Perth and Kinross Place Branding
Perth and Kinross Council · 19 November 2025
Back to Economy and Infrastructure Committee — 19 November 2025 and its agenda
Text extracted from the council's PDF. Layout and reading order may differ from the original.
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Our vision is a Perth and Kinross where everyone can live life well, free from poverty and inequality Committee or Board: Economy and Infrastructure Committee Date of Meeting: 19 November 2025 Report Title: Perth and Kinross Place Branding Report Number: 25/311 Report Author: Kirsty Easton, Business, Place and Investment Team Leader Organisational Lead: Serge Merone, Strategic Lead – Economy, Development and Planning 1. Purpose 1.1 The purpose of this report is to seek endorsement for the refreshed Perth and Kinross place branding and approval for the proposed governance, implementation and engagement arrangements to support the long-term embedding of the brand across the Council, our partners and Perth and Kinross area. The refreshed narrative will provide a strong foundation for place promotion, investment attraction, business engagement and community pride. 1.2 This report outlines the development of the Story, the opportunity to relaunch and strengthen this work, and the next steps required to ensure consistent adoption and use of the brand. 1.3 Sections 1. Purpose 2. Recommendations 3. Background/Context 4. Proposals 5. Conclusion 6. Impact and Value Assessment 7. Appendices
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2. Recommendations It is recommended that the Committee 2.1 endorse the refreshed Perth and Kinross place branding as set out in this report and accompanying presentation. 2.2 approve the recommendations set out in the proposals. 3. Background/Context 3.1 In 2018, the then Perth City Development Board, with support from Perth and Kinross Council, recognised that the area lacked a unified story. This resulted in commissioning Thinking Place, a specialist place-branding agency, to develop a place branding narrative and visual identity that would bring together Perth and Kinross area under one clear story. 3.2 This work led by the private sector was informed by an extensive engagement process which included over twenty individual interviews with key stakeholders, focus groups, workshops and an online survey so we could understand how people felt about Perth and Kinross. This resulted in a well- researched story which was supported by a draft story book and visual assets. 3.3 The Story was launched on 23 November 2018 and whilst the work was high quality and well received, the intention was always that the private sector would then lead, with Council support, creating a sense of shared ownership. However, at the time, there were a few challenges: • Covid • limited resources • competing priorities • no clear structure to drive the brand forward 3.4 As a result, the Story didn’t achieve the level of visibility or adoption it needed. 3.5 Since then, there has been increasing recognition that Perth and Kinross needs a clear, confident identity to attract investment, talent and visitors, while strengthening civic pride and community confidence. 4. Proposals 4.1 The Council’s Business, Place and Investment Team has reviewed the original brand work and developed a refreshed brand framework (see Appendix 1).
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4.2 The refreshed framework is built around three interlocking narratives which provides a strong strategic foundation and a consistent structure for how the Council and partners can communicate our story to different audiences via different channels as follows: • ‘Live Life Well’ - One shared Story of Place for Perth and Kinross - speaking to all via all communication channels. • ‘Innovative, Sustainable, Connected’ - speaking to businesses and investors via 'Invest in Perth' communication channel. • ‘Live Life Well’ - speaking to residents and visitors via 'Perth City and Towns' communication channel. 4.3 The refreshed brand offers a strong foundation for place promotion, investment attraction, business engagement and community pride. 4.4 To realise its full potential, the brand must be embedded consistently across Council services, partner organisations and communities. It is already embedded in the Council’s overall vision for ‘a Perth and Kinross where everybody live life well, free of poverty and inequality’. Clear brand governance, practical resources, and structured engagement with internal and external stakeholders are needed to take it further. 4.5 To implement this effectively and ensure consistency, it is recommended that the following proposals are approved to guide delivery, coordination and long- term adoption of the brand narrative. Governance and Implementation 4.6 The Business, Place and Investment Team are best placed to lead this work, given its strategic role in economic development, business engagement and place promotion. It is proposed that the Business, Place and Investment Team lead delivery of the refreshed brand narrative and implementation plan, acting as brand guardians and coordinating work across Council services and external partners. The team will work closely with the Communications Team to ensure a consistent and professional approach across all channels. 4.7 The reporting and oversight will be provided through this Committee, with updates to the Committee’s Convenors and Vice-Convenors and to all elected members as needed. In addition, external partnerships such as the Perth and Kinross Economic Partnership will allow external partners to participate. Toolkit and Guidelines 4.8 A refreshed Perth and Kinross brand and comprehensive brand toolkit will be developed, including key messages, visual guidance, tone of voice, and templates to support consistent use by Council’s teams, partners and stakeholders. Stakeholders’ engagement will be encouraged to ensure buy-in.
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Engagement and Adoption 4.9 A structured engagement plan will be created to ensure awareness, understanding and adoption of the brand. This will include internal briefings, partner workshops, and community and business engagement sessions in- person or digitally. These activities will ensure that the risk of low adoption is mitigated and buy-in maximised. Timeline 4.10 Embedding a place brand takes time. It is anticipated that full implementation will require at least two years, with key milestones including: • Governance and toolkit established – by Spring 2026 • Partner and political engagement complete – by Summer 2026 • Brand embedding and communications rollout – 2026–2027 5. Conclusion 5.1 The refreshed Perth and Kinross brand has the potential to provide a valuable opportunity to build a clear, consistent identity for Perth and Kinross that aligns communications, strengthens partnerships, and enhances the area’s visibility and reputation. 5.2 With the right governance, engagement and political support, the brand can become a unifying and lasting asset for Perth and Kinross, one that supports investment, community pride and long-term economic growth. 6. Impact and Value Assessment 6.1 This report has been classified as being an operational report and as such does not require a full Impact and Value Assessment. 7. Appendices 7.1 Appendix 1 - Perth and Kinross Brand Framework and Narrative Summary