A swish. Two gold-colored arches. A popular fruit. Even without names, almost everyone on the planet can tell you which companies are behind these symbols. But as powerful as logos are, they are not a brand. In this blog, “Logos Are Just the Beginning of Branding,” Visit Pleasant Prairie Executive Director Sarah Howard and McDaniels Marketing President Randy McDaniels recap their process and thoughts on how branding can make a place feel more like a person. And when done right, can even help people fall in love with a destination.
Rebooting the Rebranding Process.In 2022, Sarah was appointed as the organization’s Executive Director after serving as the Director of Marketing for over three years. They had been known as the Pleasant Prairie Visitors and Convention Bureau since the company was established in the Fall of 2018. In her new role, Sarah immediately rewrote and streamlined their mission and goals while restructuring the company in a way that aligned with her (and now her board’s) vision. Part of that effort included changing the organization’s name and updating its go-to tagline to “It’s Always Pleasant in the Prairie.” Sarah redefined not only how the new organization would function but how it would look and sound. After two years of destination development projects, events, and merchandise, Sarah then set out to find an agency that would match the momentum she had established. To start, she wanted to execute a brand refresh that aligned with her timeline goals for completely redesigning their website and developing their first-ever magazine. That’s when the partnership with McDaniels Marketing began.
“We're passionate about communities and we strive to make sure the work we create shows that. On the surface, some places might seem the same, but when you take the time to do the research and talk with stakeholders and residents, the uniqueness of that place comes to light. That’s when the true stories unfold. And by reflecting those truths, we not only raise awareness of that place, but we can help make people come to love that destination as much as the people who live there.” - Randy McDaniels, McDaniels Marketing President.
Working Together to Create Better Work.As a full-service firm with vast experience in travel, tourism, and DMO marketing experience, McDaniel’s team partnered with Sarah’s to tackle this challenge. Starting with research, information gathering and input from key stakeholders, a story started to unfold. A narrative that would eventually lead to a brand promise statement, a brand standards guide and a logo. These were the building blocks from which guidebooks, merchandise, a new website and even a branded van could be built - holistically.
“Each detail was crafted with attention and care to capture the essence of Pleasant Prairie. Our new color palette reflects the natural beauty surrounding us in the Village, while our bold 'P' symbolizes prairie grass, our access to fresh water at Lake Andrea and Lake Michigan, and the stunning sunrises and sunsets you can catch there.” - Sarah Howard, Visit Pleasant Prairie Executive Director
Everyone has different experiences, frustrations and thoughts on how to differentiate their own community’s brand. But when destinations and agencies put their heads together, that’s when brand’s truly get into people’s hearts.
Interested in going above and beyond with your brand? Let’s talk.
