A top West Midlands lobby team will meet for the first time this week to discuss ways they can help to improve perceptions of the region.
The West Midlands Ambassadors also want to see the region gain its fair share of investment and opportunity.
Led by Sir Digby Jones, directorgeneral of the CBI, it includes Sir Peter Rigby, Specialist Computer Centres, Birmingham City's Karren Brady, the only female managing director in the Premiership, Sir Adrian Cadbury and John Caudwell, of Phones 4 U.
Business, Government and media representatives are represented.
Sir Digby, chairman of the Ambassadors Group, said: "The West Midlands has a proud tradition of ingenuity, hard work and inclusiveness.
"But the region does not have the strong, positive reputation that it deserves and needs in an increasingly competitive international marketplace. There is a crucial job to be done, by those of us in positions of influence.
"We need to speak up for the West Midlands and help give it the best chance to continue to develop as a prosperous and dynamic region. I owe the region so much and want to put something back."
Sara Moseley, director of communications at Advantage West Midlands, said: "The West Midlands is at the heart of the country, it is a centre for innovation and entrepreneurship.
"But it has not been good at shouting about its achievements and assets and is too often overlooked in the northsouth debate."