Much ado about image project
By Charles Igbinidu
A BRAND is the perception that people have in their minds about anything. Whether an investor will invest in country A or B depends on how he perceives both countries. Obviously the country which the investor perceives better would be favoured. To say that Nigeria needs to be repackaged is an understatement. The country must have lost billions of dollars in foreign investment inflow because of our image. No foreign investor would come to a country that is perceived as a haven of criminals.
Also many innocent and law-abiding Nigerian citizens have had to go through dehumanising situations in foreign embassies and at the point of entry of other countries because every Nigerian is seen as a potential scammer or law breaker by law enforcement agents of other countries. As someone in the profession of perception management, the poor image of the nation has been of major concern to me. In my private discussions with professional colleagues, I have been intensely critical of efforts by successive governments to launder the image of the country such efforts in my opinion were not strategic enough to turn around the way members of the international community perceive our country.
I however heaved a profound sigh of relief few days ago when I read about the Nigerian Image Project. A very bold and holistic attempt by the Minister of Information and National Orientation to take on the protracted image issue head-on. In my estimation the present effort may yield positive dividends because of the involvement of Nigerians who are experts in the business of brand building. These professionals who have in different ways contributed in building major brands in the country are expected to rely on their wealth of experience to turn around the country's image.
The involvement of Nigerians professionals is a very far departure from previous efforts, where foreigners who were really not very knowledgeable about the country were given the brief to launder the country's image, no wonder, such efforts, did not go beyond sponsoring write-ups in foreign publications. The presentation of the Minister to key leaders of the organised private sector is a testimony of the profundity of the comprehension of the intricate issues involved in the nation's image. No foreigner could have had such immense and accurate background knowledge of the nation's image problem.
Beyond the background knowledge, some of us that have had the opportunity of seeing the strategy document for the project are elated at the holistic and realistic approach that would be adopted. The approach would be a collaboration between the public and private sectors. The advisory/ implementation committees will comprise representatives of the private and public sectors; they will be responsible for decisions on deployment of resources. It is therefore not business as usual.
The involvement of the private sector will be very helpful in getting Nigerians to start believing in the Nigerian brand because the stories will for the first time be told by people outside government but with vested interest in the economy while also helping in shaping the perception of prospective investors in decision making. It is also worthy of mention that the implementation of the plan will be sustained for the rest of the time left in President Obasanjo's second term. The more the best values inherent in Nigeria and Nigerians are massively projected internationally, the more the chances of positively influencing how we are perceived.
A fundamental mistake was made at independence by our leaders by not putting in place a sustained deliberate plan to shape the country's image. Some countries in Africa such as Kenya, Tunisia and South Africa are today reaping the visionary and proactive efforts of their leaders in deliberately managing the image of such countries. The crime rate in Nigeria is not higher than that of South Africa but South Africa is not internationally perceived as a crime prone country because the South African brand is well managed. The truly South Africa campaign which has largely enhanced the image of the country is a partnership between the public and private sectors.
All over the world, it is becoming clearer that managing the brand image of a country cannot be left to government alone. All critical interest groups who have a stake in a country must be involved in managing the brand. The time has therefore come for the private sector to be actively involved in telling our own stories because of the inherent benefits to the country and by extension the private sector. A large chunk of their social responsibility budget should therefore be channeled into supporting the Nigeria Image Project.
The Information and National Orientation Minister must be applauded for adopting a new approach to information management. He must however ensure that the plan is followed to the letter. As a young man, he must be interested in the verdict of history. This is an opportunity for him to write his name in gold. His success will also be a generational statement that the Nigerian youth is capable of succeeding where members of the wasted generation have failed.
Igbinidu is a PR practitioner in Lagos.
