CBR – Brand Canberra
Business & Brand Building, Content & Communications Solutions, Creative & Digital Solutions
Branding a city is no small task. It’s not about designing a logo. It’s about uniting leaders, key influencers and stakeholders across government, business, tourism, sport, culture, arts, education and the community to speak the same language—to exhibit a desired set of behaviours—and to passionately advocate for the city as a great place to live, work, visit and do business.
A city brand is established through a combination of techniques that enable a place to build on its strengths, make sense out of its current identity and build a future identity—the balance between representing the current position and reflecting the city’s future pathway is fine.
CBR is an abbreviated representation of our city, reflecting it in a modern way with a self-assured mindset. As an abbreviation, it has made strong ground in modern social applications like Twitter and Facebook and has been used for airline travel in booking websites and boarding passes.
The concept is not foreign. As a device, it gives the identity vibrancy, flexibility and scope—allowing the brand to frame key messages and content or be used as a window into the city.
