About branding territories in towns

On 1st March LEC organized an open lecture with Natalya Rybalchenko – a brand strategist and the co-owner of the company "POINT. Development point" and internal tourism expert.

At a meeting Natalya told about how she understands territorial branding and what key steps need to be taken in creation and development of a brand of the territory. Natalya means by a territorial brand on the one hand - understanding by inhabitants of the territory in which they live, and on the other hand - sensibleness of the territory when meanings and features of this or that area which can attract on this territory are found. According to the expert, except creation of brands of large territories, it is possible and it is necessary to create "microbrands" in these large territories - the small cities and settlements. It contributes to the active development of internal tourism. It is possible to create a territory brand only involving the person from outside, the expert who will be able to make an overall picture of the territory, to analyse and reveal its key meanings. Natalya considers that it is impossible to create the uniform set of rules on creation of a territorial brand as each territory is unique, and it is important to consider and emphasize it. At the same time there are main steps which need to be made during creation of a brand. First of all it is necessary to conduct a research of the territory is not only the analysis of sources, but also the included observation, communication with local leaders and inhabitants. Communication – one of the main tools in creation of a brand. Natalya considers that only "through personal involvement of the researcher magic is possible" therefore the expert pays special attention to communication with leaders of territories. It is necessary to understand inquiries of local community and then to look for meanings and to create strategy. At the same time the visual brand can be created only when the territory is ready, that is its key feature which will be attractive to locals and tourists is found.