In an increasingly competitive world, every place whether a city, region, or nation is vying for attention. Governments, tourism boards, and local organisations are all trying to attract visitors, investors, talent, and residents. But here’s the catch, you can’t “market” your way to a great place brand.
Place branding isn’t just about slogans or flashy logos; it’s about shaping identity, perception, and experience. Done right, it turns locations into destinations and communities into movements. Done wrong, it becomes a costly logo exercise with no lasting impact.
What Is Place Branding, Really?
Place branding is the strategic process of shaping how people perceive a place, its story, culture, values, and promise. It’s not about creating something artificial; it’s about revealing what’s authentic and amplifying it.
At its core, place branding is built on three key pillars:
1. Identity: Who Are We?
This is the foundation the truth of the place. It’s about understanding its DNA: heritage, people, industries, natural assets, and aspirations.
Example: “I ❤️ NY” worked because it captured the emotional energy of New York, resilient, creative, and human not just its tourism offer.
2. Perception: How Are We Seen?
How do outsiders view your place? What do residents feel? Successful place branding bridges the gap between perception and reality through storytelling, experiences, and consistent communication.
Example: Iceland’s “Inspired by Iceland” campaign transformed perceptions after the 2010 volcanic eruption from chaos and isolation to creativity, adventure, and natural wonder.
3. Experience: What Do We Deliver?
No amount of marketing can compensate for a poor experience. Place brands are lived, not just promoted. Urban design, hospitality, events, governance, and resident engagement all contribute to the brand promise.
Example: Copenhagen’s brand of “sustainable happiness” works because the city actually lives it, from bike culture to urban design to citizen well-being.
Common Mistakes in Place Branding (and How to Avoid Them)
1. Mistaking Branding for Marketing
Too many cities start with a logo, tagline, and ad campaign, skipping the deeper strategy. Branding defines who you are; marketing tells the world about it. Without a clear identity, campaigns fall flat.
Example: Kuala Lumpur’s “Endless Possibilities” campaign (2013) was quickly scrapped after being accused of copying Israel’s tourism slogan, showing what happens when branding starts from promotion, not purpose.
2. Ignoring Residents
Place branding that excludes locals is doomed. Residents are your most credible brand ambassadors or critics. If they don’t believe in the story, no one else will.
Example: When Amsterdam removed the iconic “I amsterdam” sign to discourage over-tourism, it revealed the tension between visitors and locals. The initial campaign built global fame but didn’t account for local sentiment.
- Chasing Trends Instead of Authenticity
Every city wants to be “innovative,” “vibrant,” or “green” but these clichés erase identity. A place brand must be distinctive, not derivative.
Example: Many places have adopted the “Silicon [Something]” label — like “Silicon Roundabout” or “Silicon Slopes” diluting both their uniqueness and credibility.
4. Short-Term Thinking
Political cycles and leadership changes often derail place branding. But meaningful place brands take years to mature.
Example: Several Eastern European cities have rebranded multiple times in a decade, leaving citizens confused and investors wary.
- Neglecting the Experience
A powerful narrative can’t survive poor infrastructure, bureaucracy, or safety issues. The on-ground experience must align with the promise.
Example: Some Caribbean islands market luxury escapes but suffer from inconsistent service or environmental neglect, undermining the brand story.
Building a Lasting Place Brand: The Roadmap
- Discover your place DNA through research, stakeholder workshops, and cultural mapping.
- Define your brand essence, values, positioning, and narrative.
- Design your expression, visuals, messaging, and tone of voice.
- Deliver through policy, experience, and engagement.
- Defend and evolve measure, refine, and stay true to your promise.
A strong place brand is not built in a boardroom, it’s grown through shared ownership, authentic storytelling, and lived experience. The goal is not just to attract attention, but to foster pride, belonging, and trust.