Consumers today are more likely to spend time and money searching for new and authentic experiences rather than the latest gadget. The world is moving from product consumption to experiential buying, so how do we evolve our business precincts on the Northern Beaches and make each a unique destination? How do businesses benefit from place branding? Byron Bay and Port Melbourne are examples of seaside tourist destinations that are building business brands while maintaining the uniqueness of their culture, environment and community.
Place branding has emerged from the wider approach of placemaking, the collaborative process of identifying what makes a location unique and how its community would like to see it evolve over time.
Place branding is about the mental or emotional association of words, images and colours between a place and its identity created in the minds of a community or visitors. Unlike generic brand identity, a place brand aims to reflect the essence of a place without using landmarks or specific iconography, by:
- representing what makes a place unique and different from other places
- reflecting the future aspirations of the place
- communicating this identity with a target market, and
- changing perceptions to create a positive reputation and pride in place.
Watch the video to hear Kylie talk about the experience economy and place branding.