Global Vision, Local Roots: How Venlo Builds a Brand People Feel Ownership
What makes a city brand work? Not just visually. But emotionally.
In this Embrosa Talk, Marcel Tabbers, Director at Venlo Partners, shares how the city of Venlo built a new city brand — one that reflects who they already were. And more importantly, one that people want to use.
Written by
Embrosa
More than marketing
To understand what Venlo is doing, you first need to understand the difference between city marketing and city branding.
"City marketing is often about promotion. Branding is about identity. It starts from the inside."
Marcel explains that while marketing tends to sell, branding starts with who you are. That’s where Venlo began: with a deep dive into values, tone, and the feeling the city wanted to project — not just externally, but to itself.
Co-creation is not optional
One of the most powerful outcomes of the branding process was this: everyone feels like an owner.
Not just the city. Not just the designers. But also the "verbeelders," the marketers, the local institutions. Everyone who joined the sessions, gave input, shaped the message — they now see themselves reflected in it.
"We’ve built a team of local marketers from big companies and institutions. And they all feel ownership over the brand. That’s powerful."Marcel Tabbers
Director Venlo Partners
This has a huge impact on rollout. People use the brand not because they have to — but because it feels like theirs.
A brand you start to recognise in real life
Sometimes, a new city identity lives mostly in PDFs and guidelines.
Not here.
Marcel shares that the new identity is starting to show up organically in the city. From events to everyday communication, people are using the brand language and visuals in their own way — and it resonates.
"It’s funny. I now see it everywhere. Not because I ask for it. But because people want to use it. It feels like us."
It’s not about logos
The biggest shift isn’t visual — it’s in the messaging. Fontys is recruiting students using the same core values. Other organisations are aligning their language, tone, and story.
"The logo is just one part. What matters is: do we recognise ourselves in the values? Do we feel them? And can we tell the same story, each in our own way?"
This soft alignment is what gives the brand momentum. It’s not enforced. It’s adopted.
Advice for other cities
For anyone building a city brand from scratch, Marcel has one piece of advice:
"You can’t do it alone. Not as a branding agency. Not even as a city. You need to create it together."Marcel Tabbers
Director Venlo Partners
The goal is not to roll out a new look. It’s to invite others into a story they want to carry forward. And if they feel part of the story — they will.
Want to hear the full story?
▶️ Watch the full interview with Marcel Tabbers now.
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