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Looking to create a place branding strategy for your local area? Follow these nine steps.
In this section:
Step 1 - Why are you doing it?
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.
Step 2: Ownership, governance and budget
Once the strategic objectives have been set, it is important to establish the ownership of the project.
Step 3: Where are you branding?
This is the first and often the most contentious issue in any place branding project.
Step 4: Research
Before you start to build your brand, you should build a research phase into your project.
Step 5: How are you going to do it?
At some point in this preparation stage you need to think about the practicalities of brand-building and implementation.
Step 6: Brand building: your story of place and the visual identity
Before you go anywhere near the visuals, or creative concepts for the place, you need to get your narrative nailed down.
Step 7: First collateral
Now you have your place brand, you can use it to create your first collateral.
Step 8: Using your brand; visibility, longevity, value for money
A place brand may not be for life but it should certainly have a lifespan of five or so years if it is to reach its full potential.
Step 9: Evaluation
Now that you've invested a lot of time and resource into your place brand, you need to think about how you are going to evaluate it and prove your Return on Investment (ROI).