Total Destination Management 503 692 4603 bill baker total destination management tourism branding city destination management destination branding destination management marketing

City Brand Audit

Have you ever heard a choir singing different words all at the same time? If you have, you will agree that it’s usually not a very appealing sound, a waste of effort and fails to excite the audience. Unfortunately, when it comes to tourism and economic development marketing it is not uncommon to find a similar situation where marketing partners are using different words, benefits and images to promote their city or region and this results in a great deal of wasted effort. Failure to coordinate or orchestrate how a city is projected is a sure-fire way to waste marketing budgets and miss leveraging the considerable energy and marketing support of partners.

A TDM City Brand Audit reviews the appropriateness, consistency and integration of messages, images, appearance/look, and adherence to the area’s market positioning and makes suggestions for improvement. The audit will review the promotional materials of the city marketing organization plus those of leading marketing partners. Included are brochures, press materials, web sites, advertising, and other communications.

The audit will consider:

What is the underlying promise and positioning being projected by the city?
What are the key messages? Are they conveyed consistently?
Is there a common look and feel?
Are there documented guidelines to keep everyone on the right page?
Do the communications reflect the positioning?
How can greater synergy and efficiencies be encouraged?

To get started, please email us or give Bill a call at 503-692-4603 from 9 am to 5 pm (Pacific Time).

Our other Brand Services include:

Total Destination Management specializes in tourism planning, economic development, destination branding and creating city brands. This page includes information about Bill Baker, Tourism Destination Management, place branding, city branding, county branding, regional brand, community branding, tourism readiness report, destination audit, tourism strategy. Our experience includes developing a city image, a tourism tagline or slogan, branding workshops, tourism research, a city motto, a regional tourism brand, a community identity and much more.