Welcome to the Lakes & Dales
Brand Toolbox.

Together, we’re building the brand of the Lakes & Dales.
This toolbox will show you how and why.

Welcome to the
Lakes & Dales
Brand Toolbox.
Together, we’re building the brand
of the Lakes & Dales. This toolbox
will show you how and why.

If you communicate about our region, this toolbox is for you.

We all have an important and exciting job to do – to put the Lakes & Dales on the map in an inspiring new way. Whether you’re getting people to come to an event; you’re searching for new employees; or you work in tourism or hospitality, whatever your skills or sector, this toolbox is for you.

Maybe you haven’t worked with a brand strategy before. That’s okay. We’ve made it simple, flexible and free – it’s designed to help all of us work together for the good of our region. Rather than concentrate on a single town, we’re taking a broader, more regional approach. From Skipton to Grasmere, infrastructure is improving and integration is easier than ever before. The business structure, the labour and housing markets, leisure and culture of the Lakes & Dales are all part of our story. The job of this toolbox is to make that story clear and compelling.

What’s in the toolbox?

We’re building a bigger and better brand – one that stimulates the imagination and motivates people to want to be a part of who we are. The Lakes & Dales Brand Filter is an excellent way to help us all do exactly that. It’s a guideline and checklist that will help you create stories and messages that help us all move in the right direction. Or, to stay ‘on brand’. Get to know the Brand Filter – spend time familiarising yourself with our vision, goals and brand position. Inside, you’ll also find inspirational videos and images that are free for you to use.

How to build our place brand – and why

We all have an important and exciting job to do – to put the Lakes & Dales on the map in an inspiring new way. Whether you’re getting people to come to an event; you’re searching for new employees; or you work in tourism or hospitality, whatever your skills or sector, this toolbox is for you.

Maybe you haven’t worked with a brand strategy before. That’s okay. We’ve made it simple, flexible and free – it’s designed to help all of us work together for the good of our region. Rather than concentrate on a single town, we’re taking a broader, more regional approach. From Skipton to Grasmere, infrastructure is improving and integration is easier than ever before. The business structure, the labour and housing markets, leisure and culture of the Lakes & Dales are all part of our story. The job of this toolbox is to make that story clear and compelling.

What’s in the toolbox?
We’re building a bigger and better brand – one that stimulates the imagination and motivates people to want to be a part of who we are. The Lakes & Dales Brand Filter is an excellent way to help us all do exactly that. It’s a guideline and checklist that will help you create stories and messages that help us all move in the right direction. Or, to stay ‘on brand’. Get to know the Brand Filter – spend time familiarising yourself with our vision, goals and brand position. Inside, you’ll also find inspirational videos and images that are free for you to use.

How to build our place brand – and why
We all have an important and exciting job to do – to put the Lakes & Dales on the map in an inspiring new way. Whether you’re getting people to come to an event; you’re searching for new employees; or you work in tourism or hospitality, whatever your skills or sector, this toolbox is for you.

 

Maybe you haven’t worked with a brand strategy before. That’s okay. We’ve made it simple, flexible and free – it’s designed to help all of us work together for the good of our region. Rather than concentrate on a single town, we’re taking a broader, more regional approach. From Skipton to Grasmere, infrastructure is improving and integration is easier than ever before. The business structure, the labour and housing markets, leisure and culture of the Lakes & Dales are all part of our story. The job of this toolbox is to make that story clear and compelling.

Position
Vision
Values
Goals
Position

Our Positioning

We’re building a bigger and better brand for the Lakes & Dales. We want the brand to instil pride and a sense of place, motivating people to be a part of who we are.

 

We can then harness the power of young people and stakeholders, using user-generated content from any engagement to create a campaign that promotes the area as one full of unique and distinct experiences.

 

Using culture as a catalyst, the campaign will inspire existing and returning younger residents, as well as visitors to have a different perspective on the region.

Vision

Our Vision

Rewrite what’s possible.

The vision for the Lakes & Dales is an optimistic and empowering expression of potential.

 

We want people to know that anything is possible here. And we want to share it far and wide. We want the rest of the UK and beyond to understand that this is a progressive, future-focussed region that is not resting on its laurels or stuck in the past.

 

There is no doubt about it – the best is yet to come. Our thriving startups, active arts scene, compelling culture, and bustling communities are testaments to that! Rewrite what’s possible isn’t a slogan. It’s a message to us – the people who can make a real difference to the Lakes & Dales. You can rewrite what is possible for you and our amazing region.

Let’s start the conversation!

Values

Our Values

Brand values are a crucial part of any brand. They are there to guide actions. The values we have identified haven’t just been plucked out of the air – they are the core of the Lakes & Dales identity, representative of the people and businesses here, and recognised by visitors and tourists.

 

But these values are not supposed to be used as a slogan – instead, they should inform how we write and what we say. We should inspire people with our words and images; be honest, friendly and open; and energise with our enthusiasm!


– Inspiring
– Open
– Energising

 

Goals

Our Goals

Live More, Do More!

No matter where you live, young people are the future. It’s vital for the Lakes & Dales to attract young people, as well as retain them. And when they go off to universities in the cities, we want them to bring their new knowledge back here.

Our brand position is targeted at young people. That’s because, as a region, we have 44% fewer 16 – 34-year-olds than the national average. We need to address this over the next 5-10 years.

The Live More, Do More brand position is designed to make people think of living and working in the Lakes & Dales differently. But it requires us all to think differently first. Instead of passive landscapes, think active arts scene. Instead of babbling brooks, think compelling culture. Instead of rolling hills, think thriving startups. Rather than tranquil valleys, think bustling communities. We’re lucky to live in such a beautiful place, and we should never be ashamed of it – but young people are imagining their futures. We need to show them that they can forge the kind of lives they are looking for right here. That’s what Live More, Do More is all about.

Are you on Brand?

Building a great brand is methodical work.
Use the checklist to see if you are on track.

Take the Test
Are you on Brand?
Building a great brand is methodical work.
Use the checklist to see if you are on track.
Take the Test