Regions, cities and locations in general play an important role in the lives of people, companies and investors. They are increasingly aware that the way they wish to be perceived by their various stakeholders is vitally important. A carefully delineated, relevant and distinctive image is essential in an environment where perception is reality.
Regional branding and marketing involve establishing clear characteristics, claims and narratives and putting them consistently on the market via communication, actions, initiatives and policies. Regions, cities and locations want to enable their stakeholders to form a clear picture of what they can expect there, on both the rational and the emotional levels.
Ultimately, the actual perception is what it’s all about, and it must be fully consistent with the branding.