Branding Wellbeing Tourism

The regions around the Baltic Sea in Sweden, Denmark, Germany, Poland, and Lithuania are united by history and nature. Incredible landscapes that are clean, peaceful, and accessible is part of any visit to the South Baltic region.

Home of Wellbeing

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Download the booklet “Branding Wellbeing Tourism” to learn more about our brand Home of Wellbeing, and how to develop you own brand.

The regions around the Baltic Sea in Sweden, Denmark, Germany, Poland, and Lithuania are united by history and nature. Incredible landscapes that are clean, peaceful, and accessible is part of any visit to the South Baltic region. An increasing number of tourism businesses here are considering their impact on the environment and society and make sustainability a priority. Tourism offers are designed to support a healthy lifestyle, joyful encounters, peace of mind, and slow living. Together this forms the uniqueness of the South Baltic destination as a Home of Wellbeing.

A brand for the South Baltic
Through collaboration in the South Baltic area, we brand destinations, companies and products that are in line will wellbeing, ‘Home of Wellbeing’. It makes us distinctive and memorable and stand out as a responsible and preferred destination in the eyes of the growing number of travellers who care about sustainability, health, and wellbeing.

You are a Home of Wellbeing
If you share our values of wellbeing, you may be a Home of Wellbeing. If you are a tourism agency, a restaurant, a hotel, a spa, a gym, or a seasonal small business; If you care about the environment; If you work towards a prosperous local community and think about how to contribute to the wellbeing of others – then you are a component of the brand. Home of Wellbeing is also YOU. And together we can make a difference.

Finding the core

A brand builds the reputation of a product, service, place, person, or organization. It creates awareness and identity and distinguishes your company and offers from others.

A brand is a summary of the feelings and thoughts you want your potential and actual customer to connect your company with. You can express it using a logo, symbol, slogan, and through your choice of colours, images, and words.

Make sure that your brand is an honest reflection of your business and its values so that you can keep your brand promise to the customers. In this way, customers will trust your brand which is key to its success.

Values, visuals, and narration

If your brand is well-defined and well communicated, customers will have a clear and positive understanding of your business and what they can expect to experience when buying your products and services.

In developing your brand, you can work with your brand values, visual brand identity, and brand narration. Together, these three components create the comprehensive feel, look, and tone of your company to your customers.

Brand values
Through your brand values, you can connect to your customers on a deeper level. To define your values, you can ask yourself: What matters to me? What do I stand for? Customers who share your values are more likely to have a positive relationship with your brand.

Visual brand
Your visual brand consists of your logotype, the colours you use in any kind of communication, and photos you use to illustrate your services and products. It can also include the appearance of your facilities, products, and people in the organisation. Consider how the various visual elements can express your values and the core of your business. Make sure that your visual identification system is uniform, consistent, and authentic.

Brand narration
The use of storytelling can help customers connect emotionally to your brand. Storytelling is a narrative that weaves together facts and the emotions that your brand evokes. Use it to communicate the authenticity and values of your business. Use positive wording to create positive emotions in the customer.

Branding natural and cultural wellbeing of the South Baltic countries

The regions around the Baltic Sea in Sweden, Denmark, Germany, Poland, and Lithuania are united by history and nature. Together this forms the uniqueness of the South Baltic destination as a Home of Wellbeing.

Incredible landscapes that are clean, peaceful, and accessible is part of any visit to the South Baltic region, and thus a central element in the branding. You are always close to the sea, the Baltic Sea, with its diverse coastline including maritime forests, white sand beaches, and amber – a 100-300 million of years old ‘gemstone’ used in jewellery and as a healing agent. Long summer days with light nights provides plenty of time for outdoor activities. Numerous safe and well described routes for hiking and biking runs through the landscape and passes along the sea. The beauty and colours of the various seasons are astonishing, and the darkness of the winter nights is perfect for stargazing.

On the following pages you can be inspired of how to visually brand the South Baltic countries through photographs of nature and culture. By including this in your branding, you can both present the characteristics of your destination, and you can express values and assets such as freedom, protection of nature, joy of physical movement, creativity, and local produce.

You can express wellbeing by using the uniqueness of your own area in your branding: Nature, cultural heritage, and traditions. Show your guests what they can experience only in your region. This could be special kinds of handicraft or events. Let your brand support the local heritage.

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