Brand Kenya’s strategies need an urgent overhaul

In her article in The Standard last Thursday, Brand Kenya Board CEO Mary Kimonye pointed out that athletes are our best ambassadors. This is an incontestable fact. Every other day, our athletes break this or that record, bringing to the attention of the world the depth of talent this country boasts.

However, despite having such priceless assets as the world beaters, as well as stunning flora and fauna, we still grope in the dark regarding how best we can brand Kenya.

We have all the requisite attributes to package this country into a world-class brand. What is sorely lacking is a coherent and ingenious strategy to put all these factors together into an amazing tapestry that can catch the eye of every potential tourist and investor.

Although it was good for Kimonye to highlight the indisputably fundamental role athletes play in selling Kenya, she did not say how the board she heads has harnessed the worldwide fame. She was also conspicuously silent on how they plan to tap the globally acclaimed exploits of the sportsmen and women to make Kenya a choice destination for investors and tourists. Brand Kenya seems to be resting on its laurels. It shares the biggest blame for being complacent in its roles of promoting tourism.

The board’s role is by no means an easy one given that it has a direct bearing on the economic fortunes of the country. This is because tourism is a key cog in Kenya’s growth. This was underscored by the Economic Survey 2015, released two weeks ago, which indicates that the economy slowed to 5.3 per cent last year compared to 5.7 per cent in 2013. The lackluster performance has been squarely blamed on the dismal performance of tourism.

8th wonder of the world

And with tourism going through a very lean period and analysts warning the depressing state of affairs could be with us for the long haul, Brand Kenya has its work cut out. Fortunately, the organisation has the necessary ingredients to weather the storm.

Our athletes are still breaking world records like no one’s business. The recent London Marathon springs to mind. The spectacular wildebeest migration is almost here and tourists are expected to flock in to catch a glimpse of the eighth wonder of the world. The list goes on and on. However, to leverage on these unique attributes, Brand Kenya has to have its act together. It has to go back to the drawing board and devise a workable plan of action that involves all stakeholders; from athletes, traders to regular travellers. Lone-ranger tactics that the organisation seemingly has a penchant for will yield no success.

It has to strike a creative partnerships with athletes. How many of our world beaters, for instance, are in Brand Kenya team? None. During the London marathon the board should have held a dinner in honour of the athletes and invite potential tourists and investors to the event. There is no reason such a high-level function cannot be milked for all its worth to sell our country. Let the athletes themselves talk about their motherland.

Aside from athletes, there are other opportunities with potentially huge benefits. Traders who travel frequently can form a powerful partnership with Brand Kenya to foster the image of our country. Some frequent fliers have in their own volition chosen to be ambassadors of our country. We are mainly driven by patriotism and desire to see our country attain its aspirations. However, I believe we can do more together if we share ideas and work in tandem.

We could, for example, start by agreeing on how to dress as we travel outside the country. It is a pity that Brand Kenya team is not taking the lead in this realm. If our sportsmen and women, government officials and traders travel in Kenya-branded attire, the country’s flag would certainly fly to the highest point. I have met the Brand Kenya team in international events showcasing Kenya’s attractions, but nothing in the way they are dressed will show that they are Kenyans. How can they sell Kenya in that State?