A creative team-building activity focusing on identity, culture, collaboration and collective expression.
90 - 180 minutes
20 - 300 participants
Indoor
What is Brand National?
Brand National is a creative team-building exercise in which teams create a fictional country and build its identity from scratch: values, symbols, style, story and way of expressing itself.
Starting with the surprise elements, each team must decide what defines their own "nation" and how to translate this identity into a clear, memorable and coherent message.
The activity brings together strategy, creativity, storytelling and collaboration in a fun, energetic format that easily ties in with discussions about the brand, organisational culture and shared values.
How does it work?
Participants work in teams and are set a creative challenge: to develop the identity of a fictional country, based on a set of characteristics provided at the start of the activity.
Along the way, the teams discuss ideas, agree on a common direction, create symbols, messages and visual elements, and then divide up the roles to bring the concept to life. Some participants work on the story, whilst others focus on the design, the presentation, the costumes, the flag, the music or the stage performance.
The activity concludes with a presentation full of energy, humour and creativity, in which each ‘nation’ expresses its identity through flags, songs, dances and costumes. This moment highlights strategic thinking, collaboration and team spirit.
Tracked results
When is Brand National the right choice?
Brand National is ideal for companies seeking a creative, energetic and memorable experience, whilst maintaining a clear link to the brand, its values and organisational culture. It is the right choice when you want participants to transform their shared identity into a tangible and visible outcome.
It works very well for mixed teams, cross-departmental groups or organisations undergoing processes of alignment, change, internal rebranding or team culture building.
It blends in naturally with:
- off-site events or retreats focusing on culture and a sense of belonging
- kick-off meetings conveying a message about a shared direction and values
- engagement programmes for mixed or cross-departmental teams
- internal meetings focusing on the brand, collaboration or the company’s future
- corporate events that can be followed by a get-together, dinner or party
Why does it deliver results?
Brand National works because it transforms big themes, such as brand, culture, values and behaviours, into a creative, playful and easy-to-understand experience.
Participants do not remain in the realm of abstract discussion, but actively build an identity: they choose symbols, define messages, create a story and present it to the others.
The format naturally brings out the team’s true dynamics: who comes up with ideas, who organises, who creates, who coordinates, who presents, and how the group comes together when it needs to quickly turn concepts into a coherent outcome.
The finale brings the energy that makes the experience memorable. Each team launches its own nation, and the moment becomes a celebration of creativity, collaboration and shared identity.
That is precisely why Brand National is relevant to companies that want to explore how their internal brand is reflected not only in their logo or messaging, but also in people’s behaviour.
Facts & Stats
Team-building exercise on brand identity
Brand National helps teams explore how shared values, culture and messages can be transformed into a visible identity.Made-up countries put together by teams
Participants invent countries, giving them names, backstories, symbols, a visual style and presentation elements.Applied creativity
The activity combines conceptualisation, storytelling, design, construction and performance in a single process.A variety of roles for all participants
Everyone can contribute through ideas, design, writing, building, music, presentation, organisation or coordination.A Eurovision-style finale
The experience concludes with an energetic presentation, during which each team unveils its identity to the group.Relevance to organisational culture
The concept can facilitate discussions about values, a sense of belonging, behaviours, internal branding and a shared direction.
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