In order to develop a nation brand that runs efficiently and effectively addresses all four key segments, there are four questions that brand guardians should be asking while growing the brand.
1. How well are we currently doing and how can we track our performance?
The first step to nation branding is assessing how the brand is currently performing. Identifying factors which drive behaviour allows an understanding of how brands create economic impact. Insight to uncover the drivers of demand, perceptions of various stakeholders and decision-makers is an important first step in building a nation brand for the nation and corporates within it.
2. How do we engage, direct, and manage all relevant stakeholders?
The second key question to ask is how will the brand activate engagement from relevant organisations, departments, and stakeholders. A cohesive nation brand that is able to impact the 4 key segments of the economy explored earlier, requires co-ordination and endorsement across departments.
3. Where should we invest budgets?
Once a governance structure is in place, the next question is the strategic evaluation of campaign activities, focus and spend to ensure resources are allocated to those activities which have the most impact value and support long term positioning.
4. How can we increase the value of our nation brand?
Finally, an ongoing assessment of how the brand is performing against KPIs, targets, and its return on investment is essential to enable nation brands to grow economies. In a changing global political, economic, and social landscape, the evolution and adaptability of a nation brand are central to its long-term efficacy.
GREAT: A Nation Branding Success Story
The GREAT Campaign unifies efforts across governmental divisions to deliver a campaign that can be adapted, modified, and tailored for each segment and sub-segment. The universality of the GREAT Campaign has also meant that it has been able to readjust focus in light of changing national priorities and an evolving political discourse. The GREAT Campaign has invested significantly in a campaign to promote international trade, particularly following the UK’s Brexit vote to leave the European Union. 1
An approach to nation branding where assessments are holistic but also specific will ensure that the nation’s brand works to serve not only the nation as a whole but also plays to its strengths across each key sector of the economy. In a similar way, corporates can also benefit from location branding, leveraging the reputation nurtured through nation branding.