Brand identity for businesses is the first touch point consumers feel when touching a product, evoking all the information, images and brand stories.
National brands are equally useful and necessary. The national brand is the "representative image" of each country on the world's "social network". A country brand is how a country lays the groundwork and promotes the country's image as a place worth visiting, investing and building a good reputation for the quality of their goods and services. A national brand identity is not only beautiful but also needs to include the new characteristics, promises and messages conveyed by that national brand. There have been many countries around the world that have successfully built a national identity, changing a new image in the eyes of international friends.
Futurebrand is a leading agency in branding. Because of their unique ideas, seasoned experts have brought positive business transformation to businesses and countries that have trusted FutureBrand. FutureBrand believes that “While we are all different, we all share a belief in the power of brands to transform businesses in positive ways, not just profits.”
Below, VAN•HOA reviews a few successful national brand identities in the world!
Haitian National Brand Identity
Background:
The client wanted to create a vibrant national brand for Haiti - one of the countries in the Caribbean. To promote economic progress and open a new chapter of Haiti to the world.
Challenges:
Haiti wants to have a brand identity that attracts and promotes tourism. However, they need a unique national brand that can change the perception of international friends from a difficult economic country to a country with many development opportunities. many advantages - prime location, favorable climate, young, dynamic workforce, and cultural and artistic wealth. These resources should be highlighted with a brand that fulfills a “brand promise” that is reliable and sustainable over time, capable of boosting exports and investment, and attracting cultural tourism. or travel to experience and strengthen the pride of being Haitian.
Problem solving:
The Haitian brand concept is "Forging solid opportunities". This new strategic platform has positioned Haiti as a driving force behind social and economic development ideas. The brand identity was created based on the iconic Haitian culture and natural beauty, thereby linking to the image of the Haitian people and promoting their culture to the world. Together with the new logo developed in both Latin and Creole - this is a key to the success of the identity, as the typography reminds us of the traditional arts and folklore typical of the Caribbean regions. The brand identity has been developed to convey the artistic energy and cultural richness of Haiti, through the use of colorful and expressive brand elements and symbols to frame and form for all communication. The brand identity is designed to be simple but very different and sexy, iconic and timeless.
Peruvian national brand identity
Background:
Considering the growth over the years, Peru has decided to start the process of building its own national brand - this is part of a strategy to promote the country to friends around the world. In order to promote trade sectors to have more access to international markets such as tourism, export and attract foreign investment. An interdisciplinary team at FutureBrand has embarked on an exciting mission to understand the cultural, culinary, natural beauty and birth of South American civilizations. The task involved careful observation and analysis of the identity features of a multicultural country like Peru.
Challenges:
The challenge is to create a national brand that stands out, attracts attention, and most importantly, clearly communicates the “brand promise”. Peru stimulates the senses by its diverse and vibrant nature. This is a country with countless unique attractions that give visitors experiences that cannot be found anywhere in the world. Together with PromPerú, the promotion agency of the Government of Peru, FutureBrand has defined the brand characteristics of Peru: multifaceted, specialized and captivating.
Problem solving:
"There is a Peru for each and every one" emerges as a positioning of the new country - a national brand that fully embodies the flavors, colors and living history of this country.Peru welcomes visitors and Investors from all over the world come to Peru - an innovative, modern, magnificent, diverse and hospitable country. The identity is centered around the word 'Peru', an all-encompassing name that doesn't belong to any particular culture, but it's the product that most fully encapsulates Peru's desires. The spiral used to write the country's name evokes past civilizations and at the same time predicts the country's future. From that detail, a set of images was born and applied to publications, including the font used in the logo. Peru is now one of the impressive national brands. The national brand of Peru has been very well received with a 93% public acceptance rate according to a survey a few months after its launch. The brand is continuously being applied in a number of areas, gaining recognition and appreciation nationally and worldwide, and is set as a global standard in industry forums and conferences.
* Source:
* Translator: Khanh Ly
תגובות