The war in Ukraine has been raging for three and a half years. Throughout that time, Brand Ukraine has been waging their own battle in parallel: to amplify Ukraine’s story and to remind the world that Ukraine is fighting for democracy.

Maria Lypiatska, Head of Brand Ukraine, explores how and why their nation brand strategy is vital to their national security, the importance of building trust in the face of disinformation, and how communications translate into collective action.

You’ve spoken before about how what you stand for is also what you can fight for. What purpose does place branding have in strengthening national security?

At its core, place branding is about identity and values — the very foundations that sustain a nation’s resilience. For Ukraine, our brand is not just a logo or a slogan, it is a shield. What a country stands for becomes what it must defend. Ukraine’s experience shows that values-driven communications, often seen as a “soft power” tool, can have tangible effects on hard power: consistent and authentic messaging has helped sustain political, diplomatic, military, and financial support at the beginning of Russia’s full-scale invasion back in 2022, allowing Ukraine to continue its fight against the second most powerful army in the world. Now when many governments prioritise increased defence spending at the expense of “softer” areas, Ukraine’s case demonstrates that investing in strategic communications is not only justified but essential for national security.

We’re also seeing a rise in misinformation and disinformation being shared online, something that is only increasing as generative AI tools become more readily available. What role can place brand organisations play in tackling this global challenge?

Disinformation seeks to erode trust. Place brand organisations can respond by creating trust at scale — through transparency, credibility, and values-based storytelling. Our role is not to fight lies with facts or only debunk fake news, but rather to amplify authentic voices, provide context, and make facts emotionally resonant. Ukraine has learned that proactive communication and agility is key: producing verified, creative, and human-centred content allows us to stay ahead of manipulations and disinformation.

We also build international partnerships, because countering disinformation cannot be done in silos — it requires a network of trusted actors reinforcing one another.

In today’s AI-driven world, authenticity plays an even more vital role and goes beyond traditional fact-checking: it is not about avoiding AI technologies per se, but using them responsibly while keeping the authentic voice of your nation at the core of all communications.

How can nations weave their values into their storytelling to build confidence and trust in international audiences?

Values cannot be communicated only as abstract principles; they need to be lived through stories showing how a country's values manifest in everyday actions, policies, and innovations. For Ukraine, that means telling stories of resilience, creativity, solidarity, and freedom — through the voices of people and communities. When audiences see values embodied rather than declared, trust grows. The key is consistency: values must be present in every touchpoint with the world - be it posts on a country's social media pages, international media coverage, or official statements by the country's leadership.

When international media discourse was filled with abstract words like “peace” or “ceasefire” lacking the human dimension, we needed to explain what a just peace truly means — for a soldier on the frontline, for a mother who lost her child, or for an ordinary Ukrainian farmer risking their life to collect crops in mined fields. Conceptual words alone often feel shallow, but embedding values in real human stories speaks louder: they feel lived, not just declared. That is exactly what we did in our “Voices of Just Peace” campaign.

We’re speaking at the CNP Global conference about how and why brand love should be considered a strategic asset rather than a soft metric. Given how vital Brand Ukraine has been in garnering international support, how are you quantifying how your work is resonating?

We don’t see “brand love” only through communication metrics — although we do track digital reach and media coverage. What matters most is whether our work helps sustain real support for Ukraine and our fight against Russian aggression in the world. That means looking first and foremost at sociological data on how citizens in other countries back their governments’ political, military, or economic aid for Ukraine. For instance, while international media coverage of Ukraine has declined by 4 times over the past three years, public support for political, military, and humanitarian aid among populations in European countries has remained relatively stable, with only a 5–10% decrease.

We also see reflection of values in Ukraine's brand attributes. An analysis of international media coverage of Ukraine in terms of positive attributes shows that Ukraine’s values are clearly reflected in its brand. The country is most often described as a “democratic country” (23% of mentions) and a “nation of heroes” (20%), together accounting for over 40% of all publications containing reputational characteristics. This demonstrates that Ukraine’s brand not only communicates its values but also consistently reinforces its identity.

Often human signals of solidarity we receive tell more than data — from messages of support by ordinary people under our social media posts, to calls from fellow place branding teams around the world reaffirming their unwavering support and concerns as we endure constant shelling or international events or media coverage which they find unjust. For us, brand love is measured when communication translates into collective action and solidarity. It means we continue to do everything right.

Audiences have a lot competing for their attention. How can nations ensure that their communications remain top of mind with emotionally resonant messaging?

Attention follows relevance, and relevance follows emotion. We focus on universal human emotions: hope, courage, dignity, and humour even in dark times. Using creativity and cultural formats — from digital flashmobs to global campaigns — allows us to cut through the noise. To stay top of mind, communications must also evolve: storytelling that adapts, surprises, and engages audiences as participants rather than bystanders does.

People connect to people. Therefore, it’s also essential to create opportunities for real-life interactions, attend events, and go offline, so that audiences can experience a country’s values, culture, and spirit firsthand, beyond what digital channels alone can convey.

You’re hosting an event on September 18th on ‘Country brand as a shield: Values guarding national security’. Why is holding this event important within Brand Ukraine’s positioning?

The whole world is going through dark and turbulent times, and we are all searching for collective solutions to complex geopolitical challenges.

Over the past year, I’ve attended some of the world’s most compelling international conferences, and one question keeps echoing louder than ever: What do we do in a world that feels not just rapidly changing — but falling apart?

In such times, values and principles — the very foundations of our democratic, rules-based order — matter more than ever. I believe Ukraine has a lot to contribute to these conversations — not only because we are living through them daily, but because our experience can offer lessons of resilience, unity, and values-driven action.

That’s why on 18 September 2025 in Kyiv, we are hosting the second Brand Ukraine International Conference under the theme “Country brand as a shield: values guarding national security.” This is not just a professional event for place branding experts — it is also a deeply personal experience. Last year, international delegates shared with us in their feedback that the conference was transformative for them, both in their professional work and personally.

I dream that after our victory, more and more people will come to Ukraine — to attend professional events, for business trips, and as tourists. I want them to discover how beautiful, innovative, and welcoming our country is, to see the many opportunities for cooperation and co-creation exist here, and to feel the spirit of freedom and creativity that lingers in the air despite all the hardships of war. But you can feel and see all of that already now and be among the first ones — this September — to join us in Kyiv and be part of a conversation that connects values, security, and the future of place branding.

You’ve very generously offered the City Nation Place community with a discount to attend as well (just quote CNP12 when booking!) – can you give us a quick summary about the event for anyone planning to attend?

This year’s programme is both thought-provoking and deeply human. Highlights include a keynote from world-renowned Ukrainian poet and writer Serhii Zhadan, who has now joined the Armed Forces of Ukraine, reflecting on how what a nation stands for is also what a nation can fight for. You’ll also hear from representatives of Estonia, the UK, NATO, and Ukraine in a high-level panel discussion on how values are becoming a strategic asset of the 21st century and how place branding can serve as a shield and a national security instrument.

Beyond the big ideas, we will also offer practical workshops — from visual storytelling to exploring what stories the world truly needs today — as well as networking opportunities with Ukrainian professionals and experts. And while we are not yet disclosing the exact venue, I can promise you will immerse yourself in a historic Kyiv setting that connects centuries of resilience and cultural identity.

For those planning to attend in person, we’ll help you plan your trip and recommend the best accommodation options with the highest safety standards. Secure your ticket and write to conference@brandukraine.org.ua — or simply reach out to me directly.

If, for any reason, you cannot join us in Kyiv in person, there will also be an option to access recordings of the sessions. Importantly, by purchasing a ticket — whether in-person or digital — you are also contributing to a charity cause supporting the vital work of Ukraine’s Defence Intelligence Service, whose efforts safeguard not only Ukraine but European security at large.

More details and tickets here. Hope to see you in Kyiv soon!

Thanks Maria, and good luck with the conference.