Siegen: From strengths to city brand

Development of a strength-based city brand: In collaboration with Brandmeyer Markenberatung, we implemented the city brand process for the city of Siegen in North Rhine-Westphalia. The client was place marketing Siegen GmbH.

Key milestones in the project:

• Stakeholder management and participation formats
• Organization and moderation of workshops and a survey
• Development of a place brand strategy incl. political decision-making basis
• 3-year plan for implementing the place brand strategy (resources, finances, etc.)
• Supervision and political-strategic communication

Before the city branding process, Siegen’s place marketing was primarily concerned with tourism marketing. What was missing until then: an overall strategy and a clear positioning of the city of Siegen in the competition between cities – as well as a place marketing department where the city’s threads come together.

The starting signal for the new strategic direction of place branding was given with the resolution passed by the Supervisory Board of Siegen Marketing GmbH in the first half of 2022. Representatives of the city council also sit on this body, the connection to city politics was secured from the outset – and the desire for a city-wide marketing approach was a consensus.

The city brand process should:

• consider all aspects of the city of Siegen,
• involve the players in the individual segments that contribute to place marketing and
• involve citizens in a participatory manner.

Our experience shows: The activation potential of a city brand already takes effect during the process. Brand development attracts attention and new forces for the further development of the city. The place brand strategy builds on this broad support and serves as a guard rail for thought and action – as well as an instrument for quick, strategy-based decisions in politics, administration and among stakeholders. In the best-case scenario, the process also develops a understanding of the role of the place marketing company.

The perception of the city of Siegen is already improved during the process through cleverly designed participation formats and strategic stakeholder management. The participation of urban society in the development and implementation of the city brand is the basis for a positive perception of the city externally and internally. After all, citizens and local businesses are the most credible ambassadors for their city.

Participation formats in the city brand process in Siegen:

• Development of a stakeholder map – approach and involvement
• Action workshops with interest groups
• Survey with more than 1,000 citizens on the strengths of the city

A strength-based city brand is a key tool for cities to retain and attract students, investors, skilled workers and residents. The more suitable content is communicated from different sides – e.g. from companies and institutions – the more consistently a strategy is pursued together, the more stakeholders are activated, the greater the city’s appeal and the more control options arise at all levels. In this way, the entire city can benefit from increased attractiveness.

Building blocks of the city brand process in Siegen:

• Strategy workshops with the stakeholders
• Needs analysis, analysis of event spaces, event criteria catalog …
• Development of a place brand strategy based on positioning strengths – derived from a survey, analysis and workshops

Defined strengths for winning:

• Siegen-Wittgenstein’s nature – and proximity to major cities
• Strong economy – including good job and training opportunities
• Attractive leisure and cultural offerings – outdoor, city festivals, cultural events
• Forest and history in the cityscape – from the banks of the Sieg to the old town
• Science in the heart of the city

Contemporary place branding is based on the strengths defined in the city branding process and a new self-image as a “spider in the web”.

For Siegen’s place marketing, this means:

• Place marketing acts holistically – it curates and orchestrates offers, products and services.
• Place branding follows a narrative – a unifying narrative that works both internally and externally.
• The marketing of the city is becoming a key driver of urban development.

When combined, the city brand process, city brand and place marketing have the power to change a city. In Siegen, this has led to a new clarity – and to a targeted and measurable strategy with political backing. As a result, place marketing in Siegen has gained planning security and visibility and the city of Siegen has a strong city brand and a concrete catalog of measures.