What role does a city’s image play in urban transformation?
Recently, my family and I relocated to Tauranga, New Zealand. After 15 years working in product design, I decided to take a step back to study urban planning. What struck me almost immediately was the fascinating overlap between design and planning, particularly in the realm of city branding. Increasingly, cities and towns are being viewed through a branding lens—a deliberate effort to craft and communicate a unique identity.
This shift prompted me to think about our own move: drawn closer to family and eager to rejuvenate ourselves with a slower pace of life. Tauranga is home to the iconic Mount Maunganui (Mauao), world-class surf beaches, one of New Zealand’s busiest ports, and a name meaning ‘resting place’ in Māori. Yet, as I settled in, I couldn’t help but wonder how these rich elements were being woven together. How was Tauranga’s identity being used to share its culture and heritage? And how was this identity reflected in its urban renewal efforts?
Branding matters for cities
For towns and cities, competing for attention is as fierce as in the corporate world. Destinations—whether for tourism, residence, or business—are chosen based on perception. Urban planners and policymakers increasingly understand that a memorable, distinctive city identity can mean the difference between bustling streets and boarded-up storefronts.
A city’s brand is the sum of its parts: physical environment, cultural heritage, economic opportunities, and the emotional resonance it evokes. But a successful brand doesn’t simply showcase what exists—it differentiates. The best urban brands balance history and unique attributes with forward-looking narratives, creating compelling stories that resonate deeply.
Milton Glaser's iconic I ❤️ NY campaign was launched in the 1970s amidst New York’s economic struggles and it tapped into pride and aspiration, resonating with both residents and visitors. Post-9/11, it became a symbol of resilience and unity. Similarly, Melbourne’s ‘A City for People’ campaign celebrated its liveability, coffee culture, and arts scene, while Dubai reinvented itself from a desert trading port to a global hub of luxury and innovation through creative re-branding.
The building blocks of urban branding
According to Hailin Qu and colleagues’ integrated model of destination branding (2011), a city’s identity is built on three core components:
Cognitive Image: What people know about a place—its landmarks, amenities, and tangible assets.
Affective Image: How people feel about a place—its mood, atmosphere, and emotional impact.
Unique Image: What makes a place stand apart—its attributes that competitors cannot replicate.
Of these, the ‘unique image’ is critical. In a world where many cities boast impressive infrastructure and vibrant communities, uniqueness becomes the decisive factor. Whether it’s local art, historical narratives, or subcultures, cities that embrace their idiosyncrasies are more likely to carve lasting impressions.
Creating a resonant city identity
Branding isn’t about flashy slogans or superficial campaigns. It’s about aligning what a city offers with what its people—residents, visitors, and investors—desire.
Consider Oklahoma: once dismissed as flat and dusty, the state revitalized its image by celebrating its Native American and Western heritage. It reframed its unique culture to create a more compelling identity. Similarly, Mineral Wells, Texas, which saw a decrease in its population due to the withdrawal of a major military base has drawn on its history of mineral water spas to breathe new life into its tourist economy and large renovation projects like The Crazy Water Hotel. These examples demonstrate how branding can re-connect a city’s essence to changes in its circumstances.
Urban design as a branding tool
Placemaking and design are pivotal to branding. Parks, architecture, and streetscapes aren’t just aesthetic choices—they’re integral to how a city communicates its identity. A well-designed plaza can foster connection, while an adaptive reuse project can signal innovation and sustainability.
Qu and colleagues’ concept of ‘projected versus perceived’ image is particularly relevant here. A city must live up to its branding. Does the infrastructure support the vibrant, inclusive experience the brand promises? Are public spaces accessible, safe, and aligned with the city’s narrative?
Implications for placemakers and designers
Focus on Emotion: Branding should move beyond offerings to explore how a city makes people feel. Happiness, curiosity, and inspiration are invaluable. Even troubled histories, like Belfast’s, can be leveraged into narratives of resilience and transformation.
Stay Authentic: The most successful urban brands are deeply rooted in place. Avoid generic branding and celebrate what makes your city unique.
Involve the Community: Residents, cultural institutions, and local businesses should co-create the city’s story.
Seize the Moment: Timing matters. Belfast’s rebranding coincided with a new era of peace, aligning its narrative with a pivotal historical moment.
Link Branding with Action: Aligning branding with tangible projects—such as infrastructure improvements or tourism investments—adds momentum. Tauranga’s ongoing urban developments present a perfect opportunity to reimagine its story.
The bigger picture
Urban branding has real-world implications: boosting tourism, attracting investment, and fostering civic pride. More than that, it provides a framework for revitalization, helping cities reinvent themselves and fostering a deeper sense of belonging.
Tauranga, despite its many assets, faces challenges in its city center, with high store vacancy rates and dwindling foot traffic. But with significant developments underway, now is the perfect time to reconnect with the community and reimagine the city’s narrative. By creating a brand that honors Tauranga’s cultural heritage, celebrates its identity, and reflects its aspirations, it is possible to shape a city that inspires pride and attracts people to its story.
For those working to define a city’s identity, branding isn’t a trend—it’s a cornerstone of urban transformation. The question isn’t whether a city has a brand; it’s whether the brand is telling the right story.
References
Northover, J. (2010). A brand for Belfast: How can branding a city influence change? Place Branding and Public Diplomacy, 6, 104–111.
Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32, 465–476.