rainbow collection country branding. 02 this is country branding
TRANSCRIPT
RAINBOWCOLLECTIONCOUNTRYBRANDING
Agenda
Introduction to (country) branding
Three steps towards building a strong brand
Elevator pitch to the Ambassador
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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?
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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?
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Why country branding?Exercise I
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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.
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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.
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Brand identity
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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)
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Brand design
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Brand design
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Brand design & sloganExercise III
1. Draw your own (new) logo
2. Create a (new) slogan
Step 03 Brand Activation
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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?
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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
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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
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Remember
SPUI 28
1012 XA AMSTERDAM
THE NETHERLANDS
0031 640 916 059
WWW.RAINBOWCOLLECTION.NL
RAINBOWCOLLECTION
Jop Blom, Chief [email protected]
Nicoline Blokzeijl, Branding [email protected]