Brand Australia launched for business

The Australia India Business Council is pleased to announce that the Minister for Trade, Tourism and Investment, the Hon Dan Tehan, unveiled Australia’s Nation Brand to the Australian public on 18 February 2022.

In exciting news for Australian businesses and industry, AIBC members can now access in-depth market research that drills down into how best to position your Australian product or service in particular international markets. Australia’s Nation Brand includes more than 300 marketing assets, templates and guides that your team can now access, for free. This includes the new kangaroo logo, an updated palette of greens and gold, and golden design accents inspired by indigenous dot-painting techniques.

All of the research and brand assets are now available on www.brandaustralia.com  

This is a huge milestone for Australia’s Nation Brand, an industry-led, government-enabled project that kicked off in 2017. Industry called on the Government to develop a stronger brand to address a perceived ‘uncoordinated and fragmented’ approach by Australia on the world stage. Now, as we emerge from the pandemic, it is more important than ever to ensure that Australia is front of mind for international consumers, travellers, students and investors.

Austrade is proud to have enabled this work, which has been guided by some of Australia’s most respected business leaders on an honorary basis: The Brand Advisory Council, chaired by Andrew Forrest, includes Atlassian CEO Mike Cannon-Brookes, Qantas CEO Alan Joyce and Vogue, GQ and Publisher Prestige Editor-in-Chief Edwina McCann.

It’s important to note that Australia’s Nation Brand does not replace any existing corporate or government logo or branding – it’s designed as an ‘umbrella’ to create a more unified presence for us on the world stage, in the same way that UK businesses and agencies appear overseas under the ‘GREAT’ Britain banner, or Canadians under their striking red and white maple leaf branding.

While we are fortunate to have a strong international reputation linked to our beautiful landscapes and the friendly nature of our people, however we are less known for our strengths in science, innovation and research, or for our rapid uptake of new technologies. In a fiercely competitive global marketplace, strengthening our reputation in business, technology and science will be critical to our future prosperity.

Please reach out to the Australia’s Nation Brand team for specific enquiries, by emailing nationbrand@austrade.gov.au 

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