6 Reasons Strategic Planning and Destination Branding Go Hand in Hand

Effective destination marketing happens when the teams behind strategic planning and destination branding work together—not in silos—to bring a vision to life. For many destinations, however, that’s not always the case.

The synergy of the two, when working hand in hand, provides big benefits for destinations. Rather than work separately, join forces and understand the concrete benefits for any DMO looking to increase visitation and attract a certain kind of traveler.

1. Ensures long-term alignment

First and foremost, when strategic planning and branding happen in tandem, a destination ensures that its brand reflects its long term goals. A brand all by itself can’t achieve goals, and a strategic plan all by itself can’t communicate those goals. Together, however, the two compliment each other.

A strategic plan is a long-term commitment, so ensuring that your brand and key messaging are in lock-step with that commitment helps reach goals more efficiently. When everyone is on the same path forward, adopting a holistic perspective of a destination, it’s easier to achieve success.

2. Indicates needed updates

When destinations bring together strategic planning and branding, it’s a way to understand what needs to change. It uncovers potential blindspots in your efforts. Only when marketers are in conversation with planners does it become clear if the brand truly reflects the destination’s future goals, or if changes are needed.

When the two work together, it becomes easier to understand what needs to be addressed, to bring everything into better alignment. Yesterday’s branding messages won’t always be tomorrow’s, especially as the plans and goals change over time.

3. Streamlines efforts among stakeholders

When the two teams come together, you streamline conversations with stakeholders and partners. Cut down on redundant questioning and communication of partners in your destination by collaborating and getting what marketers and planners both need from interactions with these stakeholders. It avoids leaving stakeholders thinking, “Didn’t someone else just ask a very similar question?”

Time is the one resource no destination likes to waste, so maximizing conversations with all those involved in your destination’s marketing and planning will streamline efforts in an exercise of efficiency. It will free up time for the rest of the work filling everyone’s to-do lists.

4. Maximizes research resources

Just like time, money is a resource that’s best to avoid wasting. For strategic planners and branding teams, this means spending money on research that covers both of their needs. Taking a two-for-one approach to surveys, perception studies, and any other destination research allows you to maximize your spending.

When reaching out to past and prospective visitors, be sure to have both teams weigh in on questions to ask to ensure everyone gets something out of it. Do one slightly larger study than act independently on two different—but very similar—studies.

5. Identifies competitors efficiently

Strategic planners and branding teams are allies, working toward the same goal. Collaborating more closely means understanding the bigger picture detailing all of your destination’s competition. Marketers may overlook a competitor that planners see as a major source of competition. 

Partner up to better get the whole picture and be sure that your efforts are working to elevate your destination above each and every competitor out there.

6. Anchors creativity in reality

Branding professionals often think big, but strategic planners need to set achievable goals. The two can balance each other out if they work together effectively. It’s important to be sure the brand and strategic plan are targeting reachable audiences with realistic tactics.

The strategic plan also lays the framework for how to staff the DMO, and that reflects on having enough people to carry out marketing tactics. A major marketing campaign may seem exciting, though realistically, there may not be sufficient hands on deck to achieve it. The strategic planning anchors the creative branding and marketing efforts in reality, helping make sure everyone is set up for success. 

Looking to build out a better destination brand? Contact Sarah Reinecke at [email protected] and learn what DCI’s nearly 65 years of experience can do for your destination.