Today’s guest columnist is Tom Luckie.
When people ask me what Birmingham’s brand should be, I often remind them that a brand isn’t just a logo or a tagline – it’s all the memories and associations people have with our city.
Every visit to Regions Field, every game at Protective Stadium, every time they read about a breakthrough from Southern Research or have a delicious meal at one of our award-winning restaurants – it all adds up and contributes to our city’s brand in people’s minds.
The truth is you always have a brand— it’s articulating it consistently, that is tough.
The Magic City nickname balances aspiration (which Magic City does well) with something more tangible (where it struggles) but most residents may be surprised to find that we’re not the only “Magic City” – Miami earned the name for its rapid growth in the early 1900s. Roanoke, Virginia claims it too. I think it’s time we gave “magic” some meaning and Birmingham a real brand.
Birmingham is in line to be the South’s next major success story. You can feel the momentum. From James Beard winners and tech startups to the transformative STAR development reshaping downtown, to global companies choosing our region for major investments, the secret of Birmingham’s charm is getting harder to keep, and new transplants are moving here daily, drawn by the perfect mix of big opportunity and strong values.
To develop a brand that honors and accelerates our progress, we need to look at five key dimensions—at Luckie, we call them the “5 C’s”— that shape our city’s position:
We start with Culture—where we’ve come from and who we are. Birmingham has always had a culture of belief against the odds. We sprang from nothing at a railroad crossing because someone believed we could make something great from iron ore, coal, and limestone. We transformed from a steel titan to a medical innovator because leaders believed in the power of education and research.
During the Civil Rights Movement, foot soldiers believed in dignity and justice enough to face fire hoses and police dogs. Today, that spirit of belief powers everything from hosting world-class events to revitalizing historic neighborhoods. Belief is what “magic” has always meant here – not an illusion, but the power of belief to transform reality.
Next is Competition. We face economic development competition from other mid-sized cities like Charlotte and Austin. But Birmingham offers something unique: a perfect blend of opportunity and livability driven by real community values. While other cities chase trends, Birmingham builds on bedrock principles: strong families, genuine relationships, and authentic community spirit.
Our cost of living allows young professionals to own homes rather than rent indefinitely. And our location puts us at the center of everything—two hours to Atlanta’s international hub, four hours to Gulf Coast beaches, a short drive to the Appalachian foothills, and right in the heart of the Southeast’s economic growth corridor. This strategic position, combined with our commitment to community values, gives Birmingham an edge that flashier cities can’t match. We’re not just a place to work, we’re a place to build a life.
Our third C is Company – the people and businesses that make Birmingham unique. We’re a city built on multi-generational family businesses that believe in long-term value creation. Legacy family-owned companies like Drummond, Harbert, and EBSCO demonstrate the power of family values and commitment to community. We also have mainstays, like Regions Bank and Alabama Power relentlessly working to attract industry that has – and will continue to – transform our economic landscape, bringing billions in new investment to the region.
Alongside these stalwarts, newly founded businesses like Shipt and Harmony Venture Labs show how that same spirit drives innovation in the Magic City. They’re testaments to Birmingham’s ability to nurture both tradition and transformation.
Our fourth C is our Consumer – both the talent and the corporations we hope to attract. Today’s professionals seek three things: authenticity, community, and value. Birmingham delivers all three, wrapped in an ideal environment for raising families. Our suburbs boast some of the nation’s top-ranked school systems. Our neighborhoods offer character and connection.
We have top-notch healthcare from providers like UAB and insurers Blue Cross Blue Shield of Alabama. Our business climate provides the infrastructure for innovation while our quality of life makes recruiting talent easier. We have everything a consumer would want in their home city.
Our fifth is Connections. This is where we must consistently pull through who we are – it’s where we are making the most progress but have the furthest to go. The Birmingham Convention & Visitors Bureau highlights our tourism appeal, while the City of Birmingham’s revitalization efforts are transforming our urban core. The new Coca-Cola Amphitheatre demonstrates our ability to think big about our future while staying true to our character.
As we look forward, we must unite these efforts under a compelling vision – a brand that is found at the intersection of the 5 C’s – where one truth emerges: Birmingham is magic not because it is mystical, but because Birmingham is the place where people believe in each other, ourselves, and our community. Where entrepreneurs believe they can launch the next big thing. Where families believe they can build a better life. Where we dare to imagine a better community and commit to creating it.
If you ask me, Birmingham is the city of belief.
We certainly face challenges. We have work to do. We must continue to improve the infrastructure. We’re still healing from historical wounds. But these challenges make our story of belief even more powerful. We’re not a city that pretends everything is perfect – we’re a city that believes in making things better.
The Magic City nickname was never about magical thinking. It was about the magical things that happen when people believe in possibility. That’s who we are. That’s our brand, spoken or unspoken. Now we just need to bring it to life, starting with a rallying cry to unite us behind our common belief in Birmingham’s promise as a place where families thrive and businesses flourish.
Tom Luckie is chairman of Luckie & Company, the marketing solutions firm founded by his father Ace Luckie, 71 years ago. Under Tom’s watch, Luckie has evolved from a traditional ad agency to one of the largest privately held marketing firms in the South. He earned a marketing degree from Auburn and an MBA from Samford, and actively contributes to the Birmingham community through affiliations with United Way of Central Alabama, St. Vincent’s Foundation, Quarterbacking Children’s Health Foundation, and the Luckie Foundation among others.
David Sher is the founder and publisher of ComebackTown. He’s past Chairman of the Birmingham Regional Chamber of Commerce (BBA), Operation New Birmingham (REV Birmingham), and the City Action Partnership (CAP).
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