Branding the Byway

“A brand is not a logo, symbol, ad, spokesperson, or jingle. A brand is everything that an organization wants people, especially their target markets, to feel and believe about its product and services. It is an asset that can be measured and leveraged,” writes Sharon Hurt Davidson in “Branding America’s Byways” in the May/June 2001 issue of Public Roads, a publication of the U.S. Department of Transportation and the Federal Highway Administration.

The article discusses the power of branding and the marketing goals and results of a national awareness benchmarkng study identified during the 12-month brand development process for America’s Byways.

In a sense trademarking your byway logo is one way to protect your branded image as represented by that logo. For information on protecting your logo and earning royalties for the use of your logo, click here.

Interpretive Tag Identifies Locally-made Products

The Cache Valley Tourist Council that promotes the Logan Canyon National Scenic Byway in Utah supplies products to a gift shop that is operated in cooperation with the U.S. Forest Service. As part of the agreement all products sold must have an interpretive tag attached that identifies the products as locally-made. The “Made in Cache Valley, Utah!” tags of varying sizes include a brief explanation of the word cache as a French word meaning “to store one’s treasures” and encourages visitors to “Explore Cache Valley and take home a treasure.” The tag also includes a website address for regional tourism information.

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The “Branding America’s Byway” article suggests:

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