Today we live in a globalized world. In this interconnected world, the competition for wealth among states has become a synonym for market share. To ensure access to international markets, governments have resorted to the corporate marketing tool of branding. Country branding, as it is called, creates a series of narratives using a country’s identity. Such narratives encompass a symbolic system which is molded for the unique purpose of creating and promoting a positive image of the country branded. However, to be successful, this tool requires nationals to behave as ambassadors and embody the narratives presented. Thus, the brand indirectly defines the features that a ‘true national’ must have. It is argued that by placing nationals in a position where their membership in the community of the nation is evaluated, country branding can become an alternative method for countering the rhetoric used by terrorist and insurgents for achieving support. The analysis is conducted using constructivism as theoretical background, and the Colombian brand ‘Colombia es Pasión’ as study case. The conclusion achieved is that there are some theoretical and empirical elements that suggest that country branding could be used for counter-terrorism and counter-insurgency, yet further research is encouraged.