Australian Government crest

Working together to build our Nation brand

Private and public sector are joining forces to create the best brand for Australia. Read on to find out how Australians are coming together to develop our Nation Brand.

Australia's Nation Brand Advisory Council

Strategic advice and leadership


Top row, L-R: Andrew Forrest AO, Christine Holgate, Mike Cannon-Brookes, Wesley Enoch, Jayne Hrdlicka, Alan Joyce AC
Bottom Row, L-R: Bob East, Stephanie Fahey, Rod Jones, Edwina McCann, Glenn Cooper, Michael O’Keeffe

Some of Australia’s brightest business minds are leading this initiative on behalf of all Australian businesses and industry. Each brings unique insights to how the Nation Brand will resonate across industries and in markets around the world. See who’s in the Australia’s Nation Brand Advisory Council.

Nation Brand Expert Working Group

Branding and creative strategy guidance


Top row, L-R: Joe Pollard, Ben Lazzaro, Stephanie Tully, Daniel Stacey
Middle Row: Susan Massasso, Susan Coghill, Tanya Bowes, Andrea Pearman
Bottom Row, L-R: Amy Glancey, Harold Mitchell AC, Lisa Sharp, Adam Ferrier

When creating Australia’s biggest brand, we need Australia’s best marketing brains. The Brand Expert Working Group stretch and test creative strategies and activation ideas, to ensure Australia’s Nation Brand will be robust, resonate across different industries, and be delivered in the best way to support all Australians. See who’s on the Brand Expert Working Group.

We listen to

We’re working closely with industry, government, and community groups at every step as the brand is evolved. Through research and testing, industry consultation is shaping how Australia’s Nation Brand can support Australia’s growth and global competitiveness.

Industry engagement forums

Right from the start, industry insights have fed the creation of Australia’s Nation Brand. Industry Engagement Forums were held face-to face-and online nationally, through June and July 2018.



The Industry Forums gathered insights from Australians about what matters to stakeholders, how they regard the opportunity of nation branding and what they want to see from Australia’s Nation Brand.


Creative work testing

To help select the Nation Brand’s creative agency, shortlisted agencies’ creative work were qualitatively and quantitatively tested with over 8,700 people, domestically and internationally. In addition to agency selection, the results gave some critical insights into developing the right nation brand for Australia.

The brand concepts were assessed by respondents in China, India, Japan, Indonesia, South Korea, UK and US, and went through semiotic and cultural analysis by experts in China, India, Indonesia, Japan and South Korea. They were also qualitatively accessed by over 100 community members and businesses in Australia, representing a cross section of industry and demographics.


Credit: Fiftyfive5


Recommendation and Government response

Australia’s Nation Brand is the result of extensive research and collaboration between Austrade, cultural organisations, federal, state and territory governments, brand experts and the Brand Advisory Council which resulted in a Recommendation from the Brand Advisory Council and a Government Response  from Senator the Hon Simon Birmingham, Minister for Trade, Tourism and Investment.