Viper Adventure

How to Brand Adventure

Author: Jim Hardcastle

Jim helps people plan and deliver effective communications. His background in the countryside sector provide him with a wealth of experience in rural marketing. Facilitation, fueled by coffee, with Post-Its at the ready, he’s here to help .

If you're after a passionate, loyal and dedicated target audience that will commit their spare cash to your cause then brand adventure.

If people are passionate about an adventurous recreational activity, like adventure racing, mountain biking or climbing, then they can be perfect customers if you get your branding right. Here's 10 top ways to brand adventure:

1. Develop strong brand guidelines. One document with all the elements of your brand in that will keep things consistent.

2. Develop your own lines of kit and get your logo on everything. People will want the right kit for practical and ego reasons, own that kit.

3. Review wider products associated with your activity. Be neutral and authorative.

4. Reveal your knowledge. You've got to be a participant in your activity so reveal your insights.

5. Share wider research. Participants in the activity will be thirsty for knowledge. Share independent research from across the world.

6. Maps. People involved with adventure love maps. Brand maps. Share routes. Recommend locations.

7. Points of view. Headcams connect the viewer to the activity directly. Show what it's like to be the elite of your activity. People will spend hours watching headcam material, with your brand around it.

8. Create a club. Communities, gangs, clubs, we like to feel part of something that is exclusive. Create that community via social media and regular contact.

9. Keep it niche. People get involved with adventurous activities because it makes them feel different and special. Hold on to the niche position and don't be seduced by a mass appeal for short term gain.

10. Long term. Reward loyalty. Recognise the people that have been doing 'it' for years, these are your champions, figureheads and mentors, associate yourself with them.

Are you branding your adventure properly? 

- Posted on Monday 07 Nov 2011 at 10:26 by Jim Hardcastle

Tags: adventure (24), audience (33), brand (21), guidelines (1), mountain (5)