What brand is your passport?

Brands have become ambassadors for their host nation as they find themselves on shelves around the world. But how do we raise the brand equity of Africa?

It goes without saying that Italian suits and fine leather goods surpass the standards of style and sophistication of its classiest contemporaries, that quality watches tick with Swiss precision engineering; that real champagne bubbles with French joie de vivre and Cuban cigars are sought after by the fussiest connoisseurs, their appeal arguably enhanced by their “bad boy” contraband quality. Brands and their countries of origin have a strategic relationship in the minds of a consumer, a relationship that – if managed well – can be symbiotically beneficial for both product and state. Peroni is one such enterprising brand that candidly piggybacks on the style connotations of its mother country – mama Italia – to market and position itself as the iconic category leader in the premium beer category.

In turn, brands have become ambassadors for their host nation as they find themselves on shelves around the world. Nokia is effectively the face of Finland who otherwise boasts little in the way of brand exports. McDonalds is an edifice to American commercialisation and mass commoditisation. Emirates Airlines symbolises the professionalism and gleaming efficiency of the United Arab Emirates.

Whether deliberate or not, whether managed or not, we all have certain perceptions of goods based on where they come from. Your predilection towards certain goods from certain countries no doubt stems from effective nation branding. And countries the world over are recognising the powerful value of marketing themselves as a brand state in an era of increasing globalisation in order to attract foreign direct investment, recruit skilled talent and wield political clout.

Branding Africa

Which country do you most readily associate with coffee? Chances are that Columbia sprang first to mind. But did you know that the Ivory Coast produces 40% of the world’s coffee? Yet its politically-troubled Latin American counterpart clearly owns the coffee space in brand association terms. And while new world wines may be turning heads and taste buds on tasting tables around the world, a wine connoisseur is still likely to reach for a French blend over a South African cultivar.

Africa, home to almost a third of the world’s countries, only boasts two countries in the most recent Anholt Nation Branding Index’s Top 40 list. Europe contributes 18. Even Iran makes the list!

African countries are historically poor at self-promotion. While they clearly have the opportunity and marketable attributes, they have been very poor at marketing these.

While the EU had an easier job of marketing its exclusive member states, who by virtue of qualification already enjoy significant country equity, the AU faces the far more difficult job of changing the world’s perceptions of the Dark Continent until it gets the branding of its individual member states right.

But what is Nation Branding exactly? Whether managed or not, every nation already has a brand. For example, when Croatia is called to mind, scenes of warfare were most likely your immediate association a mere few years ago; now you’re more likely to conjure up pictures of idyllic Mediterranean coastline and yachting holidays.

What is important is that this awareness is managed into a beneficial space.

Of the Top 40 ranked nation brands, Africa – with almost a third of the countries in the world – enjoys only two nominations: Egypt in at 28th and South Africa at 32nd. What can we do to change this rather gloomy outlook?

From the inside out

Renowned commentator Simon Anholt argues that with globalisation, it is increasingly important that countries get their international image – their brand – right. With an increasingly wider market spectrum to choose from, countries are competing for consumers’ attention and respect. Consumers are attracted to clear and consistent messages about things people value: like competent governments, friendly people and economic opportunity.

Despite the fact that Africa is currently enjoying unprecedented GDP growth and stability, Africa is still generally and widely associated with disease, famine and political instability. And South Africa is given little preferential differentiation from the mother continent. So, it’s difficult to start with building strong brand equity into the entity of Africa, as did the EU of its European members. We need to get the branding of the member states right, getting individual countries to strengthen their equity first and branding “bottom up”.

Where do we start? You start with the table stakes, which for tourists, investors and immigrants alike are Infrastructure, Friendly People and Safety. Every country needs to have these foundations in place before it can hope to build a brand.

But understand that table stakes are not differentiators. Identify what unique qualities your country has to offer and balance this with what consumers actually want from a country. Understand your Compelling Truth and look at what you have – natural resources, beauty, minerals, culture, infrastructure, technology – and then match these deliverables to what is really wanted from a global audience.

Tourism offers new opportunities for countries that may lack other strong brand values, but this is a narrow and fragile positioning that countries should not be tempted to restrict themselves to. Egypt’s tourist-focused positioning is precariously balanced on tourism – and as we’ve seen recently, one bomb in a tourist spot is enough to blast its credibility for a few months. While also a credible tourist destination, South Africa’s platform is strategically built across more offerings, giving us more strength post-democracy.

But if you do decide to go this route, make sure you can deliver on your intended’s agenda. Nigeria is a country that has successfully managed to improve its public persona through economic liberalisation, political stability and restructuring in the last decade. But it’s hardly top of mind of most tourists’ destination wish lists. However, on a recent business trip to Nigeria, I was surprised to notice a concerted brand campaign aimed at directing tourists to “come and see Nigeria”, which indicates to me that they’ve somewhat misguided in what it is that their country has to offer and have misunderstood their potential. While it’s increasingly seen to be a great place to invest, it’s not to visit.

Without National Pride, the best nation branding campaign is dead in the water before it begins. Nation branding doesn’t happen in isolation: it needs to involve all stakeholders, both internal and external. People need to buy into it and live it. As did New Zealand six years ago when embarking on their highly successful brand campaign, consult with business, media, tourism and academics. Capture the brand as it is collectively understood. It’s important that governments lead the process, but not control it. Importantly, government needs to enable its citizens to feel proud about their country through the provision of infrastructure; it needs to provide its citizens with the means to “live the brand”.

Lastly, your brand campaign needs consistency and longevity. It needs to transcend election cycles and special interest groups and be expressed to all audiences with a concerted communications campaign. Express these throughout Africa first – and then the rest of the world.

Changing perceptions

Perceptions can and do change. Do you remember when “Made in China” was a slur on quality only a few years ago whereas China’s recent economic growth and improved public persona has elevated perceptions of its product sophistication.

India has moved from being associated only with poverty and spirituality to being commended for its leading software, technology and highly educated people. This changing reality has been recognised and supported by government and has evolved a new middle class, strengthening its economy.

A nation’s brand is its single biggest asset. We need to build individual African brands that celebrate the colourful mosaic and limitless potential that make up this rich continent. Only then will perceptions change and “Made in Africa” can become a product’s best endorsement.

About the author

Anthony Swart is CEO of The Brand Union’s African head quarters. A deeply rooted South African with decades of experience in branding and marketing throughout Africa, Swart has a passion for developing this continent and its brands and a vision to help it achieve its full potential. He is married with three children, two rottweilers, a hamster and a Senagelese parrot.