“Out of timber so crooked as that from which man is made nothing entirely straight can be carved…” – Emmanuel Kant
In the journey of crafting a compelling narrative for brand Africa, Emmanuel Kant’s insight – “Out of timber so crooked as that from which man is made nothing entirely straight can be carved” – strikes at the heart of our challenge. This quotation is a stark reminder of the human complexities that make up our continent, with all its imperfections, resilience and promise.
Brand Africa aspires to communicate a message of hope, innovation, and growth, yet it cannot ignore the social, economic, and political struggles that shape its story. The continent’s timber, in Kant’s metaphor, is “crooked” – not as a weakness, but as a reflection of its rich diversity, the enduring strength that rises despite adversity, and the narratives that often lie hidden beneath global headlines. Every country, community, and culture in Africa contributes to a story too intricate to be neatly packaged into a solely positive or negative narrative.
This duality presents a complex branding challenge. On one hand, there’s an urgent need to shift perceptions and reveal Africa’s potential: its booming economies, artistic achievements, technological innovations, and vibrant youth. On the other, acknowledging our challenges authentically – corruption, poverty, political instability – is necessary for credibility and trust. Africa’s story cannot ignore the problems that continue to stymie its growth.
The task then for brand Africa is not to create a “straight” story by erasing its flaws but to build a resilient narrative that is honest and multifaceted. By communicating Africa’s struggles alongside its triumphs, we carve a brand identity that reflects a continent forging its unique path forward. Through platforms that promote cultural exchange, social investment, and sustainable growth, we can make room for the whole story: one that celebrates achievements while never turning away from hard truths.
This approach not only shifts perceptions but also aligns with the framework outlined in my 2022 book, De/constructing Brand Africa: A Practitioner’s Perspective, where brand Africa must navigate the complexity of truthfully presenting its strengths while addressing its weaknesses.
Brand Africa’s path to becoming a competitive force in global tourism, investment, and trade hinges on balancing this narrative. By acknowledging the hurdles Africa faces, we build credibility and trust among potential investors, tourists, and trade partners, assuring them that Africa is not only aware of its challenges but is actively addressing them. When framed thoughtfully, these obstacles become part of Africa’s distinctive character, underscoring resilience, innovation, and the potential for growth through partnerships and development.
Tourism is one of the primary sectors through which brand Africa can tell this multifaceted story. Tourists are not just seeking destinations; they are looking for authenticity and connection to the places they visit. When Africa presents itself honestly – celebrating its vast natural beauty, diverse cultures, and progress while remaining transparent about its development needs – tourists feel a deeper connection to the continent and are more likely to contribute to sustainable, responsible tourism. By embracing the “crooked timber” of Africa, brand Africa can attract visitors who appreciate the continent’s beauty and history, understanding that their visit directly contributes to its economic and social transformation.
For investors, a balanced narrative helps to establish Africa as a viable destination for investment, as it demonstrates accountability and a commitment to progress. This is particularly relevant for sectors like infrastructure, technology, and energy, where investors look for transparency and long-term potential. When Africa showcases both its areas of development and its successes, it presents itself as a place where investment has meaningful impact and real returns. Such honesty attracts investors who see value in being part of Africa’s growth story rather than merely capitalising on an oversimplified success narrative.
Moreover, the narrative of brand Africa is crucial for opening market access for “Made in Africa” services and products. When Africa is branded authentically, its products carry a unique appeal rooted in their origin, cultural significance, and craftsmanship. Through transparent and inspiring storytelling, “Made in Africa” brands can gain visibility and respect on the global stage, highlighting Africa’s contributions to innovation, sustainability, and high-quality production. This strategy not only fosters international market access but also strengthens the value of African-made goods and services, ensuring they are not only competitive but also desirable.
In De/constructing Brand Africa, this approach is argued as essential for establishing Africa as a powerhouse in global markets. By embracing its “crooked timber” – Africa’s uniqueness, complexity, and resilience – the continent can inspire tourists, investors, and consumers alike to become part of a story that is compelling in its honesty and ambitious in its aspirations.
Back to our opening salvo, Kant’s words remind us that Africa’s brand journey must balance optimism with realism, striving toward the future while grounded in its present realities. As we reshape how Africa is perceived globally, we must ensure that it resonates deeply with the truth of Africa’s journey – its challenges and triumphs interwoven, carved from the uniquely beautiful timber of its people.
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™
Tel: +27 11 759 4297
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