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Governor Rick Scott unveiled Florida’s first-ever business brand

TALLAHASSEE – Today, Enterprise Florida (EFI) and Governor Rick Scott unveiled Florida’s first-ever business brand in front of EFI’s board of directors and key stakeholders.

The brand reflects the state’s existing business foundation, economic power, capabilities and resources, all of which make it a super-state for business. More than just a logo or a tagline, the Florida business brand provides a common thread that will allow all of the state’s economic development organizations to work together in showcasing Florida as a premier business destination.

Governor Scott said, “Each day I talk with CEOs around the world to tell them that Florida is the best place to do business. Our unemployment rate is at a four year low, we’ve created close to 200,000 private sector jobs in just two years, and our K-12 education system has jumped into the top ten in the nation. We’re working aggressively to get businesses to Florida, so Florida families have more opportunities to pursue the American dream – and with this innovative business brand we will continue to attract more opportunities to the Sunshine State.”

A vital component of the brand is its tagline, “Florida. The Perfect Climate for Business,” which juxtaposes the state’s reputation for having beautiful weather with key superlatives related to Florida’s business climate. Attributes such as no personal income tax, a platform built for global trade, and a top national ranking for workforce, transportation infrastructure enhance the state’s competitiveness and credibility as a leading business destination.

The brand was developed based on comprehensive research, including 430 survey responses, 172 interviews, 26 focus groups and 19 tours. In total, nearly 1,000 unique perspectives from key stakeholders and influencers both inside and outside of the state were obtained.

Florida is a super state by any definition – whether it is the size of its economy, talent of our workforce, diversity of industry sectors, or tax climate. The branding initiative represents one of the most important competitiveness tools for the state to market itself nationally and internationally as a business destination.

“Now it is time for us to share the Florida story in a significant way. Many people work year round to be able to visit the state. Why wait? Florida’s business climate makes it an equally appealing place to locate, start or expand a business,” said Secretary of Commerce and President & CEO of Enterprise Florida Inc. Gray Swoope.

This new initiative is not intended to replace individual community business brands, but rather encourage the entire state to speak with one voice when promoting Florida as a top location for recruiting new economic investment or for business expansion within the state.

“Economic development excels when the state, county and cities work together to invest resources to help businesses grow and prosper. Working in this capacity with a business brand to represent our collective product — the state of Florida — will serve us well in recruiting companies and creating jobs,” said Kelly Smallridge, president & CEO, Palm Beach Business Development Board.

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