Place Branding. How communities build their reputation at global level using city branding strategies.
Reputation is everything … the potential of city branding
“A brand, an idea, an identity, synonymous with New York as a city, its infrastructure, businesses, tourist hotspots, residents and tourists alike…..” The I Love New York logo dates back to 1977 and needs no introduction.
Meanwhile, a newer city logo I AMsterdam has also captured the public’s imagination. “The essence of a city encapsulated not only in a tag line or a logo but a concept, a thought process.”
This example is not just logos – it is example of place branding. In an increasingly competitive global market, selling a town or city as the place to be is key not only to ensuring external and internal investment but also to retaining people, skills and talent within the local economy.
What Place Branding represents?
Place branding, may be seen as a step on from place marketing. It seeks not only to advertise and market a place to drive tourism. Instead it seeks to capture the essence of a place (whether real or aspirational). This brand is then embedded as part of a wider strategy and communicated to both residents and those outside, through business and commerce, transport, infrastructure, and events. If done effectively, the brand is a holistic channel for the desired message.
Place branding often seeks to influence the external perception that people and businesses have of a place – to either change preconceived ideas or stereotypes, or to use these as a way to advance the brand and promote its values.
“Place branding is the “who” of a place, while marketing is “how” you go about communicating the ideas and values which make up the brand.”- Tom Buncle Destination Scotland.
Benefits for local authorities
However it is not just global cities that can benefit from place branding. Local authorities can use place branding as a strategic tool to advance investment and retain a talent pool within their local communities. Developing a brand strategy can also be a useful way to engage members of the community, and build partnerships and social value between residents and businesses.
Although often used to encourage tourism, place branding strategies can also help promote regeneration and community resilience. Such strategies can also help with asset-based strategies, as towns assess what they have and how they can maximise its potential. Place branding also gives members of the community and local stakeholders an input into the future vision for the place in which they live. This might include property development and regeneration, or events.
However place branding is not always a universally popular approach. It can easily be misunderstood, especially at a time of budget and service cuts. The long term vision and investment required to successfully deliver place branding can also deter local authorities.