Good Morning, Czechia! aims to reshape how the country is seen abroad and at home through a citizen-led approach to national branding. The campaign, orchestrated by the Czech Ministry of Foreign Affairs in cooperation with Czech Centers, seeks to gather data on how Czechs perceive their national identity in order to craft a unified, strategic presentation of the Czech Republic overseas.
Citizens are invited to participate by answering four targeted questions on the campaign website. The questions ask what people want others to associate with the Czech Republic and what they personally feel proud of when they think of their country. The effort is part of a broader push to harmonize the nation’s global image and ensure a consistent message is presented to international audiences.
A separate survey conducted by the House of Foreign Cooperation has revealed divergent views of the Czech Republic around the world. In some places, like Germany and France, the country is often seen as part of Eastern Europe, while in Indonesia it is frequently viewed as Western European. Officials say that without a cohesive strategy, the Czech Republic risks missing opportunities in diplomacy, culture, and trade.
To address these discrepancies, the government has unveiled plans to standardize the visual identity of state institutions. A shared logo will be adopted across ministries and agencies, signaling a unified national brand. Foreign Minister Jan Lipavský stated that a graphic manual would be presented by the end of the year and that all institutions would adopt the new identity by April next year. Lipavský described the initiative as more than a public relations exercise, emphasizing that in a globalized world, national branding matters for diplomacy, culture, and economic influence.
What this means going forward is a more deliberate effort to align how the Czech Republic presents itself on the world stage with how its citizens perceive it at home. The process could yield clearer messaging, stronger diplomatic resonance, and a more cohesive cultural narrative, while also requiring careful management of representation and authenticity to avoid oversimplification or miscommunication.
Additional value and considerations:
– Potential impact: A unified brand could streamline government communications, attract cultural exchanges, and support economic diplomacy.
– Stakeholder engagement: Ongoing citizen input through the four-question survey helps keep the national story rooted in public sentiment.
– Implementation timeline: A graphic manual by year-end and full institutional adoption by April next year set a clear path for rollout.
– Challenges to watch: Balancing diverse regional and international perceptions, ensuring the identity remains authentic to local realities, and safeguarding privacy and free expression in survey participation.
– Positive outlook: If executed thoughtfully, the initiative could enhance Czech soft power, foster pride at home, and improve how the country is understood by tourists, investors, and partners around the world.
Summary takeaways:
– The government is launching a citizen-informed branding initiative, “Good Morning, Czechia!”
– It aims to produce a unified international image and a standardized visual identity for state bodies.
– The effort follows mixed international perceptions and seeks to harmonize messaging across diplomacy, culture, and economics.
– A clear timeline is in place for developing a graphic manual and implementing the new identity across institutions.
– The project carries potential benefits for national branding and diplomacy, provided it remains authentic and inclusive.