There’s a wealth of literature (and advice) about branding cities. The importance of it, the challenges that come with it, the successes, the less-than-successes. What have we learned from others’ experiences and our own? At a minimum, a city’s brand should reflect and elevate its component parts: the companies, social services, cultural institutions, and residents that call it home.
A city’s “family of brands” must work together to inform and elevate their place. A city branding portfolio is similar to that of parent companies like SC Johnson. The overarching parent brand has its own identity. But, the company is only successful if Ziploc, Glade, Windex, and the like are connecting with consumers.