Our Place Branding

Our Place Branding forum

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STEP 1: Vision, Mission and Objectives (4 topics, 4 messages)

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. Tags

To this categoryLast added topic:Vision - Circle manager: Erik van 't Klooster - 20 August 2009 16:04:00

STEP 2: Analysis of the current place brand (3 topics, 3 messages)

As with any branding strategy, it is crucial to underpin decision making with a thorough analysis. It requires insight into three major perspectives: place identity, perceived place image and projected place image. After the individual examinations, the three major perspectives need to be aligned in order to develop a strong and consistent brand experience. In particular the alignment with the identity of the place is key to make the place brand offer authentic and distinctive in order to build reputation based on a coherent, compelling, unique and omnipresent sense of place. Tags

To this categoryLast added topic:Perceived Place Identity Analysis - Circle manager: Erik van 't Klooster - 20 August 2009 16:14:00

STEP 3: Design new place brand essence (3 topics, 3 messages)

Based on the input from the place brand analysis the design of the place brand essence is grounded in the brand identity, which incorporates the brand name, values, narrative, visual identity and scope. On top of that, the brand essence involves, as with any brand, a reference to the quality and service characteristics of the economic offering. Place branding is often reduced to the design of visual identity and communication even though a place brand uniquely represents an experiential ‘product’. Therefore, the place brand essence should involve the formulation of an experience concept; that is, a vision about the characteristics of the place experience that people can expect as visitors. Lastly, the place brand essence should represent a value match between place identity and the type of audience it tries to attract, which could also be referred to as brand positioning Tags

To this categoryLast added topic:Brand Identity - Circle manager: Erik van 't Klooster - 20 August 2009 16:28:00

STEP 4: Place Brand Implementation (3 topics, 3 messages)

To implement the place brand essence triangle, several elements need to be put in place. First, an experience concept requires the construction of events, infrastructure (e.g. buildings, landmarks), symbolic actions, and supporting policies. In other words, place branding can not be based on communication alone; it requires actual product development as well. Nevertheless, communication is key and therefore involves the second element of the place brand implementation triangle. Finally, such building of place experiences and consistent projection of the brand essence requires cooperation from many stakeholders. Tags

To this categoryLast added topic:Construction - Circle manager: Erik van 't Klooster - 20 August 2009 16:52:00

STEP 5: Place Brand Monitoring (3 topics, 3 messages)

To assess the effectiveness of the new place brand a periodic measurement of the brand’s equity or brand value is required. We believe that brand equity is built not only through place image and brand satisfaction/loyalty (which we cover extensively in the other forums, particularly under Place Brand Analysis), but also through name awareness (i.e. one can not build a strong image and satisfaction if there is limited awareness of the place brand).Tags

To this categoryLast added topic:Awareness - Robert Govers - 28 August 2009 09:29:00

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