Special report: Building the powerhouse brand overseas

WHATEVER lays ahead for the Powerhouse project, its growth as an increasingly recognised international brand has put the North of England firmly on the business map.

The trick now, according to business leaders, is to translate that heightened awareness into real economic growth and development.

The confidence that the North can deliver is certainly there when it comes to attracting inward investment from both overseas or nearer to home.

A recent survey by TheBusinessDesk on rebalancing the UK economy revealed that 89% of business leaders believe the North is an attractive place for both UK and international investment.Everheds Northern Powerhouse report cover

Stephen Miller, managing director at Bank of America Merrill Lynch in Chester, says getting the Northern Powerhouse message out to an international audience has had an impact already.

He says: “Particularly internationally, it’s much easier to have conversations now, for countries that have significant investment to bring here, to have a conversation on a northern basis. They understand the concept of a regional structure much better.”

Gerald Jennings says he was made aware of the leap in international recognition for the North during a visit to Leeds by the Lord Mayor of London.

The Leeds Chamber of Commerce president says: “He and his team said that when they are abroad they are now picking up this brand of the Northern Powerhouse. It has resonated across the far and Middle East.

“The Lord Mayor said not to underestimate the power of that brand. If you can actually grasp it and get behind it you have something really powerful to sell.”

Roy Barry, principal associate at Eversheds in Manchester adds: “Certainly internationally, what we have seen in markets like China, where government initiatives especially are very well received, they recognise that and want to engage with those big government initiatives.

“Even in other parts of the world, it has elevated the focus on this part of the UK to an extent ministers have undertaken profile raising activities, bringing business together in North America for example. That has not happened before, we have never had ministerial back up and it is very useful in places like China.”

Close