How Does the Brand Work

The strategy underlying the brand - including the brand positioning, brand values and brand personality, provide the basis for future communications.

As part of the brand strategy, The Blue Mountains Business Advantage Program has been developed enabling Blue Mountains businesses accredited in sustainable business practices, to receive a licence to use the brand logo for their own marketing. Sustainable businesses adhere to Triple Bottom Line principles.

What is Triple Bottom Line?

Triple Bottom Line (TBL) focuses on decision-making and reporting which explicitly considers an organisation's economic, environmental and social performance. As such, TBL can be seen as both as an internal management tool, and an external reporting framework.


The Triple Bottom Line is the focus of business sustainability on three levels:-

• the environment
• social and cultural, and
• economic

Business Advantage - Business Application

'Experience Business at a Different Level'
A positioning based on a different level implies higher quality, increased standards and enhanced creativity. It is likely to provide greater credibility and hence generate more support amongst the business community.

Tourism Advantage - Tourism Application

'Experience Australia/NSW at another level'
Suggests an enhanced sensory experience for international/domestic markets.

Community Advantage - Community Application

'Experience the Blue Mountains at another level'
A 'rallying call' binding the total community in its efforts to achieve its economic and social goals (i.e. employment opportunities, sustainable culture/environment) - taking the region to 'another level'