'Our research found that Bolton is "open, colourful and sound", and that's the image of Bolton we'll promote,' said Strange, who was born in the town.
Once complete, 40-strong comms and marketing team will sit within Bolton Council, with a remit across the borough.
'We'll be packaging ourselves as part of a Greater Manchester offering,' said Strange. 'Bolton has traditionally been reluctant to promote itself but other northern areas have been really successful in revamping their brand.'
Strange pointed to Leeds, Manchester and Liverpool as areas that have had particular success.
The revamp will see Bolton, which has a population of 260,000, compete for investment against regional rivals Oldham and Stockport.
The project also involves the creation of a new identity to replace the Bolton Metro logo, which has been in use for more than 15 years.
Bolton University, Bolton Wanderers Football Club and Bolton NHS Primary Care Trust will all use the mark 'part of the Bolton family' on their promotional material. Strange hopes to work with the organisations to promote Bolton's image next year.
Bolton Council recently ended a 12-month consultation on the best way to rejuvenate the town with local businesses, including Reebok and Warburtons.
Strange was responsible for the rebranding of ITV following the break-up of its regional franchises.