Fourteenth International Conference on The Constructed Environment

Abstract

Substantial research has been conducted on placemaking branding, but comparatively little has been done on placemaking communication, particularly the role of brand voice in impacting communities. The purpose of this study is to determine whether brand voices help places better address communities and develop stronger communication, thereby influencing relationships. By committing to this research, the author aims to fill a research gap and generate more debate on the significance of brand voice in placemaking communication. The author investigates the role of brand voice in placemaking communication using a literature review and content analysis of Facebook posts of placemaking projects in Latvia, Norway, and Estonia. Drawing on successful placemaking campaigns and branding projects, the author argues that a carefully crafted brand voice can be a powerful tool for transmitting a sense of place and meaningfully engaging communities. The possible downsides of a formal brand voice, such as the risk of oversimplifying or homogenizing a place’s particular character, are also being investigated. The main contribution of this study is to provide evidence-based insights that can inform future placemaking and branding initiatives as well as contribute to a deeper understanding of the role of placemaking communication and the potential impact of brand voice on place identity. The research could offer practical assistance for placemakers and marketers who seek to create meaningful, engaging places that represent the unique character and requirements of local communities by expanding the debate surrounding the use of brand voice in placemaking communication.