All of Rwanda’s branding, business promotion and even customer care campaigns are conducted by government institutions, mainly the Rwanda Development Board (RDB).Sounds like business as usual? No. The situation is different in advanced and developing countries. Business organizations take the lead or at least the famous PPP (Public Private Partnership) is actively working.The main result from this involvement of local of businesses is to groom more business from within while attracting others from outside. So, selling and marketing "Brand Rwanda” (is there yet such a campaign?) should be done in partnership between public and private institutions. But then, what exactly will that brand be representing if businesses are not branding themselves in the first place?What will the brand be all about if the government is still begging businesses to use best practices in customer treatment?How can businesses and their organizations brand the country if they are not even managing to promote themselves and communicate?  It is said in business that poor communication or lack of it thereof, will be the first thing that will help you succeed in failing.In this century of technology, no business (including associations and other bodies) can or should afford the absence of online communication. The list of benefits is endless and can require another article. Back to branding and business promotion; it is surprising not to find an integrated business directory of Rwandan companies online. Huuum…may be the government will establish the directory in the near future!On a serious note, the Rwanda Private Sector Federation (did I hear ‘beyond advocacy’?) should have done this long time ago. Simply because it is the umbrella of business chambers and associations countrywide, which means the body has contact details of all its members. Data entry, one click and almost all Rwandan businesses are present online.What is going wrong? PSF itself, on its own website, is listed under…”Other governmental institutions”!On the same website of PSF, sixteen ministries (and links leading to websites), twenty four foreign embassies and forty NGOs are listed on the business guide in their categories. Fair enough! But click Automotive category, you have only two listed companies! Food & Dining: four restaurants & two coffee shops! Construction companies: four! Gas stations: two! Health & Fitness, Doctors, Gynecologists, Insurance, Sports & Recreation: (please tighten your seatbelts!)…  a very scary ZERO!!!Wait; don’t be mistaken on the finger and the moon! Increasing Rwanda’s businesses presence online and improving online and other communication tools, that’s the moon! Let there be a fully fledged business directory online. Start up websites struggling to put together an online directory should be supported or someone else must do it properly. This doesn’t stop PSF from completing its own business guide and individual business companies must actively get listed on as much directories as possible. It’s simply a matter of strategic positioning for online search engines and eventually guests. Chambers and business associations should also wake up and smell the online presence. It’s the best way of attracting business partners and investors. The business community should also engage actively on social media to network with peers while interacting with current and future clients. Another avenue to consider (for major companies) should be the business-to-business (B2B) media channels in print and  online.If Rwandan companies mean real business, then they should take the time and serious measures to learn and fill their communication and online gaps. Let strong and effective communication be the building block of your business. Then, public and private institutions can start talking about partnership in working on "Brand Rwanda”.In the meantime I’m wishing much success to businesses in the land of thousands of smiles with opportunities) and hills.Martin Semukanya is a Media ConsultantHe can be reached at: martin(dot)semukanya(at)gmail(dot)comTwitter: @semukanyam