Top 10 Branded US States
Here at Roger Brooks International, we talk a lot about branding. A brand is simple – it is what you are known for. Everyone from small businesses to big corporations, cities and even countries have a brand, and often spend a lot of time and money to own it. You want your brand to be the first thing people think of when they hear about your business or destination.
Across the US, states are competing for tourism revenue and doing everything they can to lure residents of neighboring states across their borders. Bloom Consulting, a Madrid-based consulting firm, recently ranked the economic performance and brand effectiveness of US states, as reported on Skift.com. They utilized four criteria:
- Economic performance: based on tourism receipts over the past five years
- The uniqueness of the state’s brand and how well it reflects what the state has to offer
- Web visits to the state’s official tourism website
- Social media: based on followers on Twitter and Facebook
Each state was given a numerical ranking for economic performance and given a grade (AAA-D) on its branding strategy. California, Florida and New York are at the top of the list and as the biggest major tourism destinations in the US, that’s no surprise. But states like Illinois, Michigan and Colorado also fall high on the list, with strong economic performance and a high branding “grade.”
The Top 10 Branded US States
- California – A
- Florida – AAA
- New York – A
- Illinois – AAA
- Texas – B
- Michigan – AAA
- Georgia – B
- Pennsylvania -BBB
- Virginia – B
- Colorado – A
Interested in what some of these states are doing right? Check out Michigan’s visitor website and their Pure Michigan (http://www.michigan.org/) campaign. Landing them at number six on the list with the highest branding grade of AAA, Michigan’s Pure Michigan campaign has been extremely successful. Pushing aside visions of industry and automobile factories, Pure Michigan has instilled a sense of pride amongst Michiganers and enticed numerous visitors from neighboring states with its poignant images and videos. Be sure to watch their latest video, Chance of Snow.
Illinois (http://www.enjoyillinois.com/), focusing on their flagship city, Chicago, has created a branding campaign that evokes a sense of adventure in a world-class city. Their slogan, “Mile After Magnificent Mile,” and first-rate website help to build an image of a destination full of vitality, history and quality attractions, earning them the number four spot with a AAA branding grade.
How does your state stack up? Did you make the list?