Tone and manner

The words we use help shape the world we wish to create. The copy content and tone are key components to building an effective brand message. Many individual marketing pieces focus largely on independent properties or services. By including a distinct and consistent description of our region, we will build identity, value, and equity to all San Diego North products.

There are two areas covered in this section to assist you. The first deals with the messaging - "what" you say. The second deals with demeanor - "how" you say it.

The message - "what":

Remember to build your story around the overall experience of visiting and being in the San Diego North region; think beyond the world outside your individual business or product.

• Include some of these key features of the region in your messaging:
• Premier resort destination
• Natural expansive beauty
• Casual elegance
• Authentic Southern California experience
• Unparalleled climate
• Understated sophistication
• Year-round destination
• Serene exhilaration
• World-class quality
• Safe and secure
• Youthful spirit

Demeanor - "how":

How we communicate about our region is through a combination of visuals, words and experiences. The following recommendations will help you write effectively about San Diego North.

• Refer to the experience of being there; not just the property features and benefits
• Include references to the world outside your doors
• Put yourself in the customers place and speak to what matters to them, i.e.
• service, safety
• Mention the views, the scents, and the sounds, -- involve all the senses
• Sometimes less is more - be brief and evocative when possible
• Use or contrast diversity to your advantage
• Help them discover the special "insider" experiences that make people connect
• Think of others in our region as partners rather than competitors - build synergy

DO:

• San Diego North

DON'T:

• North County
• North San Diego
• San Diego North County

Our personality

Our brand character sets us apart in everything we say and do. It makes us unique. It gives us a personality that unifies our communications and our actions.

This character will only be strong if we are all consistent in reinforcing it through the same tone and manner of communications (from advertising to marketing brochures).

The following are our key character traits and how the tone and manner of our communications should deliver them.

• Authentic
• Natural
• Premier
• Comfortable
• Service oriented
• Year round