A Brand for Idaho Makes Sense

Today, states like Idaho are applying new thinking to traditional marketing efforts. In addition to competing with surrounding states on point of difference and superiority, Idaho must understand and fulfill the key economic attributes most valued by potential customers.

How Idaho is marketed to the rest of the country and the world impacts the economies of both rural and urban Idaho and the capability of local communities to attract new businesses or retain high-paying jobs for area residents.

In an effort to strengthen perceptions of Idaho at home and abroad, a state-funded study attempted to accurately assess perceptions of Idaho and develop a realistic brand communication strategy based on research and private-sector input.

With any brand marketing strategy, support from top management; consistency in message, graphic look and feel; and delivering on the brand promise articulated in the advertising are key to its success. Idaho's constituency - including state and local promotion agencies - and the private sector ­ must understand, believe and support the concept of building brand awareness of a state.

Click here to review and download the strategy that was developed to raise awareness of Idaho as a travel destination and a place to relocate or expand a business.