Moving into the Brand

People move and businesses start for various reasons. Obtaining a job, a new market of consumers, family issues, the economy, or simply the drive for change and expansion. Whatever the reason, when a person or company relocates, they are not just entering a different home and setting but a new lifestyle, a new brand.

            Whether someone knows or not, each town and city has its own brand, a look and feel creating an areas unique identity. A perfect example is New York City "the city that never sleeps" a place of true organized chaos. In Manhattan, there is a certain way of life that must be learned for survival.  Fast is the name of the game, everything from business deals to walking in the streets needs to be done quickly. Some people love this style of living, others hate it, but like it or not, if you're going to be living in NYC, these rules must be followed in order to succeed. Not because it's the law, but because "its the way we do things around here." Boston is another prime example of a city with a strong culture and brand. Here tradition and history acts as the concrete that holds the city together. In Boston, there is no subway, only the T. Following sports is not a hobby, but a way of life, and weekends always bring a sense of calm and rest into the city. 

 These unwritten rules attract individuals to certain areas, because they compliment their own personal style. However not only people, but when businesses move or start, they also need to adapt to a cities brand. One area where this tactic is commonly used is the retail industry. When walking through clothing stores in major cities, it is not uncommon to see a local sports team or city motto stamped on apparel. These products are almost always the first to get wiped off shelves before the universal styles. Why? It's because these sports logos and city mottos hit home. They compliment the tradition and culture the consumer has become prideful of, relating on a deeper level than just personal style. Larger corporations should be mindful of their cities brand as well. Working the culture into its own unique identity. 

The difference between a cities brand can be huge or tiny. It may be acceptable to ask for a cup of sugar from your neighbor in one town, and not be in another. These small details should be always noted and considered, because sometimes it's the littlest things that can make or break an experience.