Place Branding and Territorial Marketing: Building a Destination’s Identity

When we think about branding, we usually picture logos, advertising campaigns, and catchy slogans. But what happens when the product isn’t a coffee or a smartphone, but a city, a region, or even a country?

That’s where place branding comes into play—the strategy that shapes how the world perceives a destination.

And while it may sound like a complex concept, place branding is closer to our daily lives than we think. Just as we carefully choose our outfits to represent our style or curate our social media profiles to project a specific image, places also craft their identity to attract tourists, investors, and talent.

Why is destination branding so difficult?

If managing our personal reputation is already challenging, imagine the complexity of shaping the image of an entire destination. A company has a CEO who makes clear decisions, but in territorial branding, many voices are speaking at once.

Governments, business owners, local communities, entrepreneurs, and even visitors all have a say. Some want to attract investment, others focus on tourism, while many residents simply want to preserve the authenticity of their homes. The risk of creating a confusing message is high with so many different perspectives.

The key here is that without a shared vision, a destination lacks a clear identity. And if we don’t know who we are, how can we expect the world to remember us?

Positioning: Why do some destinations stick in our minds?

If we say "Las Vegas," we think of casinos and neon lights. If we mention "Tuscany," we picture vineyards and tranquility. Each destination has an image in our minds because it has successfully built a clear and differentiated positioning.

But the problem is that many cities and regions try to be everything at once. They want to be the cradle of history, the top gastronomic destination, the capital of innovation, and, why not, also a natural paradise. The result: a generic message that no one remembers.

To position a destination, we need something simple and powerful—a concept that captures its essence, is easy to remember, and makes it stand out. Because if we try to say everything, we end up saying nothing.

Who controls a destination’s brand?

If you’ve ever been in a neighborhood meeting trying to agree on a building’s façade color, you know how hard it is to reach a consensus on a place’s identity. Now, multiply that problem by thousands of people with different interests, and you’ll get the challenge of place branding.

Governments hold the budget, businesses have commercial interests, communities carry the history, and visitors shape the perception. When each group pulls in a different direction, the destination’s identity becomes fragmented and weak.

The secret lies in collaboration. A destination is not just its infrastructure or its history, but the sum of those who live in it, visit it, and represent it. Without teamwork, there is no brand.

Destination branding is NOT just advertising

Many people think territorial marketing is just about creating stunning videos with drone footage, emotional music, and slogans like "discover the soul of our land." Yes, those videos look great, but without a solid strategy behind them, they are just pretty commercials that fade quickly.

Building a destination’s brand isn’t just about promotion—it’s about identity and experience. Saying a place is magical isn’t enough; visitors have to feel that magic. Talking about culture isn’t enough; it must be lived in every street and every encounter with locals.

Before telling a story, we need to make sure it’s authentic.

How long does it take to build a strong destination brand?

If we think we can position a destination in six months with a flashy campaign, we’re dreaming. Territorial branding is a marathon, not a sprint.

Some cities have taken decades to establish their global image. Launching a slogan and expecting the world to embrace it overnight is unrealistic. It takes consistency, investment, and a lot of patience.

If we want a destination to become a strong brand, we need a clear strategy, an authentic message, and continuous effort. Success doesn’t come from a viral video but from time and coherence.

Creating Memorable Destinations

In a world where every place is competing for attention, the destinations that stand out are those that understand who they are, what makes them special, and how they want to be remembered.

Place branding isn’t just for marketing experts. It’s a process in which everyone—residents, tourists, and business owners—plays a role. In the end, a destination’s brand is a reflection of those who live in it, love it, and share it with the world.