A Stronger Story for a Stronger Region
Aligning the Roanoke Region’s Brand for the Future
The Roanoke Regional Partnership, Visit Virginia’s Blue Ridge, and regional leaders have launched a collaborative project to better align how we tell our story to visitors, businesses, and residents alike.
Why This Matters
Our region has momentum. From a thriving outdoor economy to growth in advanced industries like biotech and manufacturing, we’re earning national recognition as a place where business and lifestyle work hand in hand.
But recognition isn’t guaranteed. In an era where attention is limited and competition is fierce, how we present ourselves matters more than ever.
To attract individuals considering new opportunities and places to call home, we must align behind an identity that conveys our strengths clearly, resonates beyond the region, and makes a memorable first impression.
That’s why this project is about more than just marketing. It’s about focusing our collective voice around a recognizable, authentic identity that helps us rise above the noise.
Why It’s Especially Important for Talent
Workforce remains one of our greatest challenges. As companies look to grow and young professionals explore where to live and build their careers, regions with strong, consistent brands have an advantage. A clear message — built around a name people know and a story they remember — helps us stand out to job seekers, recruiters, and remote workers alike.
This process will help us:
- Better position the region for talent recruitment
- Support local employers with tools that help promote the region as a destination for living and working
- Connect all parts of our identity — economic, cultural, outdoor, educational — into one cohesive story
What This Project Will Do
We’ve partnered with Resonance, an internationally recognized place branding firm, to guide this work.
Together, we will:
- Develop a unified brand strategy rooted in research and community insight
- Engage stakeholders and residents through interviews, surveys, and listening sessions
- Deliver a messaging platform and toolkit that gives everyone — from business leaders to tourism professionals — the tools to convey a shared story
Project Timeline
- Spring/Summer 2025: Research & community input begins, including stakeholder interviews, data analysis, and strategic development
- Fall/Winter 2025: Launch of the regional brand platform, messaging toolkit, and implementation planning
How You Can Get Involved
This is your region – your voice matters – complete this five-minute survey (survey closes May 30).
