19 November 2024, 9:00 PM
The Northern Rivers Brand was released just over two years ago, and it has grown to encompass many businesses in the region. Next year, the brand will be taking new steps to upsell our area, so now, as part of the buy local movement, is the best time to get familiar with it and assess if it’s right to use with your business.The Northern Rivers Brand is a logo that supports a local ethos - developed by members of the region for the region to bring cohesion and place for your products in the wider national and international market.The brand started as a vision by Simon Stahl, CEO of the Casino Food Co-op. Selling products on the global market, Simon realised that the world was paying attention to a place. However, a small town is much harder to identify than a region.“I was at an international fair in China some six or seven years ago,” said Simon, “and you could just imagine me at one of the biggest markets in the world, trying to find your point of difference when you put up your own commercial brands. “Even though we're a big company on the north coast, we're very insignificant globally. And so to be able to go to one of those expos and actually have a Northern Rivers Brand to underpin our products was one example where we could compete on the export stage. “And you could do that across the country, couldn't you? You could go to a food show in South Australia and be representing Northern Rivers and be under one identifiable banner.”Simon approached Business NSW with his idea, and the development of the brand began.The logo now appears on Simon’s emails, signatory letter and has started to go out on some of the packaging, “We'll still have our brand Richmond Valley Veal, but then it'll be underpinned by the Northern Rivers logo.“It is about trying to give our company greater scale by locating where we come from. It has done that and is in the process of doing that.”Jane Laverty, Business NSW Regional Director, Northern Rivers, embraced the idea, “We want to ensure that businesses can shine and be proud to connect all of the work they do in their products or services with the place in which they do it from and that their staff are part of as well.”The brand was developed in consultation with stakeholders and the community. The unique essence of the area, as well as personality and values, were discussed to understand the region better. “It's making sure everyone's on the same page in terms of who we are and what is the essence of this place - that you may choose to establish your business or come to as a visitor. Provenance is really important, and now more than ever.”(Jane Laverty with colleague Kate Fletcher, proud NorRiveans spreading the love)The team working on the brand discovered that connection is very important to the region - with nature, community, growers, sources, creators, and all the things that bring value to lifestyle.“A consistent narrative from the wonderful stakeholders who engaged in the focus groups and forums to develop the brand was our connection to nature and that the community is at the heart of who we are and everything we do. It was also clear that our region is made up of people who are inclusive and welcoming.“The logo for the brand was created by Lismore-based firm, The Ad Agency, who have a talented team of creatives that were dedicated to ensuring the regions values, and the essence of who we are, could be reflected in the visual impression.”The logo is made up of a tangled ribbon, displaying the connectedness of the region in the shape of the seven LGAs that make up the Northern Rivers. The heart is where it starts.“People outside of this region, they don't know the borders. They don't know when they're crossing that line between Ballina and Lismore or Tweed and Byron. “Businesses are using the Northern Rivers NSW brand on everything from email signatures and websites through to signage and packaging, which is wonderful to see. “If you are a business operating in the Northern Rivers, you are part of an amazing region with an exciting future and a growing and strengthening regional place brand.“We would love to see more businesses register to use the brand. We set a target of 1000 businesses to register over a 12-month period, with the current total at 600. We are well on our way.”17% of these companies are based in Lismore, the city at the heart of the region.“Given we are in the early stages of place brand promotion, the participation of our region’s businesses will give us the reach we are looking for and the success we can continue to build on.”This project has given light to another that helps connect business two business in the region. Registering to use the Northern Rivers brand provides an automatic ability to become a member - one of the benefits of using the brand.One of the most influential businesses in NSW right now is located in Lismore. Michael Hampson from Norco has recently been awarded the “Outstanding Business Leader (21 Employees and over) in the NSW State Business awards.Michael believes in the ability of the power of a regional brand, “The Northern Rivers brand enables all businesses to unite under the one logo to harness all that our abundant region has to offer. “Norco, as a 100% Farmer owned Co-operative with 130 years of history in the Northern Rivers, is the natural cornerstone supporter of the brand.”The logo is featured on the complete range of Norco ice creams that are available in major supermarkets nationally. “The Northern Rivers brand has been able to empower consumers that may have not otherwise known of our long heritage and association with the natural beauty and abundance of the Northern Rivers”Jane says, “It's not just nice to have anymore. It's a must-have, with the Queensland juggernaut right next door. A strong regional brand will help us to get the right people here with the right skills to continue to grow businesses, and, moreover, support us having a prosperous community.“We have had businesses from across the Northern Rivers region (from Tweed, Byron, Ballina, Lismore, Kyogle, Richmond Valley and Clarence Valley) register for the free licence to use the Northern Rivers NSW brand logo and to be a brand ambassador.“Each local government area has their own strength that then when you combine that, it's that old phrase, the sum of the parts is greater than the whole” Michael adds, “The Northern Rivers logo enables businesses to leverage the history, success and awareness of all the other amazing businesses in the region as we unite under the one Northern Rivers brand. This really is a story of “we are stronger together”, which is the underlying core principle and foundation of our 100% farmer-owned co-operative”Simon thinks, “This is beneficial to everyone running a business on the Northern Rivers. This does not replace your brand. This just underpins a location that we're proud of. There's a lot of positive things in the Northern Rivers. So it actually adds a foundation to what you're producing or what your brand is.”Jane says it is extremely easy to register via the project website, and there is no cost to do so. “Once we have received a registration with some key details to ensure you are based in the region and align with the shared values, businesses are provided with a place brand toolkit.”This is the website with further information: https://northernriversnsw.com.au/. For more information on the meaning behind the brand development, there is a short clip here.If you would like to know more about Michael Hampson's experience, who has become a brand ambassador, have a look at what he has to say.