Celebrating South Africa’s Heritage Month within the broader context of brand Africa requires a deep, reflective approach to how we engage with both our internal aspirations and the external perceptions of the continent. The African Union’s mantra, “the Africa we want,” captures the collective aspirations of Africans for a continent that is self-sufficient, united, and flourishing. This vision includes goals of sustainable development, good governance, and cultural renaissance, encapsulating the hopes of millions for an Africa that is a proud and equal partner on the world stage.
However, as we celebrate our heritage, we must also grapple with “the Africa they want,” a narrative largely shaped by outsiders – governments, corporations, and media conglomerates that have historically portrayed Africa through a lens of underdevelopment, conflict, and dependency. This external view, whether intentional or not, perpetuates stereotypes and reinforces outdated ideas of Africa as a monolithic and troubled continent, rather than a dynamic, complex, and fast-evolving collection of nations and cultures. The problem is compounded by centuries of colonization and exploitation that have imprinted Africa as ‘the other’ in global consciousness, leading to a brand image that doesn’t reflect Africa’s true reality and potential.
To reconcile these two narratives, we must focus on shaping a new image of Africa – an image that manages these perceptions while amplifying our strengths. Herein lies the need to build “the Africa they want” as part of our strategic brand management. We should not view this as a compromise or concession to external forces but as an opportunity to curate a brand that reflects Africa’s growth, resilience, and rich diversity in a way that can engage the world on our own terms. “The Africa they want” should not be about fitting into old molds but creating a compelling, multifaceted image that reshapes the global understanding of Africa, turning old perceptions into a new appreciation.
To achieve this, Africa must develop and sustain tangible knowledge platforms that bring together the intellectual, creative, and entrepreneurial resources of the continent. These platforms must be spaces where Africans can engage, learn, and exchange ideas – not only with each other but also with the rest of the world. Whether through pan-African media, digital innovation hubs, educational programs, or cultural institutions, these platforms must act as bridges, connecting the grassroots realities of African life with the global stage. They are not just for promoting the achievements of Africans but for ensuring that Africans themselves are empowered with the tools, knowledge, and networks to “live the brand.”
For too long, Africa’s story has been told by others, often through lenses of poverty, instability, or exoticism. Now, through knowledge platforms, Africans can claim their narrative, allowing us to “walk the talk” and make tangible the aspirational vision of “the Africa we want.” This involves more than just government or institutional intervention. It requires buy-in from all sectors of society – business leaders, cultural influencers, youth activists, and everyday citizens. By living our brand, we don’t just tell the world who we are; we show it through our actions, innovations, and success stories.
This Heritage Month, we must seize the opportunity to create a movement – a collective shift in how Africa presents itself to the world and how we, as Africans, engage with that brand. Heritage is not static; it evolves, informed by the past but shaped by the present and future. By aligning our cultural heritage with a dynamic, future-focused brand identity, we can bridge the gap between “the Africa we want” and “the Africa they want” in ways that are authentic, empowering, and forward-looking.
To achieve the goal of reshaping Africa’s image and realising the vision of “the Africa we want,” I believe we must first look inward, beginning with how we conduct our affairs – focusing on good governance both in the public service and business. Sustainable development and good governance are central pillars in this transformation. In fact, good governance is perhaps the most crucial, as its absence has hindered our progress for far too long. It is this lack of accountable, transparent leadership that continues to undermine our potential, and addressing it is key to building the Africa we envision.
The trinity of this brand management framework – “the Africa we want,” “the Africa they want,” and “living the brand” – is the blueprint for Africa’s future. It calls for us to take ownership of our story, create platforms for continuous dialogue and action, and ensure that we are active participants in shaping global perceptions of our continent. Heritage Month becomes not only a celebration of our rich past but also a launchpad for a future that aligns with our aspirations and potential.
In doing so, we lay the groundwork for a unified, self-determined Africa – an Africa that is not only rich in culture and history but also poised to be a leader in global affairs, development, and innovation.
Tujenge Afrika Pamoja! Let’s Build Africa Together.
Enjoy your weekend.
Saul Molobi (FCIM)
PUBLISHER: JAMBO AFRICA ONLINE
and
Group Chief Executive Officer and Chairman
Brandhill Africa™
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