The Brand: Brighton
Have you ever thought about the fact that each city is a brand in its own right? We have. But then we are a branding agency. Brighton is our new stomping ground, so we wanted to explore what kind of brand it is and play around with what kind of logo and tag line we’d give it if we were to sell it to the world.
First of all, let’s have a look at the brand of another city. Let’s say…San Francisco. If you think about San Francisco, what pops into your head? Probably you think about hippies, the Golden Gate Bridge and Silicone Valley. In other words, San Francisco has been marketed as a city filled with forward thinking people who are either interested in spirituality and art, or business (or, often, both).
As a brand, San Francisco needs to appeal to its diverse population, as well as potential tourists and investors. If the brand suddenly became synonymous with drug addicts, the homeless and gang wars, people would be less prone to move there, visit, or invest.
This is why it’s so important that cities retain a positive brand image. As a business opening doors in a new town, it’s also important to understand how you fit into the brand of that town, as well as the target markets the town itself appeals to.
So let's have a look at the brand that is Brighton. We started off by doing some research as that’s our job as a creative agency. Brighton and any other brand deserves someone digging deep into their culture to understand them, before they try to market them. From there, we went on to playing with what we believe to be the symbolism, brand values and USP (unique sales proposition) of Brighton.
Brighton and surrounds has a population of about 290,000 people, which is about 50/50 male and female, with an unusually large percentage of the population being 20-44 years old. A large part of the population is also not subscribing to any religion. There is a large LGBT community and a lot of businesses in the new media sector, though AMEX is the main employer. Unfortunately, there’s also a lot of homelessness.
— Brighton Pier
— The beach
— The Arts
— Royal Pavilion
— The Lanes
Brighton’s Brand Values
Brighton is known for being a city that is open minded — a lot of artists reside here, it’s home to a famous fringe festival, we’re not the only design agency; Brighton is a town filled with creative businesses and new media, the new age movement is well and alive, and people are open to new ideas — but it’s also renowned for its reputation as an old picturesque seaside resort with ties to the Royal family.
— The arts (arty/cultural perspective)
— Community minded
— Preserving old cultural landmarks/areas (it’s a picturesque place to visit)
— Nature/the ocean (eco-friendliness and living close to nature)
About the author, Adam
Adam is the founder and director of BrandCraft UK. BrandCraft UK is a branding and design agency based in Brighton. BrandCraft UK is the European sister office of BrandCraft HK, a Hong Kong-based branding and design agency.
Adam is a branding consultant and has worked with clients in the UK, USA, Hong Kong, Tokyo, South Korea and China. He has had self-initiated art and design projects exhibited at various galleries and museums including the Victoria & Albert Museum of Art and Design and regularly writes about branding and design theory.