The core story of Greenland is about the relationship between nature and people. The key concepts in the nation brand are ‘Powerful & Pioneering’ – nature’s might and man’s pioneering spirit and the relationship between the two
Why is it important to have a nation brand?
A nation brand is a core story of a country – the country’s values, characteristics and culture. The story should not embrace everything it stands for in detail, but focus on the core story that you want the country to be known for. It is a tool to position oneself and stand out from other competing destinations.
An important element in achieving a strong nation brand and a positive image is that the brand is accepted and has support inside the country. The more who support the nation brand in their communication and marketing, i.e. tells the same core story about the country, the greater impact and familiarity it gains.
The Pioneering Nation – Greenland’s national brand
The work to create a nation brand for Greenland has focused on finding relevant common denominators that have existed over time and across the diversity of nature and the regions.
The core story of Greenland’s brand – The Pioneering Nation – is about the relationship between nature and people. The key concepts in the nation brand are ‘Powerful & Pioneering’ – nature’s might and man’s pioneering spirit and the relationship between the two.
The interaction between the core concepts of Powerful & Pioneering are the key: The powerful nature has made it necessary to be pioneers in order to survive and develop society. Similarly, it is precisely the untameable and wildness of nature that has attracted many of the pioneers, who have been fascinated by Greenland over time – and still are today.
Read more about the brand universe in our Branding Toolkit.
How is the brand expressed?
Listed below are some additional value words to the core values of Powerful & Pioneering – The messages we create, for example, for an ad or a commercial film, are based on these values.
See more specific examples of how we communicate value words and the Pioneering Nation brand through photos and statements on Greenland.com here or through moving images in the video “Greenland – Be a Pioneer” below. A third way to stage the brand is through a creative concept such as The Big Arctic Five. See how by clicking here.
We have also made a Greenland presentation (PowerPoint) that you can use and customize to suit and stage your product within the Pioneering Nation framework.