{"id":13276,"date":"2026-10-07T08:11:23","date_gmt":"2026-10-07T08:11:23","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=13276"},"modified":"2026-10-07T08:14:34","modified_gmt":"2026-10-07T08:14:34","slug":"interview-with-simona-nation-and-city-branding-consultant-at-bloom-consulting","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/interview-with-simona-nation-and-city-branding-consultant-at-bloom-consulting\/","title":{"rendered":"Interview with Simona, Nation and City Branding Consultant at Bloom Consulting"},"content":{"rendered":"\n

Simona joined Bloom Consulting as an Erasmus intern in Madrid, drawn in by a field she’d never heard of before but couldn’t stop reading about once she found it. That curiosity turned into a full-time role, and she now works as a Nation and City Brand Consultant, helping shape the narratives of countries and cities around the world. In this interview, Simona reflects on her first days at Bloom Consulting<\/a>, the moment she knew she wanted to stay, and what she’s learned about herself and the industry along the way.<\/p>\n\n\n\n

Could you briefly introduce yourself and share the beginning of your journey with Bloom Consulting? What attracted you to the Bloom Consulting internship programme?<\/strong><\/h2>\n\n\n\n

Different cultures and countries have always fascinated me. I spent a lot of time travelling growing up, thanks to my family, and I think that’s what first drew me to Bloom Consulting. It was actually the very first internship I came across. I read through it and immediately thought, \u201cThis is what I want to do\u201d. Nation Branding<\/a> was completely new to me at the time, so I spent weeks reading and learning about it before applying. I was determined to get in, I even prepared presentations for my mentor just to show how serious I was. Looking back, I found my way here almost by accident, but it’s turned out to be one of the best accidents of my life.<\/p>\n\n\n\n

When you look back at your first day at Bloom Consulting, what do you remember most clearly?<\/strong><\/strong><\/strong><\/strong><\/h2>\n\n\n\n

I remember feeling a little intimidated, not because anything was wrong, but because I quickly realised how much more experience the people around me had. Some of the main partners have twenty-plus years in the field and have even published books<\/a>. Once I stopped seeing that as pressure and started seeing it as an opportunity, everything changed. I understood that having less experience didn’t mean having less to offer, it just meant I had an incredible amount to learn from the people around me.<\/p>\n\n\n\n

How did you first discover Bloom Consulting, and what motivated you to apply for the internship?<\/strong><\/strong><\/strong><\/strong><\/h2>\n\n\n\n

I found it online and did some digging into their LinkedIn<\/a> and broader digital presence before applying. It’s not a dramatic story, I had just received my Erasmus approval and needed a placement, and Bloom Consulting simply felt right from the start.<\/p>\n\n\n\n

Before starting your internship, what expectations did you have about the company, the work, and the field of Nation and City Branding?<\/strong><\/strong><\/strong><\/strong><\/strong>

<\/span><\/span><\/p><\/h2>\n\n\n\n

I had a general sense of what to expect, since I’d spoken extensively with my mentor beforehand and we’d sketched out a rough plan together. But the reality ended up being broader than I imagined, I even ended up working in data analytics, which I hadn’t anticipated at all. I wasn’t necessarily expecting to be offered a permanent position, but I knew fairly early on how much I wanted it. About a week into the internship, I told my mentor directly that I’d love to stay on if the opportunity ever came up. When she eventually asked if I’d be open to it, I could barely contain my excitement. <\/p>\n\n\n\n

What was the specific moment when you realised you wanted to stay at the company permanently?<\/strong><\/strong><\/strong><\/strong><\/h2>\n\n\n\n

There were two things, really. First, the work itself, getting to dive into different countries, different projects, and understand them in real depth is genuinely exciting. Second, the people. Everyone at Bloom Consulting has such a good sense of humour, and even a bit disarming at first, that quickly became one of my favourite things about the office. I remember sitting down for my first team lunch feeling a bit nervous, and within minutes I just felt like I belonged. It’s hard to put into words – it was simply a feeling of fitting in.<\/p>\n\n\n\n

How would you describe Bloom Consulting’s culture in three words?<\/strong><\/strong><\/strong><\/strong><\/h2>\n\n\n\n

Open-minded, warm, and diverse.<\/p>\n\n\n\n

What surprised you most about working in Nation and City Branding, and how did your understanding of the industry evolve during your internship?<\/strong><\/strong><\/h2>\n\n\n\n

What surprised me most was simply that I’d never heard of the field before, and yet it’s such a significant industry. Every country has a Nation Brand, often shaped without most people ever realising it, and we all carry perceptions of places that come from somewhere specific. It’s fascinating to work with those narratives directly, especially when the goal is to shift a negative perception into a more accurate or positive one. Australia<\/a> is a good example – when people think of it, they think of sunshine, happiness, optimism. It turns out “optimism” is literally the country’s Central Idea<\/a>, and it comes through in everything. Seeing how deliberately these brands are built, and getting to be part of that process, has been genuinely eye-opening.<\/p>\n\n\n\n

What skills did you develop during your internship?<\/strong><\/strong><\/h2>\n\n\n\n

Problem-solving and time management, above all, we juggle many projects with real deadlines, and there’s something special about a team rallying around a shared goal to deliver quality work on time. I also grew significantly in content creation and copywriting, skills I understood in theory but had never practised consistently. <\/p>\n\n\n\n

Unexpectedly, I also developed a genuine interest in data analytics. Understanding how numbers inform the conclusions we later build into content gave me a much clearer picture of how the company functions, every department connects to the next.<\/p>\n\n\n\n

What does continuing at Bloom Consulting mean to you personally and professionally?<\/strong><\/h2>\n\n\n\n

Growth, above all. I know I’ll be challenged daily, working alongside people with far more experience and exposure, including engaging with government officials and high-level stakeholders. Being pushed outside my comfort zone is exactly what I need right now, both professionally and personally. Being based in Madrid, working in such a specific and meaningful niche, feels like the right environment for that next stage of growth.<\/p>\n\n\n\n

What advice would you give to students or young professionals considering a Bloom Consulting internship programme or a career in Nation and City Branding?<\/strong><\/h2>\n\n\n\n

Be open to new ideas, and don’t be afraid to say them out loud, some of the best concepts start as a passing thought before they’re shaped into something real. Be proactive and show genuine interest in the work. Beyond that, stay curious. It’s the most important trait, not just in this field but in life generally. Curiosity is what keeps people engaged and growing, no matter their age. Nation Branding, in particular, requires staying aware of what’s happening in the world, everything is connected.<\/p>\n\n\n\n

If your internship experience were a city, what kind of city would it be: fast-paced like New York, creative like Berlin, strategic like Singapore, or something completely different?<\/strong><\/h2>\n\n\n\n

Definitely New York. It’s fast-paced and constantly evolving, but it also feels warm and welcoming, like home. And much like New York, the office itself is full of different nationalities and perspectives, all working together.<\/p>\n\n\n\n

Cite article:<\/strong>  Bloom Consulting (2026): Interview with Simona, Nation and City Branding Consultant at Bloom Consulting, 7 October. Available at: https:\/\/www.bloom-consulting.com\/journal\/interview-with-simona-nation-and-city-branding-consultant-at-bloom-consulting<\/p>\n\n\n\n

<\/a><\/p>\n\n\n\n

Published on 07.10.2026.<\/p>\n","protected":false},"excerpt":{"rendered":"

Simona joined Bloom Consulting as an Erasmus intern in Madrid, drawn in by a field she’d never heard of before but couldn’t stop reading about once she found it. That curiosity turned into a full-time role, and she now works as a Nation and City Brand Consultant, helping shape the narratives of countries and cities […]<\/p>\n","protected":false},"author":3,"featured_media":13288,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[85,146],"tags":[268,213,322,144],"class_list":{"0":"post-13276","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-behind_the_scenes","8":"category-highlights","9":"tag-behind-the-scenes","10":"tag-bloom-consulting-team","11":"tag-nation-and-place-brand","12":"tag-nation-branding"},"yoast_head":"\nInterview with Simona<\/title>\n<meta name=\"description\" content=\"Meet Simona, a Nation and City Brand Consultant at Bloom Consulting, and discover how her Erasmus internship in Madrid became a full-time career.\" \/>\n<meta name=\"robots\" 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