—Ashfaq Zaman—

If we think about what defines a country, it can feel challenging to articulate. However, the identity of a country is not unlike the identity of a person—it thrives when rooted in authenticity. Often, the strongest elements emerge when we remain true to our inner selves, and this authenticity is the most genuine manifestation of who we are.

This principle is why good schools encourage students to harness their unique creativity and inherent talents. For instance, someone excelling in sports is not necessarily pushed towards medicine, where they may struggle to shine. Instead of mimicking or copying others, individuals are guided to identify and nurture their innate strengths. Similarly, as a nation, we must identify and amplify our unique qualities rather than emulate others.

Good schools and effective leaders analyse individual and collective traits to chart a path forward. In the same way, as a nation, we must evaluate our distinct strengths. Despite corruption and the erosion of ideals over the past 40 years, Bangladesh possesses remarkable positives amid the negatives, and one of our greatest assets is our language.

We are a culturally and literarily rich nation. Few nations have their own language, and even fewer have a language that serves as both a spoken and literary medium. Civilisations that created languages often produced significant literature, and we are no exception. Bengali, primarily spoken in this region, symbolises the creativity of our civilisation and its rich literary tradition.

Language reflects cultural depth. Consider French, renowned for its poetry and influence in fashion, or Italian and German, which have left lasting marks on art and music. English, with luminaries like Shakespeare, also exemplifies this connection. Similarly, our cultural legacy includes figures like Rabindranath Tagore and Lalon Shah. These icons remind us that we are a nation steeped in poetry, music, and literature. This cultural richness, expressed through our language and literature, is something we should cherish and take immense pride in.

Resilience is another defining characteristic of Bangladesh. Regardless of the challenges, the nation perseveres. Amid global instability, whether environmental or socio-economic, the resilience of our nation is particularly striking. On the political front, the people of this region have shown strength in the 1952 Language Movement, the 1969 Mass Uprising, the 1971 Liberation War, the 1990’s anti-dictator movement, and now again with the 2024 mass uprising. During the Covid pandemic, despite dire predictions, Bangladesh managed the crisis effectively. From being labelled a “bottomless basket” to becoming a consistently performing nation, this resilience permeates every sector of society. This quality fosters trust, signalling stability at both the macro and micro levels.

Our identity as a moderate Muslim nation is another cornerstone of our character. Historically, Bangladesh has exemplified moderation and integration. Despite external narratives, particularly from neighbouring countries like India, attempting to portray us as intolerant, we remain a well-integrated society exemplifying harmony and unity. This identity of moderation and cultural richness serves as another pillar of our national stability and strength.

Over the years, we have focused on branding ourselves as an emerging tiger, a growing economy. However, these traits are not unique to us. Many other nations have shared similar trajectories, and some are no longer classified as growing economies. For example, Vietnam has developed a robust RMG sector and gained significant global recognition.

How, then, should Bangladesh present itself and build its brand? The primary focus should be on its language—the heart of its identity. The very name “Bangladesh” derives from “Bangla.” This integral aspect of national identity remains underleveraged.

Historically, regions or cultures that originated languages have been leaders, representing advanced civilisations. Literature signifies an intellectually rich society, and Bengali is no exception. The 1952 Language Movement, where the people of this land shed blood to preserve their mother tongue, remains a rare and unparalleled example in history. Bengali is also the fourth most spoken language globally, a significant element of our identity, and we must emphasise it and take immense pride in it.

Another key aspect of Brand Bangladesh lies in its ability to hold a moderate Muslim identity without excluding other groups. Unlike some nations plagued by communal strife, Bangladesh enjoys harmony. There is no preferential treatment or segregation; all citizens live in unity, celebrating religious festivals together. This aspect needs particular care now due to the increasingly frequent disinformation and propaganda by some groups with malevolent intentions.

Finally, Bangladesh has repeatedly proven to be a nation of resilience. From the Bengal famine to the Language Movement, from being labelled a “bottomless basket” to enduring countless national calamities—the people of this region are built to overcome adversity. We do not give up.

The world is increasingly looking for stories that inspire and resonate on a human level. This resilience is why Bangladesh is a reliable partner. Brand Bangladesh is not just about telling our story; it’s about living it. By valuing our language, celebrating our resilience, and upholding our unity, we can project a vision of Bangladesh that fosters pride and possibility—for ourselves and for generations to come.

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Ashfaq Zaman is founder of Dhaka Forum and a strategic international affairs expert.