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‘Study Australia’ and enhancing Australia’s brand internationally

14 Apr 2021

Global research confirms that while Australia is well regarded for its ‘softer’ attributes including friendly people and beautiful scenery, it is less known for ‘harder’ attributes such as education, technology and science capabilities.

As nations are increasingly competing for global market share, strengthening Australia’s reputation in these areas will be important to our future prosperity. Australia’s Nation Brand will target more international people to study with and invest in Australia and to buy our products and services, by strengthening our global reputation.

Strengthening our reputation on the world stage

Australia’s Nation Brand exists in three interconnecting parts – how we act, how we speak and how we look when representing Australia. It provides a consistent framework that will help to evolve the world’s perception of our education sector and encourage an international audience to study here.

So whether we’re appearing at a trade fair in China, rolling out a workshop in Indonesia, or executing a major education campaign across several countries, we’re doing so in a way that’s consistent, and that builds on our likeability with more of our capability.

A framework for telling unique Australian stories

At a practical level, Australia’s Nation Brand provides guidance on the way we speak and the stories we tell. It helps shape our stories, ensuring that we always focus on the uniquely Australian outcome; how to distinguish our people, places and products from the rest of the world. Our step-by-step guide takes you through the process - you can use it to develop presentations, speeches or case studies for your organisation. Here’s how James Cook University used it to tell their story:

Implementing Australia’s Nation Brand

Later in the year, Australia’s Nation Brand assets will be available to Australian education and edtech providers. They include digital and event guidelines as well as a wide range of templates for social media posts, emails, presentations, websites, posters and much more. They’re designed to be flexible and easy to use, and the assets have already been adopted to put the Australian education sector in the international limelight. Here are two examples of the Nation Brand in action for education:

Australia’s international education strategy webinar

The Department of Education, Skills and Employment (DESE) is currently consulting with the sector to inform development of a new Australian international education strategy. As part of this process, Austrade will lead a webinar that looks at Australia’s value in terms of ‘a distinctly Australian education’ experience. The session will explore the ways government and sector can work together to enhance and promote Australia’s value proposition to students, parents and agents across a range of learning experiences. This webinar will take place on April 21, 2021 from 4.00 PM – 5.30 PM AEST. Register your interest to attend on the DESE website.

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