International Communications Framework

8. Communications approach

Effective communications will be delivered through collaboration and consistency. Bringing together the collective efforts of The Scottish Government, key public sector organisations and other partners will maximise impact, and present Scotland’s image and story cohesively and single- mindedly through messaging, visual brand, tone of voice and a joined-up presence at major global moments for Scotland.

The Brand Scotland Partnership, which was established in 2018, is an example of this communications approach. By joining up marketing and communications work across partner organisations it is helping to deliver a collaborative, audience-first nation brand strategy which is increasing awareness of our nation, its opportunities and values, and is critical for Scotland’s economy.

8.1 Scotland’s positioning and story

Scotland’s positioning as the place where ‘head, heart and spirit make good things happen’ has been developed as a foundation to help communicators tell a unified story about Scotland and ‘who we are’ as a nation. It sets out our identity, our values and what makes Scotland unique.

Head

Innovation and creativity are in our DNA. We put our many talents, and different backgrounds together to improve lives with progressive thinking. From the discovery of penicillin to world renowned advancements in space, we’re always pioneering better ways of doing things.

Heart

Our warm generosity is legendary, whether we’re welcoming just one person or the whole world. Our belief in fairness, kindness and inclusion runs deep. We cherish our natural landscape and resources, acting today to protect them for generations tomorrow.

Spirit

Our Scottish spirit is how we respond to challenges and opportunities. It gives us the courage to turn ideas into actions and the determination to find a way, even when the path is not easy.

8.2 Key messages

The following overarching messages, developed in line with the International Strategy, should be considered to inform organisations’ own key messages to enable a joined-up and consistent approach:

• Scotland is a good global citizen and a dynamic, fair, and inclusive country in which to live, work, study, visit and do business
• further collaboration internationally will help to create new global opportunities and benefits for Scotland, generating inward investment, making our communities more vibrant and solidifying our reputation as an attractive place to live, invest and do business
• being a good global citizen means understanding that we need to work together to make sure our planet is more equal, fair and sustainable, and recognising our actions also impact others through our global connectivity
• by listening and acting on the voices of those less privileged, Scotland is putting its values of fairness, equality and inclusion at the heart of everything it does
• as a globally minded nation, Scotland is building on its strengths and using its creative people, progressive thinking and world-class goods and services to play its part in tackling global challenges
• from attracting overseas investment and growing exports, to facilitating cultural exchanges and direct government to government engagement, Scotland’s international activity brings benefits to our people, businesses and institutions
• Scotland values itself as being progressive, welcoming, pioneering, determined, creative and having generosity of spirit

8.3 Visual identity

Scotland’s single nation brand marque has been developed as a tool to visually connect communications. The collective use of the Scotland marque helps to build a strong and enduring emblem of Scotland and to cement our collective efforts in representing Scotland’s international reputation.

8.4 Strapline

‘Scotland, for the head, heart and the spirit’ is the unifying strapline that draws the story of Scotland together in one concise sign-off for relevant communications products.