Globalization has contributed to a tougher competitive environment. This change has created a need for a strong city identity. Local communities have to find their competitive edge and uniqueness to attract new residents, investors and visitors. The purpose of this thesis has been to give an explanation to why it’s important for a small local community to create a competitive identity. We’ve studied the case of Sölvesborg and how they communicated their profile via a communication campaign and what the purpose of this symbolic communication was. To reach our conclusions we have combined theoretical studies and qualitative interviews. After analyzing our material, we came to the conclusion that Sölvesborg uses city branding to be able to differentiate themselves in the competitive market by creating a unique profile. They chose to use the media coverage given when their local soccer team joined the highest league to create something that could get them to penetrate the media noise.