A Brand’s a Brand for a’ That!

As the dust settles and work starts on delivering the campaign promises, it’s worth considering the implications for ‘Brand Scotland’ following the Independence Referendum.

A cynic might say we simply take advantage of that old adage ‘there’s no such thing as bad publicity’, but looking more deeply, there’s an opportunity to take significant advantage of the spotlight shone on Scotland.

The reality of the Independence Referendum is that Scotland has been thrust into the global consciousness. With an already recognisable global brand, Scotland needs to maximise leverage of that in order to grow its export market share and attract inward investment. A strong brand, appropriately wielded, gains its own momentum and creates a virtuous economic cycle.

Scotland’s economic growth, whether as part of the United Kingdom, or as an independent nation, hinges upon the underpinning success of its businesses and, critically, its strength and prowess as an exporter.

Take the example of an individual company’s brand. This is vital to it achieving its business and economic ambitions. That is no different for Scotland, regardless of its status. Brand Scotland must consistently support all future Scottish enterprise. Brand Scotland’s vibrant and unique qualities must never be hidden under a bushel!

The attention focussed upon Scotland as a result of the Independence Referendum provides everyone, from the Scottish Government through to entrepreneurs and SME businesses, with a unique opportunity to leverage the positives of what Scotland has to offer the world. The level of global focus the Referendum placed on Scotland proves that Brand Scotland already exists. Those businesses that will succeed most significantly are those who quickly embrace the positive aspects of Brand Scotland and tie them back to the relevant factors in their own brand story. With that explicit linkage effectively made, and those ‘brand stories’ told, those companies cannot help but be buoyed by and continue to drive the momentum of Brand Scotland.

So, for example, if you’re a company seeking inward investment in biosciences, you’re not simply a centre of scientific excellence, but an enterprise born of a Scottish tradition in world-leading scientific innovation and advancement. Or, as a food manufacturer or exporter, you’re not simply providing the best in your sector; you’re rearing and supplying your product in an evocatively wild and unspoiled Scottish landscape of soaring mountains and purest waters.

At Hookson, we can’t wait to ride the Brand Scotland wave and we’d love you to join us! For further reading by Bry – ‘Yes or No, the Winner of the Referendum Is Brand Scotland’.