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CHAPTER IV. BRANDING STRATEGY |
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| A. Defining your park’s brand | |
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A brand is “a name, term, sign, symbol, design, or a combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors” 6. Consumers tend to view a brand as an important part of a product, and branding can add value to a product.
In a similar vein, a well-crafted brand may enhance visitors’ and potential visitors’ awareness of your park, and may increase loyalty. You may want to create a logo and/or slogan for your park beyond what the National Park Service already has. A good logo/slogan may act as a medium to help your targeted individuals remember your park and services.
Thus, the right logo/slogan can be utilized as an effective marketing promotion tool. |
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| · Unique attributes of your park | |
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As a preliminary step to branding your park, you should identify the unique attributes of your park. In the previous sections, you identified what your park possesses in terms of cultural, natural, and ethnic resources. The list of such resources will help you identify the most effective attributes in appealing to the needs of your target markets.
These unique attributes can be utilized as a starting point for developing a logo and/or slogan that best represent your park to your targeted visitors. |
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| B. Park Logo/Slogan | |
| Two effective strategies for branding your park are the use of a logo and a slogan. A logo is “an identifying symbol used to advertise and promote an organization, event, product or service”7, which usually combines pictorial and textual elements in a distinctive manner. A slogan within this manual refers to a memorable phrase that says something positive about your park8. It may be similar to your logo in that it is used as a promotion tool. It is distinct from your logo as it usually doesn’t entail graphic symbols. |
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| 1. Elements for creating a logo for your park | |
| First of all, you should consider what you want your park to represent (maybe in terms of quality, creativity, and value). Remember that your logo is the image and personality of your park and, to many it may form their first impression of who you are. Please think of unique resources that you possess and promote in relation to your target markets. Your logo should reflect the unique qualities of your park because it can be used to differentiate your park from your competitors in the minds of potential visitors. Check to make sure the chosen logo is not the same or doesn’t closely resemble that of another park. | |
| Below are steps that you should follow in creating a logo for your park9. | |
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1) Decide what you want to communicate about your park. 2) Try to articulate the message you would like your logo to convey. You may write a one-sentence image or refer to the mission statement of your park. Try to refer to this while creating a logo. 3) A good logo should be easy to reproduce, be memorable and be distinctive. 4) You should assess the colors and shapes of your logo. Particularly, the cost of reproduction should be realistically evaluated. Try not to exceed three colors. You should also choose a color for your logo that will generate a positive image of your park. 5) You may want to add the name of your park under the logo design. It may be easier for individuals to associate it with your park. 6) Check all legal rights for present and future use. |
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| 2. Elements for creating a slogan for your park | |
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A slogan indicates a catch phrase or small group of words that are organized in a special way to represent your park. Like your park logo, an effective slogan may increase awareness of your park. It should convey crucial qualities of your park and be in line with your overall promotional strategy. That is, a slogan is the medium by which your park represents its objectives to its target market(s) and develops its own identity. |
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| Below are some considerations that you should be aware of in creating a slogan for your park. | |
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1) A slogan should be unique enough to differentiate your park from its competitors. 2) It should be simple enough to comprehend and memorize even in a brief moment. 3) It should represent your park’s purpose (the reason for existence). |
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