Abstract: Urban cultural brand is a comprehensive reflection of the internal cultural heritage and external urban image of a city. Cities need to enhance their image and characteristics, highlight their development advantages, thereby enhancing their social awareness and recognition by creating their own unique “business card”. As a prefecture level city with unique regional cultural characteristics, Xinyang has carried out certain practical explorations in the construction of urban cultural brands. In order to better promote the construction and dissemination of urban cultural brands, small and medium cities similar to Xinyang should also pay attention to the “three turns” in urban cultural brand construction: A shift towards video based dissemination of content and narrative image dissemination; Diversification of communication methods and interactive integrated communication; The transformation of communication channels towards platformization, the creation of localized communication circles, and the comprehensive upgrading of urban cultural brand construction from the inside out.