Decision Maker:

Outcome: Recommendations Approved

Is Key Decision?: No

Is Callable In?: No

Date of Decision: February 6, 2025

Purpose:

Content: 13.1 The Committee received a report from the Director of Economy, Skills and Culture which outlined the development work that had been taking place on the City Brand for Sheffield. The report contained information of the refining and developing of the City Brand which had taken place over the previous 12 to 18 months, carried out in conjunction with internal colleagues, external partners and stakeholders.     13.2 RESOLVED UNANIMOUSLY: That the Economic Development and Skills Policy Committee:     (a)  Endorse the development work which has taken place on the City Brand for Sheffield (b)  Approve the ongoing work of Marketing Sheffield with partners and stakeholders to bring the City Brand to life for Sheffield (c)  Give permission for Marketing Sheffield to work with colleagues across the City Council and with partners and stakeholders to develop and deliver campaigns around the City Brand (d)  Support the Marketing Sheffield team in advocating for the resources require (internal and external) to deliver the ambitions of the City Brand     13.3 Reasons for Decision     13.3.1 Committee members are asked to endorse the work that has been completed on refining and developing Sheffield’s City Brand and approve the ongoing work of Marketing Sheffield with partners and stakeholders to bring the City Brand to life for Sheffield through a range of campaigns and activities.     13.3.2 With Sheffield experiencing so much positive change and development as a city and with key strategies and policies being developed and launched, now is the right time for Sheffield to invest in its City Brand and embed it at the heart of key strategies and policies including the Council Plan, City Goals, Growth Plan, Destination Management Plan, Major Events Plan and Culture Strategy.     13.3.3 A stronger perception of Sheffield will increase people’s willingness to visit, invest, live, to work, or do business; all of which will drive economic value and increase the ability to improve the city for all. Sheffield’s City Brand is a crucial part of the city’s inclusive growth.     13.4 Alternatives Considered and Rejected     13.4.1 Alternative Option 1: We continue to use the existing City Brand which provides a strong visual identity for the city (shortlisted as Place Brand of the Year twice in 2019 and 2022 in the City Nation Place global awards). We have had a great deal of success over the past 6 years in applying the current Sheffield place brand with the theme of ‘makes’. At present the word ‘Sheffield’ (and its logo) are working hard for the city but there’s a need for another layer which differentiates the city from other cities and which stands for something and makes a statement about the impact that Sheffield can have now and into the future. There is a risk associated with missing the opportunity to capitalise on Sheffield’s new plans and strategies in 2025 with a City Brand which best reflects how we want to talk about Sheffield now and how we want other people to talk about the city.     13.4.2 Alternative Option 2: We do nothing and no longer invest in city branding for Sheffield. This would mean moving away from proactive work in this space (as Sheffield City Council and Marketing Sheffield) and let partners and stakeholders create their own city brands, narratives and key messages. The resulting outcome could include chaotic and divergent narratives about Sheffield which would place the current upward trend of improved perceptions of the city at risk.