What is place branding?
Whether intentionally or not, whether you like it or not, whether you're a person, a business or a place, whether it's good or bad, we all have a ‘brand', a reputation. It differentiates you from everyone else, it is your uniqueness.
Place branding attempts to define the uniqueness of a place in all the good ways, through a system of tools designed to build a positive reputation of a place, presenting a consistent, coherent message for both Northlanders and the wider world.
Amsterdam has done it, so have Las Vegas and New York. Wellington did it back in the ‘90s with considerable success,
What about Northland Naturally?
Very simply, it didn't position us any differently to the other regions of New Zealand (our competitors). Most of us were, and are, talking about great lifestyles and great natural environments and were use greens and blues to demonstrate these messages. Of course these things are true of Northland but, we do have some unique attributes and if we're smart, we'll use these as key points of competitive difference.
It just makes sense so that we stand out from the crowd.
Why does Northland need a brand?
Again, among other things, it will help us stand out from the crowd.
It will enable us to stand tall, and shout loud and proud that we are Northlanders, we have a fine fine region and we are happy to share it with others.
It will assist us in competing with other regions and countries when it comes to picking up business investment dollars to create jobs for ourselves and our youth.
It will assist local companies attract investment to expand (more and better jobs)
It will be an invaluable tool to help attract visitors and tourists to the region (more and better jobs).
Isn't this just another logo?
The brand is much more then ‘just a logo'. It is a story about Northland and what Northland has to offer for its residents and others. It is a set of tools that will help build (rebuild) Northland's reputation as a proud region, where opportunities, innovation and partnerships abound.
Was there any consultation with Northlanders?
Yes. A lot of time and effort went into talking to all sorts of Northlanders about what they see Northland's reputation is and what aspirations there are. There were interviews, workshops, desk research and consultation done. Once consensus was achieved, concepts were tested and the place branding defined.
Whose idea was this?
Way back in 2002 the Northland Economic Development Strategy prioritised lifting the attitudes and aspirations of Northlanders, establishing a brand for Northland and active marketing of the region as priority issues.
More recently, the 2007 Strategy for the Sustainable Economic Development of Northland regional also prioritised taking action to effectively position Northland as a desirable place to live, work and invest.
Both of these strategies were developed in consultation with a wide range of Northlanders and have the support and buy in of all four councils and mayors.
What is the Regional Economic Development Strategy 2007 - 2011?
It is the strategy that builds on the platform provided by the 2002 Strategy that guides actions required to address the region's core issues and priorities - that of economic transformation, strong families and regional identity.
The development of the Regional Economic Development Strategy was led by Enterprise Northland who was mandated the task by the four Northland councils.
Who is Enterprise Northland?
The regional economic development agency, established in 2002 to drive the recommendations of the Northland economic development strategy, Northland Forward Together - Kokiri Ngatahi Taitokerau.
Enterprise Northland's mission is to promote and facilitate sustainable regionally based economic development that will benefit all the people of Northland.
What difference will it make for Northlanders?
Northland's brand has a number of target audiences including residents and potential residents, business and potential business, and tourists and visitors.
For Northlanders, it is about lifting our attitudes and aspirations, about making Northland a better place for our families and ourselves to live in.
Northland is the first region of New Zealand. In 1840, the first historic partnership between our two peoples, Maori and Pakeha, was created. We are a region of people that succeed in innovative ways. Our young people are achieving up there with the best. We are a region that has the best to offer in the way of lifestyle, sublime coast, weather and outdoor activities (how many other New Zealanders come to our place for their holidays!). When all Northlanders hold their heads high and proudly proclaim that Northland rocks, a change will start to take place - a mindset that will have us standing tall.
And so Northland's reputation will begin to change and our aspirations will become true - our powerful place and space with strong foundations and an independent spirit, an environment that is open to new ideas and encourages new growth.
There will also be economic changes. As we attract more tourists, more business investment and increase our exports, we create more and better jobs, better amenities, better services, better education, better events, better opportunities for us all.
Life just gets better for us all.
What if I don't want to use the brand?
You don't have to. The brand and system is there for people and business to use as they see the value of the story and reputation that it tells. Nobody HAS to use it.
What if I WANT to use the brand?
Brilliant. Contact Enterprise Northland and have a talk about it. We'll make it as easy as possible.