Do try to understand what makes your city unique, and use that to create a city “brand” that “springs from the native soil.”
That’s the advice Aaron Renn, who writes about cities for a blog called The Urbanophile, is giving to cities and their mayors. He says cities like Austin, Texas, Portland, Ore., Charleston, S.C., Houston, Texas and Las Vegas, Nev. have seen success in part because “they were able to create aspirational narratives about their brand promise that resonated with the people they wanted to attract.”
What should Athens’ brand be?
I want Athens to keep attracting smart, creative people who like to walk or bike to work, school and play. So, I’d like to create an Athens city brand built on an incredibly vibrant college town scene that’s fed by great local food, serenaded by the best music anywhere--all woven together by some of most walkable and green neighborhoods you’ll find in the South. (There’s still a lot—a lot—of work to be done to create the kind of neighborhoods I’m envisioning, but the raw materials are here.)
What’s your brand idea? And can you express it in a bite-sized, catchy phrase? (I can’t for mine—at least not yet.)
Read Renn’s article here.