Most race directors know how to promote a race.

Far fewer know how to build a brand.

Every year I see race directors pour enormous amounts of energy into registration announcements, sponsor posts, deadline reminders, and race-week updates. Then for many, almost as quickly as the finish line is packed away, the content stops.

The race disappears from social media.

The website sits unchanged for months.

Momentum fades.

Then, months before the race begins again next year, the process starts all over again.

I keep thinking there has to be a better way.

“We don’t really have a brand. We just put on a good event,” a gravel race director friend told me.

He said it casually. Almost proudly.

And in one sense, he was right. His course was solid, and the race was a blast. The volunteers showed up. The aid stations were stocked. Riders finished tired and smiling.

However, if you put on a race, you have a brand.

The only question is whether it’s intentional.

If you have ever stood in the middle of a gravel race with a camera in your hand, you have seen it happen. A rider comes through a section of road that feels like the middle of nowhere. You grab a shot, post it later that night, and suddenly thousands of people who have never even heard of that town are paying attention.

That is what happened in Douglas during BorderLands Gravel.

Building a brand is a long game. It’s less about viral hits and more about consistent presence, a clear identity, and showing up with something that actually connects. I’ve seen it firsthand in the adventure of building Trail Builder Magazine from the ground up.

Over the past few months, I’ve been reflecting a lot, not just on Trail Builder Magazine, but on the broader journey of building brands, launching projects, and trying to create something meaningful.

When I first set out, everything was personal. Each post, each article, and each project felt like an extension of my own story. Whether it was telling the gritty, inspiring stories of trail builders or working with small towns to spotlight their hidden adventures through rural tourism, it was all rooted in real people, real places, and a deep sense of purpose.

But here’s the challenge that I struggle with: the bigger things get, the easier it is to lose that connection.

Why do some small towns become viral hotspots while others fade into obscurity? To me, the key lies in branding and storytelling.

In an era where digital marketing can make or break a destination, small towns must craft a compelling brand identity that resonates with travelers.

Interestingly, most business owners and non-profit leaders I talk with don’t like social media. While they know it is essential for their brand to grow its awareness and generate sales, interest, signups, etc., there’s a growing allergy to social media. As a result, most will post randomly without any plan or strategy.

However, they’re missing out on the best of what it means to be on social media. Here’s why a strategy is essential …