Place branding

Cities, places and regions are as much in competition today as companies and organizations. There is as much need for branding as within a commercial activity. However, cities, places and regions are as commercial as companies today. There is a need for attracting new commercial activity to the region, new investments both from companies and government as well as tourists and business visitor. All this render income, in forms of taxes, VAT, a flourishing service and business community etc.

If you are able to create a world leading cluster for some sort of development, for example within bio-tech or information technology, as Kista Science City outside Stockholm for mobile internet, then you are lucky.

Or maybe it was a strategy… A place or a country is as much in competition as any company. Many have realized this and have worked out how they can differentiate in the competition with other locations. Branding is about what you stand for, how you differentiate and how to communicate what you are best at. You have to see above the horizon. Many are the places who are communicating with the same arguments. How are you different? How do you stand out from the competition? What specific benefits does your region have? It can be practical or perceived benefits. Remember also that the benefits that the customer perceives are the benefits are the real benefit.

Sometimes the differentiation is close at hand, sometimes it is hidden. When we have worked with places such as Kista Science City, or the City of Stockholm we have adopted the outsiders’ view, or brought in our members of the staff who are not too close to the place in question. However, one thing is for sure, there is always a differentiation.

Do you have a differentiation?

Kista Science City Branding