Brand Kenya board has major task

Much as the foundations of the Brand Kenya Board are grounded in the tragic happenings of January last year, its mandate is a noble one, by all standards.

For those who might not be in the know, President Kibaki established the board through a legal notice on March 1, last year. It followed the deaths of more than 1,000 Kenyans in post-election violence.

A task force of Government and private sector representatives put together the recommendations leading to its establishment.

And yesterday, the board formally launched the Brand Kenya Initiative to market the country. However, certain things must be corrected early, if the board is not to be dismissed as just another political project.

The board’s mandate is to lead in developing Kenya’s image and identity, through an integrated and coordinated communication strategy.

That means it must work with other organisations whose activities seem to mirror its own, like the Kenya Tourist Board, for instance.

As a national institution, it must also engage all media channels.

Unfortunately, however, there appears to be total confusion as to what exactly the board’s strategy is supposed to be.

Of late, it has seemed that the board is the chief executive; whether by design or default, we tend to hear, see and read more about the CEO than what the board is actually supposed to be doing.

Brand Kenya Board has a difficult job. It must distinctively position Kenya as a visible and powerful player in the global arena, and a choice destination for visitors, investments and conferences, and to support export.

Having been initially allocated Sh2 billion to start off, the biggest mistake Brand Kenya can make is to start splashing money on expensive television and radio advertising campaigns without getting proper advice, and without a clear roadmap as to expected outcomes.

It first needs to set up a professional advisory board that represents all sectors of the economy and society, to avoid landing into pitfalls.

At the moment, it has not even defined to the public what values it stands for.

Country branding is about using strategic marketing to promote a nation’s image. While CVs of the managers do matter when it comes to judging competency and ability, they pale in comparison to the more potent mandate of the organisation.

Cohesive strategy

Country branding is no longer a choice, but a necessity. If done effectively, it can improve Kenya’s competitive advantage in the international market.

God knows we need a miracle. With a warring coalition Government, rising crime and an economy struggling to stay afloat, Brand Kenya’s plate was already full before it was even set up.

Consumers and investors rely on a country’s image to make decisions. In short, that image is the shortcut to a purchasing and location decision for new business.

The perception of Kenya after the sad events of last year is that of a divided, ethnicised, violent and election-mad state, that has put social and economic growth on the backburner.

To most investors, that is usually among the final steps to becoming a failed state. No, Kenya is not a failed state, but in order to convince the world of that, we must have a cohesive strategy.

Brand Kenya is a facilitating agent, the missing link between various Government and private sector organisations that have the common purpose of selling this country.

A professional advisory board would guide it on the right strategy, and policies to follow if it is to fulfill its true mandate, and reflect the nation’s cultural and ethnic fabric.

But before Brand Kenya can have any real impact, Agenda Four of the National Reconciliation Act must be implemented to end the political uncertainties gripping the country.

Honesty in country branding is mandatory. Brand Kenya cannot sell falsehoods to investors and tourists because that would be counterproductive.

As long as we have a divided Government, the board’s efforts will be a complete waste of time, money and resources.