Marca Chile unveiled its new Brand Book, a strategic resource developed by its Marketing Department that explains the brand’s purpose, attributes, and guiding principles, and provides guidelines for its implementation among the institutions and organizations involved in promoting Chile internationally.
The document outlines guidelines for its use, the endorsement framework, and the visual identity, providing a common reference for those who use the brand in various contexts and international promotional initiatives.
“Managing a country brand involves coordinating and supporting the various platforms through which it is expressed; therefore, our responsibility is to provide the tools that enable it to be presented in a coherent and consistent manner. Because a strong country brand is built on a vision shared by those who represent Chile around the world,” explained Beatriz Rogers, brand coordinator at Marca Chile.
Intended for public and private institutions, embassies, trade offices, trade associations, organizations, strategic partners, and licensees of the“Made by Chileans”program, the Brand Book aims to foster a shared understanding of the brand among those who use it, helping to ensure its implementation is aligned with the brand’s identity and purpose, while respecting the objectives and unique identity of each organization.
“This Brand Book also has the advantage of incorporating suggestions made in recent years by our stakeholders who use the Chile logo. An example of this is the slight adjustments we made to the logo to improve its legibility, especially when used in print formats,” said Fernanda Villalobos, project manager at Marca Chile.
With this launch, the Brandbook joins the Audiovisual Library and the Toolkit, forming an ecosystem of resources that Marca Chile makes available to those working to position the country on the world stage.
To learn more, click here or visit the “Tools” section on marcachile.cl
