Rebranding a Region

Liverpool has a so-so reputation, and it knows it. However, this all may change with the rebranding of this well-known city as a culture and holiday destination. Like many cities, Liverpool is seeking to be competitive on the global market by creating an inviting public image.

Destination branding is big business all over the world. When people decide where to take a holiday, much of their decision is based on image. A positive image can bolster a local economy, while a negative one has the potential to sink it. Cities like Paris and Milan attract hordes of tourists simply because of their global image. Liverpool wants to add its name to this list of must-see attractions.

This rebranding comes with a new and interesting logo. The general shape is of a square, which connoted honesty and straightforwardness. This gives the logo an honest image. The color palette is of two complementary blues. This is relaxing as well as reminiscent of water. The image itself is of a well known portion of the Liverpool skyline, with famous buildings reflected on the serene and still water.
The name of the city, written below the logo image, adds a cultured and artistic feeling. It appears to be handwritten with a brush, which has obvious artistic connotations and is similar to many museum logos as well. In bold, thick, black letters, it is impossible to miss.

This rebranding is not without controversy. The city already launched a large public image campaign in 2008, seeking to promote itself as a center of British culture. While this has certainly caused a turnaround in Liverpool’s image, it has not necessarily led to increased tourism and sales. However, in a down economy the city is holding its own, and many consider the 2008 campaign a rousing success.

Like all rebranding, this image overall will cost money, which is in short supply right now. Many people feel that Liverpool has better ways to spend their funds. Another key faction is quite happy with the city’s reputation and wary of changing it to a more upscale image.

One of the aims of this rebranding the right way is to give the city a tag line, a short phrase that will sum up its qualities and make it easier for people to remember why it is worth visiting. A local newspaper has asked readers to contribute ideas for this tagline. Many of these tie into Liverpool’s best known band, the Beatles. One possible tagline is ‘Liverpool: there are places you’ll remember’, an obvious reference to the Fab Four. However, the final decision has not been made.

If the city of Liverpool can present a coherent brand with a logo and an image that complement each other, while delivering on the brand promise made by this publicity campaign, it will be well on the way to becoming the next Paris or Milan. Branding is a powerful process because it deals with the public’s subconscious perception. The same way a company needs a brand to find success, this city needs a brand to convince others that it is a site worth visiting.