By Fundación Imagen de Chile

One of Chile’s main challenges in terms of country branding was ensuring that its citizens felt Chile Brand as their own - a close and relatable symbol. What was needed was an inclusive narrative that reflected the country’s true strength: its people -entrepreneurs, workers, communities, and talents who, with effort and creativity, are building Chile’s future.

Within this framework, the Licensing Programme — which had mainly focused on authorising the use of Chile Brand across products, services, and institutions — was redefined. From this process emerged the Made by Chileans Programme: an initiative that puts people at the centre, inviting Chileans to become protagonists in the international projection of their country. This way, the programme humanises the brand by highlighting those who stand behind what Chile represents to the world.