The former Birmingham boss was unveiled as the new manager of the Black Cats on Wednesday after a compensation package was finally agreed with former club Wigan.
Bruce has made no secret of the fact he was a boyhood fan of Newcastle, Sunderland's neighbours and fiercest rivals, but he does not expect that to be a problem.
"I don't think so," he said. "I think they like one of their own from the north east.
"It's results on the pitch that matter. I hope I can win over the few doubters I have. The vast majority of what I've seen is positive."
Bruce believes being from the north east will give him an advantage, adding: "It's a working class area. It was born in me and bred in me that I only got there with hard work. I wasn't blessed with any huge ability. I got there with a bit of hard graft and a bit of determination and I want my team to mirror that."