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From a great past to a greater future
28th July, 2012
KENYA HOUSE UK 2012DIASPORA CONFERENCE
ROLE OF DIASPORA IN COUNTRY BRANDING AND VISION 2030
By: Mary W. Kimonye, MBSChief Executive Officer
Brand Kenya Board
From a great past to a greater future
28th July, 2012
OUTLINE
• ABOUT BRAND KENYA BOARD
• COUNTRY BRANDING KEY ASPECTS
• THE KENYAN BRAND KEY HIGHLIGHTS
• ROLE OF DIASPORA
From a great past to a greater future
28th July, 2012
THEME
KENYA, FROM A GREAT PAST TO A GREATER FUTURE.
CELEBRATING THE OLYMPICS SPIRIT:HARD WORKFRIENDSHIPRESILIENCESACRIFICE
DEFINING CHARACTERISTICS OF THE “KENYAN BRAND”
From a great past to a greater future
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ABOUT BRAND KENYA BOARDA State Corporation established in March 2008
Inaugurated by H. E. The President of Kenya as a State Corporation
Established to provide an Integrated Coordinating mechanism for building, promoting and sustaining the Kenya Brand nationally and internationally.
•Internally: Develop a national identity that fosters and enhances the levels of national pride, patriotism and social cohesion among Kenyans
•Internationally: Managing Kenya’s image and reputation in order to enhance levels of confidence in Kenya among investors, visitors, tourists and development partners. Provide positive content and data to communicate our image
From a great past to a greater future
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EXPECTED OUTCOME• Improvement of three (3) critical
indices of a strong country brand:– Investment index– Livability index– Visitability index
• Ultimate result: • Expansion of social and economic
possibilities • Moving closer to vision 2030 • Globally attention and influence
From a great past to a greater future
28th July, 2012
RATIONALE FOR ESTABLISHMENT OF THE BOARD
a)Development of Vision 2030• Brand Kenya serves to add the soul and
personality to the economic, social and political pillars articulated in Vision 2030.
• Brand Kenya provides the means of developing the requisite behavioral and attitudinal change in the citizenry.
b)Regional and continental dynamicsKenya needs to wriggle herself from the documented negative image of Africa
From a great past to a greater future
28th July, 2012
RATIONALE FOR ESTABLISHMENT OF THE BOARD
c) Adoption of RBM in government• The reforms taking place need a mind set
shift. • Brand Kenya will work with other agencies to
integrate our various strengths into a truly unified Kenyan experience
d) Technological advancement• Kenya the continents ICT trade centre
e) Limited perspective about Kenya• The known perspective about Kenya is
mainly about safari and sporting.
From a great past to a greater future
28th July, 2012
PROGRAMS OF THE
BOARD…CITIZENS•Attitudes•Pride•Patriotism•Values
BRANDING OUR GOODS / SERVICES•Icons•Exports•People
LEVERAGING DIASPORA•As Ambassadors•Skills transfer•Investors
PUBLIC SERVICE•One look•One Feel,•Service Delivery
MEDIA RELATIONS•Ethical•Balanced•Professional
From a great past to a greater future
28th July, 2012
PROGRAMMES OF THE BOARD
BRANDING TOWNS & CITIESTo position them•As investment destinations•To encourage populationredistribution
POLICY INTERVENTION•Input Branding in policy development•Diplomacy•Investor climate•Representatives Internationally
From a great past to a greater future
28th July, 2012
WHY EMBARK ON NATION BRANDING?•To tell our story correctly so that others know
and understand who we are and what we stand for.
•To communicate our great Brand assets:•Investment incentives•Climate•Wildlife•Communication hub•Warm welcoming people•Great export products•Sports
•Correct misconceptions and misrepresentations
•Provide impetus and reasons both internally and externally to believe in Kenya
From a great past to a greater future
28th July, 2012
.
KENYA BRAND (OUTPUTS OF NATIONAL
BRAND MASTER PLAN)
From a great past to a greater future
28th July, 2012
THE INSIGHTS AND METHODOLOGY
RELEVANCE
From a great past to a greater future
28th July, 2012
From a great past to a greater future
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From a great past to a greater future
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VISION 2030 ASPIRATIONSVISION 2030 REGIONAL ICT LEADER
MODERN TOURISM
MEGA RESORT CITIES ROBUST CAPITAL MARKETS MIDDLE INCOME NATION BUSINESS SOPHISTICATION LABOUR DYNAMISM
INNOVATIVE PEOPLE COMMUNICATION HUBGREAT INFRASTRUCTURE ENVIRONMENTALLY CONSCIOUS TECHNOLOGICALLY ADVANCEDECONOMICALLY VIABLE
• .
From a great past to a greater future
28th July, 2012
BRAND VISION
‘Balancing Kenya’s ambition towards modernity, economic dynamism and growth of her consumer society, with the respect for her ancestral heritage and values, in order to chart the path for a unique African wealth creation model.’
From a great past to a greater future
28th July, 2012
THE BRAND CAPABILITIES
‘Balancing Kenya’s ambition towards modernity, economic dynamism and growth of her consumer society, with the respect for her ancestral heritage and values, in order to chart the path for a unique African wealth creation model.’
Hard working individuals, Liberal policies, Maturing democracy, Wide & Varied open space, Beautiful landscape, Gateway to East Africa, Instinctive familiarity, Natural raw products, Proven export capacity
From a great past to a greater future
28th July, 2012
THE BRAND PERSONALITY
Resilient
Brave
Respectful Open
Warm
Collaborative
Entrepreneurial
BRAND PERSONALITY
From a great past to a greater future
28th July, 2012
Tourism Brand Opportunity: A controlled step outside the usual but still
filled with adventure and mysticism
From a great past to a greater future
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FDI Brand Opportunity:A raw opportunity on the verge of tipping point
From a great past to a greater future
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“Made in Kenya” Brand Opportunity Leveraging on world class Kenyan icons
of natural quality
From a great past to a greater future
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Citizen Brand Opportunity:It is time for Kenya 2.0
From a great past to a greater future
28th July, 2012
THE POSITIONING STATEMENT KENYAS ASPIRATION•Modern•Technologically advanced•Economic growth•Dynamism•Vision 2030
EXTERNAL PERCEPTION•Safari:Tourist attractions •African Adventure •African rugged experience•War ,Poverty, Disease and •Corruption
Need for balance
CHALLENGES•Urbanization •Intolerance
NEW NATIONHOOD •Constitution •Value systems •Tolerance =
A surprisingly familiar exotic destination with high economic potential where,
People and nature live in harmony
From a great past to a greater future
28th July, 2012
THE BRAND PROPOSITION
• The brand proposition builds on the positioning statement above
• The four opportunities were analysed together to give a single minded proposition
• The incorporated the brand personality and values
FDI+
EXPORTS TOURISM CITIZENS+ +
Kenya , bursting with generosity, rewarding beyond imagination
From a great past to a greater future
28th July, 2012
NATIONAL IDENTITY
• The logo was created with inspiration from the shield on the flag
• The shields character is personified in the brand personality- Brave, resilient
• The adaptation is to represent a modern , all inclusive inspirational brand that is in line with vision 2030
From a great past to a greater future
28th July, 2012
NATIONAL IDENTITY
From a great past to a greater future
28th July, 2012
THE NATIONAL IDENTITY
• The Flag is a key element of a country identity
• It has both political and
historical significance
• In a modern world a country brand needs to free itself from traditional boundaries of the flag
• The aim of the identity is to express the country's positioning clearly
From a great past to a greater future
28th July, 2012
NATIONAL IDENTITY APPLICATION
From a great past to a greater future
28th July, 2012
THE NATIONAL IDENTITY APPLICATION
From a great past to a greater future
28th July, 2012
BUSINESS CARDS
From a great past to a greater future
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THE BRAND AS A MARK OF IDENTITY..
Buy line “A touch of Kenya” this creates a desire to experience more of Kenya.
From a great past to a greater future
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MARK OF IDENTITY APPLICATION
From a great past to a greater future
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TAGLINES (work in progress)…• Kenya……Where else?
• Kenya…..It Is• Kenya…..Make it here• Kenya…….Look Forward• Look no further…….Kenya• Land of Opportunity….Kenya • Kenya….Land of Plenty• Kenya…for progress and friendship• Kenya….simply irresistible
What should our country Tagline be????
From a great past to a greater future
28th July, 2012
• Key Investors
• Face of Kenya abroad
• Unique knowledge and expertise
• Brand Ambassadors
• Critical reference point
WHY DIASPORA?
From a great past to a greater future
28th July, 2012
.• .
FOCUS OF ENGAGEMENT• Skills Transfer
a) The exposure and experience of the Diaspora can bring in a broader view of the world to others
• Diaspora as Tourists• Brand Ambassadors
a) First hand experience of host countries
b) Understand the temperaments and relationship requirements in the host country
c) Can speak more objectively
From a great past to a greater future
28th July, 2012
.• Diaspora as Investors
a) Remittances channeled to long-term and sustainable initiatives
b) Currently over 70% of remittances goes to subsistence
FOCUS OF ENGAGEMENT
From a great past to a greater future
28th July, 2012
.– Remittances on upward trend. April 2011 to
May 2012 46.8 percent increase. – Investment????
FOCUS OF ENGAGEMENT
From a great past to a greater future
28th July, 2012
ENHANCING DIASPORA ENGAGEMENT • 1st hand information on social political and
economic reforms
• Information on prevailing country perception
• Understand the long term vision of the country
• Understand and internalize the brand proposition of the country
• Engage more with professional institutions e.g Banks, fund managers, capital markets etc.
From a great past to a greater future
28th July, 2012
BRAND KENYA'S ROLE IN THE DIASPORA PROGRAMME
•Information provision•Introducer•Provision of Branding
materials•Organizing joint ventures
with Diaspora
From a great past to a greater future
28th July, 2012
WHAT IS NEEDED(Points of discussion)• Structured modes of meaningful
engagement as opposed to ad-hoc unstructured engagement
• Recognized and accepted Diaspora representatives
• Skills and Knowledge database• Case studies and profiles of success
stories• Diaspora suggestions• Vehicles to objectively engage the
Diaspora
From a great past to a greater future
28th July, 2012
“RESOLUTE TOWARDS A GREATER FUTURE”
DO YOUR PART!
From a great past to a greater future
28th July, 2012
VISIT KENYA HOUSE WWW.KENYAHOUSE.OR.KE
THANK YOU.
From a great past to a greater future
28th July, 2012
www.brandkenya.go.keEmail: [email protected]
NHIF building 4th FloorTel: +254 (0) 20 271 5236/7
+254 702 164 100+254 732 164 100
FACEBOOK: www.facebook.com/brandkenya TWITTER: www.twitter.com/brandkenya LINKEDIN:
www.linkedin.com/brandkenyaboard
