The Toledo Region in Northwest Ohio needed to stand out in a competitive landscape to attract talent, funding, and resources. Previously overlooked and without a unified identity, stakeholders worked together to reshape its image and strategic direction.
The Toledo Region Committee redefined its identity by focusing on its inherent strengths rather than chasing the "creative class." Positioned as the heart of the new manufacturing economy, Toledo highlighted its affordability, talent, resources, and infrastructure to drive economic growth, quality of life, and tourism.
The rebranding strategy included media outreach, a strong digital presence, and collaboration with key stakeholders to ensure widespread adoption.
Two years later, the initiative has boosted regional visibility, secured state funding, and strengthened community buy-in, solidifying Toledo as a leader in its niche with a sustainable, self-driven brand.
Toledo’s rebranding as a hub for the new manufacturing economy highlights the power of a well-executed strategy that leverages regional strengths. By choosing an authentic narrative over a generic appeal, Toledo has become a competitive force in economic development, demonstrating the value of self-assessment, stakeholder engagement, and strategic communication in regional branding.
