Ideally, a place branding project intends to build an overall market image, regardless of priorities in mission when it comes to targeting tourism, investments, exports or talent. In practice, many places have different organizations that are often building their own different brands. Such a fragmented approach tends to be ineffective as the mind of the investor, tourist and potential migrant, are often united in the same person. Therefore, it is important to build a single overarching and unifying brand, which is then adjusted and positioned to match the needs of certain segments such as tourists, business or creative talent. This way the branding effort leverages potential synergies. The place branding project therefore starts with the development of a shared vision, which is subsequently translated in a mission and specific objectives.