Wales Cymru

What makes Wales, Wales?

There are certain qualities that make Wales what it is. That make it unique. These qualities are found in our people, our place and our spirit and they make up our brand values.

We've named them "Real People" "Human Place" and "Challenger spirit".

Our brand promise is "Original Thinking." This is probably the most important thing of all, which is why it's taking centre stage in our diagram over there.

At the moment these might just seem like a collection of random phrases, so if you want to find out more about what they all actually mean then click on the tabs opposite.

We're very proud of all our hills, grass, mud, and mountains. But that's not all we're about.

We're not a remote place filled with fresh air, sheep and nothing else. Humans have been living here for a quarter of a million years. That's a long time and a lot of humans. It's these people who have made Wales what it is. They have shaped our landscape, developed our industry and they'll mould our future. We're also a friendly lot, which generally makes Wales a nicer place to be. A place with close communities and a strong sense of belonging. A way of life that is firmly rooted to the sea, land and places around us.

So instead of always reverting to rolling hills and beautiful landscape shots, make sure you also talk about the Welsh people and the influence they've had over the years.

We like to surprise people. To challenge the way things are. Not in a scary way. Just in a way that will make our nation a more interesting place to be. We're not the biggest country in the world, so let's find original, clever ways to make people take notice of us. Like Llanwrtyd Wells has done with their rather bonkers festivals.

So do the unexpected, do things differently, do things in a more Welsh way.