Posted by Nixon
A balanced approach to community revitalisation
As our world expands and technology advances, we often find ourselves thinking on a global scale. But what of the local? It’s no secret that high streets, towns and smaller communities have radically changed in recent decades. And in many ways, this hasn’t been for the better.
Neighbourhood place branding has emerged as a transformative tool for cities and communities hoping to revitalise their local areas. By crafting a distinct identity, these often down-on-their-luck communities can attract investment and tourism, and build a renewed sense of pride among residents. However, the process is far from straightforward and comes with significant challenges. Chief among them is introducing branding that genuinely benefits the local community, rather than leading to unintended consequences like gentrification. We’re fortunate enough to live in a coastal area with boundless natural beauty, but the differences between those communities that thrive on year-round tourism (often a double-edged sword, but more on that another time) and those without is a stark reminder of how difficult this process can be.
We’ve led on a variety of cultural projects in both the private and public sector, with each one feeling like a learning curve compared to the last. But throughout this, we’ve gleaned some universal truths when it comes to getting a result that benefits everyone.
The importance of community involvement
Local communities sit at the heart of successful place making. When residents are actively engaged in the branding process, the resulting identity is more likely to reflect the true character and spirit of the area. This authentic representation can foster a sense of ownership and pride among residents, making them feel that the changes happening in their neighbourhood really are for their benefit.
A prime example of this is the branding of London’s Elephant and Castle area. Once known for its rough edges and high crime rates, the area went through a rebrand that focused on its rich cultural diversity and historical significance. By involving local artists, community leaders, and residents in the process, the branding efforts managed to celebrate the neighbourhood's unique character without erasing its past. This approach helped to avoid the pitfalls of gentrification, as the emphasis was on enhancing the existing community rather than displacing it.
The risks of gentrification
Gentrification is a major concern in neighbourhood place branding, particularly when the process is driven by external interests rather than the needs of the community. You can guarantee that it’ll be the number one topic when any community workshops are held. When branding efforts focus too heavily on attracting new businesses and affluent residents, they can drive up property prices and living costs, ultimately forcing out long-standing residents. This not only disrupts the social fabric of the neighbourhood, but can also lead to a loss of cultural identity. There are a litany of examples from across the UK, but the poster child for this tension is just up the road from us: Port Isaac.
To avoid this outcome, it's crucial for place branding initiatives to strike a balance between economic development and social responsibility. By prioritising the needs of existing residents and sharing the economic benefits of rebranding, successful projects can avoid the negative impacts of gentrification.
The need for authenticity
It should go without saying, but a neighbourhood's identity can’t be manufactured or imposed from the outside; it must grow organically from the lived experiences and histories of its residents. When branding efforts fail to capture this true spirit, they risk creating a superficial or inauthentic image that fails to resonate with both locals and visitors. It’s the worst of both worlds and people see through it straight away.
The branding of Liverpool’s Baltic Triangle is a great example of finding authenticity. Once an industrial district, the area has been transformed into a hub for the creative industries, with branding centred on its gritty, industrial past and its vibrant, artistic present. This approach has attracted new businesses and visitors while maintaining the area's original character, meaning the branding resonates with both newcomers and long-time residents. It strikes the perfect balance of reflecting the industrial past while looking to a new creative future.
When it works properly, it’s a beautiful thing…
Neighbourhood place branding is a powerful tool, but it should be approached with healthy caution. Successful projects require deep community involvement, a balance between economic development and social responsibility, and a commitment to authenticity. By focusing on these principles, place-based branding can revitalise neighbourhoods in a way that benefits all residents, avoiding the pitfalls of gentrification and preserving the unique character of each community. When done right, it can lead to a more vibrant, inclusive, and sustainable future.
Our tips for getting the most out of a community:
- Research and understanding: begin by thoroughly researching the area’s history, culture, and current challenges. Engage with local residents to understand their needs, values, and aspirations, through forums, online forms or workshops.
- Community involvement: involve community members in the branding process from the beginning. This way, the brand will reflect the true identity of the neighbourhood.
- Defining the brand identity: develop a brand identity that captures the unique characteristics of the neighbourhood. This starts with visual elements like logos and colour schemes, as well as messaging that conveys the neighbourhood's story. Words and images can be drawn together to tell a powerful story.
- Strategic planning: create a strategic plan that outlines how the brand will be implemented across different channels and touch-points, such as signage, its online presence, and community events. If a project simply ends in a set of PDF guidelines, it’s safe to say that it’s failed…
- Sustainable development: make sure that branding efforts align with long-term community goals, avoiding short-term gains that might lead to gentrification or displacement.
- Monitoring and adaptation: continuously monitor the impact of the branding and be ready to adapt the strategy based on feedback and changing circumstances. People and cultures change, and being aware of this is crucial.
Rebranding a community is a privilege, but it’s also a responsibility. Putting your best foot forward and investing time in the process – beginning with getting the right people involved and really hearing what they have to say – plays a major part in the end result. No two place branding projects can ever be the same: communities are living, breathing entities, with unique histories, characters and aspirations. This makes community projects a challenge, but it’s also where the magic lies.