It takes a village to build and own a brand: everyone on the same page and pulling in the same direction. It's a team sport. Can you imagine what would happen if every Coca Cola bottling plant designed its own Coke logo, label, and ad? It wouldn't exist as a brand. You are much more powerful as one loud voice than a number of small independent voices. So it's vitally important for the local government, chamber of commerce, business groups, and destination marketing organizations to all work in concert.
Conclusion: "Something for everyone" is not a brand
Find your niche and promote it like crazy. This is the age of specialization - being known for something specific. It's far better to be a big fish in a small pond, then grow the size of the pond, than it is to be a small fish in a big pond. In the U.S. alone every community has 15,000 other communities trying to compete with them. What sets you apart from everyone else? Whatever it is, build your brand on that.
And when you look for professional guidance, don't get duped by flashy ads and nice logos. Look at the samples and see if the work really sets their clients apart from their competitors.
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