FBlog

For FutureBrand methodology, brands are the result of the sum of reputation and identity. Reputation is the consequence of the brand promise and its proper compliance, integrated with brand pillars, attributes and personality. In turn, identity is composed of the elements that make a reputation truly tangible; verbal denominations, visual components and complete identity systems that link all contact points of the brand with its audience.

Reputation and identity. Content and form. One cannot exist without the other, and both have the same level of importance and significance when it comes to building brands.

And what about country brands? Is it really appropriate to handle brand communications as the components of a homogeneous system of visual identity? Or should the diversity that every country naturally owns be respected, enabling the brand to be adapted to each and every message that the country wants to transmit?

There is no single answer. The approach will depend on how well-known the country is in the audience’s mind. The HDM (Hierarchical Decision Model, used to generate Country Brand Index rankings) defines ‘awareness’ as the first step and ‘familiarity’ as the second. When different government sectors, provinces or regions of a lesser-known country communicate with different visual languages and diverse messages, the resulting fragmentation prohibits the creation of a consistent and memorable identity and it is difficult for a country to achieve even awareness. In contrast, the higher awareness and familiarity a country has, the greater its ability to communicate diverse messages and in diverse formats without risking overall recognition of the country. In reality, this is the case for only a few countries and most have to fight to become well-known.

This is where country branding plays its major role, unifying the country’s messages, particularly towards external markets. Activity across different government departments must be coordinated in order to create a unique brand platform, from which the main differential attributes of the country can be clearly communicated and understood by the external audience.

And here we complete the loop back to the beginning: effectiveness is greater if the brand is thought of as the center of an identity system with consistent and homogeneous contact points. A 360° model takes advantage of all such possible touch points; advertising messages, merchandising applications, internet presence (in websites and in social media), commercial literature, presence at tourist and trade shows, exported products etc. Design resources must be perfectly tuned to the same wavelength, beginning with an ownable logotype, and continuing with the development of an extensive and complete visual identity system.

In this way, and as demonstrated throughout the Country Brand Index, a country brand is much more than a logo.