These free marketing resources showcase the best of Australia’s people, places and products, and make it easier for businesses and exporters to share their story with the world.
More than 200 new resources have been added to Australia’s Nation Brand Toolkit. The release includes images and video that highlight Australian agriculture, food and First Nations businesses.
From farms and factories to coastal landscapes and creative enterprises, the library captures authentic Australian stories. Businesses featured include Aboriginal Community Harvest, Bega Cheese, Brokenwood Wines, Humpty Doo Barramundi, and Yaye Skincare.
For the first time, soundscapes are also part of the toolkit. These ‘sonic landscapes’ combine music, natural sounds and effects to create immersive audio experiences.
The collection includes four studio-quality soundscapes: Bush and rainforest, Billabong, Desert night, and Ocean and harbour. These can be used across digital campaigns, events, presentations and broadcast content.
New animations of the Australia logo — as well as the River, Track and Glow graphic devices — give exporters and business fresh ways to add energy and movement to their materials.
The new images, soundscapes and motion resources extend the reach and richness of Australia’s Nation Brand. They give exporters, investors, and partners the tools to connect global audiences with the unique character and capability of modern Australia.
The toolkit is designed to give Australian businesses consistent, contemporary and flexible resources which help create a strong impression in international markets and ensure Australia’s story is told with clarity and impact.
Accessing the new assets is simple:
The 2017 Foreign Policy White Paper recommended a stronger nation brand to reinforce Australia’s reputation as an internationally competitive investment destination; a great place to visit; a quality provider of education; and a trusted exporter of premium goods and services.
Australia’s Nation Brand was launched in 2022 and is designed to help promote Australian goods and services overseas and amplify and grow Australia’s reputation on the world stage. The toolkit now has over 800 free marketing resources, and more than 2,100 individuals from over 900 eligible organisations registered to use it.
The development of the brand was led by Australia’s Nation Brand Advisory Council in consultation with Federal and State and Territory governments and more than 480 senior industry representatives.
Full list of the (now dissolved) Brand Advisory Council members:
The Australian Trade and Investment Commission (Austrade) helps grow Australia’s prosperity by delivering quality trade and investment services to businesses, accelerates growth in Australia’s tourism sector and promotes Australia’s education to the world. Go further, faster with austrade.gov.au.