Branding Malta

When this branding business started doing the rounds some objected because they did not like din l-art helwa (this sweet isle) to be marketed like some ordinary detergent. In reality, however, we do not have a choice. The Maltese Islands are already a brand. Every country is. To the extent that people, from the inside and the outside, have their own impression of it. Even though such a reading might be inaccurate, oversimplified, outdated or plain boring!

One might also term the brand image of a country as its reputation; and this consists mainly of part perception and part reality. Of course various factors are influential in determining such a comprehensive impression. They range from the character of its people, their culture, heritage and educational standards to their attitudes to sport and the country's economic standards. Government policy and leadership, high profile incidents, famous personalities (for which read cultural and sporting ambassadors) and the quality of the media coverage are also valid indicators.

The fact that, with Malta being so small, many people have never heard of the place while those who have mistake it for some location in Sicily or North Africa, does not amuse us. Potential visitors and clients are more likely to visit, invest in or do business when they have some knowledge of a country's location and advantages. If the smaller size makes for a lesser awareness then there is more of a case for a stronger branding.

Knowledge about a country and its advantages can best be spread by communicating a consistently clear message to its potential clients. And while this operation is taking root the same message also serves to motivate the locals and help build a positive national identity. So while the country's brand proposition must be aspirational, it has to be built on reality.

Active and ongoing branding programmes in countries like Singapore, Spain, New Zealand, Ireland, Scotland and Switzerland are veritable success stories. Switzerland's tale, for example, initially focused on accuracy, reliability and security simply told in an attractive monograph called Why Switzerland? It all started with watch-making, then extended into precision engineering and finally merged with pharmaceuticals and financial services. Incidentally, some major cities oftentimes go for the branding on their own. More often than not their winning ace is a cultural festival; not of the costly, spectacular kind but the genuine inspired article. Wexford, Birmingham and Spoleto come readily to mind.

More than a degree of caution must accompany such a branding exercise for once the image is set, and one does naturally aim to create a lasting image of one's country, it will then be very difficult to change the given perception. I really do not know of any magic formula of how to go about getting your country's branding absolutely correct. On the other hand I am convinced of at least three requisites which would certainly contribute to the desired results.

The broad involvement from each and every sphere of society is of crucial importance. Nobody must feel left out and the fresh young faces, who are so frustrated in this ultra-conservative society of ours, must also be heard. Besides the chauffered people in suits, the support of the hearts and minds of the people on the streets, in the shops and on the working sites must be won over. The branding exercise demands the strongest possible widespread support from all over the community.

It is also essential to keep constantly in mind that country branding is not only about tourism. In my opinion we persistently err in thinking that we should continue to plan our future with Mr Tourist in mind. Of course the economic results are important but we need to address a wider agenda; one that deals with the quality of life of us, the islanders!

Finally, we need to stress that country branding is about action and continuous improvement. It is not about logos or mission statements or cliché-ridden spin stories. Branding is simply a promise about future performance. A promise consistently and honestly delivered.