The travel sector has bounced back after the Covid pandemic. But with every advantage comes a disadvantage. While demand for great travel destinations is rising, competition remains fierce. Cities and towns everywhere are eager to welcome visitors once again. So, how do you stand out as the most appealing destination? The answer lies in city branding and city marketing. In this blog, we’ll explore everything you need to know about city branding.
What is city branding?
City branding is the way a city or municipality markets itself. It treats your city or town as a brand, where every element of your visual identity contributes to its image. That image not only draws visitors but also fosters pride among your residents. However, the target audience of city branding extends beyond just tourists and locals. The goal is also to attract businesses and make your city appealing to investors. Balance is key, though. Over-prioritising tourism can lead to dissatisfaction among residents.
What does city branding entail?
City branding consists of two key components:
- Visual brand identity
- Your verbal communication
Your communication should highlight what makes your city unique. Do you have a notable monument? Is your town famous for a local delicacy? Don’t hesitate to emphasise these elements in your messaging. However, visual brand identity is a different story. It requires ticking off a few essential boxes to ensure your branding efforts are effective.
Why engage in city branding?
There are many reasons why city branding is essential:
- Adapt your brand identity to modern times.
- Move away from an outdated image.
- Strengthen your competitive position.
- Attract more stakeholders.
Joska Fleerackers
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