Could rebranding piece back together Botswana’s national identity?

• by gmashworth
• in Branding
• posted October 22, 2018

I recently watched a Bloomberg interview with Botswana’s Minister of Investment, Trade and Industry, Bogolo Kenewendo. In it, she spoke about Botswana being “human-centred,” wanting to share “Botswana’s message,” and candidly acknowledged the country’s challenges with branding — a topic close to my heart.

Frankly, I believe it’s time we stop treating this as just a branding issue. Botswana needs a full-scale rebrand.

Since gaining independence in 1966, Botswana has actively courted investors. But today, over half a century later, the investment landscape has evolved — and the investors we seek are now part of the millennial generation. Unfortunately, many of Botswana’s systems, processes and professional norms are relics from a pre-digital era, and they’re simply not equipped to attract or inspire today’s audience. If we want to engage modern investors and future-forward partners, Botswana must undergo bold internal transformation — structurally, culturally and yes, visually. Because branding is no longer a luxury. It’s a necessity.

And we all have a role to play in it.

The Current Brand Gap

After spending the past five years observing Botswana’s brand — from both the outside and within — one thing is clear: branding still doesn’t carry the weight it deserves within the professional or political spaces. There’s a widespread lack of branding expertise, and many still don’t grasp the power or reach of a well-crafted national identity. Branding isn’t just a cosmetic exercise. It’s central to trade, tourism, investment, and even national pride.

That said, the blame isn’t entirely Botswana’s alone.

As someone who lived in the UK for over 30 years before relocating to Botswana, I have the perspective of someone who grew up watching Africa being shaped — or rather, misrepresented — by foreign media. My first introduction to the continent came through Live Aid, a massive charity music event launched by Bob Geldof to raise money for the “starving children of Africa.” Since then, I’ve seen Africa portrayed through two lenses: its natural beauty and wildlife, and its many struggles — famine, corruption, disease, war, and poverty.

Africa has always been seen more as a cause than a contributor.

This long-standing narrative has shaped global perception, and unfortunately, Botswana is not exempt. For many outsiders, African countries are still viewed as unstable or underdeveloped, and those perceptions — however outdated — are a major barrier to attracting meaningful investment. But while we can’t change the past, we can change how we present ourselves. That starts from within.

Because here’s the truth: Botswana doesn’t just need to sell itself to the world — it needs to sell itself to its own people. And that’s arguably the harder sell.

Brand as Experience, Not Just Image

Branding is not just a logo or slogan — it’s how an entity functions from the inside out. It’s the lived experience. You can have a world-class product, but if the packaging or message is confusing, it won’t gain traction. Conversely, slick branding without substance only breeds disappointment and distrust.

Minister Kenewendo’s admission that branding Botswana is a challenge suggests current strategies may be falling short. There’s a lack of clarity, consistency, and cohesion across the various arms representing Botswana.

Yes, there’s Brand Botswana, but for the longest time, I struggled to understand what it actually meant. Even among my knowledgeable Batswana friends and family, few could clearly articulate its purpose. The general assumption? It was linked primarily to tourism. This makes sense — the logo and tagline “Our pride, your destination” strongly suggest a tourism focus. The word “destination” instantly evokes travel, not investment, innovation or growth.

Then there’s BITC (Botswana Investment & Trade Centre) and now Go Botswana. Are they separate initiatives? Part of the same brand? It’s confusing. And if I, someone working in the design and branding field, struggle to keep up — what about the wider public or international investors?

“Brand Botswana’s mandate is centred on national branding through strategic collaborative impacts that create traction for Botswana to be known worldwide.”

This kind of language is overly complicated. What does “strategic collaborative impacts” really mean? One of the fundamental rules of branding is clarity. Simplicity wins. If we can’t explain the brand to ourselves, how do we expect the world to understand it?

Rebranding from the Inside Out

To truly rebrand Botswana, the country must undergo systemic and cultural change — and that starts with governance. Branding should not be confined to tourism brochures or investor roadshows. It must be embedded into everything: service delivery, education, environmental policy, and public infrastructure.

Even small changes — like easing permit requirements or reducing excessive paper consumption — send a message about who we are and how we operate. These tweaks show we value efficiency, sustainability, and progress. In the developed world, these practices are the norm. If Botswana wants synergy with these markets, it must mirror those values.

Rebranding Botswana is not a logo redesign or a new advertising campaign. It’s not a once-off project. It’s an ongoing transformation that involves everyone — not just government officials or marketers. And yes, it’s hard work. But it’s the foundation for everything else we hope to achieve.

Learning from the Global Context

It’s worth noting that even our neighbours are struggling. South Africa, for example, is also grappling with investor confidence, as this article illustrates: Why foreign investors aren’t investing – News24. These challenges are regional, not just national. That’s why it’s more important than ever that Botswana differentiates itself — not just through natural beauty or mineral wealth, but through consistent, human-centred brand values that build trust.

Botswana has the chance to lead by example. And part of that means addressing the difficult truths. We must acknowledge and work to improve areas flagged by respected organisations like UNICEF. These issues are not just humanitarian — they’re brand-defining. Today’s investors want to know their money supports social good, environmental responsibility and inclusive development.

Botswana’s heritage is powerful. Its democratic stability, wildlife preservation, and diamond success story are globally admirable. But it’s time we tie those strengths into a clearer narrative — one that speaks to millennials, digital natives, and impact investors. One that says: Botswana is more than a safari destination. It’s a smart, responsible, ambitious nation ready for the future.