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Re-branding Sierra Leone is absolutely necessary in these days of
bleeding edge technology and rapid change, people still enjoy going to
places that follow a pattern of operation-it provides a sense of
security.
Since the appointment of Rev.
Kabbs Kanu as Minister Plenipotentiary to Sierra Leone Permanent
Mission to the United Nations and Co-coordinator of the African Union
Committee of 10. Whose sole functions are to deal with Press and
Public Affairs, Commerce, Tourism and the Re-branding of Sierra Leone, a
new government initiative designed to change the international
perception and image of Sierra Leone. Numerous articles have been
written by detractors questioning the President’s initiative terming it
a “wasteful endeavor and putting the cart before the horse.”
The detractors cited “the
inhumane settlements of Kroo Bay, Susan’s
Bay and others languishing in filth, squalor, disease and degradation”
whose problems should have been addressed instead of appointing the Rev
Kabbs Kanu as the new Minister Plenipotentiary to Sierra Leone Permanent
Mission-UN.
While I don’t want to
question the sincerity of these detractors of their concern about the
poor conditions of these settlements but it begs the question as to the
motive behind these contentious statements when after 11 years of
governance of Ex-President Kabbah a man perceived to work for the UN for
30 years, could not used his influence to have these settlement
rehabilitated or create policies that will attract investors to our
culture, tourism and investment opportunities under branding
procedures.
The principles of
re-branding Sierra Leone are important at this time. The benefits of a
consistent and professional country branding can be observed in every
region-they include the ability to win more investment business because
the country image says the right things about taxation, labor skills,
safety, the environment, political stability plus the chance to apply a
‘made in’ label because it will positively aid the sale of a product in
overseas market.
The essence of
re-branding Sierra Leone in these stiff global economies is of paramount
importance in that countries that start with an unknown or poor
reputation will be limited or marginalized. They cannot easily boost
their commercial success. Consequently, they will often languish at the
bottom of the ladder of influence. No voice or even worse they are
subject to ridicule at every regional summit. Similarly, when the
reputation is clear and positive such as with Germany (and that despite
the two world wars), products made in that country carry an extra aura.
\Equally so, Sierra Leone
has had its share of brutal war which is known throughout the world, so
President Ernest B. Koroma’s initiative to re-brand Sierra Leone is not
“putting the cart before the horse,” but a move in the right direction
which has the power to change the world’s view about post-war Sierra
Leone and how they choose to see the country in contrast to another.
More than any other
country, America appears to be blessed with a huge range of positive
brand attributes: one only have to observe its more successful exports
brands to see the expressive power of these attributes. Consequently,
American brands can simply hitch themselves onto this powerful national
brand, and cultural and commercial trail is instantly blazed for them
around the world. Little wonder that so many brands from other
countries are keen to borrow American attributes.
The benefits and impacts
of national and social responsibility and brand reputation cannot be
separated from the impact they have on the human resources of a
country. Similarly the marketing and community investment strategies
have a similar influence on, the ability to recruit the best employees
to carryout those strategies. So, it not a “wasteful of resources” for
President Koroma to appoint Rev. Kabbs Kanu to champion the cause of
re-branding Sierra Leone rather it is a prudent decision because he
always stood for the development of Sierra Leone and portraying its
positive image amidst ridicules and slanders.
Re-branding Sierra Leone is absolutely necessary in these days of
bleeding edge technology and rapid change, people still enjoy going to
places that follow a pattern of operation-it provides a sense of
security. This is becoming more important as time goes on and our
world, generally speaking, becomes increasingly unstable, therefore,
successful branding effort delivers benefits that exceed any government
or administration.
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