Unified Brand Strategy: A New Approach to Travel and Tourism Brand Marketing

In travel and tourism marketing, it’s all too common to see Destination Marketing Organizations (DMOs) operating under two distinct brands: 

• the DMO’s brand as a business organization, and;
• the visitor-facing brand of the destination the DMO represents

Many DMOs don’t even realize they’re doing this – some even go about it with clear-eyed intention – but both brands suffer as a result.

While the destination is marketed as vibrant, authentic and unique, the DMO often operates under a generic corporate identity (if it operates under a defined brand at all) that doesn’t reflect the place it’s promoting. This disconnect weakens the overall impact of the brand, preventing it from resonating as strongly as it could with both internal teams and external audiences.

The problem lies in DMOs considering the destination brand as a time-bound marketing activity – more of a campaign than a lasting branded entity – and always separate from the organization’s culture and mission. But here’s the truth: a DMO is as much a reflection of the destination they represent as the destination is a reflection of the organization’s marketing efforts. Both entities are intimately intertwined and when these two elements fail to align, the result is inconsistency, inefficiency and a lack of authenticity that undermines the organization’s efficacy.

It’s time for a better approach. 

As a solution, forward-thinking DMOs embrace a Unified Brand Strategy, an approach that aligns organizational culture with destination marketing under one cohesive brand, transforming how destinations tell their stories.

The Problem: DMO’s Dualing Brand-jos

Most DMOs don’t even realize they’ve got two distinct brands operating under the same roof. 

Some others consciously discount the brand of the organization – or ignore it completely – priding themselves on being “faceless” and working behind the scenes to let their destination take center stage. Though well intentioned, this approach is based on incorrect assumptions.

Whether acknowledged, actively managed or not, a Destination Marketing Organization has a brand, and that brand is not in competition with the destination – although it might be in conflict with it. We see the disconnect between brands occur most often when the DMO brand goes undefined or gets muddied up through DMOs strategic plans, which change every 4-5 years yet often incorporate brand elements as part of the package, including as values and mission statements. 

However, a destination strategic plan is not a brand strategy.  Despite including some classic brand elements, a destination’s strategic or master plan outlines the long-term goals and specific actions necessary to develop and manage the destination over time. It focuses on elements such as infrastructure, tourism development, visitor experiences and sustainable growth, often addressing areas like transportation, accommodations, attractions and community impact. This is a far cry from a brand strategy and platform. 

A brand strategy instills meaning both within and beyond the organization. It defines how the destination is positioned within the market and how it’s perceived by the outside world, working to differentiate the destination, attract specific audiences and build its reputation. It also describes an organization’s purpose and values, tying the internal culture to the external messaging and value to create a cohesive story.

Simply put, the brand platform shapes how a destination looks, means, feels and stands apart, while the master plan shapes what the destination is and how it operates. And while a master plan often includes mission and value components, they are rarely written in a manner that invokes any sense of cohesion or inspiration, instead using corporate-speak that often feels generic or irrelevant to the unique character of the destination or those working to promote it.

This leaves internal teams without a clear sense of direction. A huge component of the branding effort is to get everyone on the team aligned and speaking the same language, which helps foster engagement, collaboration and alignment within the organization. When the brands of the organization and destination are out of sync, that disconnect undermines the authenticity of the team’s marketing efforts.

After all, DMOs are tasked with telling compelling stories about destinations and their success hinges on the emotional resonance of those stories. When the organization’s internal culture doesn’t reflect the destination’s essence, marketing can fail to bring along community stakeholders and inspire meaningful connections with visitors. This lack of cohesion across brand touchpoints dilutes the overall impact of the brand and diminishes its ability to captivate audiences.

A meaningful, connected brand also serves to strengthen recruitment and retention within the organization. When employees connect with a brand that not only performs, but holds personal meaning, they feel invested in their work, reducing turnover and enhancing morale. As a result, hiring performance and culture all align under one clear framework with measurable benefits.

A fragmented brand strategy limits efficiency and effectiveness. Divided focus and resources are spent managing two disconnected identities instead of driving a unified vision. This misalignment can alienate stakeholders and communities who expect the DMO to act as a true steward of the destination’s identity. Without a cohesive brand that embodies the destination’s values, partnerships suffer as trust erodes. Valuable opportunities for collaboration slip away.

Ultimately, a disconnected brand strategy compromises the very purpose of a DMO: to authentically represent and promote the destination. To overcome these challenges, DMOs must embrace a new approach that bridges their internal and external identities, creating a unified brand that aligns their mission, culture and marketing efforts.

These challenges reveal a fundamental truth. When a DMO’s organizational identity clashes with its destination brand, both suffer. The costs – from weakened stakeholder relationships to diluted marketing impact – demand a new approach. One that recognizes the DMO and its destination aren’t separate entities requiring separate brands, but two expressions of the same authentic story. 

This realization points the way forward: a unified brand strategy that aligns internal culture with external promotion, transforming how DMOs operate and connect with their audiences.

The Solution: Building a Unified Destination Brand

Let’s talk about a better way. 

The Unified Brand Strategy is built on a simple truth: your organization and destination each perform better when operating under one cohesive brand strategy. Think about it – your DMO exists to tell and sell the story of your destination, defining a compelling sense of place that drives awareness, consideration and conversion. The DMO and the destination are reflections of one another, and they rely on each other for success.

The solution lies in creating a single, unified brand strategy that bridges a DMO’s internal organizational culture with its external destination marketing. A Unified Brand Strategy starts with defining a shared purpose that reflects both the unique character of the destination and the organization’s deeper mission. This purpose transcends transactional metrics like revenue and room nights. Instead, it provides a meaningful ‘why’ that aligns internal teams while inspiring authentic storytelling.

DMOs don’t just randomly attract talent. Their employees have chosen this work because they believe in the destination they’re promoting. By incorporating the elements that make these passionate advocates love the destination into the organization’s brand framework, DMOs create a stronger connection between their teams and their mission. Aligned organizational values, rooted in the spirit of the destination, guide decision-making, foster team cohesion and empower employees to act as natural storytellers. This alignment transforms marketing efforts from transactional campaigns into deeply authentic narratives that resonate with visitors and stakeholders alike.

A Unified Brand Strategy strengthens stakeholder and community relationships with commitment to a destination’s identity and well-being. As true stewards of their destinations, DMOs build trust through meaningful collaboration. This stewardship creates a shared purpose. Unified messaging, supported by a cohesive organizational culture, ensures that every campaign, initiative and interaction contributes to a singular, powerful narrative that reflects the destination’s true character.

DMOs that align internal culture with external marketing create more than campaigns. They build enduring brands that inspire their audiences and transform their organizations into authentic storytellers. As trusted stewards, they fulfill their true purpose: representing the destinations they serve.

TLDR: What Makes a Unified Brand Different

The contrast between traditional and unified approaches is stark. Let’s break down the key differences:

Traditional Approach:

• The organization operates with a more generic or corporate identity that is disconnected or unrelated from the destination the DMO represents
• Destination brand exists mainly as marketing campaigns and the brand identity is not cohesive across both destination and DMO
• Two different voices and tones, one internal and one for the “external” brand
• Values that no one remembers or uses
• Marketing that feels disconnected from operations

Unified Approach:

• One authentic and cohesive voice throughout the organization and the destination 
• Values that actually guide decisions and reflect the spirit of the destination, written in a compelling way that means something to each and every stakeholder of the DMO
• Team members naturally embody the brand, becoming passionate storytellers in their daily work
• Strategic planning that aligns with brand, creating consistency in all initiatives
• DMO as a true steward of destination identity

The biggest shift? Unified destination branding means your DMO stops thinking of itself as just a marketing organization and starts operating as the living embodiment of your destination’s brand. Every decision, every interaction, every initiative reinforces what makes your place special.

Benefits: Measuring Performance Brand Strategy Results

A Unified Brand Strategy creates meaningful change both within your organization and in how your destination is perceived. Here’s what changes:

Internal Impact:

Team Alignment

A shared purpose unites the organization, with everyone rowing in the same direction and advocating for the destination in the same style, telling the same story. Additionally, your team actually knows, remembers and starts using your brand values to make decisions.

Better Engagement & Retention

When employees connect with a brand that not only performs, but holds personal meaning, they feel invested in their work, reducing turnover and enhancing morale. As a result, hiring performance and culture all align under one clear framework with measurable benefits in retention and recruitment.

Natural Brand Storytelling

Every team member becomes a better and more passionate ambassador, seamlessly incorporating the brand into every interaction, whether in marketing materials, stakeholder meetings or community engagements 

External Results:

Authenticity That (Actually) Authentic

A Unified Brand creates a consistent and authentic narrative that captures the essence of the destination, building trust and emotional connections with visitors. In short: marketing feels more authentic because it is more authentic.

Improved Marketing ROI

Integrated strategies ensure that campaigns are more impactful, with alignment across touchpoints increasing overall effectiveness.

Stronger Stakeholder Collaboration

Stakeholder relationships transform as you become a true destination steward and community partnerships strengthen through a shared understanding. A DMO that reflects and embodies the destination they promote fosters trust with local communities and partners, strengthening relationships and encouraging buy-in.

Enduring Brand Identity

A unified brand transcends short-term campaigns by establishing deep roots. It creates a lasting reputation that resonates across audiences – from visitors to stakeholders to local communities.

The big win? By connecting your organization’s internal culture to your external marketing, a Unified Brand Strategy allows DMOs to operate with purpose, authenticity and impact. The result is a stronger, more cohesive organization and a destination brand that inspires and endures. This isn’t just about aesthetics – it’s performance brand strategy that delivers measurable results.

How to Know Where You Stand

Ready for a reality check? The key indicator to begin with here is: when was the last time someone got genuinely excited about your organizational brand? Not your destination – we know people love that. But does your organizational identity inspire the same passion?

If you’re still unsure whether your DMO is operating with a disconnected brand strategy, here are the clear signs you’re dealing with a brand disconnect:

Internal Culture Check:

1. Values Alignment:
   Can your team easily articulate your organizational values? Do these values genuinely reflect the essence of your destination, or could they belong to any organization?
2. Purpose Connection:
   Does your organizational purpose inspire passion and guide daily decision-making, or does it feel disconnected from the work of promoting your destination?
3. Team Engagement:
   Are employees naturally sharing stories and expressing pride in the destination, or do they struggle to connect their work to the destination’s identity?

External Brand Consistency:

4. Unified Messaging:
   Does your marketing voice align with how your team talks about your destination internally, or are there noticeable differences between your internal and external communications?
5. Campaign Cohesion:
   Do your campaigns feel like short-term initiatives, or do they contribute to a larger, unified brand identity that endures beyond individual marketing efforts? Are you often seeking to develop a new brand for your destination, or is a “forever” brand, meaningful and enduring?

Stakeholder and Community Alignment:

6. Stakeholder Relationships:
   Do stakeholders trust your DMO to authentically represent the destination’s values, or do you encounter resistance or disengagement from local businesses, communities or partners?
7. Community Perception:
   Do residents feel that your organization reflects the spirit of their destination, or is there a disconnect between your organization’s identity and the community it represents?

Leadership Perspective:

8. Decision-Making Framework:
   Do your brand values and purpose actively guide strategic decisions, or are they treated as abstract principles disconnected from daily operations?
9. Strategic Alignment:
   Does your strategic plan feel cohesive with your marketing efforts, or do they operate as separate entities with little connection?

Recognizing these gaps is your first step toward fixing them. And no – this isn’t about slapping your destination logo on internal documents. Real brand unification goes deeper. It’s about creating genuine alignment between how your organization operates and how your destination shows up in the world.

Making the Shift: Your Next Steps

If you recognize your DMO in this discussion, there are two paths forward. 

You can keep running parallel brands, hoping your team somehow bridges the gap. 

Or you can commit to building something more powerful.

Here’s what you shouldn’t do:

• Rush to rebrand without strategy
• Simply merge existing brands
• Force corporate values onto destination identity

Instead, start here:

• Assess your current brand alignment
• Identify where your organizational identity supports or undermines your destination brand
• Look for opportunities to unify your story

At Noble, we’ve seen firsthand how a unified brand approach transforms DMOs. Not just their marketing but their entire operation. We’ve developed a proven methodology for bringing organizational and destination brands into harmony.

Ready to explore what this could mean for your destination? Let’s talk about building something real – something that drives both your team and your destination forward.