“Let’s put the pizzazz back” Bolton gets a bold new re-brand – but what does that mean for the city?

Bolton has launched a ‘re-brand’ with hopes to celebrate the best of the borough and grow its economy. Brand Bolton, a government-funded partnership between businesses, the council and third sector, launched this week promising ‘a new way of promoting Bolton’.

A newly formed ‘Brand Bolton’ board has set out plans to grow the local economy, boost footfall and celebrate the best of the borough on a global stage. Those leading Brand Bolton say the programme can ‘create a platform for future growth and investment’ for the largest town in the region.

Brand Bolton

They said they hope to support the creation of 4,300 jobs along with new housing for 5,000 residents and a boost to the visitor economy by £11m a year.  The brand presents a ‘big idea’ of ‘Bolton – Born To Perform’ with the launch event audience hearing that means the borough has always been successful and that will breed even more success.

The three themes surrounding the central idea are that the borough ‘means business, is better connected and is in the middle of a cultural and leisure renaissance’.

Councils chief executive Sue Johnston

Bolton Council’s chief executive Sue Johnston, told guests at the launch event at the Octagon Theatre that the authority realised the need for a new ‘place brand’ for the borough ‘to help us stand out from the rest’.

She said: “We secured grant funding from the Government’s UK shared prosperity fund. “We’ve now produced the final brand material that you see today.

“It has striking graphics and imagery, themes and a crucial underlying big idea. The place grant does not belong to the council, it belongs to every single person and business in Bolton.

“The brand is a clear statement of intent, it projects what this place is about, what it stands for and what is important.” An ambassador programme has been created with representatives from retail, sport, business, charity, leisure, and the council recruited to promote the borough.

John Till works for Thinking Place, who were involved in developing the brand.

“Let’s put the pizzazz back”

He said: “This approach can help you put back the pizzazz in your place. “The great bit about this city is the passion you have for your place is palpable.

“Places like Bolton are changing, post-Covid, the cost of living and internet shopping but there are also loads of opportunities, it’s not all
doom and gloom, but, the city can’t stand still.

“The heart of place branding isn’t just producing a logo; it’s changing a culture, it’s trying to help a place think and act differently.”

Becci Martin, founder of Bolton-based Boo Consulting is co-chair of the Brand Bolton board.

She said: “We really believe that Bolton is a thriving town with only great things in its future. The city is born to perform. We don’t need to follow the old set of rules here. We can do things the way that Bolton wants to do them for the future of our town.

“We want to encourage businesses and large employers to come and do business here, to open up new opportunities for local people
and to enhance the town centre and surrounding areas.”

We Are Bolton’s website

More information on Brand Bolton can be found on their website by clicking here