Sundaymail Editor
Harmony Agere
SINCE the year 2000, Zimbabwe appeared to be an outcast in the global family of nations. The nation’s brand had taken a battering in the international arena due to sanctions imposed by the West, inability to break diplomatic tiffs with several states and an obdurate stance that made the country a pariah state to many.
However, since the coming in of the Second Republic, there has been seismic transformation made to reframe the country’s brand.
President Mnangagwa’s administration has deliberately set out to restore the country’s image through initiatives like the “Zimbabwe is Open for Business” mantra, the re-engagement agenda and “Nyika Inovakwa Nevene Vayo” philosophy.
Last week, a new era was marked in the branding of the country after the launch of the Brand Zimbabwe Campaign in Harare on September 5 to enhance the country’s domestic and international appeal to investors and tourists.
Information, Publicity and Broadcasting Services Minister Monica Mutsvangwa led proceedings at the launch that marked a new turn in the country’s efforts to reconfigure itself and enhance its international perception.
The Brand Zimbabwe Campaign is viewed as the final piece to the jigsaw in bringing together various Government policies to build a positive national identity.
Speaking at the launch of the campaign, Minister Mutsvangwa said the Second Republic has always regarded rebuilding and restoration of a positive national brand as an urgent task for Government and all Zimbabweans.
“It does not require rocket science to appreciate that when we have a positive reputation in the international community, our tourism, trade, portfolio of investment, diplomatic relations all derive pleasing benefit,” said Minister Mutsvangwa.
“But branding Zimbabwe is our collective responsibility. It is highly challenging as it requires the coming together of every one of us. We should take a deep dive into our consciousness, reflect deeply on what divides us and what can strengthen our unity,” she added.
A local company, AGOS Consultants, has been given the task to facilitate the branding campaign.
AGOS first presented their Branding Zimbabwe Campaign to the authorities in 2020, leading His Excellency, President Mnangagwa to later give the seal of approval to the concept.
Other stakeholders were roped in to fine-tune the final policy after AGOS committed to work with the Government and other players.
AGOS chairperson Professor Agostinho Zacarias said they were humbled to have been given the honour of branding the country. He further said the process should involve every Zimbabwean.
“I would like to thank the Government of Zimbabwe, which has trusted us with this task, which we accept with humility and responsibility. It’s not us (AGOS) who brand Zimbabwe, it is Zimbabweans who have to brand themselves, we are only facilitating the process,” he said.
He added the time has come for Zimbabwe to shine, as the country has produced many talented individuals who have taken the world by storm.
“In April this year I had the privilege of visiting the Zimbabwe International Trade Fair and I saw a lot of young people displaying innovative ideas, so we have it all here. When I cross the Atlantic Ocean and I go to Hollywood, I find people like Danai Gurira, a daughter of the soil who is shining. This shows that Zimbabwe can shine anywhere. This is a sign of the greatness that Zimbabwe possesses.”
For Deputy Chief Secretary in the Office of the President and Cabinet Reverend Paul Damasane, the Branding Zimbabwe Campaign is a continuation of a process which started when President Mnangagwa was elected in 2018.
Rev Damasane, who represented Chief Secretary in the Office of the President and Cabinet, Dr Misheck Sibanda at the launch, said the Head of State was clear about his ambition to rebrand Zimbabwe.
“We continue a journey that began in 2018, when His Excellency the President of the Republic of Zimbabwe decided and made a statement of intent that Zimbabwe needs to rebrand itself and create of itself an image and projection that shows that it is transforming and becoming a better place and becoming greater,” he said.
“His Excellency the President enacted an understanding and a drive within us as Government first and as the people of Zimbabwe a need to engage as well as re-engage to make sure that we are friends to all and enemy to none.
“And that process of engagement
and re-engagement fostered the initial beginning of changing our outlook to ourselves
first, that we need to transform ourselves, the way we think of ourselves, the way we build ourselves.”
As the custodian of the country’s tourism and hospitality industry, the Zimbabwe Tourism Authority (ZTA) will play a crucial role in the branding campaign.
ZTA chief executive officer Ms Winnie Muchanyuka said her organisation has lined up a number of campaigns to boost the Brand Zimbabwe Campaign.
“As part of our efforts at ZTA to leverage Zimbabwe locally, regionally and internationally, we have launched different campaigns which include ZimBhoo, aimed at promoting domestic tourism. We also have the Visit Zimbabwe campaign which is aimed at promoting Zimbabwe regionally and internationally.
“Invest in Zimbabwe is another brand that we are carrying, which is aimed at promoting investment, particularly in the tourism sector.”
Ms Muchanyuka explained that the Brand Zimbabwe Campaign cuts across various sectors, including sports and entertainment.
“The Zimbabwe Cricket team was recently in Australia and they pulled off a record victory against the hosts. You may have noticed that the left sleeve of their kit was branded Visit Zimbabwe. We would really love to go out and have that emblem on the kits of all our sports teams.
“To this end, a robust information management and dissemination process to project Zimbabwe as an attractive investment destination and building a highly competitive national brand is critical for re-engagement and image building.”
Some stakeholders believe youths should take the lead in branding Zimbabwe, as they are the future leaders.
The Brand Zimbabwe Campaign is one of the key pillars of the National Development Strategy (NDS1) and its launch is yet another fulfilment of Government’s promises.
According to NDS1, the main objective under the improved country image category is to “Improve on the Good Country Index from 100/153 in 2020 to 90/153 by 2025, Improve on the Country Brand Ranking from 120/189 in 2020 to 100/189 by 2025, and Improve on the Global Happiness Index from 146/191 in 2020 to 100/191 by 2025.”
Under the competitive branding category, the Government will establish a national branding committee to strengthen the co-ordination and harmonisation of the campaign.
NDS1 also seeks to improve Diaspora participation in national development and has provided for the review of the Diaspora Policy as well as enactment of enabling legislation.
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