In our blog series on "Will Your City Be DOA in the 21st Century" explored branding as a strategy for sustainability and, even better, thrivability for local goverments. We keep getting questions about this, so we're going to unpack that idea.
Why is branding, and specifically place branding, so important? And just exactly what is it? And lastly, how do you start the process?
Branding is important because your town is in competition with hundreds, if not thousands of other local governments for highly talented and resourceful residents, businesses and organizations. You want the economic engine of the 21st century – “that creative class of people” as Richard Florida has called them – to come live, stay and grow their families and businesses in your town. Branding is the emotional magnet that will draw them to you, and keep them there.
A brand is a living, breathing relationship that is forever changing between your stakeholders and the focus of that relationship: your civic brand, which is a clearly defined and identified entity with an associated promise of value, purpose and values.Read More