About the brand
PRIMAL BRANDING is a book by Patrick Hanlon. Anything in brown below is from the book.
It states that there are 7 factors in a good brand. Here is the rationale behind each seven for the "Rural Kansas: Come...and get it" brand.
THE CREATION STORY. What is the story behind the brand.
People say there is nothing to see and do in Kansas -- but that's just because they haven't learned the Explorer view of things yet. If a person looks for each of the eight rural culture elements they will see a whole new Kansas. But it's not just about seeing, but about understanding rural culture, like why a store closes at 2 p.m. to go watch a ballgame, why our main streets are so wide, why groceries are sold in the hardware store, why the local cafe owner tells people to go eat at the annual church supper.
The Explorer mindset encourages people to
interact in the rural culture of a town.
Because the Kansas Explorers Club was designed as a tool to support
community viability, the whole purpose is to engage Explorers in doing
something to make a difference in a town, even if it's just to go visit and eat at the local cafe.
THE CREED. The core set of principles.
lots to offer, it's just not traditional from a tourist point of view.
- People will come if they just know about it.
- The more they understand, or "get" us, the more they'll interact (spend money, help with projects, eat in the local cafe, etc.)
- Each community isn't expected to have the money or knowledge to market to the world but collectively we have more ability to convey our message.
- Explorer tourism is a tool of viability for small communities.
THE ICONS -- quick concentrations of meaning that cause your brand identity and
A brown sign will be the icon. It will have the words "Rural Kansas: Come...and get it" on it but the word "rural" will be replaced with each town's name when people go to that community page on the getruralkansas.org web site.
THE RITUALS. Repeated interactions.
There are certain behaviors that we encourage to the Explorer audience:
- Visiting with the locals
- Feeling good about spending money in small towns
- Buying stamps in small town post offices
- Eating in local cafes
- Daring to do dirt
- Making a difference
- Sharing the secret greeting ritual with other Kansas Explorers Club members.
THE NON-BELIEVERS. To have the yin of believers you need the yang of non-believers. Once you understand who the non-believers are you open up new opportunities to be who you are and manifest your potential for what you can become.
Our believers would be explorer-types. The non-believers would be people who don't yet "get" rural.
THE SACRED WORDS. All belief systems come with a set of specialized words that must be learned before people can belong.
- 8 rural culture elements: architecture, art, commerce, cuisine, customs, geography, history, and people.
- We Kan!
- I Kan Help rural Kansas.
- Explorery places
- Dare to do Dirt
Foundation. Get Rural Kansas Partners. Kansas Explorer Club members. Kansas Travel & Tourism Division.