RAINBOWCOLLECTIONCOUNTRYBRANDING

02

This is country branding

Agenda

Introduction to (country) branding

Three steps towards building a strong brand

Elevator pitch to the Ambassador

03

1

2

3

Introduction toCountry Branding

Products are made in factories, brands in people’s mind

Branding are the actions you can undertake to provoke the

right associations in the mind of the people.

What is a brand?

05

Branding is a promise deliveredYou make a promise to your stakeholders with everything you do and, to be successful, you must deliver on that promise every single time.

What is country branding?

06

Why country branding?Exercise I

07

NATION BRANDING

Tourism

Exports

Governance

People

Culture & Heritage

Investments & Immigration

Three basic steps:

1. Brand identityKnow where you stand for if you want others to perceive you

in a certain way.

2. Brand designA picture says more than a 1.000 words.

3. Brand activationWithout activation your brand only exists in your own mind.

08

How to build a strong brand?

Step 01 Brand identity

Your brand identity defines:- Who you are- What you stand for- What distinguishes you from the rest

A clear identity will help you to get the right values across to your audience.

Many activities can be copied but your brand identity should be unique.

10

Brand identity

08

12

Brand identity Exercise II

Please describe your country to a stranger and be AUTHENTIC

1. Describe your country in 3-5 words 2. Describe the people and culture in 3-5 words3. Describe 3 (unique) things you have to offer to the

world

Step 02 Brand Design

The visual interpretation of your brand.

For a consistent brand image you need a consistent lay-out:using a unique, design look and repeating these elementsat each point of contact for recognition.

Brand book elements:- summary of the brand- tone of voice- logo and technical specifications- color patterns and technical specifications- use of slogan- use of photos and visual requirements- templates (Microsoft office, invoices)

14

Brand design

15

Brand design

16

Brand design & sloganExercise III

1. Draw your own (new) logo

2. Create a (new) slogan

Step 03 Brand Activation

18

Brand activation

The activities you can undertake to effect the perceptionabout your brand (building brand image)

5 steps to bring your brand to live:1. What is your objective? 2. Who do you need to target? 3. What do you want to tell them?4. Where do you find them? 5. How do you get your message across? 6. What instruments will you use?

19

20

Brand activationExercise IV

Define 5 activities to bring your brand to life!

Elevator pitch

Monday you happen to be in the same elevator as your Ambassador.

Give him a 5 minute pitch:1. Your country brand 2. How you believe your country can benefit from country

branding3. The 5 brand activations you propose4. What you need from him

22

Elevator pitch Exercise V

- Align all activities with your brand identity to build a consistent

and coherent brand image- Add value to the world: in order to do well you have to do

good!- Inspire through storytelling: Make it your story, unique and

authentic- Keep it Simple (KIS): Yes we can- Stay open and honest about what you do to avoid damage- Use the power of repetition for recognition - Be creative to stand out

23

Remember

24

Be originally cool!

SPUI 28

1012 XA AMSTERDAM

THE NETHERLANDS

0031 640 916 059

WELCOME@RAINBOWCOLLECTION.NL

WWW.RAINBOWCOLLECTION.NL

RAINBOWCOLLECTION

Jop Blom, Chief Inspiratorjop@rainbowcollection.nl

Nicoline Blokzeijl, Branding nicoline@rainbowcollection.nl