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Why is branding so important for places?

Today, every country, every region and every city has to compete with every other country, region and city on the planet: for customers, for visitors, for business, for talented people, for investment, for attention, for respect.

In order to compete effectively, every place needs to be known for something: its values, people, ambitions, products, landscapes or perhaps a combination of these.

Having a brand strategy means knowing exactly what those talents or qualities or assets are, knowing how to use them, knowing how to show the world that you have them, and knowing how they add up to a whole that is unique, truthful, distinctive and attractive.

None of this happens by accident. Successful places have always been aware of the importance of reputation, and have deliberately set out to build and nurture their good names; applying the right techniques and experiences from commercial practice simply helps the process to work faster and more efficiently.

And it isn't just about making money. Plenty of places base their brand strategy on cultural, social or even spiritual qualities which help them stand apart from everywhere else. With a proper brand strategy, even small and poor countries can find ways to punch above their weight in world affairs.