Humber Place Narrative
“Over the long term, places with strong, distinctive identities are more likely to prosper than places without them. Every place must identify its strongest, most distinctive features and develop them.”
~ Robert Merton Solow, Nobel Prize Winning Economist
Why is place branding important?
In this window of opportunity for Humber, with the changing political environment and investments of scale on the horizon, a strong and authentic place brand is essential.
Successful place branding will help move Humber’s current place perception in the desired direction -activating the region’s identity and positively influencing its reputation and profile. Influencing perceptions; increasing recognition; creating desire and demand; and instilling confidence and excitement.
It will help in building civic pride - making local residents feel good about Humber; attracting new people to live and work in the town; driving economic growth and attracting further investment; retaining young people in the area; or encouraging local people to spend more time and money in the area.
What is the aim for the place brand?
A successful place brand reshapes perceptions, fosters pride, and drives investment.
A clear, shared set of values, rooted in the region’s identity, can influence decision-making, guide cohesive action, and inspire confidence.
By embracing our place brand narrative, we aim to elevate the Humber’s profile, attract talent, and ensure the region prospers on both a local and global scale.
What are Humber's values?
When we perform at our best the people, business, organisations, attractions and events of the Humber are…..
It’s up to us to take collective action
- Access the toolkit – share it with your teams and networks
- Try out the brand filter
- Share your projects of impact with us
FAQs
The Humber Place Narrative is a strategic initiative aimed at defining, promoting, and shaping the region's identity. It reflects the values and essence of Humber, helping residents, businesses, and stakeholders align their actions with the region's shared goals.
The Humber region is already perceived in various ways. A strong place brand allows us to take control of this perception, ensuring the region is recognized for its innovation, sustainability, and rich industrial history. It helps attract talent, investment, and pride among locals.
The Humber Place Brand is built on four core values:
- Revolutionary - Bold, dynamic, and ever-evolving, embracing industrial innovation.
- Resourceful - Adapting to change, pursuing new opportunities with creativity.
- Real - Authentic, ethical, and grounded in responsibility.
- Remarkable - A beacon of modern industry with a community-focused attitude.
You can incorporate the Humber values into your communication, branding, and decision-making. By aligning your activities with these values, you can help enhance the region’s collective reputation. The Humber Brand Filter is a tool that can guide your projects and initiatives to ensure they reflect the values.
The Humber Place Brand is designed for the people of the region, businesses, local authorities, and organizations that want to enhance and promote the identity of the Humber both locally and globally.
The Humber Place Brand was created through extensive research and consultation. This included a combination of desk research, interviews, workshops, surveys, and online analysis involving stakeholders from the UK and globally.
A strong place brand can increase civic pride, attract investment, retain talent, and stimulate local economic growth. It helps local people feel more connected to the region, while also promoting the Humber’s assets to a wider audience.
Yes! The narrative and values are intended to be shared. Businesses, local authorities, and other stakeholders are encouraged to integrate the narrative into their marketing, promoting Humber’s identity and strengths.
The Humber Brand Filter is a tool that helps you assess how well your actions reflect Humber’s core values. It encourages cohesive behavior that supports the region’s identity. You can use the filter to test and refine your initiatives to ensure they are ‘on brand’ and impactful.
For more details or support in using the Humber Place Narrative, you can reach out to:
- Leahann Barnes, Engagement & Stakeholder Manager - leahann.barnes@futurehumber.com
- Dr. Diana Taylor, MD - diana.taylor@futurehumber.com
Share your project with us!
Do you have a project which we need to know about?
Would you like to know more about how you can use the Humber Place Brand to enhance your activity?
Complete the contact form below and we will be in touch.
