Branding Canada

Eduardo del Buey
Photo: Afp
La Jornada Maya

Tuesday, September 17, 2019

On October 20, 2015, fresh from his electoral victory, Canada's Prime Minister Justin Trudeau announced that, "Many of you have worried that Canada has lost its compassionate and constructive voice in the world over the past 10 years. Well, I have a simple message for you: on behalf of 35 million Canadians, we’re back".

Trudeau was referring to the fact that the Conservative government of Stephen Harper (2006-2015) had had little time for or interest in the multilateral system, preferring to avoid the United Nations.

Canada, that had been for sixty years billed itself as the world’s "helpful fixer", had gone on to look for its own narrow interests rather than the global interests that had defined foreign policy since the end of the Second World War.

Trudeau’s message was clear – Canada is back.

But, back to what?

The world had changed drastically over the ten-year period during which Canada had been "away".

If one is to brand successfully, messages must be clear and honest, reflect reality, and make sense to both sender and audience. They must be transmitted in the most effective and direct way possible. And they must reach target audiences.

Canadian public diplomacy had changed substantially during the ten years that the Conservatives had been in power. Government investment in international cultural diplomacy had been almost reduced to zero. Canadian diplomats, including Ambassadors, were forbidden from speaking with the media unless they had written authority from the Prime Minister’s Office.

The highly successful Canadian Studies Program (through which thousands of foreign academics had incorporated aspects of Canadian foreign and domestic policy and culture into their curricula) was terminated in 2012 – depriving Canada of a major tool with which to influence current and future generations of leaders.

But, what was Canada back to as Trudeau alluded?

The once special relationship with the United States has been strained since President Donald Trump took office. As for Russia, it is a pariah after its annexation of Crimea in 2014, and Canadian Foreign Minister Chrystia Freeland is banned from visiting that country as a result of Canada’s strong support for Ukraine.

Meanwhile, China has become a global power and Canada is caught in a fight between China and the U.S. in which two Canadians are being held hostage while Canadian exports are being banned in significant amounts from that vital market because Canada chose to follow international law and hold a wanted senior Huawei executive for deportation to the United States.

In addition, Latin America is deeply divided between those who oppose Nicolas Maduro’s hold on power in Venezuela and those who support him, with Canada playing a leadership role in the so-called Lima Group of opponents.

Africa is falling under the sway of China’s Belt and Road Initiative – the building of a global communications and transportation infrastructure with all roads leading to and from the mammoth Chinese market.

As a liberal democracy, the thought of an autocratic state gaining so much influence and power around the world will undoubtedly drive Canada’s foreign policy for the foreseeable future, especially as China aligns itself with Russia and other illiberal states.

And the Canadian government has fallen afoul of Saudi Arabia, itself a major market and source of energy, for criticizing that country’s human rights abuses.

At the 2019 G-7 summit in France, European Community President Donald Tusk said, “Canada is back. Thanks to its courage, decency, wise vision. And thanks to its leader, who with such talent and determination combines a policy of national interest with universal values. It’s good to have Canada on our side”.

But a single leader cannot brand a country for long. Indeed, Trudeau is intelligent, charismatic, and photogenic. He is indeed a brand. But it is a personal brand, not a national brand. What’s more, if he loses the federal election on October 21st, Canada will see a change in leadership style that could well revert to something akin to what it was under the previous Conservative government.

So Canada must develop a series of brand messages that meld national interests with universal values.

How does Canada brand itself in this brave new world?

It can brand many of its attributes – from its solid democratic practices to its place as the country with the best quality of life. It practices freedom of the press and has an excellent university system, affordable to Canadian and foreign students, who are welcome with little or none of the xenophobia that they may face elsewhere.

It must leverage the very positive image it has developed while it works to establish new alliances where its interests can best be served.

For example, Canada joined the recently created alliance of liberal democratic states because, as Foreign Minister Freeland observed, "Many of today's greatest challenges are global and they can only be solved when we work together. That is why Canada stands united with its German, French, and Japanese friends”.

She went on to note that, “"We agree that the greatest challenges of our time like climate change, income inequality, managing the power of global technology platforms, maintaining rules-based global trade and mass migration, are truly international challenges.”

If these issues are cast in terms of national interests, countries like Canada could well appeal to public opinion around the world and show how mitigating these challenges is vital to each country’s and even each individual’s prosperity and well-being.

Canada’s messages must be clear and in line with established perceptions of the country for maximum impact.

Here are some ideas:

Mitigating climate change is a major foreign policy plank, since global warming is taking its toll everywhere, and not just in Canada. Canada can position itself not only as a key policy player but also as an emerging leader in sustainable practices and producer of clean energy technology and products. By using targeted messaging through the strategic use of data analytics, Canada can reach directly key opinion makers with specific and targeted messages as to how they can influence their fellow citizens to join in this crusade.

Canada can also play a role in addressing the rise of rise of authoritarian populism that seems to be engulfing the world by establishing strategic relationships with leading multi-national business and financial institutions to find innovative ways to demonstrate how governments can improve income equity and help ensure that everyone has the potential to transition to the post-industrial economy and enjoy the fruits of technological innovation. In this sense, Canada can establish itself as a leader in retraining workers whose jobs are affected by globalization and artificial intelligence and, the fact that Canada has lifted some 800,000 people out of poverty is a good start. Again, using today’s strategic data management tools, Canada can reach key media and academic personalities as well as other influencers to create a change in the mentality of those who craft economic and social policies to shape government policies to address the needs of all citizens, thus blunting the appeal of populism of the right and of the left.

Finally, in an increasingly divided world, Canada can build upon its reputation as an inclusive society, bringing people together to work for common goals while creating a positive image of immigration and the benefits it brings to society. In my view, inclusiveness must remain a key part of Canada’s brand, and its example to a world increasingly beset by nativism, prejudice, and hatred.

These are three of many paths Canada might choose to use to develop its brand. These paths require more than just words however, they require effective polices and measurable progress.

Messages must be buttressed by the use of cutting edge strategic communications and public diplomacy that can connect Canadian communicators with the average voter anywhere and at anytime.

With respect to public diplomacy, Canada should strive to influence current and future leaders. One way to do so would be to revive its Canadian Studies program in key countries. Connecting with youth abroad can be an effective way to ensure that they understand, appreciate and, hopefully, emulate Canadian values when they achieve positions of power in their private and public sectors. This can enhance the ability of Canadian companies to penetrate markets and Canadian diplomats to encourage other countries to join with Canada in multilateral organizations, sharing values and goals. In addition, the students and academics that benefit from such courses can become part of a global database of contacts that the government can target and influence using state of the art data analytics.

Canada must also continue to promote its superb educational facilities to increase the number of foreign students to allow them to experience Canadian values first-hand and to take them home once their studies are completed. In addition, doing more to support and encourage Canadians who study abroad opens doors to explain Canada to the world and the world to Canada.

The Canadian government has just announced a $148 million program to begin pursuing this option. In order for it to succeed, a national consensus must be established so that future governments continue the process and turn this into a long-term strategic public diplomacy tool.

As Minister of International Trade Diversification Jim Carr said, "International education is an essential pillar of Canada’s long-term competitiveness. Canadians who study abroad gain exposure to new cultures and ideas, stimulating innovation and developing important cross-cultural competencies. Students from abroad who study in Canada bring those same benefits to our shores".

One of Canada’s most significant tools in the competition for global influence is its immigrant population. While Canada is officially a bilingual country, Canadians speak dozens of languages that can be put to use in crafting and transmitting messages to specific audiences that not only speaks in their language, but that understands their mindset – what makes them tick.

In closing, Canada can be an important player in international public diplomacy if it sees the process as an investment in the future rather than a short term cost – an investment that can pay off in increased trade, foreign investment, and political influence that will allow it to punch above its weight. Like all investments however, policies must be crafted to show tangible progress and returns in order to ensure that policy objectives are being met, that results are noticeable and that tax dollars are being spent in the most efficient way.

To this end, the Canadian government should aim to create a holistic public diplomacy program that incorporates provincial and major municipal levels of government so that not only the investment is spread out among a number of players in order to maximize impact both abroad and at home.

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