Beyond the Logo - How place branding builds identity, economies and community

Place branding and placemaking are terms that are often thrown around by experts as something a place should do but with no explanation as to how it fits with the broader place design and community needs. It can often be hard to convince decision makers to invest in place branding and placemaking.

At Sparrowly Group we work at the nexus that folds this in as a strategic element to creating stronger, resilient communities and places. 

Sparrowly Group’s Jackie Hicks recently attended City Nation Place Australasia forum joining colleagues from across Australia, New Zealand and Asia specifically on the topic of place branding. 

If you have heard these terms and are curious as to what they mean for your place and how to bring the key decision makers on the journey, the following will provide you with the insights to evoke a meaningful discussion around what place branding and placemaking means for you and your community.

Let’s start with some key concepts and definitions:

• Place branding is the strategic process of building the reputation you feel your place deserves. Place branding is what makes your place unique and special - it’s innate and often intangible. It’s more than a logo or your brand identity - it’s who and what you are. It’s your DNA.

• Your place brand identity or narrative is how you communicate your brand promise.

• Place marketing is how you tell and communicate your story across your channels to your audiences.  

• Placemaking is the collaborative process of shaping public spaces to foster community connection, identity and wellbeing.

Place branding is complex and nuanced. Whether for a town, region, city, state or country. It can sometimes be fraught with challenges including overcoming sometimes negative or outdated perceptions. 

So, where do you start? How do you find your unique ‘DNA or brand’?

Place branding as a core economic and social driver

Place branding is not just a marketing activity, but a fundamental component of community and economic development. Educating decision makers to view place branding and placemaking as an investment into a community and places future will lead to long term benefits. 

Place branding and placemaking are not cost centres, but are drivers of economic and social wellbeing. Your residents need to have pride and love their place to be true advocates of a place. This leads to many benefits including increased visitation and workforce attraction.  

Your place brand belongs to your residents and community. It’s what makes your place unique, it’s your stories, your people, your assets, your behaviours and your attributes.

A good place to start is to think of some core principles of what makes a great place to live in. These may include residential options, transport, infrastructure, events and night life. These fundamental elements allow for visitors to build civic pride in where they live and become advocates for their place. 

To make the economic case for a place brand, consider the following elements which drive economies - feelings, culture, stories, consistency and confidence. Brand Tasmania is a great example of this. Through extensive engagement and listening, Brand Tasmania were able to demonstrate this economic case for a place brand and shifted from an approach that tried to be ‘all things to all’ and instead on what is truly authentically Tasmanian and ‘feels like it can only happen here’. Tasmanian locals have been trained to deliver the story and messages, as well as share their own unique quirks and stories through the extension of the brand. 

Community engagement as a branding superpower

Engaging your residents and community in the place branding process fosters community pride, trust and ultimately creates local ambassadors which are key. Continuous communication and engagement throughout a strategic process with the community is key to shaping a brand that resonates authentically and enables true buy-in. 

A collaborative approach to brand development is required. Building and nurturing a place brand is complex and requires collaboration among various stakeholders, including government, businesses and the community. 

This can be through various methods including focus groups, visioning workshops, community walks, surveys, persona mapping and much more. Ask your stakeholders:

• What are you most proud of about your place?

• What makes your place unique? 

• What are you least proud of about your place?

• If ‘something’ went or was removed, what would happen?

• What would you miss the most about your place if you moved? 

• Is there anything we need to do less of, or differently?

• What colour do you associate with your place?

It’s important to note that the resources provided, including adequate time and budget, will ensure that this engagement can be done well to achieve a great outcome with long-term return on investment. 

The power of action and proactive adaptation

A great place brand is not built on plans alone, it’s shaped by action, adaptability and collaboration. Too often strategies sit in a drawer waiting for the perfect moment, but real impact comes from taking bold steps, learning along the way and refining as needed. 

The strength and long-term resilience of a place brand is enhanced when there’s a significant overlap between residents' perceptions, visitors' experiences and a place's identity. Maintaining these core values allows for a stronger brand. 

Place branding is a living process with the strongest brands balancing long-term vision with the spontaneity that keeps places dynamic and thriving. This is where your marketing campaigns and activities speak and deliver your brand narrative. 

Some of my personal favourite place brands that I have come across include the Tasmanian story, in particular their approach and commitment to authentic listening. The State has done a great job taking their brand and integrating and aligning it across elements of live, work, visit, study, invest and trade. 

Hearing from New Zealand attendees and presenters who spoke to their approach to brand strategy development and the importance of alignment with their local Iwi (Maori tribes) was inspiring. Whilst I am planning a New Zealand holiday, it was great to hear from the Mayor of Rotorua Lakes Council, Destination Auckland and Destination Queenstown in particular. All such different places with their own unique characteristics and attributes. Similarly to Tasmania, these place brands also align back to the national New Zealand place brand. 

They are 100% pure New Zealand. And these places are 100% added to my itinerary!  

So, be bold and brave. Uncover your unique story and bring your stakeholders and community on the entire journey with you.  

Access the key takeaways from the organisers of City Nation Place here. 

Image credit to Relaxing Journeys.