Capital: Gaborone
Languages Spoken: English, Tswana
Religion: Majority Christian
Prime Minister: Mokgweetsi Eric Keabetswe Masisi
Botswana is home to 2.25 million people and is considered one of the safest countries in Africa with a stable democracy. It continues to rate low in global corruption scales. Botswana is a active member of the United Nations, International Monetary Fund, Southern African Development Community (SADC), World Bank, and World Trade Organization.
There is something about Botswana that is just, yadi.. yadah. What is Yadi Yadah? I will let Seinfield & Co explain
BRANDING & BOTSWANA
ASSET #1: ATTRACTIVE ECONOMIC GROWTH & INVESTMENT
Botswana in 2013 started actively building on a national identity. The goal was to position itself as an economic force to be reckoned with, among neighboring giants such as Angola and South Africa. This brings us to asset #2.....
ASSET #2: TREAT YOUR POWERFUL NEIGHBOR WITH TLC
Our friends in Botswana realize, when your neighbor is a middle power state that wheels regional and global diplomacy, you will need to be a very dear friend. As luck would have it, they both are home to the Tswana population. This mutual background and “power” allows South Africa to enjoy very lenient policies with Botswana:
*No foreign exchange controls
* Double Tax Avoidance agreement
ASSET #3: TOURISM SECTOR
ASSET #4: REGIONAL PLAY- THE SPECIAL CASE OF CHOPPIES
....SOMETHING IS MISSING...
Botswana looks great on paper but something just does not add up....
IMPROVEMENT #1: LEAVE THE DIAMONDS ALONE
Our theme for this section, Ladysmith Black Mambazo and that guy
suggestions: AGRICULTURE, TECHNOLOGY AND INNOVATION
IMPROVEMENT #2: MAY YOUR CURSE BE YOUR BLESSING
SUGGESTION: OPEN THE HEALTH SECTOR & EDUCATION FOR INVESTMENT
IMPROVEMENT #3: GO GREEN!!
Why can't the country send all the coal elsewhere?? Oh I will guess here, China!!! Though this blogger stays in Asia and could really appreciate cleaner air....Tswana people send away!!! In return, invest in solar panels.
IMPROVEMENT #4: AIR BOTSWANA NEEDS HELP
As we have discussed earlier, the proper branding of a country needs a respected airline. The airline must be safe, attractive and must go to two locations first: Your neighbors and your business partners. The airline needs a major makeover including getting out of the red fiscally.
WE FOUND THE MISSING PIECE...
Read this article below to understand just why it seems forced, like this piece I wrote
This snapshot of Botswana is frustrating because it is a country with so much opportunity. We brought up Botswana to show that a country can “ideally” look one way in theory (positively) but without a cohesive message it is just as bad as the other country. This circumstance is not unique to Botswana as majority of African countries underestimate the importance of Branding and Soft power.
Branding is not advertising, it is an ongoing process and government must be front and center of the brand. Citizens, Business Community, Non-profit organizations must all be part of the branding process. The committee must have a shared understanding of just what the country’s makeup is about be it culture, religion, tradition, location, nature, history (good and terrible). The brand of the country must speak to all the citizens and be fluent in all the positive elements that make up the entire nation.
Until next Cassava Tuesday