Brexit and the challenge of rebranding the UK as 'a truly global Britain'
The countdown has started: the UK has entered the Brexit marathon. We can agree to disagree perpetually on this outcome, but one thing is certain: this marks the beginning of the biggest rebranding process that modern Britain has possibly ever embarked upon. The new brand, according to Theresa May, will be "a truly global Britain".
All rebranding processes start with the crafting of a re-imagined brand identity. Theresa May has anchored Britain’s new brand around the persona of a global economic player. A country that champions free markets and free trade, which will be even more global and internationalist than ever before, in action and in spirit. But it looks like the road to Britain’s rebranding is going to be a bumpy one. Opening the Pandora’s box has surfaced at least three major rebranding challenges.
Firstly, what about the ‘truly’ part of Britain’s new brand identity? How will Britain become truly global? And how is this different from pre-Brexit Britain? Reaching out to old friends, but also to new allies is a necessary but not sufficient condition. For a truly global Britain, a global internal character also needs to be cultivated.
And this is where the first rebranding challenge lies. The Brexit vote has surfaced nationalism tendencies. This type of insularity is likely to obstruct the diverse, all-embrasive, all-inclusive, open global character that post-Brexit Britain needs to develop. Business knowledge tells us that when it comes to building global companies, national traits tend to discourage a truly global perspective. Britain is likely to face a similar challenge.
Secondly, rebranding Britain will entail some clarity on ‘points of parity’ and ‘points of difference’ against other country brands. Who will post-Brexit truly global Britain be similar to? And how will it be different than other countries that also claim a global character? This is important, not only in aiding the country’s self-definition process, but also so that varied stakeholders understand where to ‘place’ Britain in the global terrain of services, manufacturing, education, technology and so forth.
As Brexit moves from a letter into a reality, the ‘truly global’ positioning may not stand the test of differentiation. The post-Brexit Britain brand will need to be injected with more unique qualities that will establish a clearer positioning in the perceptual map of countries with a global outlook. I suspect that this revised positioning will entail paradoxical elements.
On the one hand, Britain’s internationalist history and culture will probably play a role. But too much emphasis on these can surface dangers of provoking neo-colonialism associations.
On the other hand, there is scope to tap into the elements that currently make Britain a country with a global outlook. After all, the pre-Brexit Britain we’ve all been living in was not the antithesis of a ‘truly global’ country.
On the contrary, Britain has been very much a leader in attracting and growing global talent, in bringing major innovations to the world, in nurturing global entrepreneurship, in serving as a global financial capital and as a beacon of digital technology. Connecting Britain’s past, present and imagined future will be a critical building block of this rebranding process.
Thirdly, rebranding processes require ‘brand ambassadors’ that carry the torch of the new identity and evangelise its value. The challenge for Britain here lies in getting on board all those that can carry this torch.
In her first address after triggering the formal Brexit process, Theresa May has made a first attempt at approaching every person in the UK whose life and work will be affected by the outcomes of the negotiating table. This includes Britons of all ages, incomes and locations, but also the EU and other nationals that have made this country their home and are contributing to Britain’s global powerhouse. Britain’s re-branding has to enthuse all. Residents, students, workers, entrepreneurs, leading business figures across industries... everyone has a role to play. Inclusivity is the elephant in the room.
Brand Britain is entering unchartered waters. Pandora’s myth has taught us that hope will always remain a driving force in challenging times. Now is the time for a new brand for Britain that gives hope a meaning.
Dr Manto Gotsi is a reader in marketing at Westminster Business School of the University of Westminster