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The Heart of Africa Project & Other Nation Branding Matters: FAQs

What was the purpose of the Heart of Africa Branding Project of 2002 - 2007

Answer
The Heart of Africa Project was a holistic programme for Nigeria’s image management and progression. Its primary objective was to promote Nigeria’s national brand assets (such as its personality, business and location brands) while strategically tackling the brand eroders (negative issues) confronting the nation such as 419, drug trafficking and the like.

What kind of brand identity were you trying to create with the Project?

Answer
To understand the Project, it is important to note that the primary goal of the programme was not to merely create a brand identity for the nation. The programme was largely economic in nature and was put in place to help facilitate the progress and continual growth of the Nigerian economy, while showcasing Nigeria’s pivotal role in Africa’s development.
The brand identity development was meant to create a visible platform for the facilitation of the foregoing. The brand that was eventually developed was deemed suitable for multilateral branding in light of the diverse facets of the programme – business, tourism and investment.

There has been criticism that the Heart of Africa Project was poorly implemented and therefore not a success, what are your comments on this?

Answer
At the start of the project, Nigeria was a pariah nation and Nigerians in the Diaspora were not willing to be associated with the country in any way. In addition, the economy was stagnant and the nation’s reputation both locally and internationally was in shambles.
But during the implementation of the project and our work with various Ministries (such as Information & Communication, Foreign Affairs, Solid Minerals Development etc.), most of these issues were being reversed and positive information about the country and its people was being propagated. Foreign Direct Investment increased steadily and many Nigerian professionals were returning home.

Our discretionary professional discipline prevents us from trumpeting the achievements of the project. That function rightly belongs to the Federal Government.

What do you think could have been done differently to make it a success?

Answer
This question is irrelevant in view of question 3.

From your experience with the Heart of Africa Project, what kind of communication strategy do you think will be appropriate for a branding project in Nigeria?

Answer
For a branding project to succeed in Nigeria, it is important to note that the psyche of the Nigerian is unique and undergirded by a plethora of factors. Perhaps the best approach to apply will be information substitution. This approach concentrates on refocusing the attention of a brand audience on positive associations/ messages that are based on facts, while the negative issues are being tackled. A nation will always contend with negative issues, however, that is not the full story of the nation. If a nation does not tell its story, no one will. For any branding project to succeed in Nigeria and indeed anywhere in the world, the brand (and by extension its communication strategy) must be built on a foundation of facts.

Do you think the project had enough support, cooperation and involvement of all stakeholders?

Answer
For the most part, yes.

The public and most major stakeholders think that any branding/ rebranding strategy projects initiated by the Nigerian federal government is a rhetorical façade. What are your views?

Answer
We would rather not comment on such matters. We would rather applaud Government for recognising what we presciently discerned 7 years ago and worked rigorously to bring to the consciousness of the public.

Given the diversity of culture in Nigeria and its various political and socio economic classes, are there challenges in sending out a coordinated message to the people?

Answer
The primary challenge will be the determination of a single concept, idea or phrase that can serve as a central idea upon which various cultures, political and economic facets of the country can be effectively promoted. Consider the theme “Heart of Africa”. At the time, it encapsulated the essence of Nigeria as a basket of cultures as well as its positioning geographically, economically and politically. It was also a tourist proposition.
Another key challenge will be the development of a communication platform that carries everyone along.

Is there an enabling environment for successful implementation of branding strategy in Nigeria?

Answer
Despite the operational challenges in the Nigerian environment, a look at our vibrant indigenous financial brands (Guaranty Trust Bank, Zenith Bank, First Bank of Nigeria, etc), as well as the foreign brands in the telecom sector (e.g. Zain and Etisalat) as well as many other sectors show that there is much to promote about Nigeria and Nigerians. Honest well meaning Nigerians are also tired of being negatively cast together with the few bad elements that have given Nigeria a bad name.

Did the past rebranding project give Nigeria an extra boost in any sense?

Answer
Yes it did. For the first time both at home and abroad, Nigerians were given a platform to appreciate Nigeria for what it truly was. It enabled people to realise the extent of the accomplishments of Nigeria and Nigerians. Also, in all the places where the programme was launched (London, Atlanta, New York, etc.), Nigerian residents in those cities were able to raise their heads up high and be proud of their country. This was largely due to the fact that for the first time, a wealth of information and statistics on Nigeria’s achievements were being presented in those countries. For example, many audiences were amazed that Nigeria’s stock market had the highest ROI (Return on Investment) globally at the time; that Nigeria remains the largest market in Africa, the main contributor of troops to the ECOMOG forces as well as the major player in the abolishment of apartheid on the Continent.
Nigerians in the Diaspora were actively carried along through a number of meetings and discussions with officials from Nigeria and we co-opted the various embassies and consulates in the cities where the Project was launched.