In 2018, the Australian Trade and Investment Commission (Austrade) commissioned Bloom Consulting to develop Australia’s Nation Brand strategy and implementation plan. Bloom Consulting were asked to develop a unified and consistent representation of Australia’s capabilities to improve the country’s global competitiveness across different sectors.
Bloom Consulting began the project by establishing international perceptions in 10 different markets and among five different audiences, including businesspeople, tourists, students, talent, and global citizens. The consecutive evaluation of the performance of Australia’s Nation Brand showed that Australia has very good international perceptions. The country came in the lead among competitors in all five areas: Prominence, Business, Work and Live, Study and Tourism. Nevertheless, international audiences perceived Australia better than Australians perceived their own country.
The main challenges were to improve domestic perceptions and to create a strategy that would help bring Australians together under one brand. After in-depth research, Bloom Consulting identified the Central Idea of Australia – “optimism” that reflects what Australia represents.
Bloom Consulting visited different states and territories to engage and explain to key stakeholders its research, Central Idea and how all those involved in developing Australia’s Nation Brand can do so, on brand.
Finally, the project resulted in national aspiration with the active support of a nation-wide network of Australia Brand builders across various sectors and industries, inside and outside Australia, such as governments and ministries at national, state and territory levels, different associations, youth and cultural agencies, and the community.
Based on this experience, the Australia Nation Brand team and Bloom Consulting published the 14 steps to Nation Branding handbook.
