Building a new national brand

 

The shroud of mystery surrounding the People's Republic of China was lifted for two weeks earlier this month, as the world got a chance to sample the country from afar thanks to the Olympics coverage. And what a sample they got.

Faced with a 13-hour time difference (for Central Time Zone viewers), the event organizers did what they could to place as many high-profile events as possible in U.S. prime time.

This meant that viewers didn't have to deal with whiplash too often from having to "turn away" when a result was shown for an event that would air later than evening. Such was not always the case (the middle of the night gold medal men's basketball game, for example), but it was clear that an effort was made.

The facilities were first-rate, even if many were far from full of spectators. The opening and closing ceremonies were the spectacles that everyone expected (even with a lip-syncing controversy that would make Ashlee Simpson cringe). And the network's features showcased both the expected - the Great Wall - and the unique side of this massive land. It was generally great theater.

More importantly for China, it was great brand-building as well.

The PRC is a country with 1.3 billion people living in cities as large as 15 million and in regions where another soul (along with running water) may be miles away. It has a host of self-inflicted wounds (see: pollution), along with a government that can't seem to confirm which aspects of capitalism it likes, and which it doesn't, and a system of justice that can be rather quick and decisive.

But, try as they might to remain attached to the teachings of Chairman Mao, the evidence of a better way is obvious, and China took full advantage of the opportunity to say, "See, we're paying attention" during mid-August.

The result was the evolution of the brand that is The People's Republic of China...even if just a little bit. China sought to become a little less fearful and misunderstood and, for the most part, seemed to succeed. Whether that evolution continues is up to the behavior of the Chinese government going forward. We shall see.

What does this teach us about branding on a much smaller scale?

• Everything is a brand-building opportunity. It was clear that China knew that the world was watching, and did everything they could to make certain that viewers saw as much of the best side of their country as possible. All they were going for was a "Hmm...that looks nice," and they succeeded.
• Control what you can and address the rest. The kid-switching fiasco at the opening ceremonies was rather ridiculous, along with that, um, "16-year-old" gymnast, and the powers that be didn't handle those well. Speed is of the essence when you stumble.
• It's what your target thinks, not what you say, that matters. The organizers knew that outside viewers would form their opinions based on what they saw on their television screens. They did what they could to make certain those images were positive.

The message? Branding isn't an event, a logo, or a slogan. It's a continual focus on understanding and nurturing positive thoughts, feelings and emotions among those important to your success. Do your projects simply fulfill the immediate need, or advance the brand?