Council approves £30k brand relaunch

Concerns over cost and measurable outcomes

- KATHRYN ANDERSON

Councillors have approved a relaunch of the Perth and Kinross brand.

At a meeting of Perth and Kinross Council's (PKC) Economy and Infrastructure Committee meeting on Wednesday, November 19, councillors were asked to endorse a "refreshed" Perth and Kinross "Story" as a place to "Live Life Well".

The committee eventually unanimously gave the nod but some councillors expressed concern about a lack of "clear" details on the proposal.

In 2018, what was then Perth City Development Board, supported by PKC, commissioned the UK place branding and marketing specialist Thinking Place to develop a place branding story and visual identity for the whole of Perth and Kinross.

The "Story" was launched in November 2018 but - according to the council report put before councillors that Wednesday - "the Story didn’t achieve the level of visibility or adoption it needed".

The reasons cited for the "Story" not taking off as intended were: Covid, limited resources, competing priorities and no clear structure to drive the brand forward.