“First we shape the cities, then they shape us.” Jan Gehl
Recently, many travelers do some search regarding the place, city or country that are going to visit before they arrive via online so that they might have useful tips and tricks, travel hacks to have more comfortable, smooth journey as nobody wants to get stressed at all. Well, in terms of foreign visitors, what do you expect from a city? This would be the main discussion of the article.
In fact, basically the common meaning of branding therm is to be different from its competitors in terms of product or service. The trend of “city branding” has been steadily growing since the early 2000s, particularly in highly-visited cities such as London, Paris, Amsterdam, and New York. At this point, even though there are various defining approaches of city branding wording, the common ground covers typically a strategic communication road map, a relation between the city and visitor, image building for the region and combination of tactics that enhance popularity of the city.
City Branding
According to the K. Dinnie – “Introduction to the theory city branding” (2011), interest in city branding may be seen as part of a wider recognition that places of all kinds can benefit from implementing coherent strategies with regard to managing their resources, reputation and image. In terms of Kavaratsiz (2008), city branding is more than designing logos and slogans. It is also about developing a vision that fits the city’s identity and local conditions. From this perspective, it can be said that city branding involves the values a city represents, the benefits it offers and the story it shares. In addition to these, Hall (1999) points out that, the main objective of city branding is to ensure a coherent and focused communication strategy. Last but not least, Rainisto (2003) puts forward an idea that city branding is a method to boost the attractiveness of the city; the main thing is to provide the recognition of the city. Thus, most of local authorities, executives, member of municipalities and governors try to do allocate budget, source and team in order to manage coherently. Ultimately, the goal is to showcase the city, taking into consideration various factors such as art, culture, sports, education, religion, food, shopping, and nature & beach.
Gelder (2011) highlights the involvement of all key stakeholders as a vital factor in successfully branding a city and determining its future. In his view, the telling of a place’s story is greatly influenced by the investments, actions, and communication strategies implemented in its development. Afterward, he asks this; “Interactions with ordinary citizens can have a strong impact on the credibility of a city brand. If locals do not believe in the brand, why should outsiders.”
Storytelling That Drives People
In general, the evolution process of traveler is as follows:
- Imagination (Awareness)
- Discovering (care about)
- Buying
- Travelling (Experience)
- Back to home (recommendation)
When you consider the process, storytelling is the center point of the whole circle. Storytelling is kind of social and cultural activity of sharing ideas, moments and memories. Every community, city has it own stories, memories which are shared as a means of history, education, culture for sure. Nevertheless, persuasion is the centerpiece of the storytelling and business activity.
Undoubtedly, city branding is interdisciplinary and developing field. It offers a new perspective to analyze the city and its formation. It is possible to reach remarkable conclusions when city life is analyzed in terms of communication. The city’s hidden, one-of-a-kind voice and treasures must be revealed and given the recognition it deserves.
What makes a good story?
Why is persuasion so difficult, and what can you do to set people on fire? Practically, you emphatically do not want to express directly what you have and what you offer somehow. This way could not wisely. Instead, the experience based on personal is much more attractive for traveler. This’s about absolutely storytelling. That’s why most people care about personal feedback, comment, positive and negative ideas regarding the product or service. Nowadays, google points and comments clarify more deeply the situation then people may choose easily before buy or choose it. This’s what it’s today. For making good story, the overall experience that covers budget, quality, comfort, service, user-friendly, easy accessibility, mobility, transportation options, sustainable experiences should be well-prepared step by step.
What can we do to eliminate mediocrity, set ourselves apart, and bolster the city’s income and competitive advantage?
Some Expectations
The importance of prioritizing quality of life is growing among cities. Moreover, the utilization of digital storytelling is predicted to have a significant impact on the overall city experience. The trend of seeking out distinctive destinations and lesser-known spots is predicted to grow. The development of content production and personal travel recommendation apps is expected to be propelled by the implementation of artificial intelligence chatbots, such as ChatGPT. Thereby, very likely the city branding terminology would become more substantial in coming years.
Smart Cities
Smart city is a urban concept which means by using different types of electronic methods, information and communication technologies to gather explicit data. The level of intelligence of a city is measured by a series of qualities, such as:
- Environmental initiatives – sustainable management
- An infrastructure based around technology
- Contactless journey – transaction
- Capable and well-structured transportation network
- Visionary and dynamic city plan
- Individuals who can thrive and operate in the city, utilizing its assets.
Globally, there are some good examples like Lusail (as regarded Qatar’s Future City) in Qatar and Oxagon (NEOM) in Saudia Arabia. By implementing sustainable facilities and utilities as the building blocks of its infrastructure, Lusail has successfully established itself as a smart city. Likewise, the focus of Oxagon is on constructing a cutting-edge and sustainable industrial environment.
Branding and New Media Activities
Although there is no widespread consensus on the definition of city branding, the need for a digital communication model in city branding looks to be an ongoing necessity. Branding, city / place / destination branding, digital transformation, new media, sustainability (sustainable experiences and destinations), brand driven city building, digital marketing, smart cities and technology remain as hot topics on our agenda.
Technology and communication platforms are in progress, in particularly new media universe is expanding with each passing day so should you ready & know how to produce it and how to make what they produce valuable that would be good advance. As a matter of fact, new media platforms will dominate as the main media channels and those who stay ahead of the curve will come out on top.