Resetting the relationship between local and national government. Read our Local Government White Paper
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.