“Out of timber so crooked as that from which man is made nothing entirely straight can be carved…” – Emmanuel Kant
The idea of carving something entirely straight from crooked timber is a futile pursuit. For centuries, narratives about Africa have been shaped by external perceptions – ones that focus predominantly on its challenges: poverty, underdevelopment, corruption, and conflict. These narratives attempt to impose a “straightness”, a simplistic and often distorted view, on a continent whose identity is anything but straightforward. Africa is not a monolith; it is a vast, dynamic continent comprising 55 nations, over 2,000 languages, and countless cultures and traditions. Its crooked timber is rich with bends and knots that tell stories of resilience, innovation, and diversity.
To craft a compelling brand Africa, we must reject the notion that success lies in perfection or conformity to external standards. Instead, we must embrace Africa’s multifaceted identity. The “crooked timber” of Africa’s history includes periods of colonisation and exploitation, but also triumphs of independence, social movements, and cultural flourishing. These elements are not flaws to be concealed but chapters of a broader narrative that must be owned and celebrated.
At the heart of re-engineering brand Africa is the imperative to shift perceptions both within and beyond the continent. For far too long, Africa has been seen through a lens of dependency, a “dark continent” needing aid rather than a vibrant, innovative hub of possibilities. This skewed narrative undermines Africa’s agency and masks its profound contributions to global civilisation, from art and music to science and technology.
Consider Africa’s role as the cradle of humanity, the birthplace of ancient knowledge systems, and the current leader in fields like mobile banking and renewable energy. These are the stories we must amplify. Similarly, Africa’s rich cultural heritage – from the rhythm of its music to the brilliance of its fashion and the complexity of its cuisines – should be at the forefront of efforts to promote the continent as a premier destination for tourism, trade, and investment.
However, this transformation requires internal alignment. The people of Africa must themselves believe in the narrative of their collective potential. The “Africa we want”, as articulated in the African Union’s Agenda 2063, cannot exist without first reconciling with the “Africa we are”. This calls for introspection and honesty about the challenges facing the continent: weak governance, economic inequality, and limited intra-African trade. But it also demands bold leadership to position these challenges as opportunities for growth and transformation.
Brand Africa must also challenge the “Africa they want” – a version of the continent shaped by external powers seeking to extract resources and dictate its development path. This version is built on outdated colonial frameworks that prioritise Africa’s raw materials over its human capital and innovation. Rejecting this narrative means creating tangible platforms that promote African ownership of its destiny. It involves investing in industries that add value to local resources, empowering small businesses, and fostering intellectual and cultural exports.
Kant’s philosophy reminds us that true beauty lies in embracing imperfection. For Africa, the task is not to sand down the crooked timber of its identity into something unnaturally straight but to craft something unique, resilient, and authentic. This is the essence of brand Africa: a celebration of its diversity, a reclamation of its narrative, and an invitation to the world to engage with its full complexity.
As we build this brand, let us remember that Africa’s strength lies in its ability to transform challenges into opportunities. The continent is not defined by its imperfections but by its boundless creativity, determination, and hope. The crooked timber of Africa is the foundation upon which a future of innovation, unity, and prosperity can and must be built.
Before concluding, let me share great news that I am deeply humbled to have received an Excellence Award from Mission Africa, in partnership with Women with Mission NPO. The award was presented at a distinguished gala event in Johannesburg, graced by prominent figures including industry leaders, civil society representatives, diplomats, and royalty from across the continent. My heartfelt gratitude goes to the organisers for this honour, which acknowledges both my personal efforts and the work of my company, Brandhill Africa, in rewriting the narrative on Africa.
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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