Embracing our ‘Kiwiness’: The Kiwi Charm Abroad
New Zealand, renowned for its stunning landscapes and friendly people, is more than just a beautiful country. It is a brand in itself, a unique identity that resonates with authenticity and charm. Tourism New Zealand has brilliantly capitalised on this, crafting a robust global positioning for the country. Their campaigns, such as the iconic “100% Pure New Zealand,” have not only promoted tourism but have also established New Zealand as a symbol of natural beauty, adventure, and authenticity.
But how ‘trendy’ and impactful is it to be a Kiwi brand overseas? And more importantly, how can New Zealand business owners leverage their Kiwi heritage within their brand to stand out in the global market?
The Global Appeal of Kiwi brands
Kiwiana, a term encompassing the unique cultural icons and items from New Zealand, holds a special place in the hearts of Kiwis and is starting to gain traction abroad.
As more and more people visit the country, especially thanks to international events like the Women’s FIFA or Rugby World Cups, or huge star concerts by artists like Pink and Celine Dion, the charm of New Zealand is spreading.
Additionally, the country is seen as a peace haven by the rich and famous who are lucky enough to come and rest on our shores, flooding their Insta profiles with breathtaking pics and relaxing stories.
This increasing visibility is supported by the “simplicity,” laidback, and friendly reputation that New Zealanders are gaining, which finds its perfect illustration in Kiwiana items. From the iconic silver fern to the inevitable jandals, these symbols of New Zealand culture are now seen as exotic, fresh, and genuine overseas – qualities that can be incredibly attractive in the global marketplace.
Leveraging a Brand’s Kiwiness
Besides its natural wonders, New Zealand is pushing its reputation towards promoting Kiwis innovative spirit and resourcefulness.
This “No. 8 wire” mentality, combined with the “can-do” attitude we are so proud of, symbolise Kiwi ingenuity, problem-solving skills and ability to think outside the square – surely our upside down position on the globe helps for this! These are real strengths that definitely appeal to customers, but can also be a significant asset for investors, seeking originality, creativity and reliability.
Additionally, being from a small, relatively isolated country with a tiny population is a unique narrative in itself. The fact that a brand from New Zealand can make it to the global stage demonstrates resilience, adaptability, and exceptional skill. This story of overcoming geographic and demographic limitations can resonate deeply with international audiences.
Finally, sharing your connection to the land, and how your heritage influences your products or services can also create a compelling narrative. The beauty of New Zealand’s landscapes, the warmth of its people, and the uniqueness of its culture craft stories that are likely to captivate and engage most audiences.
So, should you leverage your ‘Kiwiness’?
As usual, the answer is…”well, it depends”.
The main advantage of leveraging your Kiwi identity is to help you shape a strong differentiator. In a crowded global market, New Zealand’s unique culture, values, and natural beauty offer a distinctiveness in a brand story and identity that can resonate with customers seeking something fresh and meaningful.
Consumers today are savvy and can quickly detect when a brand is not genuine. By staying true to your Kiwi heritage, you project authenticity, which resonates with customers. Warning not to make too much fuss about it, tho. That would not be very Kiwi!
Limitation to a Kiwi positioning
Although there are plenty of good reasons to leverage the Kiwi identity of your business, it may not always be straightforward. The niche appeal of Kiwi identity and its ‘laid back vibe’ might resonate more with certain markets and demographics, while others may not find it as compelling.
Additionally, cultural sensitivity is crucial; misusing or misrepresenting Maori culture can lead to backlash and damage your brand’s reputation. Furthermore, not all international markets may be familiar with New Zealand’s values and symbols, limiting the recognition and impact of your Kiwi heritage.
Thus, while the Kiwi identity can be a powerful tool for differentiation, it requires careful consideration and execution to ensure it aligns with your true identity, your target audience and overall brand strategy.
Turning Kiwi Identity into Added Value
To transform their Kiwi identity into added value, we encourage business owners to consider the following approaches and answer the below questions before making a call:
1. How adding a Kiwiness layer reinforces what’s already truly unique to your business?
Whatever aspect of your ‘Kiwitude’ you want to spice your brand with, make sure it’s true, genuine and most of all, relevant to what you are selling. Local/native ingredients, storytelling inspired by NZ great figures or even Māori culture reference, it needs to add value to the overall proposition. Otherwise, it’s just a gimmick and it’s not really compelling.
2. Has New Zealand played a big role in your business evolution?
Sharing your journey as a Kiwi business can be very inspiring, especially if you’re able to highlight the contrasts between making it from little other end of the world instead of doing this from the silicon valley. But make sure the challenges you’ve overcome are really specific to NZ before pulling this lever. Steeve Jobs also started in a garage.
3. Are you genuinely able to leverage cultural background?
It can also be interesting to explore how the Kiwi cultural heritage has helped you shape your products or services. This is more likely to be truly unique. Incorporating elements of Maori culture into your brand –in a respectful and genuine way – can be one way to do this. This not only differentiates your business but also educates and inspires your audience, definitely adding depth to your brand identity.
4. What kind of tone of voice can you use?
Kiwi-english could really be considered as a language in itself. Our slang, our beloved adopted Māori words and, of course, our internationally acclaimed accent, start to gain international awareness. But Kiwi linguo, although it perfectly conveys our unique lifestyle, may not suit any business. Besides, even if our fun expressions are becoming better known, most English speakers won’t necessarily get all of it. This can be a great ice breaker to engage new clients, as it could certainly put some off. It’s a balance.
Conclusion: The Kiwi Edge
Being a Kiwi overseas offers a unique advantage. The blend of authenticity, innovation, and cultural richness associated with New Zealand can make your business stand out. By leveraging these elements, you can create a strong, appealing brand that resonates with international audiences.
To us, the pros overcome the cons and we’re all for encouraging our clients to embrace our Kiwi heritage, tell their story, and let the world experience the charm of Kiwiana – if relevant and genuine.
If you need guidance regarding international brand positioning, you can be in touch with us, and for the trade side, you could contact NZTE, whose role is precisely to support Kiwi businesses internationally.
About the Author: Sarah Bonnefoy.
With over a decade of experience in brand building and marketing for major international brands, Sarah is passionate about uncovering a brand’s core needs and analysing market insights
