Talking points for positioning Sweden abroad How to use the talking points Find suggested talking points, messages, specific examples and tips that can be used as a starting point for communicating about Sweden abroad.
The aim is to help and guide people who represent Sweden in various contexts, so they can create content that is relevant, interesting and engaging, and convey an image of our nation that establishes closer ties and builds trust.
The talking points cover the theme of:
Trade and investment Knowledge and innovation Talent and entrepreneurship Culture The material is based on the 2025 strategy for strengthening the image of Sweden abroad and is a living document. The messages and examples should be adapted to your local context and to what is relevant for your target audiences.
Sweden brand strategy
Talking points Download talking points in English (PDF 172.1 KB) Talking points and support in English Download talking points in Swedish (PDF 142.6 KB) Talking points and support in Swedish {
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