{"id":630,"date":"2021-09-22T09:49:09","date_gmt":"2021-09-22T09:49:09","guid":{"rendered":"https:\/\/helloprismatic.com\/?p=630"},"modified":"2025-04-02T20:05:16","modified_gmt":"2025-04-02T20:05:16","slug":"place-branding-whispering-every-place-has-a-soul","status":"publish","type":"post","link":"https:\/\/helloprismatic.com\/insights\/place-branding-whispering-every-place-has-a-soul\/","title":{"rendered":"Place Whispering: Every place has a soul."},"content":{"rendered":"

Places live. Grow. Stumble. Rise. And even dream.\u00a0<\/span><\/p>\n

This is where place branding\u2013or as we call it, place whispering\u2013begins.\u00a0<\/span><\/p>\n

The vital thread running through the fabric of every vibrant place is a strong brand that could not possibly be for anyplace else because it is rooted in authenticity. It\u2019s born from its intrinsic vibe. And its proven through the shared experiences that people will have with that place.\u00a0<\/span><\/p>\n

For 20 years, Prismatic has helped places tap into their souls and define their brands.\u00a0<\/span><\/p>\n

What is place branding?<\/b><\/h3>\n

What is branding? According to the<\/span> American Marketing Association:<\/span><\/a><\/p>\n

A brand is a name, term, design, symbol, or any other feature that identifies one product, service, or thing as distinct from those of others.<\/span><\/i><\/p>\n

Place branding is more multidimensional in nature, as places are inexplicably linked with history, culture, and their own unique ecosystem of relational products, spaces, organizations and people.<\/span><\/p>\n

The fundamental difference between branding and place branding is that consumer brands are created outside-in. They are inspired by a universal want or need. Consumer brands study the market, identify a need and work to answer that need. Their origin is the consumer.<\/span><\/p>\n

Successful place brands are created from the inside-out. They are inspired by their authentic assets. Place brands must study themselves. Through this internal discovery, they can identify an audience that seeks the experiences and vibe they possess. Their origin is their cultural, experiential, and physical assets.<\/span><\/p>\n

Why is place branding important?<\/b><\/h3>\n

As a practice, place branding began to rise and take on new significance with the emergence of post-industrial society among developing nations because places compete with other places for people, resources, and business. As a result, the race to be competitive, attractive, and economically magnetic began. And this belies the promise and potential of place branding.<\/span><\/p>\n

Prismatic defines place branding as clearly defining a place\u2019s personality, promise, and proposition. Place branding involves the creation of a strategy for activating a place\u2019s identity and managing perceptions to nurture meaningful relationships rooted in authenticity between people and place.<\/span><\/h4>\n

A place\u2019s brand must be authentic, aspirational, and above all, magnetic to attract the right people and businesses to discover it as their muse, playground, kitchen, storefront, and home.<\/span><\/p>\n

Downtowns, Main Streets, and districts have always been of interest because of the variety of experiences they provide. But visitors\u2019 expectations for their visit have changed. The former motivation was escapism\u2014an escape from their own daily reality to a place with novel experiences and surprises.<\/span><\/p>\n

Today, rather than escape, most visitors want to travel to experience the reality of authentic local culture.<\/span><\/p>\n

People want to experience a place \u201cthrough the lens of a local.\u201d<\/span><\/p>\n

Place branding is important because when done correctly, we clearly define that expectation – the promise – that visitors, investors, new business ventures, and others can expect from our place.\u00a0 It requires credibility and reliability from what is presented in the market positioning of the place to what they actually see, hear, feel, and do when they are there. This is authenticity.<\/span><\/p>\n

Aspiration is important to place branding as every place has dreams and a future that may look different than today.. It is ok to reach but only if that reach is actively championed and acted upon by the place\u2019s stakeholders. If we market aspiration rather than reality, it will cost us authenticity and the trust of those we need to build relationships with – visitors, customers, residents, and business owners.<\/span><\/p>\n

Why do some place brands fail?<\/b><\/h3>\n

As we\u2019ve just discussed, the main reason place brands fail is that they sacrifice authenticity and over promise with aspiration. Places that do not stay true to themselves \u2013 the very definition of authenticity \u2013 pay the price and experience place brand failure.<\/span><\/p>\n

Forbes magazine has reported that 86% of city branding campaigns fail.\u00a0<\/span><\/p>\n

Why do place brands fail? The answer may be multifaceted and include:<\/span><\/p>\n