You know your story, and now you want to tell it. But before you reach out to all your potential fans, make sure you look your best first. You only have one chance to make a first impression, so make sure your place brand conveys your identity and values, and inspires your visitors to return.
Every place needs a unique brand and identity in recognition of its unique characteristics and offering. Your brand will tell visitors the type of experience they can expect in your place as opposed to the neighbourhood town, high street or development. This helps you attract relevant new visitors and create a sense of belonging for existing residents.
A good place brand and set of identities (font and colours) allows you to create a consistent presence across print, online and on merchandise. On a practical level this helps people identify you easily on different platforms and gives them the confidence to find and follow you on all mediums. On a social level, people love to be associated with an attractive brand, and this will encourage them to spread the word to friends. This is the beginning of attracting inward investment as more and more people want to a little bit of you.
A common mistake with place makers is to create a brand based on future aspirations alone, wiping away the history and heritage that created the unique spirit and experience of the place in the first place. It's not just that people love a good story, and love to live somewhere with a good story, but it's also that the heritage that informed your place's current identity is often still relevant. If your place is by the docks it will always be influenced by its waterside location even if tea cutters have now been replaced by oil tankers.
People live in areas for a long time and a place brand should be timeless enough to be relevant today and in fifty years time, as well as true to its past. That's why it helps to have spent the time looking into the narrative of place before creating a brief for the place brand. Place branding may be a significant investment, but if it's done properly, it will work brilliantly across old-style print and new age digital platforms; it will be as meaningful for the old guard as it is for the new incoming demographics; it will be as relevant in fifty years as it is today, and, with a bit of good marketing, it will be next year's 'it' bag.
This is the unique DNA of your place. A convincing and consistent narrative of place will help attract people and inward investment to your place-making scheme. Use it to define the brief, spirit and development of your place-making schemes, from the identity (brand, language, tone of voice, imagery) to the experience (lighting, street names, programming of events and markets, industry and workspace theme).
A strong place identity (logo, font and colours) allows you to create a consistent presence across print, online and on merchandise. On a practical level this helps people identify you easily on different platforms and gives them the confidence to find and follow you on all mediums. On a social level, people are emotionally drawn to the values represented by an inspiring logo, activating civic pride and a sense of belonging.
An inspiring narrative of place plus an attractive visual identity equals a perfect storm for a successful range of branded merchandise. We design beautiful logos and create campaigns to launch and grow high street merchandise that will encourage localism and strengthen the place brand.