Purpose Informal settlements are consistent areas in Latin America which exhibit distinctive urban and social dynamics. However, despite their size and impact, these settlements have been traditionally overlooked in terms of the contribution that they make to the city and to any place branding strategy. These areas are commonly seen as having nothing more to offer than poverty and constraint. However, literature and research shows their possibilities beyond those traditional limits, and arguably they can actively contribute to branding cities in Latin America. The purpose of this paper is to critically explore the contribution that informal settlements can make to a fairer, more real and authentic branding of cities. Design/methodology/approach The discussion is based on two ongoing research projects, one in urban planning and the other one in business, together with a first‐hand knowledge and engagement with informal settlements in Bogotá. Findings Informal settlements can contribute positively to branding cities. Trying to “hide” these areas from visitors' views is not only impossible because of their size, but also not desirable because of how they can enrich a branding strategy. However, there are also major downsides which need to be taken into consideration. Originality/value The value resides in the attempt to link two themes that traditionally have been nearly opposite (informal settlements and branding cities), and the elaboration on the outcome of this relationship.