Firstly, it is important to arrive at an understanding of why you are doing this work, and this needs to be shared and agreed at a senior level within the organisation.
Key stakeholders at this stage should include:
- Council leader/elected Mayor
- Chief executive
- Cabinet members for place/regeneration/economic development
- Lead officers for place/regeneration/economic development
- LEP chair/members if appropriate
Working with these senior stakeholders you should establish a clear set of objectives for the place branding project. The work may be being driven by a particular event or regeneration project, in which case it will be easier to establish a clear timeline, or by a looser political imperative.
Keep your objectives clear so everyone understands what the project is for, but also keep them broad and strategic – do not get bogged down at this stage by tactics or evaluation measures.
Remember, that place branding takes a lot of time and investment. You are trying to create a project that will last for years, not a one-off campaign.