A place brand is the tool that you need to successfully tell the story of your place.
At its heart should be a strong narrative that sums up the key elements of place – location, culture, history, future aspirations and community – supported by a coherent and professional visual identity.
A place brand is not a logo and a strapline. It can certainly include those things, but that's not all it is. The misapprehension that all you need for a new brand is a new logo is one that can hinder place-branding projects.
In essence, a place brand should be a shared understanding and expression of place, supported by a set of verbal and visual assets – narrative, messages, design, photography, film, digital – to enable a full range of consistent and coherent communications activities to support your place marketing objectives.