What's next for the Regional Brand? 5 Lessons from Chile

June 17, 2024

Positioning a territorial brand is a complex and multi-dimensional task. Rossana Dresdner, Executive Director of Fundación Imagen de Chile, provides an in-depth view on how her country has approached this task, highlighting the importance of positioning a brand that is representative and adaptable to the changing dynamics of the world and the region.

Rossana Dresdner, the Executive Director of Fundación Imagen de Chile, has shared valuable insights on Chile's international positioning process, a project that has sought not only to promote the country abroad but also to foster a collective identity based on principles of sustainability, democracy, and diversity.

This effort aligns with the purpose of CAF - development bank of Latin America and the Caribbean - to establish a Regional Brand that promotes a unified identity for Latin America and the Caribbean, highlighting our uniqueness, unparalleled opportunities for tourism and investment, and positioning the region as a reference for sustainable solutions. Dresdner emphasized the importance of diversity as "part of that common offering from all of Latin America and the Caribbean."

According to her vision, the current challenge lies not only in the positioning of a brand but in ensuring its adaptability and relevance in various international contexts. "Sustainability, for example, is something that Chile is currently investing in through the production of services, tourism, and policies being promoted at both national and international levels," mentioned Dresdner, underlining how these cross-cutting elements are fundamental for a coherent and effective brand.

The Executive Director of Fundación Imagen de Chile also emphasized the need for the brand to be "malleable, a brand that is capable of serving in concrete terms those who will use it." This applies not only to the brand's aesthetics but also to its practical application in diverse sectors such as renewable energies and tourism. Throughout her tenure, she has witnessed various industries being incorporated under the country brand. Here, we explore five key aspects that have been essential in this positioning process:

Representation of diversity: Cultural and social diversity is a wealth that Latin America and the Caribbean offer to the world. Dresdner emphasizes the importance of the Regional Brand being inclusive and capable of representing this diversity. "Our brand must be able to serve in concrete terms those who will use it, adapting to the diversity of those represented," she says. This flexibility allows the brand to be relevant and resonant in different contexts.

Commitment to sustainability: The focus on sustainability is crucial for the positioning of the Regional Brand. Dresdner notes that "sustainability is a transversal value in our national and international policies." From renewable energies to sustainable tourism, these elements reinforce the region's image as responsible and conscious of the future.

Valuation of democracy: Political stability and respect for democratic institutions are vital components that strengthen trust in the Regional Brand. "Chile is seen as a reliable country because our institutions function and are respected," Dresdner highlights. This respect not only attracts investments but also enhances international perception.

Sector integration: An effective Regional Brand must be cross-sectoral and capable of integrating various economic sectors under one umbrella. From renewable energy to culture, each sector should feel that the brand represents and benefits them. "Last year, we incorporated mining and we are already seeing how this integration adds value," illustrates Dresdner about recent efforts to unify sectoral representation.

Continuous adaptability: Finally, the ability to adapt is essential for the long-term success of a Regional Brand. "A successful territorial brand is a continuous process of adaptation and dialogue," explains Dresdner. This approach ensures that the brand can evolve with changes in the political, social, and economic environment, ensuring its ongoing relevance and effectiveness.

These keys highlighted by Rossana Dresdner underscore the importance of a well-articulated Regional Brand, not only to promote the region but to foster integrated and sustainable development that benefits all Latin Americans and Caribbeans.