regional brand implementation strategy must be capable of evolving and reacting to market changes.

• A group of committed “brand champions” who have the staying power to continually drive brand development are important to long-term branding success.

A regional brand strategy will help drive travel and tourism to smaller communities and businesses within the River Valley Region.

For a regional strategy to be successful, local governments and key stakeholders must unite under a long-term goal while including residents throughout the branding process. In the end, there must be something that draws people off the beaten path — whether it be unique experiences, the great outdoors, arts and culture, or historical sites — something must entice travelers to come to experience the River Valley Region for themselves. The region has so much to offer, and much work has already been done. A long-term and inclusive brand strategy is a critical tool to enhance economic development in a way that best leverages the region’s rural and natural assets.