Soul, influence, and sense of place

Kingston’s brand evolution

Abstract

This article explores the role of place branding in shaping the narrative of a city, region, or country; how an effective place brand can motivate varied audiences; and how a place brand can be leveraged to drive social, cultural, and economic benefits. The development and evolution of the brand for Kingston, Ontario, Canada is presented as a case study, demonstrating how a compelling and well-managed brand supports resident quality of life, tourism, and investment attraction.

Place connects us. It connects residents, visitors, and investors. A compelling place brand resonates with these seemingly disparate audiences. It builds community and, in turn, can nurture community well-being through enhanced quality of life for residents, the economic and cultural benefits of tourism, and investment attraction.   

But how is a place brand different from other types of brands? How do you develop a meaningful brand? And how do you build equity and connection around a brand to positively influence community pride, tourism, and investment? some of these questions are answered in this article.