The Rwanda Development Board (RDB) has started putting in action its plans of actively involving Rwandans in coming up with a strong branding image for the country.
It’s in this regard that RDB held a validation workshop yesterday with media and branding experts at the offices of the Ministry of Foreign Affairs.
“There is going to be engagement with the people by doing a number of workshops - because we don’t believe in sending strategy packs for everybody to sign off what we believe in,” said Amin Gafaranga, RDB’s Country Branding Coordinator.
“We shall have open discussions, present our ideas based on research and then discuss them with the people.”
RDB has already contracted Acanchi, a highly reputed UK firm, to develop a branding strategy for Rwanda
Gafaranga said that a lot of emphasis would be put on having Rwandans fully on board, adding that, “every Rwandan is automatically a brand ambassador for this country.”
He added that as part of this campaign, a number of studies had been conducted aimed at understanding how the country is perceived by people from various corners of the world.
Mauwa Mgoma from QG Advertising firm, said that the most important step is for Rwandans to be able to identify the things that are very unique to them.
“Those specific elements need to be highlighted to be able to make people take ownership of the whole program. At the end of the day, brand Rwanda belongs to everybody in Rwanda,” he said.
Racheal Mulinde, MTN’s brand and sponsorship manager, said that for Rwandans to own up the campaign there will be need know what people at grassroots level are more interested in.
“Ownership needs to start with the people in communities by knowing who they are, and what is more important to Rwanda as a country,” she said.