Step 7: First collateral

Now you have your place brand, you can use it to create your first collateral.

What this is will depend very much on what it is you are intending to use it for.

You may want an initial set of products – maybe  

  • a place brochure,
  • a website,
  • a place promotion film,
  • outdoor advertising posters,  
  • hoardings or 
  • signage.

There is often an appetite for a formal launch of a place brand but these can backfire in PR terms and create cynicism and negative associations from an early stage.

Sometimes, unless a launch is an integral part of a place campaign, a softer launch is preferable. It is worth doing a proper risk assessment at this stage.