By Nick Miroff
Washington Post Staff Writer
Monday, July 17, 2006; B01

It's tempting to scoff at "TIMELESS," the one-word slogan adopted by the Fredericksburg Area Tourism Council last year to lure more visitors to the region. The trim little tagline cost more than $110,000 to develop, all told -- nearly $14,000 per letter.

At least David Holder, Fredericksburg's director of Tourism and Business Development, isn't fretting over the expense. Since the new slogan's debut, there's been a 22 percent increase in traffic to the tourism bureau's Web site, as well as a 58 percent increase in phone inquiries, he said. With a nod to the area's history and its leisure opportunities, Holder called "TIMELESS" "a true synopsis of what our destination has to offer."

"It appeals to the traveler's emotional side," he said. "You feel like time can stop, because the last thing you want to do is go back to work on Monday." More than a slogan, Holder said, "TIMELESS" "is an experience."

In the argot of contemporary marketing, this is known as "living the brand."

With its clever sloganeering and slick advertising, branding is a concept more commonly associated with toothpaste and sneakers than towns and communities. But city and county governments in the Washington region and throughout the country now are trying to attract tourists and cement their civic self-image by forming a brand identity not unlike Nike, Cheerios or Charmin.

Some places have it easy. Ocean City's allure is built into its name. Annapolis is visibly "America's Sailing Capital." And Washington needs no introduction.

But what about Leesburg, La Plata or Frederick? The region abounds in towns and places that share similar appeal: battlefields, colonial architecture, upscale shopping and fine dining.

"As the marketplace becomes more competitive, communities have to work harder to distinguish themselves from other communities 10, 20 or 60 miles down the road," said Stephanie Redman, assistant director of the National Main Street Center, which promotes the redevelopment of downtowns and commercial districts.

Redman described this elusive quality as "differentiation." In other words, cachet brings in cash.

"Generally every community has something it can hang its hat on," she said.

In the past three to five years, Redman said, communities nationwide have increasingly sought to develop a brand identity, both to draw more tourists and in response to the homogenization of the country, as chain stores and franchises replace local businesses.

"You're creating an experience for the customer, to live and be and feel the brand," said Dana Page, program manager of the Zyman Institute of Brand Science at Emory University.

Consider Disney, she said.

"When you're at Disney, everything is Disney. They've branded the whole experience -- the rides, the hotels. You're living in a Disney world. It's managed throughout the entirety of the whole visit," Page said. Local towns and cities don't necessarily aspire to Disney-style brand ubiquity -- a revulsion to some. But a sharp slogan can solidify the identity of a community that's experiencing the growing pains of rapid development and an influx of new residents.

This was the thinking behind creation of Leesburg's "Discover the Charm" slogan, said Marantha Edwards, the city's marketing and tourism manager. Leesburg paid Virginia-based Mann Marketing Inc. $50,000 to create its brand identity in 2002.

"Loudoun [County] is such a rapidly growing area that many folks living here don't realize what their own community has to offer," Edwards said. "There's so much going on in the Washington metro market, and people are so busy. We wanted something action-oriented, and something that would say: Leesburg is a cool place. Come discover it."

If active verbs are in, superlative boasting (as in friendliest, greatest, most charming) is now passe. For example, Fredericksburg used to call itself "America's Most Historic City," but Holder said that line of promotion can discourage visitors from Philadelphia, Boston or other cities with a legitimate claim at such a distinction.

"The believability factor is crucial," Holder said.

Fredericksburg, Baltimore and other cities in the region have spent large sums to hire Longwoods International, a market research firm in Toronto that provides customized data on consumer tastes and spending habits. That information is then used by advertising agencies to create slogans and logos, the building blocks of brand identity. But if many residents don't like a city's slogan, it can become a symbol of civic embarrassment.

Baltimore spent $500,000 on its rebranding campaign and unveiled its new slogan, "Get in on it," in May. It's been savaged by local bloggers ever since. "Elementary school kids could've come up with this slogan for free," mocked http://www.mdpoliticsnow.com/ .

That's one reason some towns in the region are loath to spend thousands of dollars on hired image-makers. "Everyone's so anxious to farm out branding and slogans to professionals," said Neil Greenberg, Rockville communications director. "But they don't always come up with the best ideas."

Greenberg and his team have been trying for two years to come up with a slogan to put on Rockville license plate holders. But it's tough, he said.

"Can you be edgy, make your point and say something -- all in five words?" Greenberg asked.

"If you find the right slogan, it gives you an identity to put on everything. People would drive around and see it on police cars, trash trucks, every shirt that city employees wear."

The latest slogan under consideration is "Living Well: The Rockville Way," Greenberg said, adding that he's always on the lookout for new proposals.