Logos & slogans are NOT brands

Logos and slogans (or tag lines) are simply marketing messages used to support your brand. Do you go to Disney World because it’s slogan is “The Happiest Place on Earth”? Of course not, you go there because of your perception of the theme park – what you know of it, what you expect when you get there. The logo and slogan simply reinforce the brand that Disney’s parks are a great place for families. Do NOT get hung up on logos and slogans. They are way down the list in terms of branding a destination.

This is where most communities fail. They start with a logo, a slogan, and good looking graphics, and forget that brands are about perceptions and are ONLY used to support, inform and reinforce that one thing that sets you apart from everyone else.

What do these say about their respective communities?
• Plymouth, MI: Not just a walk in the park
• Frisco, TX: Progress in motion
• Gainesville, FL: Every path starts with a mission
• Fort Collins, CO: Where renewal is a way of life
• Fort Wayne, IN: Room for dreams
• Killeen, TX: Where freedom has a face and pride is personal

Could these fit any community, anywhere?

And do you believe the following communities really “own” these brands?
• Bristol, RI: America’s most patriotic town
• Inyo County, CA: Adventure capital of the world
• Manteca, CA: The heart of California

At the end of the day you must “deliver on the promise.” If your logo or slogan can fit someone else, toss it. It should instantly say what you are about and set yourself apart.