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Recognition has its rewards.

When companies begin the process of a site search, a wide net is usually cast to pull in a sizable haul of eligible communities. Sometimes, communities are considered for their reputation alone. Not only are there intrinsic business advantages to locating in a place with strong name recognition, it can also help motivate the employees who will live, work and raise families there.

Hampton Roads, Virginia, has long struggled with brand recognition. Located near Norfolk, Virginia, it’s a region of 1.7 million people, but relatively few people identify it with anything in particular. Most probably cannot pinpoint it on a map if asked.

Recently, the Hampton Roads Chamber of Commerce announced that it was considering a rebranding effort, partly as a means to attract more capital investment opportunities. GLS Founding Principal Didi Caldwell shares her opinion in this story from Virginia Business magazine.