eBusiness Weekly
Nation branding is a multifaceted and intricate process that requires careful planning and execution. In order to assist organisations or governments in this endeavour, Msell has formulated a comprehensive seven-step guide to nation branding.
This guide aims to evaluate the existing perceptions associated with a country, establish a collaborative working group, identify the nation’s competitive advantages, define the target audience, develop a core message and national brand identity, assess the readiness of the branding process, and measure the progress of the nation branding efforts.
1. Assess perception of the country
The first step in nation branding is to assess the current perception of the country. This involves highlighting the positive qualities while filtering out negative aspects. Similar to how individuals emphasize their strengths while downplaying weaknesses, countries must focus on their infrastructure development, resources, and diversity while addressing negative perceptions.
By doing so, a positive image of the country can be created, attracting tourists and foreign investment. Just as a person is judged by their reputation and actions, a nation’s image is based on how it is known, to whom it is known, and in what ways it is known.
2. Establish a working group
Nation branding requires collaboration between the private and public sectors, with the government playing a major role. This team effort is akin to each member contributing their unique skills and strengths to achieve a common goal. The involvement of the International Marketing Council (IMC) of South Africa exemplifies this partnership, where the government appoints a significant portion of the IMC’s board.
Additionally, media, educators, and representatives from sports and arts associations should be included in the working group to ensure a diverse range of perspectives and expertise. The support of the country’s top leadership is also crucial in encouraging multinational corporations to invest. By creating an inclusive working group, a more comprehensive and effective branding strategy can be developed.
3. Identify the nation’s competitiveness
To create a positive and attractive image, a country must leverage various factors. These include natural endowments like history, geographical location, tourism sites, climate, and national mentality.
Additionally, acquired endowments such as public goods, literacy levels, specialist skills, infrastructure quality, legal and health systems, and banking systems can showcase a country’s development and favorable environment for tourism and foreign investment. Risk mitigation, economic prowess, and market opportunities are other factors that can contribute to a country’s brand image. By highlighting these factors, a country can effectively attract tourists and foreign investors.
4. Identify the target audience
Similar to a company identifying its target customers, it is crucial to determine the key audience in nation branding.
This includes trade partners, export markets, political allies, cultural partners, students, and business visitors.
However, it is equally important to involve the local audience or internal target in the branding efforts.
Just as a company’s employees act as brand ambassadors, the local audience can promote the positive image of the country during interactions with tourists, investors, and other visitors. By engaging the local audience, a more authentic and sustainable national brand can be established.
5. Define core message and national brand identity
Developing a core message for a nation brand is vital in conveying its value proposition to the target audience. Similar to a company’s unique selling proposition, the core message should be clear, consistent, credible, and aligned with the national identity.
Specific messages targeted at different audiences must be developed, as a nation cannot be everything to everyone. National identity, similar to a person’s reputation, plays a crucial role in rallying the nation together and promoting a positive image. By utilising elements like history, culture, or technological development, a unique identity can be carved out.
However, managing multiple identities requires careful audience targeting, message alignment, and coordination to avoid confusion.
6. Assess readiness of the process
Nation branding requires substantial time and resources. Similar to nurturing a tree, it involves developing a strategic vision, long-term planning, and patience.
Gaining support from all economic sectors and the general public is crucial for maximising the impact of branding efforts. Adequate resources in terms of finances, human capital, and technical expertise are necessary for successful implementation and management.
Just as a team works together towards a common goal, every stakeholder’s contribution is essential for nation branding.
7. Measure the progress of the nation branding process
Implementing a nation branding program is akin to embarking on a journey. Monitoring progress and making necessary adjustments along the way are vital for success.
Similar to a pilot adjusting the course of a plane during a flight, program adjustments, alterations, and reinforcements may be required due to the complexity of the process and changing environmental factors.
Anholt’s nation brand hexagon model provides a framework for measuring the appeal and perception of a nation’s brand image.
This model evaluates six variables: tourism, exports, people, culture and heritage, inward investments and immigration, and foreign and domestic policy.
By using this model during the brand strategy development phase, nation brand developers can guide their efforts effectively. Just as companies utilise market research for product developmentand evaluation, measuring the progress of the nation branding process allows for continuous improvement and adaptation.
By following these 7 steps, organisations or governments can develop a comprehensive nation branding strategy.
This strategy will help shape a positive and attractive image of the country, attract tourists and foreign investment, and foster a sense of national pride among the local population.
Nation branding is an ongoing process that requires dedication, collaboration, and adaptability, but with the right approach, it can lead to long-term benefits for a country’s reputation and prosperity.
Leslie Mupeti is a brand strategist and creative Innovator. He is the founder of Daily Brand and can be reached for feedback on www.dailybrand.co.zw or email on: [email protected] or +263 785 324 230. His Twitter and Facebook is @lesmupeti
