Branding and beyond

This article is a reaction to a story published this week by The New Times “Kigali City Brand Image Vital: Ex-Seoul Mayor.” From the ditch of devastation twenty years ago, Rwanda has rebranded itself: even though the memory of the Genocide against the Tutsi still lingers and indeed needs to be kept alive, Rwanda is also known for exemplary post-conflict recovery (through unity and reconciliation efforts, Gacaca courts, gender equality and women’s empowerment, use of a set of homegrown solutions, among other strategies). The country is also known globally for clean and safe streets, minimal corruption levels, good business environment, steady economic development, universal access to first nine years of education, high level of health insurance, and participation in peace-keeping operations around the world. This is real brand, and it has been building equity over several years now. If I read the former Mayor of Seoul correctly, what is needed is a strategy for communicating this brand to the world to undermine the negative perception that too many people still have of Rwanda based on the Genocide. Strategies may include a strong and sustained presence on the world wide web (this requires writing positive stories not just to counter the negative ones but to overwhelm them so that anybody doing a search is mostly fed with the real, positive image of Rwanda today); powerful visual symbols, a logo, and a slogan that people can associate Rwanda with. It also requires good rapport with news people around the world; continued efforts to attract various groups of people who visit the country for all kinds of purposes such as Rwandans in the Diaspora, tourists and students on study programmes abroad. These tend to become good and effective ambassadors once they return to their communities and their universities. At the end of the day, however, it is the bottom line that counts: does the brand attract foreign investments? This is the ultimate goal, which calls for the inclusion of a new element in the narrative: does it make business sense to invest in Rwanda? Companies considering investing in Rwanda will necessarily do due diligence and look at the overall business environment, specifically the human capital, the physical capital, land and other natural resources, technology, the political and legal environment, and other considerations. After all, they are interested in maximising shareholder value, that is, making money, and these elements are necessary (though not sufficient) ingredients for a successful business venture. Why would anyone want to invest in Rwanda? Mention the dynamism of the domestic and regional markets. How do investors and business people in general deal with the government? Point to the ease of doing business in Rwanda and mention business incentives in place. How about talent management? Is there sufficient talent to manage to begin with? What are the characteristics of Rwanda and the region as a developing market? Here consideration can be given to the state of infrastructure (and supply chain management), energy capability, existence or lack of reliable data market, distribution systems, business regulatory regimes in Rwanda and the region, leadership and political stability, level of corruption, and more. Any potential foreign investor would look at all these elements and probably more. If place branding aims at attracting investments, then it needs to include at least some information about the business environment. The author holds a PhD in English from the State University of New York at Buffalo, among other degrees. He is in charge of skills and knowledge transfer in the Rwandan Diaspora in the United States and is currently a Fulbright Scholar at the University of Rwanda, College of Education. His opinion is only his and does not necessarily reflect the views of institutions he is associated with. Twagila12@gmail.com

Opinions

Branding and beyond