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.