The Challenge
The challenge of this Origin-branding project is to leverage Tasmania and define the competitive advantage accrued from the origin - both rationally and emotionally.

A key implementation challenge for R-Co is accommodating the marketing, business and communication needs of the various stakeholders and audiences including:

•    Local and national communities
•    Industry (local, national, global)
•    Government - State, Federal and International
•    Analysts, commentators and media
•    Tourism Industry
•    The workforce and employer/employee stakeholders
•    Local business, corporate leaders and industry (primary, secondary, tertiary)

Strategic Considerations
•    Need for the Origin Brand to communicate and be identified as 'from' and 'for' Tasmania
•    The appropriateness of the brand architecture and its ability to be inclusive of all known stakeholders
•    Reflection of brand essence - "Far from Ordinary"
•    Co-branding considerations and opportunities
•    The ability of the design to be reflective of future aspirations
•    Connection and Memorability

Objectives
•    Creation of a Place-of-Origin Brand for Tasmania - with a logic inclusive of practical and actionable guidelines
•    Development a visual identity system that could be used by all stakeholders from both government and the private sectors across various mediums including packaging, print and online.
•    Consideration Origin Brand under which Tasmanian stakeholders can align with individual promotional activities (i.e. Tourism).
•    Formulate and action an implementation program.
•    Development of positioning lines for the Origin Masterbrand Identity.
•    Provide advice and guidance on measuring the success of the program.

Outcome
•    Origin Brand "Brand Tasmania' is born representing the pride of Tasmania to local, national and international audiences.

Project Background
The Brand Tasmania Council was established in July 1999 to formulate and promote a place-of-origin branding initiative for Tasmania. Its members include leaders of the private sector and representatives of the Departments of Premier and Cabinet, Tourism Tasmania and the Department of Economic Development and the Department of Primary Industry and Water.

The Council's vision is that Tasmania be recognised as a leader in the world of islands, with a global reputation for quality products and services. To achieve this, the council promotes a strong, positive perception of Tasmania by connecting its recognised natural values to the resourcefulness, innovation and creativity of its people, through the brand 'Tasmania'.

The council's principal objectives are to heighten the profile, quality and value of Tasmanian products and services in the marketplace and to encourage a broad based ownership of the Tasmanian brands by Tasmanian enterprises and the local community. Also a desired outcome is that these products and services be valued in the key national and international markets.

Why is Origin-Branding vital?
A place, like any product, is evaluated not only by its functional aspects, but also by its symbolic features. This follows the premise that people always have a perception or image about a place and its inhabitants. Origin-Branding can educate audiences and build positive perceptions.

A meaningful Origin Brand should encapsulate the characteristics, culture and individuality of the 'place'. In order to create this holistic image, the true essence needs to be captured and incorporated. In this regard, Origin Brands also have the potential to increase communities' self-esteem by creating the relevant awareness that their local environment is unique and precious. Local people should be encouraged to be proud of their heritage.

Branding 'places' does not equate with the commercialisations of local culture, but with the protection and promotion of diversity. The Origin Brand concept can be seen as an intelligent answer for local sustainable development.