There are three key questions to ask about any brand strategy. The first is "what makes our destination different from every other mountain resort?". The second is "how is that differentiation relevant to the market?". The third is "how sustainable is that position over the long term?". The answers for our destination are as follows:
- The key point of differentiation, the claim no other mountain resort can make is that we are located in Banff National Park - a UNESCO World Heritage Site with a protected natural environment, unparallelled scenery, and historical, recreational and cultural diversity. This positioning should be reinforced in all of the marketing and communications activities you undertake for your product or service.
- This differentiation is relevant because it offers an experience sought-after by a world-wide audience that is looking for unspoiled natural surroundings which are accessible, safe, and comfortable.
- The positioning is a sustainable one because Banff National Park will remain protected by law forever. As unprotected natural surroundings diminish on a worldwide scale, the demand for the unique experience that is offered up at Banff Lake Louise - Banff National Park should continue to grow over the long term, while at the same time becoming more relevant and more distinctive to the market.
Therefore it is important to ensure this positioning is being reinforced in all of the marketing and communications activities you undertake for your product or service. By leveraging the distinctiveness of our destination, the relevance it has to customers and by providing experiences that are unique and sought-after, you will not only ensure your own success, but the success of the destination as well.