The document provides an overview of the brand and branding strategy for Bolton Council. It outlines the brand values of Open, Friendly/welcoming/inclusive, Colourful, Characterful/distinctive/interesting, and Sound/reliable/trustworthy. The brand aims to build a sense of community, attract investment and jobs, promote regeneration, and communicate internally and externally about council services. It also celebrates Bolton's diverse community. The Communications and Marketing Agency is responsible for ensuring all messaging adheres to the brand essence and values.