Territorial brand: a springboard toward the holistic development of places

When a place conveys its authenticity, it activates much more than tourism: it diversifies local development through a territorial brand.

In a hyperconnected world where territories compete for visibility, attract investment, and foster local development, having an authentic brand is not a luxury—it’s a necessity. And we’re not just talking about a nice logo or a catchy slogan. A territorial brand is a powerful strategic and creative tool that, when well managed, drives the economy, strengthens local identity, and opens up a universe of opportunities for those who live in the territory.

Various studies from the Inter-American Development Bank (IDB) and Bloom Consulting have shown that territorial brands can have a significant impact on increasing tourism and attracting foreign direct investment, thereby strengthening the business and economic fabric of the regions.

Why does a territorial brand matter so much?

Its importance lies in the ability to manage and showcase the attributes that make up the deep essence of a place: its culture, biodiversity, history, human talent, and future vision.

When a territory—whether city, municipality, or region—decides to tell its story through its own brand, it takes a decisive strategic leap toward positioning and sustainable development. In short, a well-crafted territorial brand not only attracts visitors, it also:

✅ Promotes cultural, natural, and historical tourism.

✅ Strengthens local pride and sense of belonging.

✅ Attracts investment and strategic partnerships.

✅ Activates the local economy and boosts its enterprises.

More than just an aesthetic, commercial, or political whim.

A territorial brand is much more than visual design, influencer-led tourism campaigns, or decisions made from an institutional office with air conditioning. Its real and effective impact is built from within the territory. It requires deep research, cultural sensitivity, active listening, and participatory co-creation processes with the community.

Slogan voting for the Vijes Visible brand by the Vijes community

Case Study: Visible Vijes

Vijes, a small town located just 32 km from Cali, Colombia, with a living cultural heritage, a fascinating ancestral legacy, a history of progress linked to limestone, and charming biodiversity, is today an example of growth thanks to local development powered by a territorial brand.

Under the leadership of Fundación Sidoc, Cementos San Marcos and the Vijes Mayor's Ofice, we developed a territorial brand co-created with the community. Over eight months, we explored the territory, listened to its people, and translated its essence into a brand with identity, purpose, and character:

• We created a graphic identity inspired by its mountains, natural colors, local symbols, and colonial architecture.

• We designed a logosymbol featuring the strong and sturdy “V” of Vijes, representing its living legacy.

• We co-created the slogan “A destination that shines among mountains,” chosen through both in-person and online voting.

• We developed a brand language that is warm and authentic, without institutional gloss.

• We launched a digital campaign to promote culture, local enterprises (with the “Made in Vijes” seal), and position the town as an emerging cultural destination.

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Vijes Visible is a territorial management springboard that inspires pride, drives tourism, and projects Vijes to Colombia and the world.

Territorial brands don’t build themselves

A territorial brand goes beyond when different allies come together: institutions, companies, collectives, and communities, sharing a common vision.

When businesses believe in the value of their territories, they become key partners in building brands that drive development and collective well-being.

Conclusion

Territorial brands aren’t just passing campaigns. They are strategic cultural narratives that energize the present, honor the past, and project a future full of opportunities. They help attract investment, strengthen culture, and build a more just, diverse, and sustainable development.

At Casa Ternario, we keep betting on what many still underestimate: destination brands with a collective soul that tell who we are and push us toward who we dream to be, with creativity, strategy, and culture as pillars of holistic development.

Are you part of the business, institutional, or cultural sector and dream of showcasing your territory through a genuine brand?

Write to us. We’re ready to build the future with you.

Discover the full development of the Vijes brand here