27 February, 2025

Location isn’t just a backdrop, it’s a powerful brand asset. Research shows that consumers are more likely to engage with brands that feel authentic, trustworthy, and deeply connected to their surroundings.

But how do you bring something as tangible as “place” into the digital world?

We’ve worked with businesses across the UK to bring their sense of place to life online. Along the way, we’ve learnt a lot about what makes location-driven branding truly resonate. Here are just a few of the ways you can help your brand’s digital presence feel as rooted in place as it does in the real world.

Use design to reflect local character

Design isn’t just about appearance – it’s a powerful tool for storytelling. By thoughtfully using colour, typography, and layout, we can communicate a location's distinct characteristics and immerse online users in a sense of place.

Trewithen, for example, captures its sense of place through its colour palette, which reflects the estate’s surroundings, while bespoke woodcut illustrations highlight its flora, fauna, and architecture. This traditional technique reflects the handcrafted artistry of the estate and house, from wood carvings to decorative prints. Together, these design elements help create a digital experience that immerses visitors in Trewithen’s character before they even set foot on the estate.

Similarly, whilst the Scarlet and Bedruthan hotels have distinct identities, they share design elements that echo their coastal surroundings. Asymmetrical lines and organic forms, inspired by Barbara Hepworth’s sculptures, subtly reference Cornwall’s artistic heritage and the natural contours of the coastline.

Tip: Incorporate subtle visual cues from your location, such as illustrations or patterns inspired by the local area, the colours of the surrounding environment, or even fonts that reflect a historical or cultural connection.

Anchor your story in local heritage

For businesses rooted in a specific location, the culture, history, and way of life aren’t just details – they’re part of your identity. When thoughtfully integrated into your website and digital content, these elements create a deeper emotional connection with your audience.

Tresco, for instance, uses its journal and website content to share its rich history and the unique island lifestyle. From subtropical gardens to car-free tranquillity, the site immerses visitors in the distinctive charm of the Isles of Scilly.

A study by Sprout Social found that 76% of consumers prefer to buy from a brand they feel connected to over a competitor, and 57% are likely to spend more with a brand when they feel that connection. This highlights the impact a strong local identity can have on customer loyalty and purchasing decisions.

Tip: Bring your location to life by weaving its history, culture, and community into your brand. Share the stories behind your business – whether it’s your origins, the people who shape it, or the traditions that make it unique. Authenticity matters, and a strong connection to place helps users feel part of something bigger.

Showcase local partnerships and community ties

Brands that actively engage with their communities foster trust and loyalty, making them more relatable and memorable.

Pendennis, for example, demonstrates its dedication to the local community through long-term initiatives such as apprenticeships. By training the next generation of skilled craftspeople, they not only preserve specialist maritime skills but also create valuable career opportunities in the area. Alongside this, events like Pedal4Patients raise funds for local causes, further strengthening their ties to the community.

A survey by Edelman found that 79% of Gen-Z consumers say they need to trust a brand to buy from them. By showcasing community engagement online, you create a stronger emotional connection with your audience.

Tip: Use your website to highlight collaborations, local partnerships, or community-driven initiatives. Showcasing programmes like apprenticeships or training schemes demonstrates a long-term investment in your local area and reinforces your brand’s positive impact.

Make imagery work for you

Imagery and content are essential in capturing a sense of place, but to be truly effective, they need to feel authentic and intentional. Carefully art-directed photography ensures that visuals do more than just look good – they convey atmosphere, character, and a true sense of place.

Trewithen brings its online presence to life with seasonal photography that showcases its vibrant blooms and horticultural heritage. By capturing the garden’s changing beauty throughout the year, the website does more than promote a destination – it invites visitors into an ongoing story, making Trewithen feel like a place to return to time and again.

Similarly, Latitude50, a luxury holiday cottage company, uses carefully curated photography of Cornish coastlines and interiors to immerse visitors in the experience of a coastal retreat. Paired with engaging storytelling, these visuals make the digital experience feel as immersive as being there in person. 

Tip: Ditch generic stock photos and invest in original photography or illustrations that capture the unique character of your location. Pairing compelling visuals with rich storytelling creates a more immersive and memorable experience.

Tap into the power of language and tone

While imagery is a powerful tool, the words you use can also play a valuable role in conjuring a sense of place. Using techniques such as creative description and sensory cues – references to sights, smells, sounds, tastes, and touch – immediately prompts readers to imagine themselves within a tangible environment. 

Tactile and sculptural, Emily Nixon's jewellery is intrinsically linked to Cornwall’s wild coast and moorland. To reflect this, the team uses wording like ‘weathered’, ‘sea-worn’, ‘rippled’ and ‘tumbled’; truly creative phrasing that does justice to the brand’s surroundings. 

Seasalt Cornwall is another brand that leads with imaginative language. Regularly evoking shape, colour and seasons, Seasalt’s copy puts people and place right at the heart of its products and marketing. 

Tip: As with visual content, this is all about originality. No two places are exactly alike, so think about what makes yours different. Reference colours, movement, sounds, and small, quirky details that invite people to create a mental image. 

Why place branding matters in the digital space

A strong sense of place isn’t just a backdrop for your brand – it’s a powerful way to create deeper connections with your audience. By weaving location into your digital presence through thoughtful design, compelling storytelling, strategic partnerships, and immersive visuals, you can build a brand identity that feels authentic, distinctive, and truly rooted in its environment.

If you’re looking to bring your brand’s sense of place to life online, we’d love to help. Just get in touch to start the conversation.