Fundamentals on how to brand Tanzania

Keir Tegissa (Zimbabwe), Julius Magabe (DRC), Frank Kambira (Nigeria), Mihayo Wilmore (Rwanda), Shinuna Karume (France), Suzgo Gwebe-Nyirenda (The Netherlands), Max Mwandosya (Germany), Araf Sykes (Turkey), Philemon Ntahilaja (Russia), Maria Sarungi (Sweden), John Bakilana (Japan), Rashid Zialor (Qatar) Dr Suleiman Mohammed (Malaysia), Mathew Mbaga (Brazil), Kisamba Tambwe (Saudi Arabia), Godfrey Mramba (Israel), Pritti Chavda (India).

I now turn to the subject of Branding Tanzania that Ambassador Dr Juma Mwapachu so fundamentally stimulates our minds about in a book from 2005. I thought it necessary to share some more of what he wrote about.

“Good public diplomacy alone may not be adequate. The strategic starting-point has to do with whether Tanzania, in the first place, has identified its interests and what those ‘interests’ mean to itself and to outsiders. Does Tanzania, for example, have an identity that is nationally recognised, one that evokes a sense of pride, hope and belonging? Does Tanzania have a sense of place - a nation where diversity, in all its manifestations, is not only tolerated but, more importantly, celebrated as well? What is Tanzania's unifying vision to which everyone or most Tanzanians are committed to?

"For almost two decades following the adoption of the Arusha Declaration in February 1967, the pursuit of socialism and self-reliance constituted the unifying vision of Tanzanians. What is the position to-day? Does Development Vision 2025 and what it embodies constitute a new unifying mission? This is an important question to address since for a brand to be credible and plausible it has to mirror a national vision. A brand should moreover enable Tanzanians to speak and act in a co-ordinated and repetitive way about themes that make Tanzania distinctive; themes that represent the essence of the country or its ‘one-ness’."

Branding underpinned by country's essence

" The essence of Tanzania is what underpins its core competitive advantage. The essence, above all, has to be real, not a facade. In my view, the essence of Tanzania could be summed up as a country that: has a unique and unifying national language, Kiswahili.

- Believes in peace, unity, tolerance, diversity and human dignity.

- Is committed to social and economic justice.

- Is haven to refugees.

- Is at peace with the world and with its neighbours.

- Acts as a peace broker.

- Is modernising with vibrant economic opportunities.

-Protects its national culture, heritage and national resource endowments.

- Is open to the world.

- Offers unforgettable holiday experiences to visitors.

- Enjoys the most unique strategic transport and logistics location in the whole of Africa is home to the world famous Tanzanite Germ, the Kilimanjaro Mountain, the "Serengeti Shall Never Die" National Park, The Selous - the largest game reserve in the world, the Ngorongoro Wildlife National Park - world's crater of ecological and natural wonder, second largest fresh water lake in the world and deepest lake in the world.

Such essence should be captured in the Tanzania umbrella brand and in the sub-brands as well. Evidently, the sub-brands would be more product or service- specific promotion brands. In other words, they would focus on tourism and on exports of raw and manufactured products of what are called ‘country of origin’ effects."

Beyond Mwapachu’s most pertinent thoughts, many eyes and ears last week were on the BRICS gathering in South Africa. President Ramaphosa for me personally held his own very well indeed. It was very interesting to see the Cuban leader giving his address whilst looking sharp in a Western suit. How some things change!

As food for thought, this is what the former president of the US of A, Barack Obama, had to say on BRICS in his Promised Land launched at the end of 2020.

“China, Russia and even genuine democracies like Brazil, India, and South Africa still operated on different principles. For the BRICS, responsible foreign policy meant tending to one's own affairs. They abided by the established rules only insofar as their own interests were advanced, out of necessity rather than conviction, and they appeared happy to violate them when they thought they could get away with it. If they assisted another country, they preferred to do so on a bilateral basis, expecting some benefit in return. These nations certainly felt no obligation to underwrite the system as a whole. As far as they were concerned, that was a luxury only a fat and happy West could afford."