The 2,1,3-benzothiadiazole (BTD) unit is a prominent building block commonly used in various research areas such as optoelectronics and bioimaging. Despite its great versatility, the development of strategies to elaborate BTD has been largely neglected, including exploring its reactivity and understanding how regioselective functionalization can be used to tune the fluorescence emission. Previous focus has primarily been on C4- or C4,C7-substitutions. Here, a series of unsymmetrical mono - and disubstituted BTDs was synthesized and characterized for their photophysical properties. The reaction scope includes all six possible substituent patterns on the BTD benzoid ring (C4-, C5-, C4,C5-, C4,C6-, C4,C7- and C5,C6-substitution), which comprise arrangements that previously been synthetically challenging to access. By introducing a methoxy and/or a phenyl group we demonstrate that the emissive behavior of BTD derivatives strongly depends on the position of the substituent (s). We show that regioselective substitution on BTD can engender long-lived fluorescence and circumvent strong fluorescence quenching in polar protic solvents, which is a limitation of many previously described BTD derivatives.