Mpheni talks national branding

Businessman and Creative Director of BrandShphear Mpheni Thwala said the National Branding concept dates back to 1998, urging Swazis to consider venturing into it.

"Successful places have always been aware of the reputation factor in branding and in light of that knowledge they have consistently created platforms for brand expressions, setting out to build and nurture their good names and products," he said.

He noted that Swaziland, for one could base her brand strategy on cultural, social qualities to help her stand apart from other countries’ brands.

"With the proper brand strategy, a country as small as Swaziland can rise above other heavy-weight countries and create a sense of pride in her people," he said.

Thwala, who recently also designed the elections and Bounderies Commission logos, explained that branding could be used to effectively inspire people to perform better at their work-places, hence impact positively on the economic growth of the country.

He said most corporations and companies were dependent upon their good reputation and brand image to influence growth, stating that countries could be branded just like soft drinks.

Thwala explained that there were no short cuts towards the image change of a country and no amount of marketing would change a country’s image if it does not change the way it does things.

He is part of the organisers for the brand leadership seminar billed for next week Wednesday at Royal Villas.

The seminar will have guest speakers like Gordon Cook and Timothy Webster.

* For a place to compete effectively, it must be branded and be known for something it produces

* Branding could be used to inspire people to perform better at their work- places

* Smaller countries have the opportunity to rise against their bigger counterparts through branding

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