Places need brands to thrive — and those that thrive have developed very sophisticated brands in order to command attention and maintain relevancy in a highly competitive world. But strong place brands are much harder to develop than ‘normal’ brands, even though the actual processes are much the same they need to appeal to a wide range of stakeholders and audiences.
Building a strong place brand means sifting through the facts, figures, views and visions for the place and defining a core brand narrative that’s true, authentic, clear and simple, before expressing it through any number of symbols that serve as proof points for the brand. A strong brand narrative will deliver a distinctive, compelling, memorable and rewarding experience at every touchpoint.
Whether transforming a cityscape, building a new development in an unknown area or even promoting a country, people like, support and endorse places they understand, value and map onto.
Places that stand for something stand-out.