Tourism Brand Guidelines: Setting Boundaries
Tools to help destination and resort marketers stay on-brand
Destination marketers now have an unprecedented number of channels to share their messages – from mass media to social networks. With so many messages, how can marketers stay true to their brand’s promise of value? A recent issue of the Wanderlust Report suggests that a well-defined brand position, a clear communication of brand values, and a few simple tools can help your message on-brand.
“A solid brand position is key,” said Mark Shipley, President and Chief Strategic Officer of Wanderlust. “Then you need some tools to direct decision-making and inspire the troops. These are a few of the tools we use at Wanderlust.”
Tourism Brand Guidelines
Also known as ‘graphic standards’ or ‘brand standards,’ the brand guidelines document is an instruction manual for creating communications that are aligned with the strategic position and identity.
Successful brand guidelines provide detailed direction and specifics for marketers and designers on choosing layouts, fonts, colors and artwork for internal and external communications. In addition, it may provide a discussion of the intent or rationale for the brand position – a more philosophical review of the brand’s character and flavor – that can be useful for strategic managers, creative directors and writers.
“The guidelines help keep the look and voice of communications the same,” said Shipley, “so every communication comes from a single voice – recognized, trusted and true – no matter who creates a piece.”
Subjects covered by brand guidelines:
• Brand Position: Personality and promise of value
• Tone and Voice: Copy style and language direction
• Logos: Color treatments, scaling and position
• Typography: Approved font families, weights, colors and sizes
• Photography: Image content, reproduction styles, color and placement
• Color: Approved color palettes, tints, sub-brand combinations
• Corporate stationery: letterhead, business cards, labels, envelopes
• Advertising: Ad formats and layout options, typography
• Point of Sale: Signage formats, materials, menus, color and type treatments
• Environmental Graphics: Building signage, interiors, way-finding
• Web Graphics: Direction on page headers, banner adds, navigation and type
• Miscellaneous: Staff uniforms, vehicles, phone systems, email formats, etc.
While the guidelines will give examples of how NOT to do things (improper use of logos, unacceptable colors or fonts, for example), the focus is on the intent of the brand identity, the spirit and mood that communications should express. Shipley adds, “If the guidelines are inspirational and liberating, instead of confining and strict, employees can better understand the expectations and become empowered to live the brand.”
Read more of How to Keep Your Destination On-Brand in the Wanderlust Report, Volume 2, Number 5.
About Wanderlust
Wanderlust provides marketing and branding expertise to destinations, resorts and tourism attractions. We uncover what drives people to choose where they go and build integrated marketing programs to attract them — using the internet, social networks, direct marketing and mass media
Contact: Mark Shipley
Phone: 518-272-2500
Email: [email protected]
