Tonga National Branding Strategy and Framework Consultant 

PACER Plus Implementation Unit (PPIU) 

The PACER Plus Implementation Unit (PPIU) is seeking a qualified consultant or consultancy firm to develop a National Branding Strategy and Framework for Tonga. This six-month assignment will support Tonga’s Ministry of Commerce, Consumer, Trade, Innovation and Labour (MCCTIL) to establish a credible and recognisable national identity for qualifying Tongan products, initially focused on priority agricultural and food exports. The consultancy will be undertaken remotely, with travel to Tonga required during the assignment. 

Suitably qualified national, regional and international consultants or consultancy firms with demonstrated experience in national branding, market development, export development and certification systems are encouraged to apply. 

About the Role 

The Consultant will work closely with MCCTIL, the PACER Plus Implementation Unit (PPIU), and relevant stakeholders to develop a National Branding Strategy and Framework that strengthens the recognition, differentiation and market positioning of Tongan products in regional and international markets. 

The Consultant will assess priority products, export markets, buyer expectations and relevant quality and certification requirements; define the national brand value proposition, positioning, target products and markets; and develop the national mark, brand identity and messaging. The assignment will also establish eligibility and certification requirements, verification and traceability mechanisms, brand-use guidelines, governance arrangements and appropriate legal protection for the national mark. 

The successful Consultant will validate and pilot the proposed brand and certification approach with relevant stakeholders, selected producers and exporters, and market representatives. Key outputs will include an Inception Report and Work Plan, a Draft National Branding Strategy and Framework, a Validation and Pilot Report, and a Final National Branding Strategy and Framework with a practical Implementation Roadmap. 

The consultancy is expected to commence in October 2026 and conclude by March 2027. The Consultant will report to the Trade in Goods Adviser at the PPIU and work closely with MCCTIL throughout the assignment. 

Qualifications and Experience 

Applicants should possess: 

• A tertiary qualification in marketing, international business, trade, economics, communications, branding, or a related field. 

• At least 7 years of relevant experience in national branding, market development, export development, certification, or related areas. 

• Demonstrated experience developing a national branding and certification framework of a similar nature, preferably for a Pacific Island country or other small-island context. 

• Strong understanding of brand strategy, market positioning, quality standards, certification, eligibility, traceability, verification, governance and brand-use systems. 

• Experience undertaking market research and stakeholder consultations with businesses, exporters, buyers and government agencies, together with strong analytical, facilitation, stakeholder engagement and report-writing skills. 

• Knowledge of agricultural exports and international market requirements, preferably within the Pacific, and excellent written and spoken English. 

How to Apply 

Interested consultants and consultancy firms are encouraged to apply through the PPIU website. Applicants should submit: 

• A technical proposal outlining their approach and methodology; 

• Curriculum Vitae (maximum 5 pages for lead consultant); 

• Contact details of three referees. 

A detailed Terms of Reference is available Here. 

Applications close at 12pm (Apia time) on Wednesday 30 September 2026. 

PPIU is an equal opportunity employer and is committed to child protection. We encourage applications from women, men and people living with disabilities.