Polyphony of Identity: How Multiple Stakeholders Define the Nation Brand

How a nation’s identity is built from thousands of voices — not slogans:

When we think about nation branding, most imagine slick campaigns and bold slogans. But Ukraine’s story during the war shows something very different — and far more powerful. It’s not a logo or a tagline that defines a country. It’s people. Teachers, entrepreneurs, volunteers, artists, diplomats — each adding their voice to what “Ukraine” means today.

A Polyphony, Not a Monologue

While governments often try to speak for the nation, Ukraine’s experience has flipped that model. The war didn’t just test military strength — it revealed how identity itself becomes a battlefield. From academic experts redefining the historical narrative, to volunteers showing the world what resilience looks like, the country’s brand is being built from the ground up.

The research behind this article is based on 25 in-depth interviews with representatives from five key sectors: academia, business, civil society, cultural diplomacy, and communications. What emerged is a polyphonic identity — many voices, sometimes in harmony, sometimes in tension, but always authentic.

Five Voices, One Nation

• Academia anchors identity in memory, language, and history. Scholars see Ukraine’s difference from Russia not as ideology, but as cultural fact — something to protect and pass on.

• Business looks ahead, connecting national identity with innovation, creativity, and global competitiveness. For them, resilience is an asset — a signal to investors that Ukraine is a country of doers.

• Civil society embodies grassroots energy and moral strength. Volunteers, NGOs, and ordinary citizens became Ukraine’s most trusted brand ambassadors — long before any campaign existed.

• Cultural diplomacy turns art, literature, and heritage into tools of soft power. Ukrainian culture is no longer just identity — it’s strategy, helping the world connect emotionally with the nation’s story.

• Communications professionals work to translate all these voices into a coherent message for the global audience — without losing authenticity. Their challenge: balance between coordination and freedom.

  
  

Authenticity vs. Coherence

This is where the real challenge begins. Bottom-up energy brings authenticity — but it can also create chaos. Meanwhile, top-down strategies ensure clarity — but risk sounding artificial. The balance between these two forces defines the future of Ukraine’s brand.

As one respondent put it:

“You can’t tell people what to feel about Ukraine. You can only show them who we are.”

Why It Matters

The story of Ukraine’s identity is more than an academic debate. It’s a living case of how nations in crisis can redefine themselves through shared values — not propaganda. The research highlights that polyphony isn’t a weakness. Managed wisely, it becomes strength.

When businesses, artists, and citizens speak together — not in unison, but in conversation — the world listens.

What’s Next?

Future research will explore how this multi-voiced identity shapes Ukraine’s post-war reconstruction and how it’s perceived abroad. But one thing is already clear:Ukraine’s most powerful brand asset isn’t a campaign.It’s its people — speaking, creating, and rebuilding together.

Project: Post-War Nation Brand of Ukraine

Researchers: Dr. Anna Lemberg & Dr. Mesfin Habtom

Affiliation: London Metropolitan University

Funded by: The British Academy