The content of the Lappi brand is a combination of shared views and shared values that aim to stand out to our advantage in international competition. Previous projects have defined the target image of the Lapland brand, the main message (Lapland — Above Ordinary: Lapland is mentally, geographically and above normal) and five values on which the Lapland brand is based. These include 1st open and arctic, 2. in nature and nature, 3. genuine madness, 4th strange magic, and 5th tea away. Brand building is a long-term and joint effort. It means not only communication, but the verification of the above-mentioned brand values through the actions, know-how and activities of different parties. All Laplanders are involved in the construction of the Lappi brand. Lapland — Above Ordinary branding project continues the brand work done in Lapland and is the next step towards a strong, diverse and attractive Lappi brand. Lapland is already widely known for tourism and nature, but other strengths and new opportunities created by the rapid development of the Arctic region will also be communicated to different target groups. Lapland’s strengths, which the project seeks to highlight in particular, include the excellent logistic location in the middle of the Euro-Arctic region, the management of Arctic conditions, Arctic service design and well-being. With effective communication, strategic branding (symbolic actions) and long-term brand building, Lapland can claim its place as a success in the Arctic region. The aim of the project is to implement brand communication for target groups located outside the province and abroad. The most important measures are two strategic brand actions: building brand partnerships with other well-known brands, and creating a network of Lapland Ambassadors to support brand communications. In addition, the project manages, maintains and develops the content of the Lappi brand, while respecting the previous work (main message and attraction factors) and ensuring consistent communication. The project also promotes the emergence of smaller brand actions. The project will strengthen and diversify the Lappi brand to benefit the region’s economy in many ways. By raising awareness of Lapland’s strengths, it supports industry’s export efforts and helps to open doors to new markets. In addition, a strong brand attracts skilled labour and new companies to the region. Brand partnerships and Lapland Ambassadors network contribute to building international relations, and Lapland brand communication supports the business community’s own marketing. The Lapland Association’s Brand Acts project works closely with the House of Lapland Media and Communications Centre. This will result in cost-effectiveness and synergies. In addition, the project will ensure the advancement of brand building through strategic brand actions and ensure consistency in brand communication. In cooperation with HOL, a management team will be set up to guide the content of brand communications and to ensure the overall picture of the communication and the realisation of its objectives. A broad-based steering group will also contribute to the brand work.