We’ll start with a data point that’s more than the sum of its parts: 71% of consumers say they’re more likely to buy from a brand they recognize (Nielsen, 2022). On the surface, that’s not particularly surprising. Of course we’re more inclined to buy name-brand potato chips than the random bag on the bottom shelf.

Your brand is your identity. When you’ve been living, breathing, and presenting your brand for years, you have the benefit of knowing it inside and out; but you also might be the last to notice when it’s no longer working for you. 

We know, change is difficult. People are often drawn to the familiar, tried-and-true solutions. But to keep up with the pace of business, remember to take a step back and evaluate: Is our brand still working for us?

When you hear “place branding,” a few high-profile campaigns probably come to mind. But place branding is more than tourism commercials — it’s a critical tool for any locale or shared space. Place branding isn’t just for “top destinations,” and it’s not always glamorous, to tell the truth. An effective place brand attracts tourists and investors while strengthening the emotional connection residents feel with their city.