Sustainable development has emerged as a distinctive marker of place identity in addition to traditional markers such as buildings and spectacles. Climate change mitigation as a potential place brand, indicating sustainable development, is in focus of this article, comparing such efforts in three Swedish towns. Based on documentary studies and interviews, it demonstrates how one town has been successful in branding itself as “the Greenest City in Europe”, whereas mitigation efforts in two other towns are barely known outside the town halls. In the first case, a combination of material, symbolic, and institutional components has been decisive in establishing a brand with internal and external legitimacy. This case highlights the importance of a dedicated network of influential actors and a potent governance structure visualising the will of a town to make its climate mitigation efforts known. Despite similar material conditions, the two others come short on the symbolic and the institutional dimensions, although they may still have a potential for future success in terms of mitigation both in practice and as a marker of identity.