My Transformational Journey with Brand Scotland | Sandy, Brand Scotland (Scottish Government) Intern

Sandy, Brand Scotland intern

When I reflect on my internship with Brand Scotland as part of the UNLOCKED programme, it’s impossible not to feel an overwhelming sense of gratitude and accomplishment. These 13 weeks were not just a professional milestone but a personal transformation - an experience I will cherish forever and one that has undeniably set the stage for my future career.

The Perfect Opportunity at the Perfect Time

As I neared the end of my International Marketing degree at Glasgow Caledonian University, I was both excited and anxious. I worried about my lack of industry experience and the daunting task of securing a job in a competitive market. I didn’t dare to dream that I would land an internship with Brand Scotland - but you best believe I would give it a shot! When I got the offer, it felt like everything had fallen into place. Here was an opportunity that perfectly blended my passions for marketing and the civil service, rekindling an initial dream I’d had of studying politics and international relations.

A Dynamic and Diverse Experience

Every day at Brand Scotland brought new challenges and opportunities. Approximately 60% of my time was spent with the social media team. I was tasked with creating posts, writing captions, gathering content, and ideating engaging ideas. One of my proudest moments was seeing my Facebook post achieve one of the highest engagement rates of the year, alongside a standout Instagram post that also performed exceptionally well. It was incredibly fulfilling to see my ideas resonate with an audience.

I was also involved in planning for Scotland’s key global moments: St. Andrew’s Day, Tartan Day, and Burns Night. These events are pivotal to showcasing Scotland’s rich culture to the world, and being part of that effort was both inspiring and rewarding.

UNLOCKED Interns at the Marketing Society St Andrew’s Dinner: Maria (STV), Stephanie (Leith), Alyssa (Leith) & Sandy (L-R)

Projects and Highlights

One of the most significant projects I undertook was a comprehensive YouTube audit. This became my “baby,” as I meticulously reviewed all 175 videos on the channel, assessing their performance and crafting a strategy to revamp the platform. From providing recommendations on improving video content to suggesting updates for greater engagement, this project taught me the importance of data-driven decision-making and attention to detail.

Another highlight was shadowing the Department of Culture and External Affairs (DCEA). During this time, I gained insight into international communications, attended the International Investment Conference, and even met the Deputy First Minister. This experience broadened my understanding of how Scotland communicates its brand globally.

Perhaps the most unforgettable week was shadowing the Rural Affairs Minister’s private office at Holyrood. From sitting in on cabinet events with the First Minister to attending First Minister’s Questions and debates, I gained a firsthand look at political communications. I even had the incredible opportunity to meet the Cabinet Secretary, Angus Robertson.

Angus Robertson & Sandy

Mentorship and Learning

Throughout my internship, I was fortunate to have an amazing mentor who guided me through various projects, including Brand Scotland’s strategy for the upcoming year. I also gained exposure to agency life by sitting in on calls with marketing agencies like Leith and Carat, which provided a fascinating glimpse into collaborative marketing efforts.

My involvement in launching Scotland’s Migration Service on Scotland.org was another pivotal learning experience. From sourcing photography to proofreading content and learning about website design, back-end operations, and SEO, I acquired skills I’d never anticipated (or even heard of!).

Beyond Work: Building Confidence and Connections

The supportive environment at Brand Scotland played a huge role in building my confidence and refining my communication skills. The team’s warmth and encouragement made it easy to thrive.

The UNLOCKED Wrap Party marked the end of an incredible journey, but it also opened doors for the next chapter. Thanks to this programme, I secured an internship with Big Think marketing agency (another UNLOCKED programme partner), where I’m excited to explore life on the agency side.

Sandy on the panel at the UNLOCKED Wrap Party

A Heartfelt Thanks

I owe so much to Brand Scotland and the UNLOCKED programme for this transformative experience. To my mentor and the team at Brand Scotland, thank you for your guidance, patience, and belief in me. You not only gave me an unforgettable 13 weeks but also the confidence to step boldly into my future.

If there’s one thing I’ve learned, it’s this: opportunities like these don’t just shape careers - they shape people. I’ll carry the lessons, friendships, and memories from this internship wherever I go, and I can’t wait to see where they take me next.