Brand Nigeria: Subject nobody talks about but activities impacting it

Brand Nigeria is not a serious issue at the moment. People may not fill any hall where the subject is presently discussed. But all socio-political activities, whether reported in the media or observed, impact on the subject. At the end, if the brand has a negative value, Nigerians are not only part of it but will grumble about the consequences.

Nigeria as a brand is presently on scale both locally and internationally, and according to analysts, the plethora of political activities has combined with superficial and politically-motivated media reports with different objectives to assist in weakening Nigeria’s brand asset.

Some of these political activities have sent shivers into some foreigners and Nigerians that a newspaper earlier reported that some CEOs had sent their families abroad, events that have put clouds over Nigeria image.

Realising the consequences of negative political activities and utterances, most of which are reported in the media that are capable of putting Nigeria on black spot, different groups and individuals recently called for caution to safeguard Nigeria’s interest and image.

Brands are valuable and strategic assets that play significant part in delivering satisfying experiences to consumers, but according to Doug de Villiers, group CEO of Interbrand Sampson de Villiers, South Africa, Nigerians unfortunately do not use brand Nigeria positively as they always think that it must be negative stories about their nation.

He expresses worry on the observed lack of optimism among Nigerians, saying “brand Nigeria actually should be something more powerful, because it is one of the biggest economies around and does not need to be apologetic. But unfortunately, we spend a long time focusing on the negatives as opposed to focusing on the positives.”

Doug, who has been involved in building brands across regions, says country branding is not a campaign or TV ad but should involve something concrete. “Look at South Korea, their economic branding was built around what they make and brands they have created and not government advertising itself. Germany built their brand around the fact that they can make the most amazing vehicles in the world and equipment and that is why Germany is linked around high-tech capability. Driving country branding by government is a problem. You actually need those programmes to be driven by people,” according to Doug.

On the building blocks for brand Nigeria, Doug says the country should look at positives. “This is how country brands are built. Country brand should be built on something that is unique to the country. The think-tanks need to wake up to those positive things that can be used to build a country brand and it should not be a government programme through advertising.

“Nigeria has great opportunities, intellect, resources, agriculture and these could be employed in branding Nigeria as opposed to government talking about brand Nigeria. People will believe the private entrepreneurs than government. There are great Nigerians that can be champions and faces of brand Nigeria,” he says.

While advising that government needs to understand the benefits of having a strong country brand, he says country brand needs to start with the people of the country. How do you get Nigerians to believe in Nigeria and what are the great points that can be used to prove that. When this is proved, then it could be taken outside, he says.

Daniel Obi