Political divisions are deepening around the world – particularly as algorithms continue to corral us into echo chambers. From abortion and trans rights to immigration and foreign policy, communities are increasingly being pulled in different ideological directions.

Against this backdrop, what role should a place brand play? We’ve often said that a place brand should provide a unifying narrative for a community, but how can you achieve this if your community doesn’t feel united? While there is no silver bullet to this, six expert place practitioners shared their insight into how place brand and marketing teams can navigate political division within their community.

Elevating shared beliefs creates the conditions to navigate political divisions. 

A unifying place brand identifies and elevates the shared community beliefs that transcend politics. It also makes those beliefs visible, usable, and actionable in how the community communicates, makes decisions, and shows up. That creates common ground. Not by eliminating disagreement, but by anchoring it in a shared sense of identity and direction. When people see themselves reflected in the same story, their pride of place can open the door to more productive dialogue and mutual respect. A well-executed place brand won’t resolve political division, but it can shape the conditions for navigating it more constructively.

Brisa Byford, Lead Strategist, CivicBrand

A place brand should provide recognition, not consensus.

A place brand, although a collective creation, does not eliminate political division, nor should it.

Its role is to create a shared field of meaning where divergence does not undermine belonging; it is far more about recognition than consensus.

When anchored in the identity of the place, as it should be, it engages with what sustains the place over time. It shifts from a question of “who is right” to “who we are.” Rupture gives way to positive and productive tension, which guides and points toward a shared and common destination. A place brand is a symbolic and invisible infrastructure, more concerned with sustaining coexistence than uniting positions.

Caio Esteves, Managing Partner, N/LF

Build your place brand in tandem with your community to avoid it becoming the instrument of a politician’s term in office.

Place brands are often mistaken for political tools. A brand that belongs only to an administration inherits its divisions. When leadership changes, so does the story. But when a place brand is genuinely shaped by business, civic voices, and community, it becomes something more durable. Something no single election can dismantle. Our white paper, "Politics, Perception & Travel," found that 86.5% of travellers say political events have influenced their travel decisions. The places that weather that pressure best are those with the broadest ownership of their brand. In uncertain times, that shared identity is not a luxury. It is the strategic foundation.

 Steve Law, Destination Strategy Project Manager, TOPOSOPHY

Authenticity is essential – but beware of playing it overly safe.

A unifying place brand isn’t about taking political positions—it’s about defining and amplifying shared values. The strongest brands are built with the community, not for it, creating a collective identity that residents recognise and believe in. When done right, a place brand becomes more than a tourism tool—it becomes a source of pride, alignment, and connection across sectors. The risk is playing it safe. Without authenticity, brands feel manufactured and lose trust. But when a brand reflects how a place shapes its people, it attracts those who want to belong—and contribute. In divided times, that shared sense of identity matters more than ever.

Rick Dunn, SVP, Executive Creative Director, MMGY Global

Focus on mutual priorities to provide direction.

A unifying place brand helps a divided community focus on what actually matters for growth. People may disagree politically, but they usually agree on wanting jobs, business, and investment. The brand should be built around those shared priorities and the destination’s real strengths (like culture, nature, or key industries). It gives everyone a clear direction on what to promote and develop, so decisions are less driven by politics and more by what will bring results.

Danny Cohanpour, CEO, Trove Tourism Development Advisors

Create shared experiences to foster cohesion.

When a place offers open, accessible experiences that people can share (across generations, cultures, social backgrounds), it creates a powerful common ground. What people feel and experience together often transcends what sets them apart. In that sense, place branding can play a key role in enabling human-centred moments that foster connection, interaction and a sense of belonging. Through these shared experiences, places can naturally build cohesion, expressed as much in what is lived as in how the place is communicated.

Alexandre Lemieux, Director - Business Development & Co-Founder, Creos