If you ask most people what a place identity is, they may struggle to articulate it. But if you ask most people what are the defining characteristics about the places they love the most, they’ll likely talk passionately about the unique character, the offer and their personal and emotional connection to the place.
In 2024, Rightmove’s Happy at Home Index – a survey of over 35,000 Briton’s – named Woodbridge in Suffolk as the happiest place to live, owing to its strong sense of community, access to nature, charming high street full of independent businesses and the “freedom to be oneself”.
Placemakers and leaders across the town enhance and leverage these by a range of means, from Stepping into Business market days to promote local enterprise, to the annual regatta on the river. These aren’t decisions made at random.
Developing and defining a place’s distinct identity and narrative at the early stages of a new development should guide decision-making and lay the foundations for the development of meaningful key messages and an impactful communications strategy that delivers throughout the lifecycle of a place. It establishes from the very beginning the stories that are going to emotionally connect with audiences, be they brands, businesses, residents or visitors.
We are in an era of brand oversaturation, where sameness floods people’s screens and inauthentic messages disengage audiences. That’s why establishing a distinctive identity for new neighbourhoods, destinations and developments has never been more important. Just as with consumer brands, places are competing for attention like never before.
To cut through the noise, places need a clear purpose, and an authentic, distinctive narrative that informs all decision-making from design, to marketing, communication, cultural strategy, customer service and experience. Too often, a place brand is considered just a logo or strapline, and something that can be developed just before launch, when in fact it is the narrative, values, personality and emotional connection that shape how people perceive, engage with, and ultimately value a place.
It needs to be developed at the start with thorough research, meaningful community and stakeholder engagement, strategic thinking, and in collaboration with project partners, so ultimately every element of the place works towards a shared vision.
There’s a fundamental commercial imperative to doing this. Developments with strong, credible identities are more attractive to commercial occupiers, who want to be associated with a place that aligns with their values and appeals to their audiences. For residents, a coherent brand narrative fosters pride and belonging, driving desirability and long-term satisfaction.
It also attracts visitors and encourages dwell time and spend across hospitality, leisure and retail. It’s no coincidence that when you look at some of London’s most successful places, such as King’s Cross, White City and Wembley Park, they are all places with distinctive, embedded place identities that are then reflected in their every behaviour, from the events they host, to the retail and leisure they curate, and the way they create emotional connections with their audiences.
At Coverdale Barclay, we have worked with Sugar House Island in Stratford East London to help shape its reputation as a creative island community within a city, and a place that nurtures talent. This identity reflects the architecture and design of the Island, which is unlike anything in the local area, establishing a sense of place that is distinct from, yet complementary to, the wider regeneration of Stratford. We have helped embed this identity through creative partnerships with the likes of Hypha Studios, which offered free studio space to local creatives, and through story-telling about the success of start-up local businesses.
This has resonated with the area’s target audiences, attracting a host of creative businesses and entrepreneurs. This approach to place identity and narrative has ensured Sugar House Island is not as just another development in Stratford, but a thriving destination in its own right.
Ultimately, investing in place positioning and communications early ensures that every element of a place works together to drive long-term value, and that you don’t miss the chance to shape how your audiences connect with, and anticipate, your development from the very beginning.
