I participated in many community branding workshops, I have helped “brand” the communities I have represented and develop marketing plans around them. When I came across this definition of Branding it is the most concise definition I have seen.  Branding, Development & Marketing Action Plan

“Branding” is the most misunderstood word in the tourism and downtown development industry. A brand is not a logo or slogan - those are simply tools used to reinforce the brand. A brand is a feeling, what people think of you, not what you say you are.

Branding is the art of setting yourself apart, creating the perception that there is no other place quite like yours. Much more than logos and slogans, your brand is the image, the expectation that your visitors have of you. It must be pervasive throughout the community, so it is obvious to a visitor what you are. This could include decorative signage, façade improvements, attractions development, and more. A brand is your promise.

What are your thoughts?