Have you ever ask Non-Indonesian (ie: Americans/Canadian/European) where Indonesia is? And where is Bali? You may find a surprising answer: “Bali is an island/country nearby Singapore and Australia. Bali is not in Indonesia.” Their mental picture of excellent leisure destination is Bali. For businesses, either Singapore, Hong Kong, Thailand, Philippines or Malaysia. The question is why not Indonesia?

During my junior and senior years at the college, many of my non-indonesian friends asked me where I was born. I said from Indonesia, so many times with lengthy explanations still didn’t register its where about. Some says Indonesia consists of thousands remote villages and jungles, and some says located nearby Africa. Surprisingly enough when I mentioned “Bali”, 8 out of 10 said that Bali is near Australia and Singapore and they have been planning to visit there for surfing, and beaches.

Even 15 years later, No surprise that Bali is still the preferred destination for foreign travelers.

When we talk about Indonesia as destination brand, this sounds like we are going to peel off an onion. Many of us may criticize Indonesia as the last

Somehow Let’s talk about the bright side of Indonesia and may be from here one of us will be inspired.

Let us be realistic, Bali has been focus on one strong positioning as leisure destination, with brand promise: island of gods surrounded by white sand beaches since 70’s. And when we traveled in the 70’s, 80’s 90’s and  now…we found a consistency upon its promise, the offering and destination experience in Bali. No wonder the word-of-mouth traveled fast amongst them and to the world.

While Indonesia as Country Brand promises the untapped potentials in cultures, islands, businesses to the world… If we counted all the promises, It would be more than 200 menu-offering suggested to the travelers.

Any strong brand needed a strong positioning and clear concept defining the brand of Indonesia. A singular brand message and concept will define the priority of its communication strategy and vehicle. This also will prioritize the development of the targeted destination area. Ie: Singapore known for its Orchard Road.

Is Indonesia known as IndoMie Nation  or TehBotol Nation? Well, The strongest brand in the mind of customers will dictate its perception about its country origin. Ie: Coca Cola-USA, Sake-Japan, and more.

What can you do to improve Indonesia as a brand?

How can we wrap up Indonesia into one singular brand message?

Is it about the diversity? or Unity? or Patriotism? or perhaps something else.

What kind of metaphor that best symbolizing “Indonesia”?  The Garuda, The Flag, or something else that forgotten for ages….Again we have complex global audience who has limited knowledge about Indonesia.

With many different purpose and plan traveling to Indonesia who is our main primary target audience? European, Singaporean, Korean, Japanese, Taiwanese, Australian…or maybe other nationalities.

Hope through this discussion can bring inspirations and great ideas to the readers.

Cheers

HJKS