Harnessing place power can transform regional perceptions and bolster investment potential, says Dr Diana Taylor, MD, Future Humber.

Clearly articulated place identities can transform external perceptions, boost investment appeal, and ignite local pride. Much more than a logo or tagline, effective place brands are foundations for future growth and powerful tools that can amplify competitive strengths.

For the public sector, strong place identities boost investor confidence, supply chain credibility, and talent attraction. When businesses align with these values, they amplify their impact, strengthen market positioning, and unlock new opportunities for partnerships, customers, and investment. Which means areas with distinctive identities are better positioned to prosper than those without.

In today’s crowded national and global markets, place promotion is no longer an ‘add-on’ but a strategic asset for regional revitalisation.

Tackling identity challenges, capitalising on potential

For Humber, a region facing long-standing challenges around perception and awareness, its approach to place promotion needed to evolve. To compete and thrive, we needed to catch up, and leapfrog, other regions.

A region of global significance, with the country’s largest decarbonisation opportunity on its doorstep, Humber’s voice was muted for too long. Spanning four local authorities and two mayoral combined authorities, the region is geographically complex, with broad sectoral diversity. Legacy confusion persists: Humberside was established as an administrative county in 1974 then abolished in 1996. Yet use of the Humberside name continues in major local services.

To respond to these challenges and capitalise on the vast scale of opportunity, the development of a bold and distinctive identity for Humber was key. Our aim: to mobilise private and public sector partners across our complex and evolving landscape, to grow Humber’s influence and reach, and deliver ambitious, transformative outcomes.

Rooted in authenticity, driving real change

Developing Humber’s brand meant building a unifying voice with and for the region. One that is deeply rooted in and reflective of the area’s authentic character. Despite its inherent complexities, Humber is united by industries, landscapes, and heritage. Built on interdependence, it is powered by collaboration and action. That’s why our brand focuses on the DNA of how this region works rather than geo-political boundaries.

Our core values were shaped through a rigorous, inclusive consultation process. Hundreds of Humber voices were heard across sectors and communities in defining who we are, and where are going, together.

As a result, Humber’s four brand values – Revolutionary, Resourceful, Real, and Remarkable – are more than just words. Built on authenticity, they resonate. And provide a cohesive framework for how we tell our story.

Activating pride in place

Reinforcing that Humber is more than geography, it’s a place built on purpose, the region’s Place Brand has created a connecting identity, anchored in shared values and a collective story that stakeholders across public and private sectors can share with pride.

With core brand values that reflect our edge and optimism, Humber’s Place Brand has tapped into our collective ambition. Evolving into a living, breathing force for change, it’s been a catalyst for connection and collaboration across the region. A movement that’s empowering individuals, organisations, and communities to act, advocate, and tell Humber’s story together. Through toolkits and a growing library of resources, stakeholders are encouraged to use and personalise the brand. This is a shared regional identity for Humber to own, shape, and use; not one that is ‘policed’.

Equipped with a compelling narrative, and the tools to share it with confidence and impact, people who live and work here are inspired to become champions of change. Over 250 individuals, businesses, and organisations have joined as Place Brand Ambassadors, committing to sharing Humber’s story and embedding our brand values in practice. By galvanising Humber around a shared mission, this approach is helping ensure long-term sustainability for a region of limited resources, while delivering a high-impact route to amplifying local ambitions and attracting investment.

Transforming futures

Once an overlooked region, Humber’s identity now ranks among the world’s best, reaching the final of an international place branding award alongside finalists including Baltimore, Denmark, Estonia, Jamaica, Resita, and Sweden.

Humber’s brand is being implemented not just through campaigns, but through community belief, behaviour, and action. We do not seek to stand still; our values are shaping industry strategies, local narratives, and real-world initiatives. Embedding these values deeply into our actions, decisions, and communications, we’re enhancing the lived experience across Humber, driving social prosperity, and projecting a confident, credible image.

Aligning public and private sector narratives, Humber’s Place Brand amplifies the region’s voice and brings its opportunities to life. By strengthening Humber’s identity, place promotion plays a powerful part in our region’s long-term success, helping deliver economic and social priorities with greater coherence, visibility, and momentum.

Our region now speaks with one authentic and ambitious voice. We’re building Humber’s remarkable future together and sharing our story with confidence.