Brand Tasmania
Brand Tasmania is Australia's first statutory place-branding authority, established under the Brand Tasmania Act 2018 and based in Hobart. It develops and promotes the Tasmanian brand through storytelling, the Tasmanian Mark certification, partner toolkits, workshops and the Tasmanian Store, serving Tasmanian residents, businesses, visitors, students, investors and partner agencies.
- Company typePrivate
- Founded2019
- HeadquartersHobart, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Brand Tasmania does
Brand Tasmania is Australia's first statutory place-branding authority, established under the Brand Tasmania Act 2018 and operational from 29 March 2019. It is a government-enabled, industry and community-led statutory body headquartered in Hobart, Tasmania, with a staff of approximately 1-10 (six named individuals: Alistair, Fransina, Jemima, Jess, Marisa, Shae) overseen by a Board chaired by Nick Haddow. Its statutory remit is to develop, maintain, protect and promote the Tasmanian community brand across local, national and international markets.
The organisation does not sell a technology product; its platform is a portfolio of programs and assets that operationalise the core 'Tasmanian Story' brand narrative. The portfolio includes the Tasmanian Toolkit (a self-serve digital partner hub at toolkit.tasmanian.com.au), the Tasmanian Mark (a registered place-of-origin certification issued by application), the Tasmanian Stories publishing platform, the Be Tasmanian Podcast, Tasmanian Workshops (in-person and virtual), the Tasmanian Scent sensory/merchandise project, plus sector-specific initiatives such as Tasmanian Health Recruitment, Study Tasmania, Little Tasmanian, the Tasmanian Youth Story (with the University of Tasmania and YNOT), Women in Tasmania, and Women and Girls in Sport. The Tasmanian Store (tasmanian.com.au/store) is an e-commerce channel for branded apparel, accessories and the Tasmanian Scent, with proceeds reinvested in partner work.
Commercially, revenue is not publicly disclosed but draws on three streams: Tasmanian Government allocations (as the constituting funder), Tasmanian Mark licensing/certification (issued by application), and Tasmanian Store merchandise sales. Partner registration is free, the toolkit is free to use, and the Tasmanian Mark is obtained via a separate application process with pricing not publicly disclosed. The primary 'customers' are effectively Tasmania's population of ~540,000-570,000 residents and visiting audiences, plus a partner ecosystem of Tasmanian businesses, sector agencies (Tourism Tasmania, Tasmanian Health Service, Department of State Growth, Office of the Coordinator-General) and regional tourism organisations that leverage the brand asset in their own marketing.
Brand Tasmania firmographics
Firmographics- Name
- Brand Tasmania
- Legal name
- Brand Tasmania
- Website
- https://tasmanian.com.au
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Brand Tasmania is Australia's first statutory place-branding authority, established under the Brand Tasmania Act 2018 and based in Hobart. It develops and promotes the Tasmanian brand through storytelling, the Tasmanian Mark certification, partner toolkits, workshops and the Tasmanian Store, serving Tasmanian residents, businesses, visitors, students, investors and partner agencies.
- Ownership category
- akta.pro rank
Brand Tasmania industry classification
Industry- Product category
- Place Branding and Destination Marketing
- NAICS
- Advertising Agencies (54181)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Brand Strategy & Positioning (BPAFAEAA)
- akta.pro secondary industries
- Brand Guidelines, Governance & Brand Management (BPAFAEAF), Naming & Verbal Identity (BPAFAEAB), Naming & Verbal Identity (Taglines, Messaging) (MPAAAEAB), Field Sales & Brand Ambassador Programs (MPAAAJAG)
Keywords
Where Brand Tasmania is headquartered
LocationHeadquarters
- HQ city
- Hobart
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Brand Tasmania business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Government Funding: Brand Tasmania is established under the Brand Tasmania Act 2018 as a statutory body. It is government enabled and industry/community supported. Funding comes from Tasmanian Government allocations.
- Tasmanian Store Merchandise: E-commerce sales of branded merchandise including apparel, accessories, and Tasmanian-made products. Proceeds reinvested into brand work with and for partners.
- Tasmanian Mark Licensing: Partners can use the Tasmanian Mark through an application process to certify Tasmanian provenance for products and services, experiences, and intellectual property.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Free partner registration with toolkit access |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Brand Tasmania product offering
Product offeringCore offering
Brand Tasmania develops, maintains, protects, and promotes a community brand for Tasmania. As Australia's first statutory place-branding authority, established under the Brand Tasmania Act 2018, it delivers brand storytelling, partner toolkits, workshops, and the Tasmanian Mark certification program to differentiate Tasmanian products and services in local, national, and international markets.
Product overview
Brand Tasmania is a statutory place-branding authority (established under the Brand Tasmania Act 2018) that operates as an industry and community-led, government-enabled organization. Rather than a unified software product, Brand Tasmania offers a portfolio of programs and initiatives that work together to strengthen the Tasmanian brand: The Tasmanian Story serves as the foundational brand narrative, which is expressed through Tasmanian Stories (storytelling), the Be Tasmanian Podcast (audio content), and Tasmanian Scent (sensory brand expression). The Tasmanian Toolkit and Workshops provide partners with resources to apply the brand, while The Tasmanian Mark offers certification for Tasmanian provenance. Supporting initiatives include Little Tasmanian (early years engagement), Tasmanian Youth Story (research), Women in Tasmania and Women and Girls in Sport (inclusion initiatives), and Tasmanian Health Recruitment (talent attraction). The Tasmanian Store provides merchandise that supports the brand's work. The organization does not offer a technology product with API integrations.
Differentiator
Problem solved
Functional benefit
Products and services
- Tasmanian Stories A storytelling program that captures and shares examples of how Tasmanians have made the impossible possible, overcoming obstacles with determination, grit, invention, imagination, and extraordinary outcomes. Targeted at audiences seeking authentic Tasmanian narratives across multiple sectors and regions.
- The Tasmanian Mark A place of origin certification mark that differentiates Tasmanian products and services in local, national, and international markets to drive more value for everything Tasmanian. Available to certified Tasmanian businesses through an application process.
- Tasmanian Toolkit A digital resource hub providing partners with brand-aligned content, brand books, story workbooks, and an image library for use in promotion and social media. Free for registered Tasmanian partners.
- Tasmanian Workshops Brand workshops that empower partners to understand and apply the Tasmanian brand story through shared language and confidence-building sessions. Available in-person and virtually for Tasmanian partners.
- Tasmanian Store Online store selling Tasmanian-branded merchandise including apparel, accessories, and Tasmanian-made products such as the Tasmanian Scent. Proceeds are reinvested into Brand Tasmania's work with partners.
- Tasmanian Partner Program Free registration program offering partners access to brand tools, image libraries, workshops, networking events, and the opportunity to use the Tasmanian Mark. Open to Tasmanian businesses and organizations.
- Tasmanian Youth Story Project capturing the unique experiences of young people living in Tasmania to help decision-makers understand what young people want and need. Engaged 185 young Tasmanians aged 18-25 across all regions through interviews and workshops.
- Tasmanian Scent A signature fragrance developed by Tasmanian perfumer Craig Andrade, blending Huon and King Billy Pine, lemon boronia, kunzea, southern rosalina, blue gum, mountain pepper, peppermint gum, and apple. Sold through the Tasmanian Store.
- Tasmanian Health Recruitment Content-driven project sharing stories and resources from Tasmanian health professionals to attract healthcare workers to pursue careers in Tasmania's health system.
- Women and Girls in Sport Project celebrating and showcasing women who lead, women in communities, and women supporting other women in sport and active recreation across Tasmania.
- Women in Tasmania Project celebrating and showcasing the leadership and contributions of Tasmanian women, highlighting the diversity of their achievements and their impact on community, economy, culture, and environment.
- Little Tasmanian Early years program that brings the Tasmanian story into the lives of new Tasmanians in their early years and connects parents and carers with Tasmania-relevant information about the first 1,000 days. Encourages aspiration, confidence, and pride in children and their trusted adults.
- Be Tasmanian Podcast A podcast exploring what it means to be Tasmanian, examining place-branding, destination marketing, economic development, and culture through stories of Tasmanians. Six-episode series available on Buzzsprout.
- The Tasmanian Story (Brand Narrative) The foundational brand narrative developed through hundreds of interviews with Tasmanians, expressing what it means to be Tasmanian as 'the quiet pursuit of the extraordinary.' Core brand asset used across all partner programs.
Quantifiable outcome
- 185 young Tasmanians engaged in Youth Story consultation representing all regions
- +2 more outcomes
Companies that use Brand Tasmania
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles3 records
Brand Tasmania technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Brand Tasmania partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, major and minor.
- Tasmanian GovernmentcoreBrand Tasmania is a government-enabled, industry and community-supported organization established under the Brand Tasmania Act 2018. The Tasmanian Government provides statutory authority and support, while Brand Tasmania operates with industry and community leadership.
- Youth Network of Tasmania (YNOT)corePartnered with Brand Tasmania on the Tasmanian Youth Story project. YNOT helped develop research methodology and consulted with young Tasmanians aged 18-25 across the state.
- University of Tasmania - Tasmanian Behavioural LabcoreAcademic partner for Youth Story project, providing research methodology expertise and facilities for behavioral research with young Tasmanians.
- The20coreCreative agency partner deeply invested in the Tasmanian story. Proposed and helped create the 'Be Tasmanian' short film featuring Tasmanians from the community.
- Tourism TasmaniamajorCoordinated tourism marketing efforts. Tourism sells a special place: Tasmania. Brand Tasmania sells Tasmanian people and what they do.
- Office of the Coordinator-GeneralmajorInvestment attraction partner helping connect investors with Tasmanian opportunities in tourism, renewable energy, advanced manufacturing, and agribusiness.
- Tasmanian Health ServicemajorHealth recruitment initiative attracting healthcare professionals to Tasmania. Brand Tasmania supports talent attraction for the THS through storytelling about culture and lifestyle.
- Department of State GrowthmajorPartner on economic development initiatives including trade support, business development, and sector-specific brand programs for Tasmanian enterprises.
- Regional Tourism OrganizationsmajorPartnership with regional tourism bodies including Visit Northern Tasmania, East Coast Tasmania, North West Tasmania, and others to promote regional experiences.
- Craig Andrade (Tasmanian Perfumer)minorTasmanian perfumer who created the Tasmanian Scent by visiting every corner of the state and distilling Tasmania's botanical beauty into a fragrance.
- Department of Premier and Cabinet (Women Tasmania)corePartnership on Women in Tasmania project celebrating Tasmanian women's leadership and contributions across community, economy, culture, and environment.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Brand Tasmania competitors and assessment
Company assessmentOthers
- Tourism Tasmania: The Tasmanian Government's dedicated destination marketing organization. Functionally adjacent — it sells the place, while Brand Tasmania sells the people and brand — and a key partner, but not a direct competitor given the differentiated mandate.
- Anholt-Ipsos Nation Brands Index: The leading research framework for measuring and benchmarking national brand equity, used by place-brand authorities globally. Comparable as the de facto measurement and benchmarking layer for the work Brand Tasmania performs, though it is a research product rather than a peer organization.
Broad incumbents
- FutureBrand: A global brand consultancy (Interpublic Group) with a dedicated place-branding practice. Comparable as a strategic peer in brand strategy, positioning, and place-brand methodology, though operating as a commercial consultancy rather than a statutory body.
- Interbrand: A global brand consultancy with experience in place and country branding, brand valuation, and strategy. Comparable in brand strategy and identity services, particularly relevant for the toolkit, brand book, and partner enablement functions Brand Tasmania performs.
- Landor & Fitch: A global brand transformation and design consultancy with significant place and destination branding work. Comparable in brand strategy, identity design, and partner enablement, though operating commercially rather than as a statutory authority.
Regional players
- VisitBritain / VisitScotland: National tourism agencies for Britain and Scotland that combine destination marketing with brand storytelling and partner programmes. Comparable as place-brand and destination-marketing authorities operating in different geographies with overlapping functions (Tasmania-style storytelling plus tourism promotion).
Emerging players
- Bloom Consulting: A specialist consulting firm focused on country and region branding, producing the Country Brand Ranking and City Brand Ranking. Comparable as a place-brand peer with a methodology-led, data-driven approach to measuring and strengthening place brands.
Direct peers
- Brand USA: The destination marketing organization for the United States, responsible for promoting the country as a premier travel destination. Comparable as a place-brand authority with government backing, certification, and partner programmes across a large geography.
- Saffron Brand Consultants: A specialist brand strategy consultancy with deep place-branding and country/nation-brand expertise (e.g., worked on the UAE, Spain, and other national identity programmes). Comparable as a strategic peer executing similar brand positioning and storytelling work for places.
- New Zealand Story: New Zealand's government-backed place branding authority, with a near-identical mandate to promote national identity, support exporters, and license a 'New Zealand Fern' mark for provenance. Most directly comparable peer given the statutory, government-enabled, place-brand model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Brand Tasmania social profiles
Digital presenceBrand Tasmania financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brand Tasmania leadership team
Management profileNumber of profiles
Profiles1 record
Brand Tasmania funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brand Tasmania M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Brand Tasmania
What does Brand Tasmania do?
Brand Tasmania develops, maintains, protects, and promotes a community brand for Tasmania. As Australia's first statutory place-branding authority, established under the Brand Tasmania Act 2018, it delivers brand storytelling, partner toolkits, workshops, and the Tasmanian Mark certification program to differentiate Tasmanian products and services in local, national, and international markets.
Is Brand Tasmania a public or private company?
Brand Tasmania is a private company. It is classified as state government owned and is currently operating.
When was Brand Tasmania founded?
Brand Tasmania was founded in 2019. It employs 1 to 10 people.
Where is Brand Tasmania based?
Brand Tasmania is headquartered in Hobart, Australia, in the Oceania region.
How does Brand Tasmania make money?
Three revenue lines are on record. Government Funding is the primary driver. The others are tasmanian Store Merchandise and tasmanian Mark Licensing.
Who are Brand Tasmania's main competitors?
Others on record are Tourism Tasmania and Anholt-Ipsos Nation Brands Index. Broad incumbents are FutureBrand, Interbrand and Landor & Fitch. VisitBritain / VisitScotland is listed as a regional player. Bloom Consulting is listed as an emerging player. Direct peers are Brand USA, Saffron Brand Consultants and New Zealand Story.
Does Brand Tasmania have an API?
No public API is recorded for Brand Tasmania.
What industry is Brand Tasmania in?
Brand Tasmania's product category is Place Branding and Destination Marketing. Its primary akta.pro industry code is BPAFAEAA, Brand Strategy & Positioning, with a secondary code of BPAFAEAF, Brand Guidelines, Governance & Brand Management. Its NAICS code is 54181 and its SIC code is 7311.