This article was originally published in the Brand Finance Global Soft Power Index 2026
In the world of Soft Power, credibility is everything.
Countries can invest heavily in branding, storytelling, and campaigns, but without a solid foundation of research and insight, those efforts risk becoming performative rather than persuasive.
Research is not a supporting act in nation branding; it is the platform we all stand on. It provides legitimacy, direction, and discipline in how countries understand themselves - and how they are understood by others.
For a country brand agency like New Zealand Story, or indeed for any similar agency, we have to keep coming back to evidence - research gives us permission to speak with authority. It grounds our storytelling in evidence rather than just aspiration. Without it, narratives become inward looking - shaped more by by domestic self-image than by external reality. Its enticing to tell the story of what you WANT to be known for, but that has to start with what you are ALREADY known for - warts and all.
At its best, Soft Power is not about telling the world who YOU think you are. It is about engaging with how the world already sees you, understanding the gaps, tensions, and opportunities in those perceptions, and shaping messages that resonate authentically with where audiences are today. That process begins with insight.
In addition, research ensures you don’t get lost in a local narrative with no external reference. Nations often tell stories they like about themselves, assuming that those stories will translate seamlessly across borders. In practice, they may not.
Insights challenge assumptions. They reveal how a country’s reputation differs across regions, audiences, and issues - from trust in governance to perceptions of innovation, sustainability, culture, or openness. They show what is already working, what is misunderstood, and what is simply not believed. This is not always comfortable, but it is essential. Soft Power is built on trust, and trust depends on honesty - especially with ourselves.
Critically, research does not just tell us what people think; it tells us where they are starting from, their ground truth. That starting point matters. The most effective national narratives are not universal slogans broadcast to the world. They are carefully calibrated messages that meet audiences where they are, acknowledge existing perceptions, and then invite them to see something new.
This is where insights-led creation becomes powerful. Research allows countries to move from generic messaging to tailored storytelling - adapting emphasis, tone, and proof points for different markets and sectors.
A country perceived as safe but distant might focus on openness and partnership. One seen as innovative but untested might prioritise credibility and scale. Another known for natural beauty may need to work harder to communicate economic sophistication or technological capability. (New Zealand has aspects of all these perceptions show up in our research).
This is not about abandoning a core national story. It is about expressing it with nuance. Research helps define the enduring truths at the heart of a country’s identity, while also revealing how those truths can be framed differently without losing integrity. The result is coherence without uniformity - a consistent reputation that still feels relevant and responsive.
Insights also act as a discipline against overclaiming. In an age of heightened scepticism, bold assertions without evidence can quickly undermine credibility. Research helps identify which claims are believable, which require proof, and which are best left unstated for now. It ensures that narratives are not just compelling, but defensible.
Finally, research provides a feedback loop. Soft Power is dynamic, shaped by global events, policy decisions, cultural moments, and economic performance. Ongoing insight allows countries to track shifts in perception over time, understand the impact of their actions, and adjust their storytelling accordingly.
In the end, research makes creativity effective. It gives storytellers confidence that their work is anchored in reality, aligned with audience understanding, and capable of building trust over time.
For countries seeking to strengthen their Soft Power, insights are not optional. They are the source of legitimacy - and the difference between being heard and being believed.
