Maxim Behar: A Good Product Needs Clear and Consistent Communication

During a discussion dedicated to regional branding, held at the SamElion complex, special guest Maxim Behar — journalist, entrepreneur, owner of one of Bulgaria’s leading PR agencies and Honorary Consul of the Republic of Seychelles — addressed one of the key questions facing regions today: is strategic branding a necessity, and how can a well-built public image contribute to sustainable development?

A strong brand starts with a real product

According to Maxim Behar, there is no fundamental difference between a regional, national, or international brand. The principles are the same — the most important prerequisite is the existence of a strong, authentic product.

“Samokov is a wonderful product,” Behar notes. The town has significant potential that needs to be better presented and structured, both for the Bulgarian public and for international audiences.

Its proximity to Sofia and Borovets is a major competitive advantage, which so far has not been fully utilised. For a long time, Samokov has remained in the shadow of the resort, despite having its own history, culture, and identity.

The role of communication in regional development

Even the best product can remain unnoticed if it is not communicated in the right way. Behar emphasises that successful branding requires consistent and purposeful communication, not isolated campaigns.

Stories about the city, its people, and its businesses need to be told daily and systematically in order to build a recognisable and sustainable image.

Business as the main driving force

According to Behar, branding cannot be the sole responsibility of the municipality. While state and local institutions play an important role, the true driving force must come from business. Entrepreneurs are more flexible, innovative, and proactive in communicating with the outside world.

Municipalities, on the other hand, should act as stable partners, creating favourable conditions and supporting initiatives. Sustainable development is achieved when institutions and business work in synergy and trust communication professionals.

People — the most valuable asset

One of the key themes of the discussion was the role of people. Natural resources and tourist attractions exist everywhere in the world, but what truly distinguishes Samokov — and Bulgaria as a whole — are its people: educated, motivated, and full of potential.

They should be at the heart of every communication strategy. Stories about local businesses, young professionals, and cultural and social life create emotional connection and make a place recognisable and attractive.

Digital channels as the main tool

Maxim Behar also highlighted the changing role of media. Today, digital platforms and social networks are the primary tools for reaching audiences. They offer precise targeting, measurable results, and efficiency, making them an indispensable part of any modern branding strategy.

Samokov — more than a tourist destination

According to Behar, Samokov should not be seen solely as a tourist town. It is equally important to promote opportunities for business and investment. A dynamic economic environment naturally attracts tourists and international partners as well.

The missing identity

At present, Samokov lacks a clearly recognisable logo, slogan, and key message — something Behar identifies as one of the first issues that needs to be addressed. A strong visual identity should be modern, clear, and embraced by the local community.

He suggests organising an open competition for a logo and slogan, involving young creatives and residents — a process that does not require major resources but can give a strong start to a comprehensive branding strategy.

Live promotion and international interest

Among the concrete ideas discussed were invitations to foreign ambassadors, investment forums, and cultural events that could turn Samokov into a place for meetings and exchange. Personal impressions and recommendations remain among the most powerful tools for building trust and interest.

Clear strategy and consistency

In conclusion, Maxim Behar emphasised that success comes from a clear vision, expert approach, and consistency. Samokov has all the prerequisites to establish itself as a strong regional brand — what is needed is to clearly define these advantages and present them consistently to the world.

Watch the full interview here.