September 9, 2009

Branding Cities, States and Countries

By: Christina Smith

Identity standards are common in business. Almost all large companies have (or should have) guidelines that establish standard fonts, colors and logo uses. A company’s image is determined by the correct use of these standards described in the company’s guidelines. But who says only companies have branding guidelines?

 

Switzerland took their brand a step further. They created an entire site devoted to the “Image of Switzerland”. They’ve established a look and they’ve successfully carried it through to all print and web materials. Their aim was to “promote the country abroad as well as to nurture the country’s image”. As Barry Silverman stated, ‘The inherent value of “Swiss made” brands is so high that the country’s government is currently considering new laws to protect it: “The government wants to replace vague laws with concrete rules to crack down on abuses of ‘made in Switzerland’ and Swiss cross labels” (“Protecting ‘Swiss made’ brand divides opinion,” swissinfo.ch, April 6, 2008). The movement is known in Switzerland as “the legislation project Swissness.” As a result, they’ve created an extremely comprehensive standards guide to promote the cohesiveness of the country’s brand. When you get a chance, take a look at how thorough they’ve established their guidelines. Switzerland most definitely put a lot of time and thought establishing their brand.