The brand era: Why place branding matters in a time of transformation
Lantern’s Founder and Director, Ryan Tym, joins Transform Magazine’s 10th anniversary issue, to discuss the importance of place branding in an ever-evolving landscape.
Original article by Brittany Golob
Read the full story in Transform Magazine
Ten years ago, branding was a maturing practice, key to building a business and shaping its reputation. Today, empires can be built and destroyed based on the power of brand. In no industry is this more crucial – and at no time more critical – than place branding. But what will define the next ten years? Brittany Golob investigates, with insights from Lantern’s Founder and Director, Ryan Tym.
“Does every place need a logo? No.” Says Tym. “Does every place need an emotive story about what makes them special and why people should protect, invest, visit and live there? Absolutely” he adds. But this isn’t about a catchy slogan either. It's about developing a comprehensive strategy that captures the essence of a place and communicates its unique value proposition. "A successful place brand tells a compelling story. The story of the people, the culture, the history, and the potential of a place."
The power of place branding
No two places are the same, and nowhere is the connection between brand investment and tangible outcome more intrinsic than in place branding. The power lies in crafting a place brand that celebrates its unique DNA – its culture, values, people, and aspirations. This strengthens its identity, defines its position on the planet and provides the platform to drive sustainable community and commercial impact.
Story over style
Not every place needs a logo, but they all benefit from an emotive narrative. While a logo can be a helpful visual identifier, it's the story behind the place that truly connects. At Lantern, the focus is on uncovering the "spirit that underpins a destination" says Tym. This involves understanding the "mindset, character and personality" of the place and its people, he adds. Only once this verbal framework is in place do we consider the visual aspects of a place brand identity.
Lantern’s work for Visit Estonia is a case in point – focusing on emotional storytelling over styling the brand.
Lantern’s work for Visit Estonia focused on emotive storytelling, leaving the design system untouched.
Future trends
The relationship between people and place is changing. For too long, the balance has favoured growth at all costs. Locals are understandably rebelling – with overtourism protests now a regular sight in mainstream European media. Destination adaptation will define the next era of place brand development and that starts with rebalancing the fundamental idea of who a place is for: Residents first. Intrinsic to this is a non-negotiable need to drive behaviour change in visitors - promoting place protection over visitor numbers.
Take Lantern’s work for the Norfolk Coast – one of the UK's best-loved and most at-risk tourist destinations. A project that wasn’t designed to increase visitor numbers to the region, but to ensure the responsible, sustainable exploration of the destination for all.
The Norfolk Coast’s recent rebrand was designed to improve visitor behaviour rather than increase visitor numbers
Change starts now
Lantern is currently working with Visit Europe to encourage a shift in the behaviour of tourists to the continent – the second smallest, yet most visited on the planet. It’s the destination of choice, welcoming over 50% of the world’s tourists – but popularity brings problems. With 1 in 3 stays happening in July and August alone and some destinations witnessing tourists outnumbering locals 1,600 to 1, the large scale and limited spread of travellers is causing significant impact to landscapes, local life and wildlife.
Things need to change. So we’re working with the European Travel Commission to change the way we promote travel to the continent – by persuading people visiting to do so in a responsible way. For example, shifting perceptions of shoulder season travel has the power to better balance impact, with long-term benefits to local businesses, locals’ enjoyment of their own cities and the local environment. Watch this space for more.
Anti-tourism demos are now commonplace across Europe, attracting mainstream media attention
Summary
Place branding is a powerful tool for shaping the future of a place. By focusing on a unique story and fostering responsible growth, destinations can create a vibrant and sustainable future for residents, businesses, and visitors alike.