Brand identity

Contemporary cities, regions and other places need to and want to
attract attention, provide unforgettable experiences, keep their promises
and fulfil the stakeholders’ expectations.

Modern cities, regions and different kind of places want and need to generate interest, provide unforgettable experiences, keep their promises and meet the expectations of their stakeholders. Therefore, they invest in building and maintaining their brands. In fact, a strong brand is becoming the most valuable asset, not only in commercial markets but also in specific market places. A strong and well-known brand supports achieving the vision of development and strategic objectives defined by a given place that lie at the core of the prosperity and happiness of the local community.

A key point in building each brand, including place branding, is defining its identity. This identity reflects the desired, ideal image of the brand, presenting the most favourable image for the owners or managers of the brand (from their point of view). In other words, brand identity reflects the desired perception of the brand by its stakeholders. Brand identity should not be confused with brand image. The latter describes consumers’ ideas, opinions and associations. Brand image exists in their awareness as a response to the actions that communicate brand identity. The image is secondary in relation to the identity, because it is an effect of its perception.

The brand identity of each place should be based on its strong points, ones which are not only positive, but distinctive and reliable as well. They are also a source of benefits and motivation for members of the target groups to make decisions and act.

Brand identity is defined by its basic components, that build a specific structure and determine the range of its activities and the area of interactions with customers and other brands. Consistent and coherent brand building based on its identity leads to the creation of a strong, distinctive and fixed brand image. A condition of a well-designed brand identity is consistency across all its elements. Therefore, not only knowledge and experience are crucial, but also the strategic and analytical skills of the team responsible for designing the brand identity.

Areas of specialisation

  • Defining the structure of brand identity by means of the author’s adapted methods of designing the brand identity (Bull’s Eye, Brand DNA, Brand Code)
  • Analysing primary and secondary data necessary for defining the brand identity
  • Designing and conducting strategic workshops with stakeholders with regard to the identity of the place
  • Setting guidelines for the implementation of identity of the place branding




  • Developing a brand identity for Warsaw
  • Developing brand identity of Cracow region
  • Developing the brand identity of ICHOT Porta Posnania in Poznań