A place’s economic future is shaped not only by its industries, infrastructure and institutions, but also by its identity: how people perceive it, talk about it and imagine what it can become. The stories attached to a place, rooted in its history, culture and industrial legacy, influence whether communities feel trapped in decline or confident to create and pursue opportunities. They impact whether people stay, move in or leave a place; whether firms see potential for investment; and whether visitors are drawn to it. While stories of loss and discontent can hinder transformation, local pride and strong attachments can be harnessed as resources for economic and social renewal. In an era of growing competition for talent, capital and visibility, place branding is increasingly being used by places to understand and communicate what they are and what they want to be.
This report examines why place identity matters for policymakers and how it can be used alongside traditional levers to support broadly shared local prosperity. Drawing on research and practical examples, it outlines how to map a place’s identity, unearth and use a place narrative, tap into pride in place and belonging, and embed this work into government institutions and policies.
