In the world of marketing, building a brand has always been associated with companies, products or personalities. But there is a concept that is increasingly gaining ground in public management and urban development: Place Branding.

More than a tourist slogan or a visual identity, place branding seeks to position cities, states or even countries as memorable, desirable and recognizable brands. The aim? To attract investment, generate social value, boost tourism and reinforce the sense of belonging of those who live there.

It's not about inventing, it's about revealing

Unlike one-off advertising campaigns, place branding doesn't create an artificial narrative - it identifies the essence of the place and translates it strategically into communication, public policies and experiences.

It's like giving shape and voice to the soul of the city, using cultural, historical, geographical and social elements to build a brand that reflects the real identity of the territory. This involves everything from creating a clear purpose to practical actions that generate a positive perception among internal (residents) and external audiences (tourists, investors, talent, etc.).

Cases that show how it works

You've certainly heard (or even used) expressions like I ❤️ NY, Incredible India or Barcelona Inspires. These are examples of well-executed place branding - brands that have gone beyond communication and become part of the urban experience and collective memory.

In Brazil, more structured place branding strategies are still timid, but they are growing, especially in cities that want to attract events, promote sustainable tourism or create innovation hubs.

This is more than tourism: it's identity, reputation and impact

Anyone who thinks that place branding is just about selling destinations is mistaken. This strategy is increasingly being used to reposition cities in the post-crisis period, regain public confidence and generate lasting economic and social impact.

And when applied well, it can even improve public policies, enhance local talent and transform residents' relationship with urban space.

Branding is also public policy

In practice, place branding requires integration between areas such as communication, culture, tourism, urban planning and economic development. It involves active listening to the population, social participation and building a narrative based on data, history and regional vocation.

It is therefore a strategic management tool, not just a visual marketing action.

Conclusion

Place branding is the future of territory management. In times of global competition between cities and regions, building a strong and authentic brand is more than an advantage - it's a necessity.

More than attracting tourists, the real challenge is to enchant residents and inspire belonging, showing that branding is not about "selling an image", but about translating a real identity into memorable and transformative experiences.

Source: Metrópoles

With the evolution of digital channels and changes in consumer behavior, marketing is undergoing a transformation. Instead of choosing between branding (building a brand) or performance (immediate results), companies that are leaders in the market are adopting an integrated approach, combining the two pillars as an essential strategy to grow in a sustainable and relevant way.

What is branding?
Branding is the strategic construction of a brand's identity. It involves everything from defining the brand's purpose, values, positioning and tone of voice, to the way it presents itself visually and relates to the public. The aim of branding is not to sell immediately, but to create lasting emotional connections, generate trust and build reputation. It is branding that makes a brand remembered, desired and recommended, for example, brands such as Apple, Coca-Cola or Natura are clear examples of the power of a well-constructed identity.

And what is Performance?
Performance, in the context of marketing, refers to actions driven by measurable results, such as clicks, leads, sales, downloads or registrations. These are campaigns aimed at generating immediate conversion, based on data and clear return on investment metrics. Here, the focus is on the efficiency of paid media channels, precise segmentation and constant optimization, using tools such as Google Ads, social networks and email marketing automation.

Why integrate the two?
For a long time, branding and performance were seen as separate strategies. But the challenges of today's market demand an integrated approach: a strong brand facilitates conversion, while performance results feed back into the perception of value. By uniting the two, companies can generate immediate results without losing sight of long-term sustainable growth.

At the end of the day, branding is what makes people choose you. Performance is what makes them buy now. And together, they build solid, relevant and future-proof businesses.

Conclusion

On the one hand, branding works on brand recognition and positioning, creating emotional connections and building long-term value. On the other, performance actions are aimed at direct and measurable results, such as clicks, leads and sales. The new era of marketing demands that these two worlds go hand in hand: a strong brand drives conversion, while well-segmented campaigns feed brand perception.

Large companies have realized that this balance is what sustains success in competitive markets. Investing only in performance, without creating a solid identity, can generate immediate but short-lived results. On the other hand, focusing only on branding can make it difficult to see a return. 

The future belongs to brands that understand that emotion and data, construction and conversion, need to go hand in hand.

Source: Mundo do Marketing - "Why combining Branding and Performance has become essential for the new marketing era"