New Peru's brand in New York
Peruvian fast growing economy is a reality that is impossible to deny for international markets, after 20 hard years of terrorism and political problems, that almost destroyed the ssouth american country. The sense of being Peruvian needed new reasons to grow and express itself, after decades of some sort of lack self confidence.
Along with the economics growing, due
to the fact of the metal high prices and free trade agreements signed
with different countries, another phenomena was about to come out:
Peruvian gastronomy. Average Peruvian started to have another thing
that made him feel proud and confident.
The amazing citadel of Machu Picchu was
chosen as one of the new seven wonders, and Peruvian people
rediscovered its glorious past to share it with all people around the World.
In this context, Peruvian government
took the decision of set-up the strategies to promote tourism, taking
advance of our history, culture, biodiversity, traditions, gastronomy
and many other aspects, but there was one thing left: country
branding.
Although there were some previous
identity logos that were used as some kind of country brands, a new
branding architecture was incharged to FutureBrand, in order to
apply the new marketing plan.
The project started in 2009 and the
country brand itself was launched in 2011. Its first target was
Peruvian people, who had to know and love its country brand as a mix
of richness, opportunities, landscapes, and beautiful scenarios.
The logo itself is a clear reference to
the Nazca lines, but according to FutureBrand it represents change
and transformation, along with the concept that Peruvians are in
search of their own path and interests.
What should we learn from Peru's country brand?
1. A brand should based on reality
You can't build a brand without a base
on reality. Peru's brand represents attributes that already exist,
nothing is invented. So the brand should have credibility and
coherence to be accepted by our main targets.
2. Clear message
Peru's logo has a clear message for
people around the world, easy to be understood. In the same way our
corporate communications should apply the same principles:
Clarity.
Simplicity of language and concepts
No abstract concepts
Repetition.
Concrete action points for our main
targets
3. Working with opinion leaders
The Peruvian marketing campaign was
based on local celebrities in order to motivate Peruvians to “buy”
the brand. Since they behave as a opinion leaders, it was easy to
“sell” the brand: they were called Peru's brand ambassadors.
4. Internal communications is the first
task
The internal audiences has to be the
first to be identified by the brand. That's why Peru's brand was
“sold”among Peruvians in 2011, and it was internationally
launched in 2012. Without an internal work in terms of
communications, you wont be able to build a brand and an effective
reputation. Now, there is a emotional and inspirational connection
between Peru's brand and Peruvians.
5. After building identity, develop image and
reputation
Identity among workers is based on a
brand which is sold as a lovemark among them; in order to build image
and reputation. In the same way, Peru's brand, with ist own identity
is launched outside to improve its own reputation among its main
targets: “There is a Peru for each one”.
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