Planning for an Effective Place Brand

APA North Carolina Chapter


Wednesday, September 27, 2017
3:30 p.m. - 4:45 p.m. EDT

CM | 1.25

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A presentation about the process our firm has established for branding communities. Drawing upon several recent projects we will provide planners and gov’t leaders with proven steps for engaging stakeholders, developing a brand platform, and uncovering the unique story of a place particularly as it relates to tourism and economic development.

Effective community branding can bring tremendous value, but it requires a serious investment and a thorough planning process to be successful. This involves building stakeholder consensus, performing research and analysis, and depicting the essence of place through creative storytelling. By the end of this session, participants will gain a full understanding of the multi-stage process a community must go through to arrive at a distinct and authentic place brand, including: identifying and engaging your relevant stakeholders, designing effective brand surveys, performing market and community research, analyzing and reporting the data, developing a strategic brand platform on which to base compelling and accurate visual designs and stories, ideas for incorporating the visual brand into the built environment, as well as developing effective websites for communicating the new brand publicly. This session will be interactive, allowing participants to see and discuss the exact process, research findings, and deliverables from some successful client projects such as Downtown Lenoir, Alleghany County, and the Appalachian Regional Commission.


Matt Powell

Invited Speaker

Matt Powell is the Director of Communications and Place Branding for Destination by Design, a planning, design, and promotions firm in Boone, NC. In this role, Matt leads community branding and marketing-related projects, shoots & directs multimedia stories and web campaigns, and develops brand strategies for targeted audiences to promote quality ... Read More

Contact Info

Benjamin Howell,