BY GILLVEN MIXCOLLIN
KUCHING: Sarawak is setting its sights on enhancing its brand identity by taking cues from globally successful models like New Zealand and Singapore.
Borneo Adventure Malaysia managing director Philip said that a unified branding strategy should transcend tourism to include business and cultural aspects.
He advocated for a clear distinction between branding and destination marketing, aiming to establish a recognisable and emotionally resonant identity for Sarawak.
“Our people are our best storytellers. Highlighting the human stories and unique experiences of Sarawakians will fortify our brand,” he said at the Sarawak Media Conference (SMeC) held at the Riverside Majestic Hotel on Sunday.
He also stressed the need to spread Sarawak’s message across Asia and beyond, utilising digital platforms to maximise reach.
He suggested that Sarawak could adopt a branding approach that leverages its rich culture, history, and natural landscapes, focusing on authentic stories that showcase its culture, heritage and modern advancements.
“For Sarawak, the key components should include our culture, people, history, and heritage — both traditional and modern — as well as our natural environments,” he added.
The attributes of the Sarawak brand should be memorable, attractive, easy to understand, and reflective of the region’s unique qualities.
