Place Branding - From Setting to Story
Place branding is no longer about logos, slogans or glossy campaigns. In 2026, it's a strategic discipline focused on clarifying identity – helping cities, regions and destinations articulate what makes them distinctive, relevant and meaningful in a crowded marketplace.
The places that stand out are not those that shout the loudest, but those that understand themselves most clearly and communicate that understanding with confidence and consistency. At its heart, strategic place branding asks three essential questions: Who are we? What do we stand for? And who do we want to attract?
Place Branding as a Tool for Alignment
A well-articulated place brand does more than attract tourists. It creates alignment between economic development, destination marketing, civic leadership and community identity. Too often, places chase growth sectors or external trends without grounding them in local strengths. Effective place branding does the opposite. It builds outward from authentic cultural, social and environmental assets, helping places grow with intention rather than imitation. This clarity benefits everyone. Investors gain confidence, visitors know what to expect, and residents see their lived experience reflected in how their place is presented to the world.
From Setting to Story
For a long time, places were defined primarily by their setting – geography, architecture, infrastructure and industry. These elements still matter. They shape how a place functions and how it is first perceived. But they no longer tell the whole story.
Today, the most compelling place brands are shaped by how a place is lived in. Its story is written through culture, creativity, values and everyday experience. It's found in neighbourhoods, in social energy, in how welcoming or inspiring a place feels. You can understand a place by studying its setting. But you connect with it through its story.
This shift – from setting to story – explains the rise of experience-led destination marketing and emotionally resonant place branding. In a global landscape where many cities appear similar on paper, it's the lived story that creates loyalty, differentiation and long-term appeal.
What an Effective Place Branding Process Looks Like
Successful place branding is structured, inclusive and grounded in reality. It begins with auditing current perceptions and messaging across government, business, tourism and community voices. It engages stakeholders and residents, recognising that people are a central part of the brand. It identifies shared values and strengths that cut across sectors. And it aligns investment, civic and destination narratives around a clear, coherent story. When these elements are aligned, a place doesn't just communicate more clearly – it resonates.
The places that thrive today will be those that celebrate their setting and tell their story honestly – using identity and experience as their strongest competitive advantages.