Humber – our place, our brand
POWERFUL MESSAGE: Dr Diana Taylor unveiling the Humber Place Brand
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Let’s clear something up from the start – places inherently possess their own brands.
The concept of a place brand refers to the mental image people have of a location, and this already exists for us.
So, we are not creating a new Humber place brand, we are unearthing our identity and presenting it through our actions and our behaviours for the world to see us in our true light.
Our goal with place branding is to take control of that image, shape it, and steer Humber's current perception towards a more favourable direction.
This essential Humber place branding work has been led by Future Humber and Bondholders to activate the region’s identity, enhancing its reputation and profile.
Place branding is a powerful medium to bring people on our journey with us and to make them feel connected. Therefore, it is important we tell the story of our place in an authentic way and celebrate our location, culture, history, community, and future ambitions.
We want to shape perceptions, improve the lived experience for residents, students, investors, and visitors, and increase recognition, desire, and confidence in our region.
With us all working together, this effort will build civic pride, attract new residents and workers, retain young talent, drive economic growth, and draw further investment.
With the help of thousands of your voices – internal and external to the region – we have together defined a set of honest yet aspirational shared values and goals that will focus our efforts and distinguish the Humber region.
These values will foster cohesive, on-brand behaviours, guide decision-making, and ensure a consistent message to all audiences. While these foundational values won't be used as logos or replace your existing brands, they will support every project and campaign across the region.
We all now own the Humber place brand and together we can be change-makers. It's up to us to embody it through consistent, collective action rooted in our shared identities and values.
Please access the toolkit, at futurehumber.com/humber-place-brand, share it with your teams and networks, and share your impactful projects with us. We are looking for our ‘hero’ projects large and small that will demonstrate our values through our actions.
We are here to support you and celebrate initiatives that drive the Humber towards our visionary future. Let’s be ambitious and set new standards, let’s shape our own future.
Dr Diana Taylor, managing director of Future Humber