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Australia’s Nation Brand

A nation brand is the sum of people’s perceptions of a country. In a fiercely competitive world, the degree to which a country is admired, trusted and respected can have direct economic and social impact on that nation.

As the world begins to re-emerge from challenging times, strengthening Australia’s reputation will attract more people to invest, study and visit here, and to buy our products and services.

Australia’s Nation Brand should be easily understood, consistently recognisable, quintessentially Australian and adaptable for different uses and industries. It defines how we act, how we speak and how we look.

Ahead of the full public release to Australian businesses and industry, initial brand assets are currently available on Australia’s Nation Brand hub for download by invited organisations. If you’re an Australian Government (Federal, State or Territory) employee that would like to access the assets, please email Australia’s Nation Brand team.

The Nation Brand will harmonise what the world sees, hears, knows and experiences of Australia, making everything Australian easily recognisable. It will capitalise on our known strengths and showcase our lesser known capabilities as we market ourselves to the world.

“For Australia, the longer term challenge is to progress from being merely popular, to truly respected”
Simon Anholt, founder, Anholt-GfK Roper Nation Brands Index


Read full transcript


A message from Andrew Forrest AO, Australia’s Nation Brand Advisory Council Chair

The Nation Brand initiative is here to market the entire country – the twenty five million people in Australia, every state and every territory, and every corporation. We need to strengthen Australia’s global position to capitalise on the depth of both our human and natural talents and create a brand that serves businesses now, and the ones our children will go on to start tomorrow.

I invite you to be a part of Australia’s Nation Brand as sons and daughters, mums and dads, and industries of Australia, to help us spread the word and make Australia one of the most respected and recognised nations in the world. Stay in touch by joining our mailing list.

Andrew Forrest


Who we're working with

From Australia’s Nation Brand Advisory Council and the Brand Expert Working Group, to consultations with businesses and industry, Australia’s Nation Brand is being designed by industry for industry.

Project background

Australian industry and stakeholders asked for a more coordinated approach to how Australia is presented globally, and as a response to these submissions, the Government committed to developing a stronger nation brand on the release of the 2017 Foreign Policy White Paper. Austrade is developing Australia’s Nation Brand on behalf of all Australians and all government departments. 2017 Foreign Policy White Paper.