People - the forgotten brand builder

As the global competition for migration, talent and human capital heightens, states and cities are much more aggressive with their brand and marketing efforts to attract and retain residents.

Smaller cities find themselves competing with one another for attention from audiences that are not always well-informed about them.

Many cities have long relied on compelling advertising campaigns to draw in tourism revenues. But today, many are now also turning to broader branding strategies to distinguish themselves – to bring in tourists, attract new business and talent, and reaffirm the core values of the state and city for existing residents.

The World Economic Forum acknowledged that one credible way to enhance migration is by using branding strategies. Therefore, it is not surprising that Australia’s regions are competing for people, and in many cases, cities are competing for similar target market segments.

We talk a lot about what delineates South Australia from elsewhere, and what are the significant and compelling attributes. Affordability, accessibly and live-ability – a leader in industry sectors such as cyber, defence, energy and space. -

Contemporary branding strategies are important, but there is an unheralded, yet authentic and impactful branding activity that is often forgotten – a city’s people. 

Glasgow’s City Council’s Strategic Plan 2012-2017 and the Glasgow Economic Leadership group identified seven priority sectors for Glasgow’s future economic development over a five-year period.

Specifically, this strategic vision identified the need for the development and implementation of a new city brand – one which could articulate Glasgow’s growing credentials and resonate with each of the Strategic Plan priority sectors.

The result has been a brand that is flexible and adaptable to different audiences and sectors to highlight Glasgow’s key strengths, and provides a platform through which to attract investment. The brand reinforces the fact that the city’s increasingly diverse economy is underpinned by a dynamic, growing and highly-skilled workforce.

One year on from the launch of the brand, market research was conducted to assess the success of the brand. The research showed 93% of Glasgow’s residents and 60% of visitors were aware the city’s brand is ‘People make Glasgow’, and 90% of residents and 93% of visitors agree that ‘People make Glasgow’.

I don’t believe enhancing the image of a state or city should fall to one body, organisation or government. Each of us are a critical factor in the formation of the place brand.

Everyone has a different perspective – and one’s personal circumstances contribute to their outlook. We shouldn’t stick our collective heads in the sand and avoid addressing the challenges within our community.

My point is that we all play a role in enhancing or denigrating the perception about our state and city – and if we genuinely care, then it falls to us to take responsibility and be active brand ambassadors by talking them up.

South Australians are the main agents who live and communicate with tourists, students and business. Therefore, we are the ‘bread and butter’ of our place brand.

The beautiful assortment of the physical appeal, and the social interactions one enjoys, facilitates the experience of our destination.

Our interactions with each other, and particularly with outsiders, form the social setting of our state – or the perception of brand South Australia. 

While delighted customers have acted as brand ambassadors for centuries by raving about their purchases or services, the significance of social media has amplified the power of praise.

Consumers once shared their satisfactions with a few friends, but today we share with our audience of hundreds, even thousands, on social media. Which is why the exchanges and conversations we have are so important.

There’s so much to be proud of, and importantly, look forward to – just glance over at the amazing things taking place at Lot Fourteen. 

Yes, there are many important issues confronting our state which can’t be overlooked – but there’s much more to be ‘cup half-full’ about.

South Australians are smart, progressive, cultured, hardworking, generous, innovative and friendly. We are great people. Come to think of it, Glasgow’s message is probably more relevant and appropriate for South Australia to adopt!

We all should consider how powerful our voices of advocacy can be in driving positive perceptions – and building the brand that is South Australia. After-all, we do live in the best place in the world.