The best community and place brands are built through co-creation. Whether a public space, a district or a private development, this work happens with, not to, its stakeholders. This is how we uncover and share what makes a place—and its brand—distinct, authentic and memorable.
When input comes from individuals representing specific and diverse user perspectives—such as municipalities, businesses and residents—we can create resilient brands that are unique, powerful and enduring.
At One Lucky Guitar, we discover these truths through our branding workshops called Soul Sessions. This process usually involves a group of stakeholders we call our Brand Champions, representing various constituencies and groups within the community. Brand Champions are our advocates, making sure voices are heard, debates are constructive and victories are shared.
Your place brand should empower you to communicate with a variety of audiences. It should be strong and specific, but not restrictive; its adaptability is its resilience. We find these groups most effective not based on job titles or authority, but on credibility. These are the folks Malcolm Gladwell called “connectors” in The Tipping Point.
Engagement increases complexity to any branding process, but it’s vital. Participation and collaboration are the only paths to consensus and inclusivity.
Want to learn about how we can bring your community or place’s authentic brand to life? Curious about our Soul Sessions or the team behind them? Hit us up!
