RAINBOW COLLECTION COUNTRY BRANDING

02 This is country branding

Agenda Introduction to (country) branding Three steps towards building a strong brand Elevator pitch to the Ambassador

Introduction to Country 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 delivered You 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 identity Know where you stand for if you want others to perceive you in a certain way. 1.Brand design A picture says more than a words. 2.Brand activation Without 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

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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 words 3.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 elements at 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 & slogan Exercise III 1.Draw your own (new) logo 1.Create a (new) slogan

Step 03 Brand Activation

18 Brand activation The activities you can undertake to effect the perception about 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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20 Brand activation Exercise 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 branding 3.The 5 brand activations you propose 4.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 XA AMSTERDAM THE NETHERLANDS RAINBOW COLLECTION Jop Blom, Chief Inspirator Nicoline Blokzeijl, Branding