Chamber grapples with rebranding the region

Chamber grapples with rebranding the region
As seen in Virginia Business

One of Bryan Stephens’ goals for this year is the creation of a new brand identity for his region.

“People always ask me, ‘Where is Hampton Roads?’” says Stephens, president and CEO of the Hampton Roads Chamber. “Very few [area residents] say Hampton Roads when they are asked where they are from.”

The Hampton Roads name hasn’t helped drive the region’s economy, especially its hospitality industry, he says. “The brand of a region is either an enabler or an inhibitor. If it’s an inhibitor, we have to try to turn it into an enabler.”

With that purpose in mind, the chamber is putting together a rebranding committee, which will include members of its board and area community leaders. A consultant will be hired as well.

“Our goal is to get Hampton Roads recognized throughout the United States and the globe as a great region to live, work and do business,” Stephens says. “We want relocated people to be excited about the opportunity to come to Hampton Roads.”

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