Three brand values characterize Brabant. They are the carriers of the Brabant identity.
These brand values, when expanded, form the core message of Brabant:
"In Brabant, we seek boundary-pushing solutions. We think outside the box. We don't keep our cards close to our chest; we lay them on the table. We undertake together and with openness. And Brabant immerses you and takes you along in its Burgundian, hospitable, and cozy character. In few regions around the world are pleasure and success so intertwined. This unique combination forms the basis of our success and gives Brabanders their distinctive, welcoming character."
The brand filter and brand values were developed in collaboration with partners, stakeholders, and a renowned international branding agency. It was a deliberate choice not to translate the brand values into Dutch: they are not terms we use literally in our communication. The brand values represent our way of behaving; they are behavior. By keeping them in English, the literal use of the words is less straightforward. Additionally, for some words, there is no suitable Dutch equivalent that captures the essence well (such as 'immersive').
Brabant Branding, together with its partners, is building a strong and positive image of Brabant. We gathered the key associations people have with the Brabant region with the help of our partners. This led us to the three brand values and to an appealing, sustainable, and widely supported brand identity. These brand values weren't invented; they underline our way of doing and working that has always been in our DNA.
Brabant is certainly a strong brand. If many people have the same positive associations, then it's a 'strong brand'. A brand is also strong if it can weather negative publicity and bounce back quickly. This holds true for the brand 'Brabant', as shown in third-party research and our own ImageMonitor. A strong brand isn't built overnight. Together with partners, year after year, we build upon Brabant based on our brand values.
Together with as many partners as possible, we project the Brabant character. Nationally and internationally. The higher purpose? To bring Brabant to the attention of various target audiences as a top knowledge and innovation region where living, working, learning, and life are excellent. This way, Brabant becomes top-of-mind among the target audiences, making it easier for all parties involved in attracting talents, knowledge workers, companies, students, tourists, and more.
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