But all these attractions can cause problems in establishing a brand by creating a message that is muddled, said Phillip Davis, a branding specialist at Tungsten Branding in North Carolina. The key to establishing an effective regional brand is to hone in on one aspect and promote it, he said. Other attractions might be included marketing efforts, but effective branding requires a focus. “It is more like a recipe,” Davis said. “You have to have a main ingredient, but it’s not that the other ingredients go away. If everything is equal, it’s tasteless and nothing stands out.” Building a regional brand, Davis added, also requires the participation of the entire community, including the government, organizations, and residents. “There are components, like-minded people, a common vision, a common goal, and a little bit of magic,” he said.