It has been one exciting week in my homeland, take of course from whose perspective one is looking at things, but definitely so in my own perspective. While I am tempted to put my serious opinion of the events of the past week in this very article, let me exercise restraint. Maturity calls for this at times. I will therefore limit my discussion to brands — the subject that I know best and can clearly articulate.
BY STHA
The brand Evan Mawarire reminded me of the numerous personal branding lessons that I have attended in my long walk in the field of branding. Personal branding is about clearly spelling out your distinct capabilities. These are the “what do I want to be known for questions” that an individual may ask themselves. Personal branding is the introduction you give yourself sometimes without even giving it in words. Personal branding is about differentiating oneself from the rest. It is about clearly articulating what you stand for with the hope of winning and or influencing people. If I was therefore required to give an example of a great personal brand this week, I would not hesitate to mention that the cup goes to Mawarire. His personal brand reflects the characteristic of a leader.
Other types of branding include country branding — a process that must take the same kind of determination in building and polishing like that of a commercial brand. Just like commercial brands, countries evolve for many reasons that may include economic and political factors. Country strategists should constantly monitor the brand with the serious intention of rebranding to revitalise the brand, if need be. Zimbabwe, once the bread basket of Africa, was undoubtedly a formidable brand that was the pride of everyone in the country. It is a brand whose life the government and people should pay concerted attention to. While we can go on and on about what we did for it in the past, each Zimbabwean has the onus to do something now for today and for the future of Zimbabwe. Zimbabwe has the potential of becoming a formidable brand whose equity all in Zimbabwe must be interested in restoring. A “missing” baton stick cannot even be the issue when the country is burning, so to speak, and there are other unresolved issues that may amount to $15 billion, for example. In order for a country to retain its dignity and prestige and be called a brand, it has to function well and key fundamental properties have to be attended to. These fundamental properties include but are not limited to the country affording the following to its citizens:
lThe right to be free and safe in the confines of the country.
lThe right to dignity of association to the country.
lTo offer attractive employment.
lNot to be unduly expensive in relation to salaries and wages.
- Chamisa under fire over US$120K donation
- Mavhunga puts DeMbare into Chibuku quarterfinals
- Pension funds bet on Cabora Bassa oilfields
- Councils defy govt fire tender directive
Keep Reading
lThe right to access good medical facilities if needed.
lThe right to access one’s own money if need be.
lThe right to freedom of expression and association.
lProvide good and affordable housing.
lHave reasonable public transportation.
lHave good schools.
lHave good recreational and cultural attractions.
For a country to be considered a good brand, its functionality has to be considered. Zimbabwe is home to major attractions such as Victoria Falls, Great Zimbabwe, Eastern Highlands, Hwange National Park, Mana Pools, Chinhoyi Caves, the Great Dyke and Lake Kariba, to mention just a few. It is easily accessible from other countries by air, road and rail. We have beautiful airports and a road infrastructure that, though needing massive attention is working. Why am I telling this story then, one may wonder. Well, it is to remind all concerned and those that should be concerned that Zimbabwe is our beloved country and a brand that is in the decline stage but needs to be revitalised as it does have a specific brand identity that we once knew. This brand identity is found in its history, attractions, demographics, economics and tourism. All Zimbabweans have a duty to help Zimbabwe rise up; grow from strength to strength for ourselves, our children and many generations to come.
Till next week, keep reading and remain brand-savvy. lStha Magida is happy to receive your thoughts, opinions and suggestions for the column. Contact her on [email protected]
