By Wayne Hemingway, Partner, HemingwayDesign [regular partner of CTConsults]

Let’s get something straight right away: places don’t need brands — places are brands.

Your town, city, or region already lives in people’s minds as a set of ideas, images, and emotions. That mental image is your brand. Place branding isn’t about inventing something new — it’s about taking control of what already exists.

Your audiences already hold opinions about you. Some will be close to the truth, others way off. The task isn’t to concoct a new identity, but to understand what people currently think, define how you want to be perceived, and then close the gap through consistent action.

The goal isn’t to look like a brand — it’s to behave like one.

Successful towns, cities, and regions are known for something real — something their communities can be proud of, contribute to, and protect. It’s not a marketing campaign or a slogan. It’s something deeper. Something that speaks to the essence of who you are and what you represent.

The best places influence how people perceive them through actions, not words. They use their shared story to guide partners, inform decisions, and build community pride.

How should place branding work?

Truth over gloss

Good place brands are truthful and values-based.

They’re not driven by assets or amenities but by values — the reasons why your place is the way it is. Yes, every place is unique. But not every place is extraordinary. Distinctiveness comes from being honest about what makes you you, and being able to prove it through evidence, not exaggeration.

Actions speak louder than logos

Let’s be clear: place branding isn’t a logo. It’s not a tagline or a campaign — though all of those have a role to play.

It’s a shared set of values and goals that give your place focus and direction. It’s about encouraging people and partners to act “on brand” — to behave in ways that reinforce your story.

When everyone works from the same narrative, every action — big or small — sends a consistent and united message.

So, what’s the aim?

To define an honest (but aspirational) story for your place — what you stand for, what you value, what sets you apart.

Then to use that story to:

• Guide and enhance perceptions — by consistently telling the same story and showing it through your actions.
• Influence and improve lived experience — by making choices that stay true to your place’s essence.

That story becomes your north star — the measure by which all strategies, initiatives, and communications are tested.

Putting place branding into action — Real world examples

Here’s where the theory meets reality. Two strong examples: Future Humber and York.

Humber

The Humber region has taken place branding seriously - led by Future Humber, the region’s leading business network - working with us to develop its Humber Place Narrative.

What they’ve done:

• They rooted their narrative in values and character — not just what the region has, but who it is and where it’s going.
• They brought together residents, businesses and stakeholders behind a common story. It’s not imposed; it’s shared.
• They defined clear values: Revolutionary; Resourceful; Remarkable; Real. Each of these has practical meaning — not just nice words. For example, “Revolutionary” means pioneering social and industrial innovation, being willing to take actions with far-reaching consequences.
• They’re using the narrative as a guide: decisions, projects, investment, partnerships are evaluated against that narrative. The narrative becomes a strategic tool.

Why it works as an example:

• It shows how values > visuals. Humber didn’t just design a logo and say “look at us.” They created a framework that guides behaviour.
• It demonstrates stakeholder engagement. The brand is something many locals feel part of.
• It helps external perceptions (investors, partners) and internal pride (residents, local business) both.

York

When we worked with York, there was no visual identity associated with the place brand. It was purely about defining place values, and influencing decisions.

• York started with Talk York consultation, involving residents, visitors, businesses, young people. It wasn’t top-down.
• They developed The York Narrative, built around values people said mattered: “Making history every day”, “Prioritising human experience”, “Pioneering with purpose”. These aren’t just marketing slogans — they are intended to shape decisions, policies, urban planning. Example actions:
  • York pledged to ban car journeys from the city centre in line with its environmental values, and has now attracted Active Travel England to set up its HQ in the city.
  • The York Central development was overhauled to make it more place-appropriate.
  • York University formulated a 10-year strategy labelled “A University for Public Good,” reflecting the values of the narrative.
  • York also made commitments to net-zero carbon and the largest Passivhaus scheme (a voluntary building standard for extremely energy efficient housing) in the UK, aligning built environment with its narrative.

What York shows:

• A brand narrative isn’t just words — it can influence real policy decisions.
• The importance of living the brand. York hasn’t just adopted values but has used them to guide investments, planning, development.
• Stakeholder buy-in is vital. Because many different actors (council, businesses, universities, residents) collaborated, the narrative has legitimacy.

No more place blanding

Communities deserve better than clichés. Audiences demand authenticity. This generation won’t accept the generic.

No more “great places to live, work, shop, and play.” No more sameness dressed up as strategy.

It’s time to stop blanding and start branding — to behave like a brand, not just look like one.

Because in the end, place branding isn’t just about changing perception — it’s about changing behaviour.