<p>Although entrepreneurs belong to the key place stakeholders, little interest has been paid to the antecedents of their participation in regional governance. The purpose of this study is to analyze the branding determinants of small- and medium-sized firms’ commitment to regional governance, focusing on a region’s reputation and strategic vision. These components play a crucial role in region branding success, which makes it worthwhile to analyze their influence on the SME commitment to territorial governance. The sample included entrepreneurs from two industries in the Mazovia region of Poland whose declarations concerning the region’s reputation, awareness of its strategic vision, and commitment to regional governance were assessed in a CAWI survey, and later analyzed through structural equation modeling. A strong role of the region’s reputation in increasing the affective commitment of SMEs to regional governance was evidenced. In addition, the information passed by authorities to the local businesses within strategic plans and goals stimulates stakeholder commitment. Similar determinants stimulate affective commitment and trust in government-to-citizen markets. The study concerns the under-researched branding component, the awareness of regional vision, which appears to be a determinant of corporate stakeholders commitment. In addition, reputation building proved to be the essential branding tool for the regional government.</p>