Online Reporter
Nick Mangwana-Government Up Close
IN today’s interconnected world, a country’s brand is its most valuable asset. It’s the sum of all perceptions, experiences and interactions that people have with a nation. A strong brand can attract investment, tourism, and talent, while a weak one can deter them. As citizens, we often overlook the significant role we play in shaping our country’s brand. However, every interaction, whether online or offline, contributes to the global narrative about our nation.
The reactions of foreign dignitaries at the Osaka Expo are a scathing indictment of our own doing. When they marvel at Zimbabwe’s well-organised pavilion, exclaiming that they can’t believe they have been outdone by Zimbabwe, it’s a bitter pill to swallow. It’s not just a testament to the hard work of our team, but also a stark reminder of the low expectations that precede us.
One visiting minister from within the region expressed shock that Zimbabwe could be this organised, going by what she reads about the country and what she sees on social media. This is a damning critique of our own brand management which cannot be attributed to state actors alone, but the generality of citizenry.
This brand damage is self-inflicted, perpetuated by our own citizens who prioritise scoring cheap points over promoting a cohesive national image. In a bid to outdo each other, we inadvertently undermine our own country’s reputation.
Our social media discourse often prioritises criticism and negativity over constructive engagement, creating a distorted narrative that fails to reflect our nation’s true potential. This not only harms our public diplomacy efforts but also deters potential investors, tourists and partners who rely on online information.
It’s high time we take ownership of our national brand and recognise the impact of our individual actions on the global stage. We must strive to promote a unified and positive narrative about Zimbabwe, showcasing our strengths and achievements. By doing so, we can challenge outdated stereotypes and foster a more accurate understanding of our nation. Let’s work together to build a strong brand that reflects our true possibilities, rather than perpetuating a narrative of mediocrity that we ourselves have created.
The citizen’s role in Nation Branding
Nation branding is not just the responsibility of governments or marketing agencies; it’s a collective effort that requires the active participation of every citizen. We are ambassadors of our country, and our actions, words and deeds shape the global perception of our nation. When we engage with people from other countries, we have the opportunity to showcase our values, culture and achievements.
In the digital age, social media has become a critical component of nation branding. As citizens, we must be mindful of the content we create and share online. We should strive to promote a positive and accurate representation of our country, highlighting its strengths and achievements. By leveraging social media, we can counterbalance negative narratives and foster a more nuanced understanding of our nation.
In today’s interconnected world, the cultivation of public opinions and image of a country is a collective responsibility that extends beyond the realm of government. The promotion of a nation’s image and brand can no longer be left to state actors alone, just as brand damaging is not solely the domain of governments. As citizens, we play a critical role in shaping the global narrative about our country, and our actions, words and deeds contribute to the perceptions that others have of us. This is particularly pertinent as Zimbabwe seeks to join the United Nations Security Council (UNSC) as a non-permanent member in 2027.
As we pursue this ambitious goal, we will undoubtedly provide our diplomats with the necessary tools and support to engage in high-level diplomacy, build relationships and advocate for our interests. However, it is equally important that we, as citizens, take ownership of our country’s brand and contribute to its promotion. By doing so, we can create a natural narrative that Zimbabwe belongs in the Security Council, showcasing our country’s strengths, values and contributions to global peace and security. This will require a sustained effort to present a positive image of our country, both at home and abroad, and to create reputational capital that benefits every citizen.
By involving ourselves in the strategic positive presentation of Zimbabwe, we can create economic, political and social interest abroad and at home. This will not only enhance our country’s reputation but also attract investment, tourism and talent, ultimately benefiting every citizen. As we strive to join the UNSC, let’s work together to build a strong brand that reflects our true potential and showcase our country’s strengths and achievements to the world. By doing so, we can create a brighter future for Zimbabwe and cement our place on the global stage.
The power of individual actions
Our individual actions, whether at home or abroad, play a significant role in shaping the global perception of our country. When we demonstrate values such as integrity, hard work and a commitment to excellence, we reflect positively on our nation, contributing to a strong and reputable brand. This can have far-reaching benefits, attracting investment, tourism and talent, and fostering a sense of national pride. Conversely, behaviours that undermine trust, stability, or progress can tarnish our country’s reputation, deterring potential visitors, investors and partners.
The impact of our actions is particularly evident in the tourism sector, where a single experience can make or break our brand. A tourist who has a positive experience in our country is likely to share their story with others, promoting a positive image of our nation. On the other hand, a negative experience can lead to a negative review or word-of-mouth, deterring potential visitors. The politeness, hospitality, or lack thereof, of those at the airport, in restaurants, or at tourist sites can significantly influence our brand reputation. Tourists, by nature, will always share stories of their experiences, and it’s up to us to ensure that these stories are positive.
As individuals serving the public, it’s essential that we think about reputation, think big, and think global. Every interaction, no matter how small, contributes to the global narrative about our country. By being mindful of our actions and their impact on our nation’s brand, we can work together to build a strong and reputable image of our country. Let’s strive to demonstrate integrity, hard work and a commitment to excellence in all our endeavours, promoting a positive image of our nation and contributing to a brighter future for all.
The power of storytelling
Storytelling is a potent instrument in nation branding, allowing us to share the richness and diversity of our country’s history, culture and achievements with the world. By sharing our stories, we humanise our nation, challenging stereotypes and misconceptions that may exist about us. This nuanced understanding of our country and its people can foster greater empathy and appreciation, helping to build bridges between cultures and communities. As citizens, we are uniquely positioned to tell our country’s story, drawing from our personal experiences and perspectives to create authentic and compelling narratives.
The digital age has made it easier than ever to share our stories with a global audience. Through social media, blogs and videos, we can showcase our nation’s strengths and achievements, promoting a positive and accurate representation of our country. This can be done through microblogs, podcasts, or personal blogs, allowing us to reach a wide range of audiences and create a diverse array of content. By leveraging these platforms, we can challenge negative narratives and stereotypes, promoting a more nuanced understanding of our country and its people.
Person-to-person interactions are also a powerful way to share our stories and promote our nation’s brand. When we engage with people from other countries, we have the opportunity to showcase our culture, values, and achievements, building relationships and fostering greater understanding. By being mindful of the stories we share and the way we represent our country, we can contribute to a positive and accurate global perception of our nation. As citizens, let’s take ownership of our country’s story and share it with the world, promoting a brighter future for ourselves and future generations.
Collective responsibility
Branding a country is a collective responsibility that requires the active participation of every citizen. Our individual actions, words and deeds contribute to the global narrative about our nation, shaping the perceptions that others have of us. By taking ownership of our country’s brand, we can promote a more accurate and positive image of our nation, highlighting its strengths, values and achievements. As citizens, we should strive to be mindful of our actions and their impact on our country’s brand, recognising that every interaction, online or offline, has the potential to shape the global narrative about our nation.
The rise of the internet and social media has transformed the way public diplomacy is conducted, and it’s no longer just the domain of governments. What we post online, the stories we share and the way we engage with others can all impact how our country is perceived globally. Unfortunately, some of us sensationalise information for kicks, clicks or likes, without considering the potential consequences for our nation’s brand. It’s essential that we recognise the power of social media and use it responsibly, promoting a positive and accurate image of our country. Why are we the only ones posting pictures of the dirt in our backyards? Does everyone else out there have spick and span backyards? Is every hospital in every other country out there hunk-dory? Zvedu ndozvazotonyanyoipa zvekusekesa gudo?
As citizens, we have a collective responsibility to manage our national brand, ensuring that it reflects our nation’s true potential. By working together, we can create a positive and lasting impression that showcases our country’s strengths and achievements. Let’s engage with others, share our stories and promote our culture in a way that promotes a positive image of our nation. By doing so, we can build a strong and reputable brand that benefits every citizen, both at home and abroad. It’s time for us to take ownership of our country’s brand and work together to create a brighter future for ourselves and future generations.
As we strive to build a strong and reputable national brand, we must acknowledge that negative perceptions, stereotypes and biases can be significant obstacles to overcome. However, these challenges also present opportunities for growth and improvement. By working together, we can challenge negative narratives and promote a more accurate representation of our country, highlighting its strengths, achievements and resilience. This collective effort rests on each and every one of us, and the dividends of our labour will be numerous, benefiting all citizens and future generations.
We have much to be proud of, and it’s time to amplify our successes. Let’s take, for example, our country’s response to the COVID-19 pandemic. Despite the challenges we faced, we managed the crisis with remarkable resilience and resourcefulness. While we sadly lost friends and family members, our collective efforts ensured that the situation was not as dire as projected. This is a testament to our nation’s strength and capacity for adaptability. By sharing stories like these, we can promote a more nuanced understanding of our country and its people, challenging negative stereotypes and biases.
As we move forward, let’s focus on showcasing our nation’s achievements and successes, whether it’s our response to the pandemic, our cultural heritage, or our economic progress. By working together to promote a positive and accurate representation of our country, we can build a strong and reputable national brand that benefits everyone. Let’s take ownership of our nation’s story and share it with the world, highlighting our strengths and achievements, and promoting a brighter future for ourselves and future generations.
Nick Mangwana is the Permanent Secretary for Information, Publicity and Broadcasting Services
