Understanding the Auckland Brand
Understanding the Auckland brand
Why a shared story matters — and how to use it.
The brand for Tāmaki Makaurau Auckland is built on robust research and shaped by the voices of our people.
Our insights show we are youthful, diverse, grounded and globally connected. We are a region whose modern identity is deeply shaped by Māori wisdom.
Our brand story helps us align what we say about our region with how the world see us.
Who we are
Auckland is a city of many worlds, united by a common spirit.
Young, spirited and diverse
1 in 3 Aucklanders were born overseas – we are proudly multicultural and welcoming.
Grounded in te ao Māori
Indigenous values like manaakitanga (hospitality) and kotahitanga (unity) guide how we live, lead, and host.
Urban energy meets natural calm
With street art and forest trails within 20 minutes of each other, you’re never far from creativity or coastline.
Start telling the story
The more consistent our story is, the stronger Auckland’s reputation becomes.
Use the Auckland Playbook to align your message – then explore our Brand Library for free images, videos and tools to help you tell it.
Our themes
Our research revealed four themes that shape how we talk about Tāmaki Makaurau.
Whether you’re writing a social post, designing a campaign, or welcoming guests – they're your storytelling foundation.
Watch how research informs our brand
This video explores the insights behind Auckland’s Place DNA™
Did you know?
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