Carrying out urban cultural brand communication is an important means to enhance and promote the city’s image，and it is also an significant approach and strategic measure to promote urban development. Basic conditions，including the cultivation，shaping and dissemination of urban cultural brands in Guangzhou，are relatively good，resulting in certain characteristics and advantages of cultural dissemination. However，there are obvious shortcomings in areas such as the precise focus of the cultural map，top-level design and strategic planning guidance，and the systematic operation mechanism of the dissemination matrix. It is necessary to comprehensively enhance planning guidance，positioning guidance，resource integration and media innovation，to accelerate the construction of an urban cultural brand discourse system with Guangzhou characteristics，and to create a cultural brand communication pattern that adapts to the development of the new era.