Rebranding the Bay
What makes a place truly unforgettable? Is it the golden beaches, the rolling hills, or the vibrant urban buzz? For Our Tauranga Region, the answer is something deeper. It’s in the stories of the people who live and work there. Now, in a bold move to express the essence of Tauranga and the Western Bay, the team is turning to the community to help define the region’s next big identity.
What makes a place truly unforgettable? Is it the golden beaches, the rolling hills, or the vibrant urban buzz? For Our Tauranga Region, the answer is something deeper. It’s in the stories of the people who live and work there. Now, in a bold move to express the essence of Tauranga and the Western Bay, the team is turning to the community to help define the region’s next big identity.
words HAYLEY BARNETT
After years of watching Tauranga and the Western Bay grow in size and diversity, Our Tauranga Region has embarked on a journey to develop a new brand. In fact, it will be the first brand the region has ever adopted, and they want to make sure it’s one that genuinely reflects the spirit of those who call the Bay home.
“We’ve got this beautiful region, but the way we talk about it hasn’t caught up with who we are now,” explains Haydn Marriner, project lead at Our Tauranga Region. “We didn’t want to slap a logo on a postcard and call it a brand. It has to be a reflection of the people – our mana and values.”
Rather than relying solely on marketers or consultants, Our Tauranga Region is crowdsourcing the heart of the brand from its own community. They’re meeting with iwi, local businesses, artists, and residents to uncover what truly defines the region and its people. Nothing has been decided yet; even the term 'Our Tauranga Region' is a temporary white label identity that will be retired once the new place brand has been delivered.
“Branding is no longer a top-down process,” says Marriner. “It’s about co-creation. We’re not just building something for the community. We’re building it with them.”
One of the key principles guiding the project is authenticity. Our Tauranga Region is working closely with tangata whenua to ensure the brand is grounded in te ao Māori and the unique cultural fabric of the region. As Marriner puts it, “You can’t tell the story of this place without starting with the people who have been here the longest.”
While culture and heritage are central, the brand also aims to represent the region’s evolving identity and its entrepreneurial energy, creative spirit, and laid-back lifestyle.
The process has been anything but conventional. From community hui to online submissions, the brand development has become a dialogue, not a monologue. And it’s working.
“What’s been amazing is how much people care,” Marriner says. “There’s a sense of pride and ownership coming through in every conversation. Whether someone’s been here five minutes or five generations, they’ve got something to say about what makes this place special.”
The branding project is set to roll out over the next few months, with a visual identity and messaging platform expected later this year. But for Our Tauranga Region, the journey has already delivered its own reward, which is a stronger connection between the people and the place they call home.
“If we get this right, if we create something true to us, it'll resonate with locals, with visitors, with businesses – with everyone!” Marriner says. “Because it’s real.”
Have your say at: OURTAURANGAREGION.COM
On brand
A good brand doesn’t just look pretty; it’s an HR asset, a reputation and a must, says brand expert Jamie Bell of Paulownia Design Studio.
A good brand doesn’t just look pretty; it’s an HR asset, a reputation and a must, says brand expert Jamie Bell of Paulownia Design Studio.
Good branding gives businesses an unfair advantage to really make their mark in their industry. It's not just about having a visually appealing logo or an eye-catching website; branding is about crafting an identity that resonates with your audience, sets you apart in a sea of sameness, and ultimately drives business opportunity.
At its core, branding is about creating an emotional connection with your people. It's about conveying who you are, what you stand for, and why you matter. In the overwhelm of the 21st Century, a strong brand gives businesses the upper hand – it's the secret sauce that propels them to outperform their competition and make them undeniable to those they want to connect with.
But what exactly does good branding entail? It's about crafting a cohesive identity that permeates every aspect of your business. It's about the visual elements – the colours, fonts, and imagery – that make up your brand's aesthetic. But it's also about the intangible aspects – the personality of your brand, the tone of voice you use, the key messages you communicate, and the impact statement that defines your higher purpose.
Take, for example, brands like Kowtow. Beyond just selling clothes, Kowtow has embraced activism as a core tenet of its brand. They exist not just to push profits but to make the world a better place. By aligning their brand with a higher purpose, they've cultivated a loyal following of customers who share their values and want to be a part of something bigger than themselves.
But branding isn't just for the big players. Whether you're a solopreneur or a multinational corporation, the principles of branding remain the same. It's about authenticity, consistency, and connecting with the right people.
It's about telling your story in a way that makes your business unforgettable. The power of branding lies in transcending trends (not just following them) and delivering a potent, simple message that ignites connection.
As the economy faces uncertainty, rebranding can offer incredible leverage to transform your business and drive your measure of success. So if your branding needs an up level, now is the time. Because having a good brand isn't just an advantage – it's an absolute game-changer.