adminNyaradzo Mavindidze Motivation for Success
This last month as I have been focusing on personal branding I have been asked over and over again about the concept of national branding. A few years ago Zimbabwe embarked on a similar project of national branding but it seemed to have been overshadowed by more pertinent issues at that time.
Over the past 10 years, at least 13 sub-Saharan African countries, among them South Africa, Botswana, Kenya, Uganda, Ghana, Nigeria, Gabon and Equatorial Guinea, have attempted to manage their nation brands.
Their aim in doing so, as in other parts of the world, is to differentiate themselves and increase their competitiveness.
This involved campaigns to promote tourism, investment and national pride. To varying degrees of success, these countries have unveiled new symbols and catchphrases meant to embody a host of positive experiences associated with their nation and its people.
The field of nation branding is still in its infancy. What exactly it is, how to implement it, and whether or not its works are hotly contested.
The growing number of African countries that are attempting to influence perceptions of their brands suggests that, notwithstanding the lack of consensus on nation branding, African nations see it as a potential boon to their development.
Zimbabwe will benefit immensely from a rebranding exercise after the past decade. A good nation brand can create a synergy of national assets and bolster the country’s global impact, helping to promote trade, investment and tourism.
For Zimbabwe to rebrand successfully there needs to be;
- Commitment from leadership and stakeholders.
- Individual buy in and attitude shift from the masses
- Brand longevity and continuity across political cycles.
- Consistency between the branding activities and Government objectives.
- Clear and bold actions from leadership that justify the brand message.
Before we even speak of Government involvement Zimbabwe is made up of over 12,6 million people who are key stakeholders to the Zimbabwean branding process. No matter what branding policies the Government may come up with unless every one embraces and works on the brand at an individual level the endeavour will be in vain.
A nation is a sum total of its people. Zimbabwe’s brand is represented by you and I. So we need to begin to ask ourselves how we want our country to be perceived as and what part can we play in that.
I think the first part we play on an individual level is moving from pessimism to optimism, then beginning to look for positive things and speaking about them. Clearly, all our murmuring is not helping; why not catch someone doing something right and go on about it?
Let’s begin to chant how great Zimbabwe is, how things are looking up and how we are all going to participate in nation building. Each man to his plough.
If every Zimbabwean at every level goes through an attitudinal shift, changing the way we treat each other, speak to each other and begin to serve one another with excellence we will be well on our way to rebranding Zimbabwe. Social media would be a good place to begin.
- Nyaradzo Mavindidze is a motivational speaker and the Managing Consultant at Avodah Consultants, which specialises in soft skills training and coaching. For feedback email [email protected]
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