The decision to brand a nation and how to do it is a challenge to crack for any Government… as a nation, the government must ask itself… are we brand-ready?
The core stakeholders, normally lead by the highest echelon of Government (big budget $$$), need to agree on why do this, and when agreed, to fully align behind it and then, getting on message. Between ministries and their promotion agencies – mainly trade, investment and tourism – and also private sector key players, the challenge is to agree on the gist and tone about their nations assets, products, reputation and image, and have a vision of what to project to the global scene… the rest is hopefully done by the creative’s, like interviewing zillions of investors to get the good and bad perceptions.
At times, I have seen brand work stop at the desk. Probably because they were not brand-ready, or the buy-in wasn’t there… messages where too many or not strong enough… or even the creative side was plain bad… or a combination of all of this. So why do many nations fail getting it right or not get it at all? Combining a tourism video, by throwing in some businesses and working people in it, and some export products. These mishmash videos are increasingly proliferating on the international news channels, CNN, BBC World, CNBC… most of them fully wasted by having a turnoff effect rather than being a turn on.
Regretfully money is spent on plain bad stuff so better save your money, until ready. To brand a nation or recreate your brand is not something you can do overnight, or every other year. So ideally get it right first time around, take to your help advisors and executors like an international PR & Communications firm, and consideration and thought given to firms tuned into real business in the corporate and financial world of PR (branding nations vs dish washers, shoes or beverages isn’t the same thing). When procuring, make sure you have covered everything, and if in doubt call me!
Now, here is a recent example just shown off on the global catwalk:
Australia felt brand ready, and is investing in a brand building programme to provide an overarching, strategic approach to positioning Australia on the global market at the tune of $20 million over four years. So on occasion of the Shanghai World Expo, the Australian Government had the international launch of its new brand Australia Unlimited. According to Trade Minister Crean, the distinctive concept will be the global face selling Australia to the world in the 21st century. “We need to market ourselves better to the world,” he said, “Australia is known as a great place to have a holiday but it is also a great place to do business, a great place to invest and a great place to pursue an education. Brand Australia will provide an umbrella brand promoting Australia’s many capabilities in business, science, global governance, the arts and community-building.
The messages are centred on the Place, its key assets (people), its spirit and drive. Watch it here www.brandaustralia.gov.au and let me know what you think by skype id: knutsson1 or email me christina.knutsson (at) gdpnetwork.com
