Brabners True North dinner: Establishing a clear county brand key to leading Lancashire’s ambition

All Lancashire’s stakeholders working collaboratively together to establish a compelling, clear brand for the county needs to be a key priority, according to business owners who attended a dinner organised by leading independent law firm Brabners.

The event, held at Haighton Manor in Lancashire on October 29, gathered members of the Brabners True North network, including businesses from across the county, to discuss how to maximise the county’s economic potential over the coming years.

The areas discussed included access to skills, access to finance and how to create the environment to make devolution work.

Several attendees claimed retaining talent was a key challenge and highlighted that despite Lancashire having three universities, a range of educational establishments and many thriving industries, many younger people are attracted towards larger cities – such as Manchester and Liverpool – due to perception of greater opportunity. 

Communicating Lancashire’s assets

However, Rob Binns, group chief executive at Cotton Court, which owns and manages business workspaces and provides virtual office functions in Preston and Leyland, said the county has a unique blend of being a thriving place to do business, work and enjoy life. 

He said: “We often forget that while we have a thriving business community and career opportunities in Lancashire, we also have some of the best natural landscapes and assets to offer in the UK. 

“We have the coast, two distinct Areas of Outstanding Natural Beauty, including the Trough of Bowland, and Arnside and Silverdale, and many other outdoor assets across the county. With more people - young and old - valuing wellbeing, fitness and balance, Lancashire has the full lifestyle package. It is unique.”

Brabners’ True North network includes more than 500 purpose-led businesses, business leaders and other organisations who are committed to unlocking the true potential of the Northern economy.

Attendees from the network at the dinner also discussed Lancashire’s key sectors including manufacturing, construction and logistics and highlighted how a central public sector figurehead – such as a county mayor – could provide the focal to define and communicate a compelling Lancashire narrative and brand which could serve to unlock the county’s economic potential. 

The devolution opportunity

Robert White, chief executive of Brabners added that devolution could help Lancashire flourish through greater decision-making and funding powers, designed to target investment in priority areas both consistently and cohesively across the county.

He said: “Devolution provides Lancashire with an opportunity to get past typically short-term political cycles and support a focus on long-term inclusive growth.

“However, data shows that businesses have become less engaged with the county’s devolution journey over the past year. They’re frustrated with wrangling and observed lack of cohesion that is dominating Lancashire’s devolution discussions.”

The most recent Lancashire Quarterly Economic Survey (Q3 2025) showed 5.8 per cent of businesses that responded strongly agreed devolution would improve business conditions, compared to 16.7 per cent in Q2.

Attendees operating in or close to Greater Manchester highlighted the sustained public and private sector investment it had seen over the past 10 – 15 years and the way this was now driving long-term economic growth both in the city centre and across the region.

Attracting business investors

Attendees also discussed access to capital.

While they highlighted that Lancashire companies now had more finance options than five to ten years ago, due to the establishment of angel networks and improved links to debt and equity finance, they claimed it lagged behind other Northern areas in its ability to attract investors from outside the county.

This view echoed the sentiment of another Brabners-supported event held in recent weeks.

The Lancashire Economic Breakfast, organised by the North and Western Lancashire Chamber of Commerce and sponsored by Brabners, launches each Quarterly Economic Survey.

At the most recent event, an expert panel discussed developing Lancashire’s brand among the investment community as being key to attracting greater funding from outside the county into its businesses and support growth.

The panel included Rory Southworth, FHunded angels – manager at Lancashire County Council; Ben Davies, marketing director at investment management firm Praetura Ventures; Steve Hoban, chief executive at fuel and EV charging service business Attenda and Nikki Whittle, partner, Brabners.

Ben Davies said: “There has been a positive shift in narrative in Lancashire toward investment from outside the county from ‘we are not getting our fair share’ to ‘you are missing out on great companies’. However, there is still a problem with Lancashire businesses being underfunded.

“The county’s economy and its businesses are big enough to be globally ambitious but it’s vital to communicate the whole county’s strengths and key sectors in a coherent way that’s easy for people in other areas, including outside the UK, to understand and buy into.”

Attendees at both events highlighted the importance of Lancashire’s decision-makers collaborating with businesses on devolution priorities. They said without doing this, the county risked missing a generational opportunity to define its own brand, benefit from devolution and the targeted investment that can follow, and help to better attract young people, investors and unlock long-term economic growth.

Brabners’ most recent True North report, Scaling Northern Ambition, highlights how devolution can help support the regeneration of areas across the North by bringing the public and private sectors together under a shared narrative to prompt investment and growth.

You can read the report at brabners.com/true-north.