The city-brand as a tool for building a project that connects with insiders and attracts outsiders.
Approaching cities as brands helps us to rethink them and to generate a city project for the future. To establish an umbrella that gives them coherence, that respects the collective imaginary, but that manages to take it a step further. Generating a sense of community and pride of belonging through a narrative that attracts visitors and outside capital, while at the same time being friendly to its neighbours.
In such an interconnected and demanding context, cities today compete fiercely with each other for talent, tourism and investment. And while one of their objectives is undoubtedly to boost competitiveness, it is important not to neglect internal audiences. This means competing also on quality of life and putting people at the centre.
After all, it is people who create prosperity, who start businesses, who invest and who provide talent. Hence, more and more cities are promoting participatory initiatives that involve citizens in transformation and management processes.
The challenge is to build a narrative that truly reflects the idiosyncrasies of the place, a story that residents feel is their own. The city-brand must be the backbone not only of outward-facing communication but also of the city’s day-to-day life and its relationship with its citizens.
Although their public is much more transversal and heterogeneous, cities, like brands, must take care of their values and have a clear position on major issues such as sustainability or health. And, in the same way, they must know what city they are today and what they want to be tomorrow. Define a purpose that will guide them in the long term and help them to be the city that their citizens demand.
Because a city brand, more than a nice and colourful visual system to show off on banners and communications, should position the city and serve as a lever for the future.