RE-BRANDING AFRICA: Introduction

Written by on June 6, 2011 in Entrepreneurship - 2 Comments

I’m convinced that a large part of what holds Africa (and other developing areas) back from being a “developed continent” stems from a less than desirable branding trend. The international aid community has done a phenomenal job of branding her as some sort of Mad Max desert overrun with corruption, disease and poverty. However, I assure you that is not representative of the Africa I know and love.

The typical American (and Sarah Palin) doesn’t understand that Africa is actually a continent, the second largest in the world, not a country. She’s overflowing with natural resources and some of the most beautiful landscapes in the world. She produces 46% of the world’s chromium, 48% of its diamonds, 29% of its gold and 48% of its platinum, just to name a few of her attributes.

I’ve always said “Hey, if you don’t brand yourself, the market will do it for you, and it may not be as glowing of a brand as you’d hope for.” That is certainly the case with Africa. But it’s not too late. In fact there’s good momentum in the right direction (thank you Bono).

It’s time to start re-branding Africa for what she really is; one of the most awe inspiring continents on the planet, abundant with resources and room to make it all happen.

I’m writing a series of blogs on this topic. I’ve written six other entries so far, and I know there are more to come.

So what do you think? Can branding really be used as a tool for development in Africa?  Why? Why not?

JaredA

I am a philanthropy consultant and social entrepreneur, living in East Africa since March of 2006. I believe that in order to empower developing nations to prosper, we must first treat them as equal and capable business partners and not a charity case.

Website - Twitter - Facebook - More Posts

  • jjenkins

    I understand branding as a marketing tool. But as a means to educate people about an area as vast and diverse as Africa? I will reserve judgement and will wait for further posts on this subject. 

  • http://www.facebook.com/profile.php?id=549113262 Jared Angaza

    I appreciate you reserving judgement. I’ve got quite a few more posts on this topic, as it is quite involved. 

    I agree that Africa is extremely diverse, and that there is definitely a need for traditional aid in places like Sudan, Congo, and many others. 

    Have you found many people that don’t already understand that Africa has some serious issues they are dealing with, such as hunger, disease and extreme poverty? Or have you found that to be the general understanding? 

    If people generally understand the plight of Africa, do you think there is any downfall to promoting the beauty and excellence of Africa, in hopes that it might open the doors to new opportunities for a continent that has been labeled “the dark continent”? Or is it best if we just continue to resolve that Africa is doomed? 

    The concept of rebranding Africa does not negate the need for aid or the reality that there are major issue to be dealt with. It also doesn’t mean that we should stop educating people about Africa. I’m just suggesting we educate them about the full scope of Africa, as opposed to just focusing on her maladies. Do you think that’s fair?  
    If you’re suggesting that branding is not a useful too for development, that’s a much more in depth discussion.  But fortunately, I’m only one of many that are promoting this concept, so there’s lots of great information out there to learn about it.