Because We Failed To Brand Our Nation…
After apartheid was finally dethroned in South Africa and the first democratic elections were held in 1994 Desmond Tutu described the nation as Rainbow Nation to underscore the racial and cultural diversity that made up South Africa. Early in his tenure, President Nelson Mandela proclaimed “Each of us is as intimately attached to the soil of this beautiful country as are the famous jacaranda trees of Pretoria and the mimosa trees of the bushveld – a rainbow nation at peace with itself and the world”. According to Wikkipedia, the term was intended to encapsulate the unity of multi-culturalism and the coming-together of people of many different nations, in a country once identified with the strict division of white and black.
Developing and articulating a South African Nation Brand identity that will advance South Africa’s long-term positive reputation and global competitiveness.Seeking the involvement and cooperation of various stakeholders in building awareness and the image of the Nation Brand domestically and internationally.Seeking to build individual alignment to the Nation Brand in South Africa, and pride and patriotism amongst South Africans.
A Nation Brand that inspires its people and is admired globally.The South Africa we all see and admire today is not a fluke. A deliberate brand strategy was put in place and is continuously being implemented to sustain a strongly positive brand image for the nation. That positive image translates to goodwill, foreign investment and tourism which all add up to wealth creation.
We need leadership that understands nation branding or we need our leaders to understand nation branding. Whatever efforts are being made to address our differences and discontent and create a platform for unifying our people, we desperately need a nation brand strategy. It is never too late. The time to start is now.