5 Mistakes That Keep City Brands from Working

Content:

• Developing a brand without a goal
• Trying to cover everything at once
• Not taking into account the opinion of the community
• End work with the brand at the presentation stage
• Come up with a complex concept that is difficult and unclear how to use

Irkutsk is a city that attracts locals with its proximity to Lake Baikal, historical architecture with carved window frames, and popular Buryat cuisine. In 2018, INSTID created a territorial brand for Irkutsk that did not include images of the lake, wooden shutters, or ethnic elements. This approach emphasizes the city's uniqueness and its contemporary perception, focusing on its cultural and historical features, making Irkutsk attractive to tourists and residents alike.

Researchers and designers have highlighted Irkutsk's unique characteristics: low electricity rates, a harsh climate and high seismic activity, as well as Vladimir Pavlov's avant-garde Soviet architecture. These aspects, they argue, capture the essence of "Irkutskness" and are associated with keywords such as charge, rise, and revolution. Irkutsk is an intriguing study site where tradition meets modern trends, creating a unique atmosphere for residents and visitors alike.

The designers presented a bold concept for the area, described as "accessible avant-garde." The short and catchy slogan, "Get Connected!", captures the essence of the new approach. The brand identity is based on bright neon colors: red, green, and blue, as well as clear geometric shapes. The logo, reminiscent of a figure eight or an infinity sign, consists of two circles containing the words "Irkutsk" in Latin and Cyrillic, with an emphasis on the letter "R." This concept not only attracts attention, but also creates a unique visual image that is easily remembered and associated with the dynamic development of the region.

INSTID's design won the 2018 City Nation Place Awards in the Best Design Solution category. The company's representatives received the award in London. However, the high praise from experts did not contribute to the implementation of the new identity in Irkutsk. Today, three years later, it is not used in city improvements or in the creation of navigation systems. It is also absent from tourist brochures and souvenirs. It's important to note that the lack of a new identity impacts the city's image and its attractiveness to tourists. The development of INSTID could significantly improve Irkutsk's visual perception and brand recognition. Why do problems with territorial brands arise? We've identified five common mistakes that can undermine the sustainability of even the most high-quality and attractive brand. To illustrate these mistakes, we used real-life examples of both successful brands and those that failed to gain popularity. We also discussed why the corporate identity in Irkutsk failed to materialize, speaking with one of the creators of this bold identity. In this article, we'll discuss common mistakes often made in various fields. These mistakes can significantly impact work results and lead to undesirable consequences. By analyzing them, we can better understand how to avoid similar situations in the future and improve the effectiveness of our actions. We'll examine which actions or decisions lead to errors and offer recommendations for eliminating them. The right approach to work will help not only minimize risks, but also achieve your goals more successfully.

• Developing a brand without a goal.
• Trying to cover everything at once.
• Not taking into account/ignoring community opinion.
• Finishing work on the brand at the presentation stage.
• Coming up with a complex concept that is difficult and unclear how to use.

Developing a brand without a goal

The mistake lies not in the developers of territorial identity, but in its customers. Often, these are local administrations of regions, cities, or towns who believe that an attractive logo or a memorable slogan can independently solve existing problems. Sometimes officials order the creation of a corporate identity simply because it already exists in neighboring territories. This approach ignores the need for strategic planning and a deep understanding of local needs, which can lead to inefficient use of resources and a lack of real change.

If the client doesn't understand how and why they will use the identity after it's presented, new solutions risk remaining merely attractive images on a screen. Understanding the functionality and purposes of the identity is key to its effective application. Without a clear understanding of the target audience and context of use, visual elements will fail to fulfill their primary purpose—attracting and retaining customer attention. Therefore, it's important not only to create a beautiful identity but also to provide the client with the necessary knowledge to use it correctly.

A place brand is an important tool, not just a decorative element or a magic wand. It functions like a shovel, helping to achieve financial goals. Place brands are most effectively used to present a region beyond its borders. They can be used to win competitions, protect investment projects, and promote local products under a unified brand. Creating a strong local brand attracts investment and business development, which ultimately benefits both entrepreneurs and local residents.

Vladimir Cherepanov is the founder of Global Siberia Brand and the key brand developer for the cities of Mezhdurechensk and Novokuznetsk. His experience and expertise in branding contribute to the creation of unique and memorable identities for these cities, helping them stand out from other regions. Cherepanov actively works to promote local cultural characteristics and economic advantages, which contributes to the development of tourism and attracts investment.

Identity can effectively address a locality's challenges, as was evident in Mezhdurechensk, a city of approximately 100,000 people located in the Kemerovo Region. Brand development began with an analysis of existing problems, rather than a search for symbols and meanings. As a result, five key issues were identified, and the team focused on the question: "What needs to be implemented in the city to address them?" This approach not only improves the region's image but also creates real changes for its residents.

In Russia, there is not only the American dream, but also a unique Mezhdurechensk dream. The residents of Mezhdurechensk have expressed a desire to free themselves from dependence on a single enterprise and are striving to develop the potential of the taiga surrounding the city. In this regard, we recalled the ski resort project on Mount Cherny Salan. In 2008, specialists from Canada came to Mezhdurechensk and noted that it was possible to create an infrastructure here eight times greater than that in Sheregesh, while the project cost would be approximately 100 billion rubles. This is truly inspiring! In our city, we found like-minded people ready to implement this ambitious idea and attract the necessary investments. We are confident that the development of the ski resort will mark a new stage in the region's economy and will attract tourists from all over the country, which will help achieve our shared Mezhdurechensk dream.

Vladimir Cherepanov - Founder of Global Siberia Brand and brand developer for the cities of Mezhdurechensk and Novokuznetsk. His work focuses on creating unique and memorable brands that reflect the cultural and historical characteristics of these regions. Cherepanov actively utilizes modern branding approaches to make these cities more attractive to tourists and investors.

The brand concept was developed based on the wishes of residents and is based on the theme of the taiga. Research has shown that no other Russian city with a unique corporate identity uses such a theme. This opens up new opportunities for creating an attractive image that will distinguish our city from others. The taiga embodies the richness of nature and cultural heritage, which can form the basis for a positive visual and emotional perception of the brand.

The slogan "Mezhdurechensk. City of the Taiga" was proposed for the territory, and a logo in the form of a large letter "M" was developed, integrating images of the magnificent nature surrounding the city. Local residents responded positively to the new corporate identity, began using it in their product packaging, and organized a festival supporting this concept. A perfume called "Scent of the Taiga" was also developed, which reflects the uniqueness and atmosphere of the region.

Local authorities, together with the brand developers, are actively using identity to promote Mezhdurechensk. As part of this initiative, a film about the city was produced and ambassadors were identified in Moscow, which contributed to increased interest in the region. Furthermore, a large-scale investment project was developed to build a ski resort with the potential to attract up to 8 million tourists. This project took the lead in the federal competition held by the Agency for Strategic Initiatives, beating out more than 60 major competitors. Participants were required to briefly explain why Mezhdurechensk deserves investment, and the new identity played a key role in this process.

Trying to cover everything at once

It is a mistake to think that a territorial brand is limited to just a logo. It's impossible to combine all elements into a single design system, such as the corporate identity of a regional or city administration, navigation features, and an identity that should attract both tourists and investors. These components require a separate approach and attention, as combining them in a single format will not lead to an effective result. The right identity must reflect the uniqueness of the location and align with its goals to truly attract interest.

Vyacheslav Pravdzinsky, co-founder of the Design Weekend project and director of the Center for Territorial Development of Udmurtia, recommends dividing the branding process into several subtasks. Each of these tasks should have a clear goal, which will help effectively achieve the desired result in brand development. This approach allows for systematization and focus on each stage, which ultimately contributes to the creation of a strong and recognizable brand.

Such tasks include:

• Creating a corporate identity for the city administration. You don't even need to create a logo for this; the style can be based on a coat of arms, which can be drawn well enough.
• Develop a line of informal urban merch. To do this, collect local memes and symbols and play with them.
• "Package" significant cultural and historical events or objects. In this case, there is no need to mix together distant symbols, for example, Lake Baikal and avant-garde Soviet architecture.
• Create a sign to promote local products outside the territory.

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Cities and regions do not need logos that would attempt to reflect all of their features. Their task is to convey key messages that will be understandable and memorable for different audiences. An effective logo should be simple and concise, allowing it to be easily associated with the unique features and culture of a particular location.

When we began our operations in Udmurtia, we were faced with the task of creating a brand that would represent not only the region but also the products produced in the republic. Currently, our "Made in Udmurtia" mark has become one of the most recognizable brands of local products. It helps us avoid competing with Astrakhan watermelons or Tula gingerbread, but rather communicate our unique offerings. At forums, festivals, and exhibitions, our entrepreneurs stand out thanks to this mark, demonstrating that we have achieved our goals. This approach not only supports local production but also contributes to the development of the region's economy by emphasizing the quality and uniqueness of Udmurtia's products.

We do not view this mark as a brand for the entire republic, although many entrepreneurs perceive it as such. It serves as a tool for promoting Udmurtia, reflecting the spirit of the local culture. Although the emblem's style has national roots, it is not limited to traditional embroidery, which is a cultural symbol of our region. This emblem emphasizes the uniqueness of Udmurtia and helps foster a positive image of the republic.

Vyacheslav Pravdzinsky is the director of the Udmurtia Center for Territorial Development and co-founder of the "Weekend Design" project. His work is aimed at improving the urban environment and developing territories in the region. Pravdzinsky is actively involved in design and architecture initiatives, promoting the implementation of innovative solutions to improve the quality of life of Udmurtia residents.

Ignoring Community Opinion

A territorial brand differs from a business brand in that it encompasses not only consumers but also residents. Unlike customers, who can choose to purchase products only from companies whose identity they identify with, city residents do not have such a choice. The identity of cities like Irkutsk or Novokuznetsk is formed alongside their residents. Therefore, they take their territorial branding very seriously and attentively. A strong territorial brand promotes local culture and improves quality of life, making it an important element of urban identity and social cohesion.

Designers and clients who ignore local community opinion and fail to explain their branding goals may encounter conflicts with residents. This will lead to their work not being in demand, and instead, they will face criticism. Incorporating community input and transparently explaining intentions are key to successful engagement and creating a resonant brand.

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Involving the local design community and active residents in the development process is a key aspect of successful design. In Udmurtia, we implement this through the Reforma School of Practical Design, where participants can actively participate in the creation and development of design initiatives. This approach promotes the exchange of ideas and improves the quality of projects by incorporating the opinions and needs of the local population.

We worked on creating a corporate identity for the republic's centenary, engaging with Udmurtia's active design community. At the initial stage, we organized meetings with an experienced art director, who acted as a mentor, and jointly developed several design concepts. In addition, we invited local historians, representatives of national organizations, and cultural experts to discuss and obtain their opinions. Their recommendations were carefully analyzed and incorporated into the final presentation, where we highlighted the ideas that had been implemented. As a result of this process, everyone was able to showcase their abilities as experts and designers, which enriched our project and contributed to the creation of a unique and meaningful visual identity for the republic.

This approach not only improves the project and makes it more accessible to people but also reduces the likelihood of criticism. By involving users in the process, we create a higher-quality product that meets their needs and expectations. This contributes to the formation of a positive image and strengthens trust in the project, which in turn positively impacts its success.

Vyacheslav Pravdzinsky is the director of the Center for Territorial Development of Udmurtia and co-founder of the "Design Weekend" project. His work is aimed at developing the region's territories, introducing modern approaches to urban planning, and improving the quality of life of local residents. Vyacheslav is actively involved in initiatives that contribute to the social and economic transformation of Udmurtia, applying innovative solutions in design and planning.

A territorial brand is a unification of people around a common idea that can inspire the community. If a city's residents lack unity and consensus, creating and developing an identity will be difficult. An effective territorial brand is formed based on shared values ​​and aspirations, which helps strengthen the region's identity and draw attention to its uniqueness. Suzdal's brand became the focus of the Asmysl company, which spent a year developing its corporate identity. Experts conducted numerous interviews with local residents, organized five strategic sessions with entrepreneurs, government officials, and young people, surveyed 13 tour operators, and reviewed over six thousand online reviews of the city. However, these efforts failed to create a sustainable brand, as the local community was unprepared for such changes. Creating a successful brand requires not only analysis but also active public engagement, which is key to achieving long-term success.

Suzdal is not only the most visited small town in Russia and an "open-air museum," but also a unique phenomenon with its own distinctive character. Its true value and appeal lie behind closed doors, where interesting and quiet corners can be found. Suzdal's identity is shaped by the traditions of gardeners with their "Don't go beyond my garden" philosophy, as well as the secluded lifestyle of the Old Believers. These aspects make the city unique, highlighting its atmosphere and cultural heritage. Suzdal attracts not only tourists but also those seeking a deep understanding of local culture and history.

Natalia Rybalchenko is the co-founder and brand strategist of Asmysl. She has significant experience in developing and managing brand strategies. Natalia actively contributes to the formation of the company's unique image, which allows it to effectively stand out from the competition. Her professional skills and deep understanding of the market contribute to the success of the projects she works on. Natalia strives to create strong brands that resonate with their target audience and drive business growth.

The designers took advantage of Suzdal's unique features by proposing the concept of "Secret Suzdal," which suggests the city can be perceived as a mysterious place requiring a key to understand. However, local entrepreneurs, for whom the Asmysl team worked, and city authorities were unable to agree on a unified vision for Suzdal's positioning. As a result, the concept remained largely unused. Currently, the city museum sells mugs with the name "Suzdal Sokrevenniy", and entrepreneurs produce gingerbread under this brand, but the city administration has not yet adopted the developed corporate identity.

The Severnoye Trekhrechye brand is a striking example of successful cooperation between six municipalities of the Arkhangelsk region. Despite the 200–400 km distance between them, local residents actively collaborate, organizing joint festivals and updating a single website with up-to-date information. This collaboration allows for the development of cross-tourism routes covering all settlements in the region. Residents' willingness to engage in dialogue and joint action fosters rapprochement, erasing distances and creating a unique cultural atmosphere.

The success of the "Northern Three Rivers" brand is due to its concept originating with local residents. This is not an artificially created story, but the result of a collective effort, where our role was to skillfully formulate and visualize their ideas. The development process took three years, and we took our time, allowing people to develop and move at their own pace.

Territorial branding is a social process in which interference is undesirable. This approach requires a deep understanding of local culture and the unique characteristics of the region. Effective territorial branding creates a positive image, promotes local economic development, and strengthens social ties. Successful branding depends on the engagement of local residents and their active participation in promoting the region.

Successful implementation of such processes requires more than just one year or even six months. Research, strategy development, and design require significant time. However, the greatest amount of time is spent interacting with local communities, who will ultimately develop the brand. Currently, only a limited number of cities recognize the importance of this stage and are prepared for long-term and complex work. As a result, many brands face setbacks and fail to achieve their goals.

Natalia Rybalchenko is the co-founder and brand strategist at Asmysl. She actively participates in the development and implementation of strategies aimed at creating a unique brand image. Thanks to her professionalism and deep understanding of the market, the company achieves high results and strengthens its position. Natalia has extensive experience in marketing and brand management, which allows her to find effective solutions for clients. Her work at Asmysl contributes to the development of innovative approaches to branding and increasing the competitiveness of companies.

Ending work with the brand at the presentation stage

The fourth mistake, following from the third, is key and can ruin even the highest-quality projects. It is wrong to assume that work with the brand ends at the presentation stage. If designers stop participating immediately after the work is handed over to the client, there is a high probability that their designs will never be implemented. Forming a team capable of supporting and developing a new brand requires two to three years of constant work and interaction.

During this period, Irkutsk did not have the opportunity to develop a "simple, accessible avant-garde," which explains its inaccessibility to a wide audience.

Creating a territorial brand that will be accepted by everyone is always a difficult task. Usually, there is a division of opinion: some residents support the new brand, while others remain dissatisfied. In Irkutsk, this fact became evident, reflecting the diversity of views and preferences among local residents.

The Irkutsk brand, created in 2018, has proven quite successful. However, visual elements such as graphics and a logo are less important than the overall development strategy and image projects that must support the brand. The effectiveness of a brand depends on the client's internal work and their commitment to implementing planned initiatives. Unlike Tatarstan, for which we developed the Visit Tatarstan tourism brand, this work was not continued in Irkutsk. This underscores the importance of not only creating a brand but also actively leveraging it and adapting to changing conditions.

In an ideal world, the developers would simultaneously launch the brand and open a design bureau or project office for its further development and support. However, this requires significant financial investment, effort, and resources, making it not always feasible. The creation of such an office could significantly improve the project's efficiency and ensure its successful development in the market.

Sergey Kleshchev, former art director of INSTID, is one of the key developers of the Irkutsk brand. His contribution to the creation of the city's corporate identity played a significant role in shaping its unique image. Kleshchev actively worked on the concept of Irkutsk's visual identity, which helped attract attention to the region and strengthen its cultural heritage.

In 2012, Dobryanka, a city of approximately 30,000 people located in the Perm region, developed a unique brand with the slogan "Capital of Kindness." This project became the first in Russia for a small town to receive its own brand manager, who continues to work there to this day. Dobryanka's branding emphasizes its uniqueness and draws attention to local initiatives and cultural characteristics.

Brands don't fail because of design—the importance of visual aspects is often exaggerated. In fact, the need for a local brand manager who focuses not only on visual elements but also on strategy and customer engagement is underestimated. Effective brand management requires a deep understanding of the target audience and market. A local brand manager is able to adapt strategy based on the unique needs and preferences of customers, which ultimately leads to successful brand perception.

Vasily Dubeykovsky is the founder of CityBranding. Under his leadership, the company successfully develops and implements city branding strategies. CityBranding helps cities stand out from the competition, attracting tourists and investors. Through innovative approaches and in-depth market analysis, Vasily Dubeykovsky's team creates unique identities for cities, contributing to their development and improving the quality of life for residents.

Vyacheslav Pravdzinsky notes that the absence of a designer in the city makes orders for a territorial brand meaningless. In fact, the success of a new brand is largely determined by how effectively it is used after the presentation. It's important not only to create an attractive identity but also to develop a strategy for its implementation so that it truly benefits the city's development and attracts attention. Implementing a new brand in marketing materials, events, and urban infrastructure plays a key role in shaping a positive image and increasing regional recognition. Based on practical experience, the most sustainable brands are those that are closely monitored. In Yekaterinburg, this role is played by a team of independent designers, including Vladislav Derevyannykh, Brand Design Director of Voskhod Advertising Agency. In Izhevsk, the Udmurtia Territorial Development Center is actively working, in the village of Nikel, the Second School Social Projects Center is actively working, and in Novokuznetsk, designer Vladimir Cherepanov and his associates are working together. These initiatives contribute to the creation and strengthening of brands in their respective regions, demonstrating the importance of a local approach to design and development. The Novokuznetsk brand was created for the city's 400th anniversary. In preparation for the celebration, the administration organized a competition for symbols, open to everyone. However, none of the submitted entries proved strong and original enough to form the basis of a new brand. Professional designers began developing the concept, researching city heroes and inspiring local stories. The result was a unique corporate identity for the "Novokuznetsk 400" celebration, which became the basis for the development of the "ZaNovokuznetsk" territorial brand. Vladimir Mayakovsky, who wrote about Kuznetskstroy, became the brand's primary symbol. The poet's image defined the brand's avant-garde style, emphasizing the cultural heritage and historical significance of the region.

In our project, we presented not only the symbols, but also the spirit of Novokuznetsk. We highlighted the city's unique features and explained why Novokuznetsk is a remarkable place. After celebrating its 400th anniversary, residents realized how much this had impacted their perception of our city.

The administration team that previously supported the project has changed, and we are now continuing to work with the brand in an environment of uncertainty. This is not a systematic process. We do not have a brand manager position, but having such a coordinator would be useful. We currently continue to promote the city as part of the "ForNovokuznetsk" project, acting on the belief that we, as residents, deserve a better future for our region. We are confident that our brand development efforts will help improve the quality of life in Novokuznetsk and draw attention to its potential.

Vladimir Cherepanov is the founder of Global Siberia Brand and the developer of brands for the cities of Mezhdurechensk and Novokuznetsk. His work is focused on creating unique identities for these municipalities, which contributes to their development and draws attention to the region's cultural and economic potential. Cherepanov is actively involved in branding strategies aimed at improving the image and increasing the competitiveness of cities.

Coming up with a complex concept that is difficult and unclear to use

While a company can invest in a complex identity, this is difficult for a city. The reason lies in the difference in resources. Businesses have the opportunity to allocate significant budgets to the implementation of unique and complex concepts, as well as develop a multi-layered corporate identity with the help of professional designers and specialized agencies. Cities often lack such funding, limiting their potential to create and maintain a unique visual identity.

City identities attract the attention of a wide range of professionals: librarians who use only Word, printing house employees who adapt layouts in Corel Draw, and government secretaries who need to quickly place logos on announcements. In such circumstances, complex design solutions can prove ineffective and impractical. Therefore, it is important to develop simple and user-friendly tools that will allow all stakeholders to effectively work with the city's identity while maintaining its integrity and recognizability.

The problem with the brand proposed for Irkutsk is its narrow aesthetic. While appealing to those knowledgeable in the field, it is completely incomprehensible to a wider audience unfamiliar with the concept. This significantly hinders its use. Such brands typically don't survive beyond the studios where they were created. The Irkutsk case can be viewed as an art project—it's beautiful, vibrant, and meaningful, but it doesn't serve as a territorial brand.

Vyacheslav Pravdzinsky is the director of the Center for Territorial Development of the Udmurt Republic and a co-founder of the "Design Weekend" initiative. His work is aimed at improving the quality of urban infrastructure and developing public spaces in the region. Vyacheslav is actively involved in the design and implementation of social and cultural initiatives, which contribute to the creation of a comfortable urban environment in Udmurtia.

One of the first territorial brands in Siberia was created in Omsk, developed by a team of renowned researchers from Moscow. The concept was called "Realizing Pan-Eurasian Opportunities." The slogan, which requires pronunciation in the voice of Darth Vader, has become a distinctive symbol. Despite numerous meetings and successful presentations, the initiative failed to meet expectations, and the brand failed to gain a foothold.

Vladimir Cherepanov is the founder of Global Siberia Brand and an experienced brand developer for cities such as Mezhdurechensk and Novokuznetsk. His work focuses on creating unique identities for regions, facilitating their development and highlighting their cultural and economic characteristics. Cherepanov is actively involved in designing brands that reflect local traditions and values, thereby strengthening the image of these cities in the marketplace and beyond.

Learn more about urban identity and territorial branding. These concepts play a key role in shaping the unique image of cities and regions, promoting their development and attracting tourists. Learning about best practices and successful cases will help you better understand how effective branding strategies can transform the perception of a place and increase its attractiveness for residents and visitors.

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The problem with the brand proposed for Irkutsk is its narrow aesthetic. It suits those who understand this aesthetic, but remains incomprehensible to a wider audience. This creates difficulties in its use. Such brands often do not find their place outside the studios where they were created. The Irkutsk case is an art project that looks beautiful and attractive, but does not function as a territorial brand. It is important to create a brand that is understandable and accessible to everyone, and not just a narrow circle of connoisseurs.

Vyacheslav Pravdzinsky is the director of the Center for Territorial Development of Udmurtia and is a co-founder of the Design Weekend project. His work is aimed at improving the urban environment and developing the region's territories. Pravdzinsky is actively involved in implementing initiatives that promote the sustainable development of Udmurtia and encourages local residents to participate in the design of public spaces.

One of the first territorial brands for Siberia appeared in Omsk, created by a team of renowned researchers from Moscow. They developed a concept called "Realizing Pan-Eurasian Opportunities." In Omsk, this slogan deserves to be pronounced with the voice of Darth Vader. Despite numerous meetings organized by the city administration and successful presentations, the brand failed to gain a foothold and eventually disappeared.

Vladimir Cherepanov is the founder of Global Siberia Brand and a brand developer for cities such as Mezhdurechensk and Novokuznetsk. His work focuses on creating unique identities for regions, thereby promoting their popularity and development. Under Cherepanov's leadership, projects aimed at improving the cities' image and attracting investment were implemented. The company's specialization includes the development of branding strategies, marketing campaigns, and visual identities, making it a key player in the Siberian branding market.