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What is Community Branding?

We like to define your brand as what people say about you when you’re not around. This is true whether you’re talking about the brand of a city, a region, a community or a municipality. That impression is a combination of emotional and intellectual reactions to all the different experiences, marketing communications and behaviors people have encountered on behalf of your “place.” Branding is the process a city, region, community or municipality embarks upon to change, refine or improve what people are saying about them.

Technically speaking, your brand is the mixture of attributes – tangible and intangible – that create value and influence. From a marketing or consumer perspective, “value” is “the promise and delivery of an experience.” (And if your brand promises an experience, your community better deliver!) Your community’s brand helps consumers (residents, businesses and tourists) distinguish you from other cities in the marketplace.

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