Place Branding: A Winning Economic Development Strategy

By: Nicholas J. Vehr
Vehr Communications

Competition is fierce. Buyers have choices. Buyers choose “brands” that promise them something and then deliver on the promise. And, we’re not just talking about soap!

In today’s “flatter world,” competition is increasing for cities and regions as well - competition to attract and retain talented workers and the businesses that employ them. Talent increasingly chooses place over profession and perceptions of place – the promise it offers to “me” – influences choice. So, place matters.

In economic development terms, place branding matters. E.D. professionals play to win. Place branding is finding its place in their tool box because it works; it helps to differentiate their “place” in ways that matter most to today’s enlightened work force.

Place branding helps to stimulate and organize community consensus, motivate collective action, inspire emotion and awaken pride … qualities that matter to workers who yearn to be “someplace” rather than “anyplace.”

As consumer and business brand experts have taught us, there are principles and processes that make it work. We offer the following as they apply to place branding.

Place Branding Principles:

Be Purposeful: a region or city must a have a reason to invest the time, energy and resources to do it right. Corporate attraction and retention, talent recruitment, tourism promotion and convention and meetings attraction are common reasons.

Be Truthful: you are who you are. Branding can’t and won’t change it. You can, though, emphasize strengths or minimize weaknesses in authentic and believable ways.

Be Future-Focused: People aspire for the better day. Give them hope to find it in your “place.”

Commit to the Process: It takes time. It takes patience. It takes research, formal and informal. It requires all voices and views to be at the table from the beginning, even those with whom you don’t agree.

Be Creative: Translating how your “place” is different may require using your brain differently. Let experts engage you in creative explorations that pull out hidden truths, ideas and inspirations and amplifies known ones. Accept that getting to the end may not follow the straight line you have come to expect in your business.

Be Patient: Use a calendar, not a watch, to measure success. The process takes time. Once you get to a creative execution, it takes time to encourage others with whom you have little or not control to adopt and apply. Once you reach critical mass, it takes time to convey the message.

Be Disciplined: Place branding requires the discipline to be creative, to speak with clarity and to do it consistently over time. Of course, whether you are reaching your audiences can and should be measured, qualitatively and quantitatively.

Place Branding Process

Entire books have been written about the process of branding products and services. Publications specifically about place branding have been around for a decade or more. A simple web search on “place branding” provides many options.

As for specifics, it depends. What’s the budget? What’s the purpose? Who’s the target? How broad is the effort? How many NGOs are included? Are your elected officials involved? Can you get some pro bono support from marketing experts in your market with place branding experience?

These are all factors, and there are others. This is an area in which you really need professional guidance. You need someone who can oversee and direct the process and advise the leaders of the effort at critical junctures.

Place branding shows community caring, cohesion and commitment; qualities that matter to workers who are in the position to make choices. In an increasingly competitive and “flatter” world, it can be the difference between winning and losing to grow a regional economy.

For more information, please contact Nick Vehr at nvehr@ vehrcommunications.com. Nick is the President of Vehr Communications and a team member of KMK Consulting.