WE are still in the early rounds of the Football World Cup, but those watching will note that the tournament so far is being hotly contested. It began with Russia’s 5-0 opening win, despite that team not boasting the best international record and has continued with unrelenting intensity as less accomplished teams seem unwilling to yield without a close fight.

In fact, it’s hard to tell the underdogs from the favourites in many matches, so closely have these early contests been fought out in Russia. As a result, we have seen most recent winners Germany defeated by Mexico and a string of exciting games, even though some ended in stalemate. Portugal and Spain, Argentina and Iceland, Japan and Senegal — all matches that demonstrate a clear pattern of determination. Why this determination? A Serbian official, in his passion, has gone so far as to allege bias against his team by the referees! This all speaks to the World Cup’s illustrious history, and in particular, the way that teams act as brand ambassadors for their countries.

In most games, even the most casual of observers must find it quite obvious that no one wants to be seen as lying down and letting the hopes of their nation die damply. Even further, what a credit to Mexico it is to see their side fight so tenaciously that they have overcome the mighty, world-beating German team. In the context of the fierce and painful debate over Mexican immigration in the United States, this serves as a timely rebuttal to those who look down on that nation, while favouring Northern and Western European nations.

This national symbolism- national branding represents an element of sporting achievement Guyana is still to truly make use of. One can point to numerous examples of the way national branding in sport can cast a message that helps the entire world appreciate the character and culture of a society. Chloe Kim, the recent U.S. gold medal snowboarder of Korean descent is championed as an example of the seemingly endless opportunities afforded youth in the U.S., which might not have been the case in her family’s country of origin.

Closer to home, Jamaica is arguably the most recognisable Caribbean country, due to a history of phenomenal performances, apparently against all odds, in track events. Guyana has a few national heroes in that regard to be sure, but none known so well, nor so prolific as Usain Bolt. Despite the vast resources of nations such as the U.S. and the United Kingdom, Jamaica and Bolt have led the way. As a result, Jamaica has branded itself so effectively that it is foremost in the minds of many people in the U.S. when they imagine the Caribbean.

As Guyana reshapes its identity in the face of the oil economy, this shift will likely be felt in sports as much as in any other area. Our athletes will increasingly have the resources to excel and likely will do so, but the question perhaps is what messaging we want them to portray. This means that we must look inward and identify the national brand that best represents us. Diversity will surely be at the head of the list of what defines Guyana but my sense is that these changes to our economic prospects are so new that it’s hard to articulate that brand.

And so as we look on at the courage and tenacity characterising both an exciting football world cup and individual teams, let us keep Guyana’s branding at the back of our minds. The world is slowly getting to know us — just last week a story about Guyana’s oil prospects was on the front page of the prestigious Wall Street Journal — so this moment in our development presents an opportunity to finally stamp our name large on the international stage. Hopefully, it will be a testament to local determination, much the same as Mexico battling the mighty German team to the last tense second.