Pitching Brand Iloilo is Every Ilonggo’s Job

By Ken Lerona

Building a compelling and credible Brand Iloilo is a task too big for any individual, group, or office. It demands a collective effort, a shared purpose that unites all Ilonggos—from the grassroots to business leaders, local officials, and educators. If we are serious about attracting investors, we need to understand this: pitching Iloilo is not just about glossy brochures and grand promises; it is about living the brand, every single day.

What Do Investors Really Want?

At the heart of every investment decision is a question: “What’s in it for us?” Investors are not just buying into a location; they are investing in opportunities, stability, and relationships. They want access to skilled and trained manpower, infrastructure that supports efficiency, partnerships that create synergy, and a community that welcomes them.

Iloilo has much to offer. With a strategic location that provides access to international ports, rich natural resources, and a growing reputation as an educational hub, we are positioned to shine. Our highly trained workforce—thanks to excellent schools like the University of the Philippines Visayas and West Visayas State University—continues to attract the outsourcing industry. Our agricultural wealth holds untapped potential for agro-industrial zones. But potential alone is not enough. We must also reflect on how well we communicate and deliver this value.

Taking Stock of Iloilo’s Assets

When we pitch Brand Iloilo, we must do so with clarity and confidence. Investors in agriculture want assurance of innovative practices and a strong supply chain. Those in logistics and infrastructure look for ease of doing business and a seamless connection to markets. And those in the growing BPO and knowledge industries prioritize a steady stream of educated, tech-savvy professionals.

What makes Iloilo unique, however, goes beyond these basics. It’s the intangible yet palpable sense of pride, the Ilonggo warmth and hospitality that’s often talked about. But the big question is: are we showing this in how we live and work every day?

Brand Advocacy Starts with the Grassroots

A brand is only as strong as the people who represent it. For Iloilo to truly stand out, every Ilonggo must live by its brand promise as a tourist, culinary, agricultural, and business destination. This means creating and maintaining positive experiences for anyone who visits or does business in Iloilo.

Imagine a tourist walking through a heritage street in Iloilo City, greeted with genuine warmth by vendors, and tasting culinary delights that leave them raving about the city long after they leave. Picture an investor experiencing seamless service from government offices, feeling welcomed not just by officials but by the friendly, helpful community.

We must recognize that our strongest brand advocates are not just officials and business leaders but ordinary Ilonggos—the vendor at La Paz Market, the tricycle driver in the province, the front-desk staff at a local hotel. Mobilizing Ilonggos for brand advocacy means training and inspiring every person to see how their actions contribute to the bigger picture.

Learning from Regional Success Stories

Take, for example, Chiang Mai in Thailand. The city successfully engaged its citizens to promote its identity as a creative hub. Through workshops and advocacy programs, ordinary people learned how to showcase the city’s culture, craftsmanship, and innovation. Similarly, West Java’s “Bandung Champion City” initiative empowered communities to promote their region as a destination for technology and creative industries, resulting in a surge of investor interest.

Both examples demonstrate a crucial insight: when citizens take ownership of their brand, they create an authentic and compelling pitch that resonates deeply with investors.

The Ilonggo Advantage

Iloilo already has a head start. We are known for our strong sense of community and hospitality. But to fully capitalize on this, we must ensure that every Ilonggo becomes a steward of our brand. Advocacy should start at the barangay level, equipping grassroots leaders with the knowledge to tell Iloilo’s story effectively. Schools can integrate brand pride into education, teaching young Ilonggos to see their province as a global player.

Government offices, too, must lead by example, providing smooth and efficient processes that reflect the investor-friendly environment we aspire to be. Business leaders can further champion the brand by adopting sustainable practices, mentoring smaller enterprises, and actively participating in trade and tourism promotions.

The Role of Living the Promise

A brand is not just a tagline or a marketing campaign—it’s a promise. And the success of Brand Iloilo depends on whether we, as Ilonggos, deliver on that promise every day. If we want to pitch Iloilo as an investor-friendly destination, we need to show it in our actions: providing excellent service, creating seamless experiences, and building trust.

When we embody the values of Iloilo—resilience, collaboration, hospitality—we create a story that investors want to be part of. Investors are drawn to places where the community itself is invested.

 

A Shared Vision for Iloilo

Building Brand Iloilo is not just about putting up billboards or hosting investment forums. It is about creating a culture of excellence and advocacy where every Ilonggo feels a sense of ownership. It is about working together—barangay officials and business executives, students and professionals, grassroots leaders and government agencies—to create a future where Iloilo is a top choice for investors, a leader in the region, and a source of pride for its people.

Iloilo has all the ingredients for success. But the secret sauce lies in us, the Ilonggos, and our ability to live the brand we wish to sell. Let’s not just pitch Iloilo; let’s live it. After all, the best ambassadors of Iloilo are its people.