10 Steps to Capturing Your Place or Destination Brand Identity

In today’s globalized world, places and destinations need more than just a name and location to stand out. They must tell their story and reflect their place identity in a way that resonates with both locals and visitors.

Capturing your place’s unique essence can be a powerful tool in place branding and destination marketing. Here’s a 10-step guide, complete with real-world examples, to help you identify and articulate your place’s identity.

1. What are people/citizens most proud of?**

A place’s identity starts with its people.

To truly capture your place’s spirit, begin by understanding what the locals take pride in. Is it natural beauty, historic events, cultural traditions, or community achievements?

Whether it’s a landmark, a resilient past, or an entrepreneurial spirit, these are the foundations of your place’s narrative.

Example: New Zealand

New Zealand scenery

New Zealanders are incredibly proud of their natural landscapes and outdoor lifestyle. The “100% Pure New Zealand” campaign reflects pride in the country’s pristine environment, underscoring a commitment to preserving its natural beauty - central to New Zealand’s identity.

Reference: Tourism New Zealand, 100% Pure Campaign

2. What personal qualities have currency in our place?

Consider the personal values that resonate most with the people in your community.

Are they known for hard work, creativity, warmth, or innovation? These qualities often mirror the character of the place itself and should be reflected in your brand narrative.

Example: Austin, Texas, USA

Austin street art cosmic-timetraveler-c7jn_0eWVwQ-unsplash

(Photo of Austin street art by Cosmic Timetraveler)

Austin’s tagline, “Keep Austin Weird,” celebrates individualism, creativity, and the entrepreneurial spirit. These qualities are evident in its local business scene, tech startups, and arts culture—mirroring the city’s broader identity.

Reference: Visit Austin, Keep Austin Weird

3. Is it more important to grow fast or to grow together?

This question strikes at the heart of your place’s vision for the future.

Some places focus on rapid expansion and economic growth, while others emphasize community building and inclusivity.

Whether you’re striving for swift progress or fostering a sense of unity, this decision shapes not only the trajectory of your place but also the brand story you’ll share with the world.

Example: Copenhagen, Denmark

Cycling across Copenhagen's newest bridge. Photo by Febiyan via Unsplash.com

(Cycling across Copenhagen’s newest bridge. Photo by Febiyan via Unsplash.com)

Copenhagen prioritizes sustainable growth and community well-being. It brands itself as a “green city,” focusing on sustainable urban development and fostering a sense of togetherness through community initiatives.

Reference: Copenhagen Capacity, Green City Initiatives

4. Are we results-oriented or process-oriented?

Does your place value getting things done quickly, or is the process - how things are done - more important?

A results-oriented place might emphasize innovation, speed, and efficiency, while a process-oriented place might highlight craftsmanship, care, and tradition.

Example: Kyoto, Japan

Kyoto Japan place identity-_UIN-pFfJ7c-unsplash

(Photo of Ktoto street life by Sorasak via Unsplash)

Kyoto values the process of tradition, particularly in crafts like tea ceremonies and pottery. The focus here is less on rapid production and more on perfecting the process, reflecting the city’s emphasis on heritage and quality.

Reference: Kyoto Tourism Board, Cultural Heritage Focus

5. How would we describe ourselves?

If your place had to introduce itself, what would it say?

The way people in your community describe their place tells a lot about its identity.

Are you “adventurous,” “welcoming,” “cutting-edge,” or “authentic”? This self-perception informs the language, tone, and imagery you use in your brand narrative.

Example: Reykjavik, Iceland

Photo of an outdoor event at night in Reykjavik, Iceland

(Photo of an outdoor event at night in Reykjavik, Iceland from https://visitreykjavik.is)

Iceland’s capital, Reykjavik, brands itself as a land of “fire and ice,” reflecting the juxtaposition of its volcanic landscapes, glaciers, and hot springs. This adventurous and rugged identity is central to attracting nature-loving travelers.

Reference: Inspired by Iceland, Destination Marketing

6. What do our neighbours think of us?

Sometimes the clearest reflection of who you are comes from the outside looking in.

What do neighboring communities or regions think of your place? Are you viewed as a hidden gem, a cultural hub, or a place on the rise?

Understanding these external perceptions gives insight into what makes your place special and where there may be gaps in self-awareness.

Example: Barcelona, Spain

raimond-klavins-ZRD6h4Svlk4-unsplash

(Photo of Cityscape design architecture Antoni Gaudi Barcelona, Spain by Raimond Klavins)

Barcelona is viewed by neighboring European cities as a cultural and architectural gem. Its neighbors see it as a vibrant hub of leisure, food, and Gaudí’s iconic architecture, making it a major destination for European travelers.

Reference: Barcelona Turisme, Destination Strategy

7. If all investors were talking together, what would they say we were good at? Are they missing something?

Investors often see a place from a pragmatic, economic perspective.

What strengths do they associate with your place? Is it a hub for tech startups, a hotspot for tourism, or a stronghold for manufacturing?

Beyond this, ask yourself - are there untapped potentials or overlooked attributes that could enhance the place’s appeal?

Example: Silicon Valley, California, USA

Aerial photo of Apple Park in Silicon Valley by Zetong Li

(Aerial photo of Apple Park in Silicon Valley by Zetong Li)

Investors recognize Silicon Valley as the global hub for tech innovation. While it’s celebrated for being a hotspot for startups, many argue it lacks affordable housing and a community focus, pointing to missed opportunities in social infrastructure.

Reference: Silicon Valley Business Journal, Economic Focus

8. How do visitors feel in our place and what do they notice?

First impressions matter.

Think about what stands out to visitors when they arrive. Do they notice the friendliness of the locals, the cleanliness of the streets, or the vibrancy of the local culture?

Capturing the emotional response visitors have to your place helps shape a brand that aligns with both internal pride and external experiences.

Example: Amsterdam, Netherlands

Photo of sustainable Amsterdam by Nick Scheerbar via Unsplash.com

(Photo of sustainable Amsterdam by Nick Scheerbar)

Visitors to Amsterdam often mention the city’s bike-friendly streets, charming canals, and laid-back atmosphere. This emphasis on eco-consciousness and sustainability is central to the city’s brand.

Reference: I Amsterdam, Tourism Insights

9. Are there any local brands that reflect the character of our place and people?

Local businesses and brands often serve as microcosms of a place’s identity.

Look to your local brands and ask yourself - do they embody the same values as your place? Whether it’s a craft brewery, a tech startup, or an artisanal market, these businesses reflect your place’s broader identity.

Example: Portland, Oregon, USA

Close up photo of a Stumptown Coffee Roasters coffee cup.

(Stumptown coffee in Portland, Oregon by Leslie Lopez)

Portland’s local brands, such as Stumptown Coffee and Powell’s Books, epitomize the city’s commitment to entrepreneurship, local craftsmanship, and creativity. These brands reflect Portland’s DIY culture and its unique character.

Reference: Travel Portland, Local Business Highlights

10. If our place were a person, what would their job, character, and lifestyle be?

To put it simply - if your place could walk, talk, and work, who would they be?

Would they be a daring adventurer, an innovative entrepreneur, or a nurturing caregiver?

Defining your place as if it were a person brings its personality to life. This step helps humanize your place brand and creates a relatable, emotional connection with your audience.

Example: Melbourne, Australia

Melbourne street scene by Annie Spratt

(Melbourne street scene by Annie Sprat)

If Melbourne were a person, they would be cultured, cosmopolitan, and passionate about the arts. The city’s vibrant arts scene, sports culture, and cafe lifestyle reflect a well-rounded, balanced identity that is key to its place brand.

Reference: Visit Melbourne, Lifestyle Branding


Conclusion**

Capturing your place’s identity is not about crafting a one-dimensional brand; it’s about telling a compelling, multi-faceted story that resonates with citizens, visitors, and investors alike.

By first understanding your place and your community, and then looking at successful campaigns, your destination can draw inspiration to build a brand that reflects both its core values and the external perceptions that make it unique.

Your place’s story is already being written every day - these steps will help ensure it’s one that’s worth telling.

Happy branding :)

10 Steps to Capturing Your Place or Destination Brand Identity

Capturing your place’s unique essence can be a powerful tool in place branding. Here’s a 10-step guide to help you articulate your place’s identity.

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