A place without a clear and appealing identity is like a person with a dull or bland personality. They blend into the crowd, are uninteresting, and don’t get the attention and respect that they need or deserve. Instead, a city can have a magnetic, distinct, and colorful personality, strong values, and the bonus of a special sense of place. Defining, nurturing, and consistently conveying these characteristics are at the heart of successful place branding.
In Place Branding for Small Cities, Regions & Downtowns, author Bill Baker presents proven techniques and real-world examples to bring successful place branding to every community.
He explores the scope and dynamics of place branding, and provides a step-by-step process to research, define, and deploy a winning brand strategy. He explains how to create a unifying overarching place brand to embrace tourism, economic development and community pride. And he demonstrates how to bring your brand to life through compelling designs, storytelling, experiences, placemaking, and wayfinding.
The book provides techniques that are specific to the challenges encountered by smaller places. But the underlying principles and processes can just as readily be adapted to regions, counties, downtowns, Main Streets, and business districts.