Adopting a city brand offers tremendous rewards if done correctly. However, sometimes these well meaning efforts introduce levels of complexity and pitfalls which could easily have been avoided if leaders understood the nuances of community-based brand planning.
Many city branding projects get off to a great start with lots of publicity and energy, only to soon run out of steam. Their momentum starts to lag, fresh ideas are not as frequent, designs start to miss their mark, and suddenly the brand has faded, is confused, and becomes very vague to customers and stakeholders. Unfortunately, some even falter during the initial planning stages.
There are many issues that contribute to a failed city brand. This article (Why City Brands Run Out of Steam - And Why Yours Doesn't Have To) highlights some of the common pitfalls that contribute to brand hangovers and failures and hopefully can help you avoid them.