Botswana’s Economy at a Crossroads

Botswana’s economy has long been built on diamonds – but that model is under increasing pressure. As global demand fluctuates and synthetic alternatives emerge, the real question is no longer if Botswana should diversify, but how. 

The mineral sector contributes a significant portion of government revenue, making the country highly sensitive to downturns in diamond sales. While diversification is often discussed, the challenge goes deeper than economics. Botswana doesn’t just face a diversification problem – it faces a positioning problem.

Why Botswana Needs Economic Diversification

For decades, diamonds have been the backbone of Botswana’s economic success. This reliance has delivered stability and growth, but it also creates vulnerability. When one industry dominates economic shocks become more severe, job creation is limited to specific sectors, and long-term growth becomes constrained.

Diversification is not simply about adding new industries. It’s about building a balanced and resilient economy that can adapt to global change.

What Is Botswana Known For? A Branding Challenge

One of Botswana’s biggest challenges is global visibility. Many countries benefit from strong international associations:

• Asian economies are often linked to technology and manufacturing
• Middle Eastern nations are associated with oil
• East African countries are known for safari tourism

Botswana, despite its stability and natural beauty, remains relatively under the radar. Even iconic destinations like the Okavango Delta may not be as widely recognised globally as comparable attractions elsewhere in Africa. Does a wider global audience know the Okavango Delta is located in Botswana? I’ve watched a number of wildlife documentaries that were filmed in the Okavango Delta and the Moremi and Chobe Game Reserves. In most cases the area where they are filming is identified, but the name ‘Botswana’ is not always mentioned, if at all. This highlights a key issue – Botswana lacks a clearly defined global brand identity.

Botswana Tourism Industry: Beyond Luxury Safaris

Botswana’s tourism industry is built on a high-value, low-volume model, offering premium safari experiences. This approach has helped preserve natural ecosystems and position the country as an exclusive destination. However, it also limits market reach. Is There a Market Beyond Safaris? Yes – absolutely. Global tourism demand spans multiple segments:

• Budget and mid-range travel
• Cultural and heritage tourism
• Entertainment and leisure experiences

Countries that succeed in tourism rarely rely on a single offering. There are opportunities for tourism growth in Botswana by perhaps expanding its appeal by developing mid-range safari options, cultural tourism experiences, national travel circuits, and innovative concepts such as rail tourism.

There is clear evidence that international travellers are willing to visit Africa in large numbers. Countries like South Africa attract hundreds of thousands of visitors annually from markets such as the UK alone. Botswana attracts significantly fewer. The demand exists – the opportunity lies in broadening the offering.

Lessons from Global Tourism Markets

Tourism success is not always dependent on climate or geography. The United Kingdom, for example, attracts millions of visitors each year despite not being known for its weather. Its strength lies in a variety of attractions, strong cultural identity, and accessibility and infrastructure.

Botswana has the potential to build a similarly diverse tourism ecosystem – one that complements its natural assets rather than relying solely on them.

Botswana Beef Export: A Missed Branding Opportunity

Botswana’s beef industry is a major economic contributor, known for free-range farming, grass-fed cattle and high-quality production standards. Despite this, Botswana beef lacks strong international brand recognition. 

In comparison, New Zealand has successfully positioned its lamb as a premium global product, combining quality with strategic branding. Botswana has similar fundamentals but operates largely as a commodity exporter rather than a branded producer.

There are other opportunities in Agriculture. Beyond beef exports, there is potential to expand into:

• Dairy production (milk, cheese, yoghurt)
• Processed food products
• Premium branded goods for global markets

The resources already exist. The opportunity lies in value addition and brand development.

Synthetic Diamonds: Threat or Opportunity?

The rise of synthetic diamonds is reshaping the global market. Rather than viewing this purely as a threat, it presents a strategic question – Could Botswana participate in both natural and synthetic diamond markets? Early investment or partnerships in synthetic production could allow Botswana to diversify within the same industry, capture new market segments and future-proof its diamond sector.

Adapting to change is often more effective than resisting it.

The Real Challenge: Mindset and Innovation

Economic diversification requires more than ideas – it requires execution. This includes investment in new industries, access to proven expertise and a willingness to embrace change.

Like many economies built on strong primary industries, Botswana faces the risk of complacency. Maintaining the status quo is easier, but it limits long-term progress. Innovation, by contrast, requires discomfort – but it also creates opportunity.

Conclusion: Building Botswana’s Future Beyond Diamonds

Botswana is not short of opportunities. It has world-class tourism assets, high-quality agricultural products and a stable economic foundation. What it lacks is a clearly defined identity beyond diamonds. Diversification is not just an economic necessity – it is a strategic opportunity to redefine how Botswana is perceived globally.

The future of Botswana’s economy will not be determined solely by what it produces, but by how effectively it positions, develops, and markets its potential to the world.

Why does the request for source files leave designers frustrated, vulnerable and devalued

Being a graphic designer has its challenges—especially if you’re freelance and self-employed. The marketplace is diverse, and so is the pool of clients, each with their own preferences, expectations, and assumptions. It’s a bit of a lottery. But one request that always leaves me deflated is this: “Can you send me an editable file?”

This stipulation is an important and often sensitive issue in the design profession. While requests for source files aren’t uncommon, they remain a point of deep contention. Many designers—myself included—feel strongly about this. Not out of stubbornness or unwillingness, but because of the implications. Source files are not really deliverables; they are the core of our creative process, the foundation of our intellectual property, and in many ways, our livelihood.

What are source files?

Source files are the working documents used to build a design. They contain all editable layers, fonts, images, guides, and styles that make up the final product. These files are not intended for general use—they’re like a chef’s recipe, containing all the raw ingredients and methods behind their dish.

In most cases, designers deliver final outputs (e.g. PDFs, PNGs, JPGs), not the source files used to create them (e.g. AI – Adobe Illustrator, PSD – Photoshop, INDD – InDesign).

Why designers push back

A small number of designers might agree to release source files in certain cases (sometimes reluctantly), but it’s typically handled as a separate negotiation, and rightfully so. Compensation for source files varies widely—often between 25% and 100% of the original project fee, sometimes more. It’s discretionary, and it reflects the value of handing over complete control of the work.

So why do clients request source files in the first place? Based on experience, it’s often so they can make their own amendments. That’s very convenient for the client, but for the designer, it can come at a cost. Most of us include two to three rounds of changes in our pricing. That should be more than enough for a thoughtful, organised process. But when clients want source files to bypass that altogether, the designer feels they’re trying to future-proof their spend. That usually means doing so at the designer’s expense.

Once a client has your source file, they don’t need you anymore. They have the software, they have some level of skill, and they have the temptation to adapt your work without you. Regardless of how trustworthy the client seems, organisations under pressure to save money will almost always take the cheaper option.

The real cost

This isn’t just about lost income. It can be damaging to your reputation. I once had a client who commissioned me to design their annual report. The following year, they came back expecting a steep discount to recycle the work I did the year before—a request I dismissed. They didn’t have the source file—but they had the software to tinker with the PDF I submitted the previous year.

I later downloaded their latest report from their website and it was a mess. They had used a low-resolution version of the file, so the visuals were pixelated. The layout was broken. Custom diagrams had been replaced with default Excel charts. It looked like someone had tried to recreate a professional’s work—and failed.

Worse still, I had proudly displayed the original report within my portfolio and on social media. Anyone who downloaded the new version might have assumed that was my work. What does that do to a designer’s credibility and reputation?

Another risk: the file being shared. A client may know how to open and edit a file—but do they know things like how to prepare it for print? Probably not. And so the printer steps in. Many printers now offer “graphic design services.” They now have a file they can modify or repurpose for other clients. Maybe their “designer” takes on side projects. Suddenly, your work is everywhere—and you’re the only one not being paid for it.

Here’s another scenario:

“I was hired as a freelancer to produce a monthly magazine. My monthly role was to take all of the camera-ready ads, article text and images provided by the client, and lay out a 40-page magazine. My client and I are now “going our separate ways.” The client is claiming that they paid me to produce the template for the magazine, and they want ALL my working files for the past 2 years (InDesign, Photoshop, etc.), to give to the next designer for future production.” – Source: https://aigasf.org

Clients don’t own the source files

There’s a common misconception that commissioning a design means you own everything. That’s not how it works. In practice, clients purchase the rights to the final outputs, not the building blocks used to create them. Unless explicitly agreed upon, source files remain the intellectual property of the designer. You wouldn’t dine at a Michelin-starred restaurant and expect the chef to hand over their recipe. But somehow, designers are expected to do exactly that. Why?

Yes, there are exceptions—logos, simple editorial layouts, or text-heavy documents. But for complex, high-value projects, handing over source files is not standard practice… and clients are not entitled to them.

What’s worse is when this expectation isn’t stated in the initial brief, the terms of reference, within the original tender or expression of interest. If submitting source files is a requirement, it should be made crystal clear upfront. Designers can then decide whether they want to bid or not. I’ve poured countless hours and days into proposals, only to be blindsided by this request at a later stage. It’s not just frustrating—it’s demoralising.

Flexibility doesn’t equal exploitation

Like many designers, I go above and beyond for my clients. I work to tight deadlines, I make myself available on weekends, and I often work during anti-social hours. While my standard quotes include 2–3 rounds of revisions, I rarely keep count—I want the work to be the best it can be, and I often do more without additional charges. That’s my commitment to my craft and the client.

But even flexibility has limits.

The emotional toll

What saddens me most is how often this situation arises—and how it makes me feel—it’s like the movie Groundhog Day. Each time, I’m forced to explain my stance, I’m made to feel awkward, uncooperative, even insubordinate—when in fact, I’m simply protecting my work, my business, and my peace of mind.

The most important aspects of a project should be the quality of the service and the value it delivers—not whether the designer is willing to relinquish files the client has no business asking for. At the time of writing this, it feels almost political. Like the ‘Orange Dictator’ applying pressure tactics to get what he wants, such as unfairly applying tariffs. Most designers don’t want to give away their source files, but unfortunately some are worn down or desperate enough to give in.

A note to clients

Here’s something clients may not always consider: freelancers depend on repeat business to survive. We have expenses—subscriptions, equipment, software, accountants, taxes—and months where no work comes in at all. Meanwhile, many clients earn a monthly salary and work for organisations with funding and revenue streams. For them, a source file might feel like nothing more than a shortcut. For me, it’s my entire business model.

Am I being paranoid? Maybe. Overprotective? Possibly. But after more than a decade of self-employment, I’ve learned—often the hard way—to be cautious. I’ve had incredible clients and fulfilling projects. But I’ve also been burned—by a lot of clients, fellow designers, and even so-called collaborators. Loyalty is rare. And trust? Hard-earned. You’re beaten and become jaded.

Clients working within large organisations or development agencies might find this reluctance puzzling. After all, in many such settings, there’s a strong culture of transparency—sharing reports, studies, raw data, or even creative assets with other teams or partners is common practice. But for freelance designers, the landscape is vastly different. Every project is a competition—against Canva templates, AI-generated visuals, other agencies, and even self-taught designers who watched a few YouTube tutorials. 

While the client themselves may have no intention of misusing a source file, once it’s handed over, control is lost. The file might be passed to a colleague, a printer, or another agency, knowingly or unknowingly. That’s why designers must think beyond the immediate request. It’s not about mistrust—it’s about safeguarding their livelihood in a hyper-competitive, rapidly evolving market. It’s a kind of cold war—it’s not personal, it’s just business.

Here’s another thought, when a large organisation chooses to engage a freelancer or a small business instead of a large agency, you would imagine there are a few commendable reasons. Maybe it’s to keep costs low, maybe it’s because they want to give the ‘small guys’ a chance, maybe it’s to empower and develop those who wouldn’t normally get such opportunities. If that’s the case, why ask for assets that you don’t really need and that could be detrimental to their revenue stream and ultimately their livelihood?

To summarise…

All I want to do is focus on what I do best—design. But this issue keeps returning like a boomerang. Clients don’t need the source files. They get what they commissioned. Source files should be an option—not an expectation. Designers shouldn’t be penalised or made to feel “difficult” for choosing not to hand them over.

It’s worth considering: by demanding source files, clients may be unknowingly alienating some of the best designers out there. Many top-tier creatives and agencies won’t even entertain the idea of handing them over. At the end of the day, this isn’t about ego or obstinance. It’s about fairness, respect, and sustainability—for the designer, and for the integrity of their work.

Whether it’s “wrong” to submit source files depends on the circumstances. It’s a matter of good communication, clear contractual agreements, and understanding the client’s needs. But what about the designer’s needs? The submission of source files means very little to the client, but it means a lot to the designer. 

Put yourself is their position.

In December 2022, the North West District Council officially launched a roadside structure, which acts as a gateway (of sorts) to Maun. The names of the people responsible for making the structure have been published within the public domain, but I will refrain from identifying them in this article. This is a critical review based on my opinions, it’s not in any way personal, my objective is not to ‘name and shame’ or tarnish their reputations.

Maun – a place close to my heart

First things first, Maun is my spiritual home and this is, in part, because my wife is from Maun, but also because Maun has a very special place in my heart. When I first visited Botswana, I spent most of my time in Maun, and it was a life-changing experience. I live in Gaborone and for me, going to Maun is like going to a different country. Not only is the landscape different, but I feel the people and the general vibe are different. Creativity in Maun is immense and plays a large part in the Maun brand, and the standards are high. Which is why I’m struggling to look at this gateway structure and feel it adequately represents Maun, or at least the Maun I know and love. 

Don’t get me wrong, I am 100% behind the council’s initiative and their intentions. Any effort made towards developing Maun (and other areas of Botswana) gets a round of applause and a thumbs up from me. But, when I first saw a picture of the structure, I just assumed it was something that had been built by children for a school project. I’m not saying that to be funny or offensive, that was truly my first impression – I was shocked when I discovered what it actually is.

Sometimes the more you look at something, it can start to grow on you, but the more I look at this structure, the more of an eyesore it becomes. I don’t know the exact brief, the budget or the timeframe, but given the nature of my profession, I’ve spotted elements that ramp up my OCD and leave me wondering – what where they thinking? Admittedly, creativity, art and design can be very subjective, you’ll never please everyone. But in reference to this structure, simply applying design basics could have made a vast improvement. 

The Maun Gateway – an analysis

Looking at it face-on, I see a chimney-like structure built onto to a pyramid-like structure. It’s obviously not a chimney, but why make the side walls smooth and apply a brick effect to the front part? That’s what makes it look like a chimney. What is the reason for the selective brick effect? It’s obviously not a pyramid, but why incorporate this shape anyway? A pyramid makes you think of Egypt long before it makes you think of Maun.

Unlike most of the other topics I’ve written about, I wanted to know what other people thought. In order to garner other opinions, I created a post on LinkedIn, and I’ve since read a few similar posts on other platforms. Quite a few people have made comparisons to the ‘Welcome to Swakopmund’ structure in Namibia. You can’t deny the resemblance is uncanny, and it may well be a coincidence or it may have been the inspiration. I have tried to source more information on the Swakopmund structure, but haven’t received a response. I’m going to assume it was built in the early 1900s and could be at least 80-100 years old, if not older.

The thing about some age-old structures is they can look simple, almost immature (by today’s standards), but it’s difficult to be overly critical since they didn’t have the same technology or machinery we have today. They didn’t have much exposure to the wider world or the internet, and so, there was little in the way of inspiration. At the time, this would have been seen as innovative and functional. It’s now part of Swakopmund’s heritage and has become a feature. It is in-keeping with its environment, certainly mirrors older architecture in that area and blends in nicely with the sandy landscape that surrounds it.

The Maun structure was built in 2022, technology has advanced and we have access to the world-wide web. Yet it is not an improvement on a structure built 80-100 years ago. When compared to other similar types of roadside structures in other parts of the world, hopefully, you will see why I feel the Maun gateway falls short. 

It’s a fairly large structure and so it’s surprising to see there’s a lot of empty space. One of the elements that slaps you in the face is that choice of font! Cooper Black font… really!? I’m not bothered they chose a font that’s a hundred years old, but they chose a font that has rounded serifs. This makes the wording look comical and yet they built a very rigid and serious structure with straight lines and painted grey. It’s a bizarre choice of font for this structure or any structure for that matter. You’d struggle to find any examples of structures that have incorporated Cooper Black on the exterior.

Then I wonder with all that space on the sides, why is the font so small? Can the words be read by people in passing cars? Why did they align the text to the left and not centralise it? Why not keep the word ‘Maun’ on the same line as ‘leaving’ – there’s more than enough space? Why is the exact same artwork on both sides? Why duplicate it and not paint two different artworks? Why paint it grey? Why is the NWDC logo slightly lopsided. 

Why place the Brand Botswana logo there? Why use it at all? The Brand Botswana logo is one of the most overused and misused logos in Botswana. But why use a sign with a white background? Could a Brand Botswana sign without a background not have been made, like they did with the lettering? 

It’s such a shame. When all the elements come together, none of them makes sense, they don’t compliment each other. I don’t see any real artistry or love or passion in this structure, it looks as though it was made in a hurry and constructed by committee. I can’t stress enough the high level of creativity in Maun and I can’t understand why none of it has been incorporated into this structure. 

Inspiration is all around us

If we look for alternative approaches, there’s inspiration in Gaborone. When you arrive at SKK Airport you are greeted by a brilliant sculpture of an elephant made from ivory. When you leave the airport, you drive past two large metallic tusks, welcoming you to Gaborone. Another concept that could have been implemented is inspired by totems. Each tribe and area of Botswana has a totem, Maun’s is the kudu. This concept is something that could be replicated across the country.

The overall feedback on social media has been positive, but I don’t always trust social media as a true gauge, especially Facebook. People will celebrate things for a variety of reasons, none of which are directly in relation to the topic. People will celebrate it simply because it was made in Maun, or it was made by someone they know. Some folk won’t be critical because they don’t want to be seen as negative or fear online retribution and mob mentality. The image below is a post I saw on Facebook, not my words, but it is a statement I’ve seen posted by Batswana many times. 

Summary

Going forward, I worry about the future of this structure. Whether I like it or not, it is what it is and it’s not going to change. But I find it deeply saddening to see images of people climbing onto the structure. At the time of writing this article, the structure is only 2-3 weeks old and already people are disrespecting it, treating like something you’d find in a children’s playground. Given its location, it’s already at risk of being destroyed by drunk drivers and speed freaks. How long will it be before we see vandalism or graffiti? How long before the council’s sign is bent or repositioned or removed altogether? How long before letters go missing or stolen? It shouldn’t have to be guarded, but maybe the council needs to think about protecting the structure. 

If you asked me what comes to mind when I think about Maun, I think of nature, the environment, wildlife, safaris, wooden structures and water. Maun is organic, its fresh, it’s bright, colourful and has character. This is why I look at this structure with disappointment because it doesn’t evoke any of those associations and lacks character. This initiative had the potential to yield something rather special and yet this structure is average at best and could have been so much better. Maun is a large gem in Botswana’s crown, the place is remarkable and in no way average.

Maun deserved better. 

What the people say…

Below are some of the comments made by those who responded to my post.

Positives

• It’s a good thing.
• Beautiful, very nice.
• Simply beautiful.
• It’s great, Maun needs to be branded.
• I like it, it’s pleasing to the eye.
• An effort it is and the artwork is awesome.
• It communicates the tourism hub that is Maun/Ngami
• This is beautiful.
• I love the animal paintings.
• It captures what Maun is.
• Kudos to the team.
• Thumbs up to Maun Admin Authority. 

Indifferent

• How does it look at night?
• What ever improves or rebrands the Maun 10km spot is acceptable for me.
• Just okay.
• Just happy to see Maun branded, that’s all.
• I think I like it, but there is always room for improvement.

Negatives

• The Botswana tourism logo should have gone below the word MAUN.
• A lot could have been done differently to get the best out of the purpose.
• Not a big fan of the font.
• The grey brick has ALL the space!
• As for the creativity and originality, I can’t say I am happy about it.
• That North West District Council logo at the top was not necessary.
• Not feeling the font.
• Looks eerily similar to this [Swakopmund gateway], so creativity in question here.
• So much more can still be done.
• For the great place Maun is, tourism wise and people wise, the structure as a whole does not capture any of that.
• The tourism logo is not tying up with anything there, it feels like it was an after thought.
• The first time I saw this I thought Swakopmund.
• It feels like a copy and paste.
• Creativity was lacking a bit.
• We could have done something that would only remind us of Botswana.
• The design is too basic for me.
• It doesn’t stand out as a structure and tourist attraction site.
• The pillar has been copied from next door [Swakopmund].
• Lacks creativity.
• Not a nice view – mixed feelings.
• I thought it was a kids’ park.
• A junior school art project.

Back in 2020, I posted a couple of articles entitled ‘Why improving the standards and branding of Botswana-made products is so important’ and ‘Bad business practices that haunt Botswana’s business space‘. The article was written on the back of Peggy Serame (who was then the Minister of Investment, Trade and Industry) urging local producers to improve the quality of their goods and services, to give them a competitive edge in the domestic, regional and international markets. The article highlighted some areas where I felt businesses in Botswana could improve. Like most of my articles, this continuation is based on more experiences and observations from a brand perspective. 

Over the past few years the President of Botswana has travelled to various countries, shaken hands with various leaders, trying to open doors to new business opportunities and new trade avenues. The Botswana government has also engaged various foreign agencies to work alongside ministries in establishing policies and trade deals with countries in other continents. This is great, but they cannot forge new business relationships externally and ignore how business is conducted internally. How business is conducted in Botswana is NOT how business is conducted elsewhere in the world.

I’m not solely referring to dubious practices and corruption, which quite frankly happens in Botswana and everywhere else in the world. I’m referring to the basics. Business is all about relationships, the better the relationship the better the business. But it’s not just the connection between the seller and a buyer, it’s also the connection customers have with a brand. It is said your brand is what people say about you when you’re not in the room, well, business in the 21st century often starts when you’re not in the room… or in the same country. Business will often start with your reputation, your website, an email or a phone call.

Since the first article, there has been one notable event that took place earlier this year – Forbes Under 30 Summit, which was hosted in Gaborone and Kasane. This was an opportunity to showcase Botswana’s potential, as the event featured many of Botswana’s young business men and women. But the organisers may have left slightly disheartened, as it shined a light on certain deficiencies.

Forbes 30 is a very serious platform, which most of us do understand, will not understand. When you talk Forbes you are talking big money, high standards and apologetic ministers. The Forbes office was met with an apology of sorts that went something like ‘those lofty standards cannot work here. We are pleading with Forbes to lower their threshold otherwise we are likely to get a Forbes 0 under 30 situation’. – Thulaganyo Jankey (The Monitor)

This was the first-ever Forbes Under 30 Summit Africa, bringing together entrepreneurs from more than 40 countries. The fact Forbes was asked to ‘lower their threshold’ is quite embarrassing. Forbes 30’s ‘lofty’ standards meant Botswana struggled to find enough ‘entrepreneurs’ under the age of 30. If memory serves me right, even the people over the age of 30 failed to meet certain criteria, such as the lack of companies with websites.

Website

The need for a website is rapidly becoming a minimum requirement for businesses. The best way to put yourself in the global space is to have a website, although many businesses here opt for social media platforms as a substitute for a website. Yes, social media accounts are free, but don’t disregard or underestimate the value of a website. Much of my business comes via my website, many of those who find me are pleased by the fact I have a website. There are lots of business opportunities outside of Botswana, but how do you expect any opportunities to find you if you don’t have a website? 

Poor Quality Websites

Admittedly, there are some companies and organisations with websites, but the overall standard is very poor. Many websites in Botswana are dated and look as though they were constructed at the start of the millennium. Even those that have been constructed using WordPress themes can look awful. Having an unattractive or dated website is just as bad as not having a website. 

Websites also need maintaining and very few organisations keep their content up-to-date. For example, I have noticed some organisations haven’t uploaded annual reports since 2017. This gives the impression the organisation hasn’t updated their website in years.  

There are many agencies and individuals in Botswana who create websites, unfortunately many of them are responsible for the shoddy websites I’ve seen. I’ve worked with a local web design agency, and it’s an experience I do not want to have again. It’s not easy getting a website created, but global business works both ways. You can find a web designer anywhere in the world and a good, professional designer will make the process as painless as possible. 

Social Media

While there are some benefits to using Facebook, overall, I don’t believe it is the best option in the long-term. Social media platforms are predominantly a marketing tool for advertising and promotions. But Facebook isn’t cheap, especially for small businesses. To adequately promote your business you need deep pockets. You’ll need to invest in producing regular innovative and dynamic content, but even then, I’m not sure you’ll see a substantial return. 

I don’t believe Facebook is good for all businesses, nor do I believe many people use Facebook in the same way they did a few years ago. The platform has changed (not in a good way), and their algorithms are irritating. I’m not convinced people take much notice of actual content, I believe many people react to certain posts on autopilot. It’s a bit like being handed a flyer from someone in the street; we take it out of politeness, but moments after, we throw it in the bin.

I also think many people who do use social media to sell can be extremely lazy about how they go about it. Real estate for example, some of the pictures posted of properties are just horrible. Another fine example of Facebook practise is people not listing prices, telling users to either ‘inbox’ or ‘app’ for price. I have no idea why people think this is a good strategy. Of course, there’s also the worry the price will change depending on the sellers perception of how much they think you can afford, based on a quick review of your profile. This practise isn’t confined to Facebook, but it is a practise that breeds distrust.

The other problem with social media is authenticity. So many people use filters and staged photoshoots for the purpose of deceiving their audience. Who or what can you trust on social media anymore? If someone is selling what seems to be too good to be true, it most likely is. If social media is your chosen platform, I would suggest relying less on Facebook and trying another platform – Twitter, LinkedIn, Tumblr, Pinterest – but not as a substitute for a website.

Don’t elevate yourself

One thing I see more and more, especially on LinkedIn, is people calling themselves ‘experts’ and ‘specialists’. On what do these people base this self-proclaimed title? An ‘expert’ is a person who is very knowledgeable or skilful in a particular area and is likely to have many, many years of experience. If you’re in your 20s or 30s, then I doubt you tick all of those boxes. I’ve been working in my profession for close to 20 years and I don’t consider myself an expert. Yes, be confident, but remain humble, it’s for others to decide if they consider you an expert or not. 

Celebrity

Make a decision, do you want to run a business or do you want to be a celebrity? Business is a two-way relationship, and if anyone is the ‘celebrity’, it’s your customers. If I’m selling a rotten apple, who I’m friends with, where I live, where I went to school, or my social media or societal status doesn’t change the fact I’m selling a rotten apple. Your reputation is more important than your perceived popularity or number of followers, so focus on the quality and delivery of whatever it is you do. 

Chasing fame means you are placing yourself above your brand. Don’t think you are bigger than your brand. Including yourself on your marketing material is nothing more than indulgent, and no-one likes working with an ego. It’s also a poor strategy if you have more than one business, as you only serve to dilute your brands. It’s also risky. On the one hand, business successes will be attributed to you, but on the other hand, any business failures will also be attributed to you.

Gmail et al

While people will find every excuse to justify using a gmail account as their primary business email, most professionals across the world advise against it. Yes it’s free, but you are also more susceptible to increased spam, viruses, data storage issues as well as data protection issues. Should anything go wrong with your gmail, who do you call? If your account goes down, you could lose everything. Taking the technical aspect aside, it’s just not professional; using a Gmail account might hurt how your clients see you professionally. It ultimately questions the legitimacy of your business.

Invest, invest, invest

Many businesses can lack adequate funds in the beginning, but many do actually receive funding, yet still try to start a business with as little investment as possible. Even when they start to make money, they still don’t invest. One area in particular that suffers is their brand identity and branding collateral. If the foundation of your business is built on ‘cheap’ then don’t expect to attract quality. Invest in your brand, invest in a website, invest in your products or services.

Treat customers as you want to be treated

Be honest, be kind and deliver. Some of the best leads you can ever get are from referrals and word of mouth. No one likes poor service or buying below par products, so why provide poor services or sell naff products. If you expect the best, then be prepared to provide the best. Sometimes you have to make sacrifices to do what’s right in order to achieve the goal. The customer is king (within reason) because without customers you don’t have a business.

Reputation

I’ve worked with people and agencies from across the globe with links to Botswana. Sadly, they have very few positive experiences or positive opinions about business in Botswana. Recently, I was even communicating with someone in the Middle-East and he was aware of Botswana’s poor reputation. I was shocked, and it’s embarrassing. I also worry because it could deter people away from my business.

It’s very difficult to get rid of a bad reputation, and Botswana is known for a somewhat lethargic approach to business. It’s obvious there are a lot of people here who don’t like work, but here’s the thing… most people in the world don’t like work. The difference is other people realise its their source of income and work is an unavoidable part of life. So choose to make lemonade with the crappy lemons because it’s the only fruit that grows on the tree of life.

Based on my own experiences, I do not enjoy business in Botswana. It doesn’t matter who it is, what I’m doing or what organisation, the experience is seldomly satisfying or without unnecessary challenges. The balance is one-sided, instead of it being a mutually beneficial engagement, you feel as though you have to do most of the work for a positive outcome, and almost everything revolves around money. Yet business is not just about money.

Business is global and the Botswana market is small and limited, seeking business from outside is not an option, but rather a necessity. Botswana businesses cannot relax and think overseas customers will accept or adapt to Botswana’s style of business. Across the globe, there are different cultures and different business practises, but honesty, integrity, transparency and great delivery will always shine through. This builds your reputation and in turn, adds to your credibility. How you conduct yourself, how you present yourself and how you are perceived will make either increase or minimise your opportunities.

Starting a business is difficult, running a business is difficult, but conducting business should not be as difficult as it is in Botswana. Modern advancements are leaving Botswana behind and certainly, where business is concerned, the world will not make any exceptions nor wait for Botswana to catch up. The only constant is change.

I recently read an interesting article in The Business Weekly by Leungo Sigwele, entitled Branding Cities… Really? Leungo and I are certainly reading the same book, but maybe on different pages. This article is not me trolling Leungo, nor am I challenging his views, but rather carrying on the discussion from a different perspective. The sub-headings are taken from comments made by Leungo.

When you brand something, you must understand what it is you’re branding and why. When branding a product, service or place, you also have to try and understand how others perceive that product, service or place. This helps direct the process and requires an open and honest review of the pros and cons. It has been difficult to write this, as the views of a foreigner can sometimes be seen as critical and not constructive. That said, I don’t think locals, ex-pats and foreigners should be discouraged from discussing these types of topics.

So why brand a city? Branding a city (or any place) helps build its own identity so that it stands out while communicating its strengths and value to potential investors, visitors and lest we forget, its residents. There’s no doubt that branding a city has its advantages; since the turn of the millennium, many cities have developed their brands, as shown above. The overall aim is to make a place attractive and somewhat commercial.

Image or reputation

Leungo uses an analogy which implies a branded city would rely (in part) on its image or reputation. A place can have a reputation, but a reputation can be good or bad and is based on beliefs or opinions, which are subjective. South Africa, for example, is a beautiful country, but it has a bad reputation for severe levels of crime. Even though many people have travelled to South Africa and left with nothing more than wonderful memories, its reputation scares off a lot of would-be travellers. Ultimately, a reputation is not necessarily something you have control over.

A city (like most brands) needs brand association. Paris is known as the city of love because of the atmosphere it exudes; millions of people honeymoon in Paris, and loved up couples treat themselves to romantic weekends in Paris. Brand association goes a little deeper than reputation, as it’s a rational connection between a brand and a concept or an experience or place. Brand associations are generally positive and heavily influence decisions towards investment, be it financially or emotionally. For example, Apple is associated with finery and exceptional quality, even though their products are ridiculously expensive, which forms a large part of their reputation.

Low-income places in developing countries seem not to have joined the bandwagon

For the most part, it is true that most places within developing countries have not branded themselves. But I think there are many reasons for that. If you’re the United States, you have many cities such as Washington, New York City, Los Angeles and San Francisco, that are so well-known because they are constantly in our consciousness through media, movies and so on. But in Africa, there are very few cities or places that are known either equally or more so than their country. South Africa is probably the only exception, but there are African countries marketing themselves rather than their cities. Most of us will have seen the ‘Visit Rwanda’ brand on the arm of Arsenal’s football kit and endorsed by Paris Saint-Germain – which is a genius marketing strategy. 

But brand association plays a part. Batswana aside, most people I have known to have been on safari either went to Kenya or South Africa. South Africa’s Kruger National Park is one of the most well-known game reserves and regularly features on wildlife documentaries. The same applies to the Masai Mara National Reserve and Kilimanjaro. If you pay attention, whenever a wildlife documentary is filming in Botswana, it hardly ever mentions Botswana. Kenyan safaris are widely-marketed in travel agencies across the globe. Kenya targets a much wider demographic, catering for a variety of budgets, making their safaris more affordable.

But before we can get to brand association, people must be aware of your brand. Most people have heard of South Africa and Kenya, as well as their tourist attractions. It’s no real surprise that even well-travelled individuals are unaware of Botswana. Herein lies a reality that is probably the biggest challenge many people here either disregard or haven’t considered. When you step outside of the Botswana bubble and continue to step outside of the continent, you’ll find a lot of folk don’t know where Botswana is, let alone heard of Botswana. Branding a city or a place in Botswana is close to impossible if most of your global audience haven’t actually heard of Botswana.

When I told friends and colleagues I was moving to Botswana, the news was met with a puzzled expression followed by the question, “Where’s that?” Yes, this is an epic fail, but I cannot blame ignorance. Many people in the world have heard of Dubai, but probably don’t know which country Dubai is in. Maybe some think Dubai is a country? That said, there are African nations known to a global audience, but sadly not all are for the right reasons. Building awareness is a huge challenge, but changing perceptions is even harder, especially with negative brand associations (dictators, civil wars, starvation, famine, corruption).

If I am being honest and blunt, the parastatals that would be involved in branding Gaborone would be the same parastatals responsible for marketing Botswana. If there’s still a large percentage of the world who have never heard of Botswana, then the personnel at those parastatals won’t be able to brand Gaborone – and would probably be detrimental to any such project.

City branding is a shared responsibility of all the city’s main stakeholders

We can argue certain parastatals have failed to generate adequate awareness, but I feel Air Botswana has also failed. It might seem strange to hold an airline accountable, but think about it, millions and millions of people pass through so many airports around the world, looking at all the different airlines. A plane with zebra stripes would have stood out and generated some level of interest. But Air Botswana doesn’t fly beyond Southern Africa, and even if it did, it would probably go unnoticed now because the company erased the zebra stripes, their most recognisable feature, when it rebranded. 

In terms of BTO, maybe there’s an argument their hands are tied to an extent. I have previously touched on Kenyan safaris being affordable to a wider demographic. Botswana’s safaris are generally enjoyed by those with incomes that are way above average. There’s nothing wrong with that per se, but if you are to brand Gaborone, who is the desired target audience?

Leungo talks about stakeholders, and we may think of people as stakeholders, but I’m not a fan of using this term because it’s too impersonal and corporate. Admittedly, the very definition of a stakeholder is someone with an interest or concern in something, especially a business. But Gaborone is not just a business as such, many call it home, and you don’t call your home a business, nor do you call your family or neighbours ‘stakeholders.’ People are the life and soul of any place and are very much part of the proposition.

But if we think too much about the business aspect and financial gains, there’s the risk of losing sight of the bigger picture. Brand awareness doesn’t immediately put money in your pocket. In fact you might lose money in the early stages, but it’s a marathon not a sprint. Branding the city is an ongoing project, requiring both investment and patience. 

Similarity/ordinary does not sell but differentiation sells

This is true, but don’t underestimate the ordinary. There are people out there who spend hours plane-spotting, train-spotting, collecting stamps and postcards. Ordinary may be considered odd or boring by some, but for others, ordinary can be exciting. Some people spend thousands travelling all over the world to watch fast cars go around a race track numerous times, while others will travel thousands of miles just to see a monument or visit a museum.

Being a foreigner and a resident of Gaborone for the past eight years, I’ve made many observations and comparisons. I can’t help but feel within Botswana, there’s too much focus on the capital and yet not enough focus on the capital. Almost everything of note happens in Gaborone, yet I wonder how many visitors to Gaborone (local or otherwise) are aware of some of Gaborone’s attractions beyond the government enclave, the CBD and the various malls.

Gaborone’s identity is a bit skewed in that the only part of the city with any real visibility on Google images is the Ministry of Health & Wellness building. Yet there is so much more in one small city and surrounding areas. Ordinarily, it’s the political hub, the jewel in the crown where diamonds are concerned, and almost all corporate entities reside at the Central Business District. But just outside of the city centre are what I feel are game-changers; two game reserves and even crocodiles in a natural habitat, not in a zoo. Although, neither of these places could cope with an influx of visitors.

Package the city’s elements competitively and bring the city’s DNA to life

We have seen recent efforts to improve central Gaborone due to hosting the Forbes Under 30 event. Botswana does indeed make an effort when it’s required, but these efforts often stop once the event has finished. They should be ongoing and all initiatives continued rather than be viewed as a gimmick. Obviously, other areas such as public transport, road systems, general public spaces, public amenities, street lights, signage and so on are considerably trickier to improve in the short term. 

Suffice to say there are a lot of areas in Gaborone that could be dramatically improved, and new initiatives implemented to make the city more appealing, safer and user friendly. A lot of what is in Gaborone can be commercialised, but I won’t go into details for fear these ideas will be taken and ruined. However, all of these play a vital role when branding a city, and most go far beyond a logo and a funky tagline.

It’s also fair to acknowledge that, unlike New York City, Gaborone is a city that sleeps… kind of. If we are to brand the place and bring its DNA to life, a certain degree of life needs to exist after 6pm. I’ve spoken about this in another article, but the retail environment needs to operate like a retail environment. Open later and close later, the malls should be alive in the evening; not shutting down. 

There has to be a reason for embarking on the branding process

The key point Leungo makes is the fact a city needs a ‘brand purpose’ and this is where I struggle. Gaborone is the capital city, yet beyond that, I don’t see what elements Gaborone can use to hang its brand hat on. Whereas a place like Maun has a clear brand association since it’s the ‘gateway to the Okavango Delta’ and for that reason, I would argue Maun has the strongest brand potential in the country, yet Maun is not developed.

Although I believe Maun potentially has the strongest identity, its visual presence online is also skewed. Maun is literally the gateway, but what a foreigner would perceive to be rest of Maun is not actually Maun, but rather the Okavango Delta. Maun itself is commonly summed up by its airport and, to be fair, most of the millions of safari travellers only see the airport. But there are areas of Maun that can be enhanced, areas for development (again, I’ll keep these ideas to myself), but Gaborone would require a lot more thought. 

One element that contributes to a successful brand is the story behind the brand. This aspect should not be underestimated because the story has the potential to attract a new breed of travellers, those who are not necessarily interested in safaris. 

London is the UK’s capital city and is the political and royal hub with all its famous and iconic attractions – Buckingham Palace, Houses of Parliament, Downing Street, London Bridge and so many more. The reason these are iconic is because they have a history and are part of the country’s heritage. All cities with effective brands have notable historic associations, they all have stories to tell. Botswana’s heritage is there, but rarely told and if it is told, it’s normally told by someone who isn’t from Botswana. 

Gaborone should work hard as well to be known for that particular “thing” or what we call brand essence

Leungo does make reference to Eindhoven in the Netherlands, whose ‘thing’ is that it was voted the most inventive city in 2013. Of course, these are claims to fame and add value to the city, but a lot of these polls and rankings can be flash in the pan. Some cities are known for things that are unintentional, but very few will know about these accolades or remember them. However, there are some great accolades, such as being voted the Capital of Culture.

This is an initiative in Europe that puts culture at the heart of European cities, resulting in EU support for a yearlong celebration of art and culture. The western world generally moves with the times and makes certain trends a valuable asset. Europe is home to so many non-Europeans, and the integration of all these people made ‘equality and inclusion’ a part of life. Being a Capital of Culture has proven to be an excellent opportunity for regenerating cities, raising their international profile and boosting tourism. It also enhances the image of the city in the eyes of their own inhabitants and breathes new life into a city’s culture.

One particular culture that features in most large cities (and is considered an attraction) is the inclusion of Chinatowns. A Chinatown is an ethnic enclave of Chinese people located within urban settings. It is an opportunity for people to experience an authentic Chinese culture and cuisine. While providing a home-from-home environment for Chinese residents, it’s open to everyone. Chinatowns are evidence of a city embracing its cultural diversity. In Gaborone, there is Oriental Plaza, which is essentially warehouses selling cheap Chinese products. It’s not a cultural experience nor a place I would want to spend the day.

I mentioned above that Gaborone is a city that sleeps… kind of… sadly, once the sun goes down and the shops close, Gaborone becomes an irritant. If it’s not dozens of endless parties playing music at a highly unreasonable volume, it’s churches with preachers screaming down a microphone. This is certainly a ‘thing’ but not the thing Gaborone should be known for. In that respect, there really needs to be policy reviews on social conduct, anti-social behaviour and noise pollution. No-one wants to visit a city and leave with the bad memory of someone’s rowdy house party or a church with what seems like a maniac enjoying the sound of his own voice. 

Man-made landmarks have helped cities known the world over

The Eiffel Tower is a worldwide symbol of romance, and yet it was far from being loved once constructed. Three hundred prominent Parisian artists and intellectuals hated the tower, calling it a “monstrous structure” and petitioned against it. It’s hard to believe such an iconic structure being the source of such hatred. It’s even harder to think it was never intended to be a permanent feature in the city. Paris officials saved it from being torn down because it was useful as a radiotelegraph station. The Statue of Liberty was actually a gift of friendship from France to the United States and, although it is synonymous with New York, it is seen as a universal symbol of freedom and democracy.

Gaborone has a number of monuments within the city, most of which I discovered when walking around the city on a quiet Sunday afternoon. There’s the Three Dikgosi monument at the CBD, a Seretse Khama statue near Parliament, along a few other monuments. There’s an ivory monument within Main Mall, which has no plaque explaining what it is – I’ve asked people, and no-one seems to know. The problem with these monuments, from a tourist’s perspective, is there are no signs indicating where they are. There’s no parking nearby, no ablutions, no vendors selling enticing refreshments or merchandise. These are the provisions that need to be made if you want tourists to visit the city. 

There’s so much work needed to make the city more visitor-friendly. If I was new to Botswana and flew into Gaborone, I wouldn’t know what to do or where to go. There’s no yellow cabs or black cabs, in fact there’s no taxi rank at the airport, no shuttle bus service, just a few unregistered taxi guys who shout ‘taxi’ at you and will most likely charge inflated rates. Official taxi ranks are not obvious, some seem hidden. How do get from the airport to the CBD or the government enclave? How do you get from the airport to your hotel or Airbnb? Before you can brand the city, you need to see the city through a visitor’s eyes and in doing so, you’ll see the scale of the challenges.

Cities should also have a well-researched brand communication strategy

When it comes to local branding, another concern of mine is the ability to actually execute a brand experience. Whenever a branding exercise is carried out, it is often without logic or reason and (sadly) poorly executed. The Paris brand or image is often visually represented by the iconic Eiffel Tower. If it was branded in Botswana, there would most likely be love hearts and flowers, novelising Paris’ image as a permanent Valentine’s gimmick. While there is some logic to this approach, it is not a concept that is all-encompassing.

I should point out that the actual Paris brand is actually based on a boat. You can read about it here – https://carrenoir.com/city-of-paris-official-branding

I’ve already mentioned Air Botswana erasing zebra stripes from their identity. The zebra is the national animal and yet the national airline has a brand that focuses on diamonds. Admittedly, the rebrand design was carried out by a South African agency, but the brief would have come from Botswana. When you construct a brand, you need the ability to not only see your vision, but also how that vision will be seen by others. 

I don’t feel anyone with the authority to implement change has actually spent any time walking around Gaborone and seen what a visitor sees. The best way to map the customer journey is to take a walk in their shoes, even better if you bring foreigners on that walk. Conduct market research, ask expats and newly arrived or departing visitors to give their opinions. Whether feedback is positive or negative, it’s the only way you will get answers and ideas. Stop relying solely on Facebook and Instagram, not all your target audience have social media accounts. Start targeting your audience instead of posting a few adverts on Facebook and hoping for the best.

Branding Gaborone in theory is a wonderful idea, but in reality, Gaborone is not ready. The starting point needs to be branding the country and generating awareness. However, everything I’ve said about ‘walking the customer journey’ still applies, you still need to make that effort and inform people where all the attractions are and how to get to them. Improve public transport and public amenities, think about pedestrians, create parking areas and consider constructing service stations along the A-roads with ablutions.  

People need to see the benefits of more people travelling around the country, spending their money everywhere they go. The better the experience, the more they will spend. Leungo says there needs to be a change of attitude, and by Jove, he’s right! But it’s not just councils or the Government that need to alter their mindsets, it’s everyone. People need to see travellers as guests, not cash cows because guests come back. Display price lists, put up signage, communicate to them, and they will respond.

There’s a lot that needs to change, a hell of a lot, but the sooner change starts, the sooner it will be done – do it right, engage the right people, try something different, use external resources, and the rewards will make it all worthwhile. But do it prematurely, and the damage could be beyond repair. 

“Saying no to free design work” is the battle cry of creative professionals everywhere. And rightly so — our work has value, and if a business or an individual truly understands that, they’ll pay for it. But when you’re desperate, broke, and staring down the barrel of another unpaid month, that mantra becomes much harder to stick to. That’s when free work feels like the only option.

Designers, particularly freelancers, are often told that working for free will lead to “exposure.” The problem is, you can’t pay rent with exposure. You can’t buy groceries, cover data, or support a family with exposure. And more often than not, the exposure never actually comes.

When you’re in a secure job with a salary, saying no to freebie requests is easy and it leaves you with a sense of empowerment. But when you’re self-employed with no guaranteed income, and someone dangles even the slimmest promise of a future opportunity, the lines start to blur. You know you’re being taken advantage of — but you’re also just trying to get by. You don’t say yes because you undervalue yourself. You say yes because you feel like you don’t have a choice.

This is where desperation messes with your logic. Suddenly, working for free sounds like a strategic move. You start to convince yourself: maybe this person has connections, maybe it’ll lead to something bigger, maybe if I say no, I’ll miss a chance I can’t afford to miss. The “maybe” becomes louder than the reality you already know.

The truth is, design — like so many creative industries — is deeply misunderstood. People respect the final product but often devalue the process. They forget the years of study, practice, mistakes, and refinement it takes to do what we do well. And because of that, they expect logos, branding, layouts, and full campaigns for next to nothing — or worse, for free. You never hear anyone asking a plumber, lawyer, or dentist to work for free or for exposure.

To make matters worse, some companies even launch competitions for branding work. Imagine sourcing your visual identity — the face of your business — by asking people to compete for free, with no guarantee of payment. It’s insulting. But it continues to happen, because creatives — especially new ones — continue to say yes.

And why wouldn’t they? When you’re just starting out, or struggling to keep your head above water, you’ll take any chance you can get. I know this because I’ve been there. When I first came to Botswana, I had no contacts, no income, and no real understanding of how the market operated. I was desperate, and people knew it.

A few years ago, I was approached by a well-known public figure with a strong reputation and high-level political associations. I was asked to assist with a prestigious campaign — but there was no budget for design work, as personal finances were already tied up in the campaign itself. Given the status of the client and the perceived profile of the campaign, I convinced myself this could be the springboard to bigger and better things.

In my defence, I had never faced a situation quite like it before, and in an environment where “who you know” often outweighs “what you know,” I thought the risk might pay off. Unsurprisingly, I was wrong. I gained no meaningful exposure, no follow-up work, and not even a single referral for offering my services free of charge. To this day, I still find it hard to believe — not one referral. This is obviously a poor reflection on the well-known public figure, but I leave these things to karma.

Looking back, I learned a hard lesson: if people can get something from you for free, most of the time, they’ll take it and run. There’s no follow-up. No loyalty. No referrals. That’s why, these days, if I ever agree to work for free or at a discount, it’s entirely on my terms — for causes or people I personally believe in, not because I’m hoping for scraps.

I still see the same cycle playing out today. Young designers undercutting themselves. Accepting unpaid gigs. Competing for “exposure.” It’s understandable — the market is tough, and survival mode doesn’t leave much room for principle. But the more we say yes to free work, the harder it becomes to shift the culture that devalues us in the first place.

To those in the thick of it right now, know this: your work has value. You have value. And yes, it’s incredibly hard to stick to that truth when your fridge is empty and the rent’s due. But try to make strategic choices, not desperate ones. If you’re good at what you do, if you’re honest and fair, the clients who will respect you will find you — but only if you’re not constantly giving your time and talent to those who don’t.

Since leaving the UK and starting my own business as a freelance designer in Botswana, I’ve connected with lot of different people linked to my industry – designers, marketers, communications, etc. Over the years, I’ve observed a bizarre trend in online behaviours by professionals that strikes me as rather odd. Instead of promoting their businesses, their services/products or the work they do, they simply post pictures of themselves. 

This type of activity is quite alien to me, as it’s not the behaviour exhibited by professionals I was connected to in the UK. But then again, this region and the UK are two very different worlds. In many ways, social media is a huge part of life here, and it’s a beast that often distorts reality. But for some, it’s as though they can’t exist without generating their own hype. I find this very unusual, especially from those within the creative industry, graphic designers particularly.

If you’re a designer for fame, recognition or simply looking cool, you might as well look for another profession. Designers shouldn’t be driven by ego to be recognised for great work. Recognition is only a small part of who a designer is. – Tiffany Eaton, Designer & Writer

I’ve seen designers create design work (e.g. logos) for businesses that are doing fairly well and then embark upon a quest for social fame. Why? You cannot attribute the success of a business solely to its logo. Of course, the logo can be influential and persuasive and can make products appealing, but the logo is simply the tip of the iceberg. I get it, we’re all human and success feels good. That feeling is addictive, as is the social media attention, but for some, their egos inflate prematurely.

Most creatives are aware of the story behind the origins of Nike’s swoosh logo, however, I’m pretty sure most of them don’t know the designer’s name or what she looks like. 

For the record, the Nike swoosh was designed in 1971 by Carolyn Davidson, who at the time was a graphic design student at Portland State University. It was at the university she met Phil Knight, then-assistant professor, who would go on to found Blue Ribbon Sports, and, in turn, Nike.

Knight came up with the idea to create his own brand of athletic shoes, he asked Davidson to design a stripe (industry term for a shoe logo) that “had something to do with movement”. Davidson came up with the swoosh and charged Knight for 17.5 hours of work, totalling $35.

In 1983, due to the success of the Swoosh, she was given a generous amount of stock in the company (estimated to be worth upwards of $1,000,000), as well as a diamond and gold ring featuring the Swoosh design. Davidson went on to be known as “The Logo Lady”.

Source: Creative Market & Wikipedia

This story is heartwarming and rare. Sadly, many uninformed designers try to use this story as the basis to justify their extortionate rates. But the point is, Carolyn designed one of the most famous icons in history. She had every right to shout it from the rooftops and yet very few (who know this story) know her name. She is recognised for her design, but she didn’t seek the limelight or try to capitalise on the social fame and she actually seems like a down to earth lady. Yes, she’s not a millennial and being in her late 70s, she probably doesn’t have a Facebook account, but I think you understand what I’m saying.

Another important point is the fact she didn’t receive any recognition until 12 years later, when her work was proven to be an immense success. The recognition was initiated by the company as a token of appreciation. These days designers here would be blowing their own trumpets within 12 minutes of submitting the logo to the client! The reality is, Nike could have easily gone bust within a couple of years. Carolyn (like any other great designer) played her part by designing a simple and recognisable brand mark for their products, but the logo is not solely responsible for Nike’s colossal success. I’m pretty sure Carolyn would agree with that.

As a designer, your work speaks for itself, if your work can’t sell you then how is your face going to be more persuasive? It’s as though young designers are in a rush to be famous, desperate to be seen as experts in this field. Maybe I’ve become jaded, but when I see designers, marketers and so on posting self-gratifying material, I immediately lose interest. For the most part, it’s the type of material we see from the 70s and 80s used today in funny memes. Those dated modelling poses – fist under chin, sat in front of a Mac, perched on a desk or staring out into the abyss. 

Moderation is key, a healthy ego is essential for any designer, but don’t take it too far and become arrogant. Humility goes a long way. It’s easy to get caught up in the moment when your work is being noticed and appreciated, but enjoy the moment and move on. Designers should never be praise-dependent. If a client pays you, then he/she has shown appreciation for your work. Your goal should be to earn a living. A great graphic designer is hardworking, professional, modest and an active one doesn’t have the time for photoshoots. 

In the design world, you’re only as good as your last project and being blinded by past triumphs can damage their careers as they progress. Some may turn down opportunities, waiting for something bigger to knock on their door. Some start to believe they are too big for small clients. Success means you made the client very happy and made money off the back of that success, but your next project could go unnoticed. 

Rejection is another reason why great designers stay grounded. This industry is competitive and rejection is inevitable. There will be a period of time where you could possibly trade on the back of fabricated stardom, but it won’t last. You may submit a quote or bid for a certain project and it gets rejected. Rejection hurts, but it hurts more when it dents an ego.

In the early years of a designer’s career, the focus should be on learning and gaining experience. For businesses, the focus should be on sales and building the brand. Why should people care who owns whatever business? Think about it, there are massive, successful brands out there and yet we don’t know the faces behind the majority of them. Out of the brands we do know the faces of, we knew their brand first.

Success shouldn’t inflate egos to a point where it becomes a barrier. Success means you gain more experience, should that success turn into recognition and praise, then embrace it, but be humble. Don’t become an irritant, by being respectful and modest you become a better person and a better designer.

The Minister of Trade, Investment & Industry, Peggy Serame recently urged local producers to improve the quality of their goods and services to give them a competitive edge  in the domestic, regional and international markets.

She went one further, imploring them to continuously improve their quality and standards, including the labelling, packaging and coding of their products.

“The number of retailers supporting this initiative has increased significantly compared to last year. This is a welcome development, and we would like to encourage those lagging behind to catch up with the pace-setters,” the minister said at a #PushaBW forum recently.

“I commend businesses in the hospitality sector which have demonstrated unwavering support of the #PushaBW initiative. I am informed that they are proposing to host market days to showcase locally manufactured products and also avail permanent kiosks in their hotel lobbies for BITC to facilitate the identification of Pride Mark users who can permanently make use of the kiosk to display and sell their products in the hotels,” she added.

Launched in 2018, the #PushaBW initiative is a national campaign that aims to encourage Batswana to actively grow the local economy by buying locally made products, supporting local initiatives and using local services. The campaign also aims to improve the productive capacity of local producers, which contributes to the creation of employment opportunities. The campaign further strives to encourage retailers to carry locally produced goods and services. 

To date, through the PushaBW campaign, the Botswana Investment and Trade Centre (BITC) has supported over 143 companies by enabling their participation at local and international exhibitions. Over 115 companies have been profiled on BITC social media platforms to further expose them to domestic and international markets.

I agree with everything Minister Serame has highlighted. But there also needs to be a huge drive to help local manufacturers think global. All too often, we see locally made products whose aim appears to target a very narrow market – the local market, which is way too small to be viable. 

On top of that, for all the PushBW drive efforts, the locals aren’t exactly biting as much as they could. This often stems from various reasons including very poor branding, the lack of communication skills, poor service delivery, lack of consistency and the lack of customer service, among others. 

When you look around at the locally made products, from the name, to the packaging and branding, it’s not often you’re inspired to buy them. I’m the sort of person who is drawn to unique, quirky and pretty packaging – and I bet that goes for many others. The product and business names can go from silly to the utterly absurd – tongue twisters that make sense only to the owners and at worst, aren’t likely to stick in the potential buyer’s mind. 

Don’t even get me started on the tag lines! Years ago, it may have been Brand Botswana who started the trend – ‘Our Pride. Your Destination’. Typical of the Botswana culture, everyone piled in and most companies that came after that slogan was coined followed suit – Our eggs. Your Breakfast; Our Hotel. Your Haven; Our Cat. Your Dog; Your Food. Our Culinary Skills – and on and on it went!

Obviously, I’m exaggerating to make my point. What I’m trying to put out there is that you don’t always have to conform and follow the crowd, or worse still, outright copy everything going. In fact, you really want to go against the grain and stand out. Break away from the crowd and do something that comes from the heart. 

Bad business practices that haunt the Botswana business space

What’s in a name?

Sometimes you have to wonder just how invested local producers are in their offer because some of the weird and wonderful names they pick for their businesses are either lazy or out and out strange. While it’s their prerogative to choose whatever name they see fit for their fledgeling businesses, Botswana companies need to think global. That is where branding and positioning also come in. 

If you go with a hard to pronounce name, chances are it will be hard to remember, thus narrowing your market. It’s really not rocket science; what you want is a name that easily rolls off the tongue, one that will stick in people’s minds. If you want to walk on the wild side, go for something punchy and catchy, something that could be a talking point, something that everyone, including those beyond Botswana borders, will easily remember. 

Packaging and branding

I’m no expert, but I always feel it is such a shame when you see Botswana made products that show great promise but die a horrible death at the hands of their branding and packaging choices. Speaking as a consumer, customers buy with their eyes long before they sample your product. Take me, an avid shopper, for instance; if your product doesn’t call out to me, I’m very, very unlikely to ditch my go-to products and take a detour towards yours. 

Think global and position yourselves just right. Don’t limit yourselves; learn to benchmark and put your own stamp on your products for better reach. If you have a good story behind your product, tell it – customers the world over love a good story!

If you’re selling biscuits, think about all the popular brands that have stood the test of time and ask yourself if your product can stand up against those, can you confidently say people would be enticed to try your product over their trusty brands?

Customer service – the customer may not always be right, but the customer is KING

Let’s face it, for a very long time, customer service in Botswana was non-existent. However, with the arrival of big shopping malls, the situation has improved – somewhat. I say somewhat because there’s still room for improvement. Stores such as Topline (Riverwalk), Pep (Riverwalk) and Botswana Post (Riverwalk) deserve applause because each time we visit, we receive fantastic service. But there are still inconsistencies because you could receive quality service at one Woolworths, and have your bubble very quickly burst at another.

But I digress. This post is solely about Botswana business people and manufacturers. Quite frankly, there’s the need to overhaul this area because quite often, I see Batswana sellers being very rude across social media platforms, displaying a blatant disregard for the very people they seek to canvass to grow their businesses.

Being the journalist that I am, I’m a social media lurker and often peruse social media platforms to gauge the mood around various subject areas. I also have the benefit of being a customer service expert (ahem, with UK training, qualifications and 13 years’ hands-on experience). It saddens me to say Botswana still lags far behind where service delivery and customer service are concerned.

I often cringe when I observe the exchange between customers and suppliers, and while the customer is certainly not always right, it’s worth noting that they are the people who pay the bills. 

Some sellers need to go back to basics and learn some good bedside manner. The modern-day customer is more discerning and will always push the boundaries, but it’s for you as the seller to show some restraint; be firm but assertive and polite as well. To go toe-to-toe trading insults with your customer is only likely to end in tears – your tears. 

Also, it’s crucial to gauge your market and demand and ensure you always have stock. If you do run out, take it upon yourself to keep your customers updated. Don’t wait until people enquire – have a notice of apology stating you’ve run out and when you expect stock. To go the extra mile, you can offer to let your customers know when the items are back in stock.

DO NOT tell the customer to keep calling you to check, it’s the height of shoddy service delivery. You’re the seller; continually making the customer jump through hoops will send them running straight into the arms of your competitors. All this goes for the big chain stores as well because it appears they never got the memo and quite frankly, ought to know better.

Communication is key

Communication skills are sorely missing in Botswana. I once contacted a restaurant via their Facebook page to ask about their new location. It wasn’t until exactly a year later that I received a response, by which time I’d well and truly moved on, no longer interested in the restaurant. Shortly after that, I wasn’t surprised to hear it had collapsed. 

My husband and I recently discovered a small, family-owned printing business in our area. We were impressed with their pricing and how fast and professional they were when we needed our registration plate replaced. In our line of work, we often have to source printing, so when we left, we asked for their business card, and sure enough, we needed some printing shortly after.

We excitedly sent them an enquiry for a big printing job but Alas! Four weeks on, we have not received any acknowledgement of receipt or a response to our enquiry. To some, these are only small things, but they soon pile up and have a ripple effect, sometimes culminating in the demise of a business.

Email addresses – Not many local companies realise how unprofessional it looks to not have an email with the same name as your company. An overwhelming number of local companies lean too heavily on ‘gmail’ and ‘Yahoo’, and that won’t bode well with many global customers. These are used for personal accounts and do not look serious or professional.

However, if you have to, ensure you watch the incoming mail like a hawk. But these email accounts are not monitored because there’s rarely a response when you send them an enquiry, another bugbear of mine when dealing with local businesses.

Not responding to email enquiries is very bad for business because some potential clients like me will only try once and never return if you don’t respond. Whatever email account you use for your business, OPEN it the minute you report for work and keep an eye on all incoming mail throughout the day. Also, check through your spam folder because there might be genuine enquiries nestling within the spam. Pounce on all incoming mail and swiftly respond to customers whether it leads to a sale or not.

Batswana, make yourselves easy to reach, have some form of online presence and give timely responses to enquiries. Get rid of broken links to your websites because you will lose potential customers.

Don’t believe the hype

Quite often in Botswana the minute a business launches, we want instant gratification and adulation. This is not helped by the fact that we also celebrate too soon, sometimes even celebrating mediocrity. We need to learn to nurture our businesses and appreciate that it is important to crawl before we walk.

Ask yourself honestly, what have you got to show for launching your fledgeling business so publicly? You just set up your Facebook page and are inviting people to like it, but have you provided your contact details, have you adequately and clearly described in the ‘about’ section to tell people what you offer? Have you showcased your offer by way of a ‘portfolio’? Is it worth securing testimonials and reviews? Do you quickly respond to enquiries/comments?

Is the price right?

I’ve lost count of the times I’ve seen a heated exchange between customers and sellers on social media, with the buyers complaining about pricing. But truth be told, while Batswana love the finer things in life, some of them don’t like to pay for them. If we are being fair, however, it probably has something to do with the fact that Botswana salaries are among the lowest of any country in the world, especially when you take into account the high cost of living. We import virtually everything and the property sector, well, it’s a law unto itself, charging outrageous rents, the annual 10% escalation fee and so on.

To get back to the topic, when the customers complain about pricing, all too often, I’ve heard the sellers counter arguing;

“Well, the price is the price!”

“Batswana, you’re too much work and so insolent! We never hear you complaining about pricing when you go shopping at Woolworths. The only reason you argue over the pricing of our products is because you don’t value what we do!”

“If you don’t like the pricing, go elsewhere!”

When I see this, I just cringe because it’s wrong on so many levels. Ok, while there is an element of truth to this, you never go toe to toe with the customer! You grit your teeth, take a deep breath, smile and explain why you feel your pricing is right.

But ask yourself this – how long have you been operating to compare your offer to well-established brands such as Woolworths that have been running for years? Can you, hand on heart, say your service delivery is fantastic? What about quality – can you offer the same quality products? Are you able to consistently meet the demand? Are you confident of repeat business through which you can build customer loyalty? Well, for that last one, if you carry on in this fashion, chances are a resounding no.

Walk the customer’s journey

If ever in doubt, flip the table and put yourself in your customer’s shoes, and be brutally honest. If you were your customer, would you genuinely be happy with the way you treat your customers? If you have to, ask those around you, people you trust to speak the truth, for a second opinion. 

I always say to people that Botswana customer service should be second to none because to me, customer service is deeply rooted in our spirit of Botho, a concept so heavily entrenched in our culture, it should really come naturally to us.

The customer being unpleasant is RARELY personal 

Irate, sometimes even irrational customers come with the territory. If you can’t hack it, you’re probably in the wrong job. When a customer comes at you, most of the time, they are justifiably unhappy about broken promises, and frustration fuels their anger. Refrain from exchanging fire with them; it’s a fight you’ll never win. Learn to listen, let them vent and then when they are done, step in and show understanding. 

Move to defuse their angst by offering solutions, not excuses and certainly not further arguments and justifications about why the situation that’s upsetting them shouldn’t. As hard as it can be to stomach, swallow your pride and avoid taking it personally. Sometimes, if you take it on the chin, seek to resolve the query (as you should!) despite the attack, the customer will come back, apologise and thank you for your service. That said, not all of them will.

Don’t just go through the motions – go the extra mile

There are times when it feels like the person serving you is down in the dumps and doesn’t want to be there. They are not outright rude, but the service falls flat on its face because it’s like they can’t wait to get it over and done with because they are bored serving you. In some cases, they are so lethargic and bereft of emotion they may as well be a robot!

Batswana, learn to inject some energy into what you do, serve your customers with a smile, talk to them and let them feel that you value their custom. Greet them with a smile before they greet you, offer to do small things for them, remember the little personal things they tell you.

NEVER ask the customer to call you back, unless they insist – offer to call them back at their convenience. In fact, ask them how they prefer to be contacted and when. Call or email back when you say you will. Underpromise and then over-deliver. Set a timeframe and then surprise them by contacting them sooner than you promised.

Learn to set yourselves SLAs (Service Level Agreements) and share them with your customers. Give yourselves leeway by underpromising and over-delivering. For instance, you could say you respond to email within 48 hours of receipt but strive to respond in 2 hours. Your customers will love you for it. 

When you say you will call back, state a timeframe and NEVER forget to call back, let alone tell your customer when they call you that you forgot to call them as promised. Not only is it shoddy, but it’s also the height of very bad manners, even in your personal lives. 

Also, make things easy for the customer by asking for their preferred medium of contact – make use of the myriad of 21st century mediums of communication at your disposal. When you are dealing with a query, don’t go extended periods without updating the customer – don’t let them be the ones chasing you for a solution. Even if there’s nothing to report, call them and tell them where you are with the query even when there has been no progress. Customers love transparency and will appreciate that over radio silence.

Build relationships

Be nice to your customers and build rapport with them. Some customers hate small talk, but a good number of them appreciate being engaged. Gauge the situation and make the right call. Avoid talking to colleagues while serving customers. If your colleagues come anywhere near you with the intention of talking to you about anything that doesn’t involve the customer you’re serving, firmly tell them to go away and see them ONLY after you’re done with the customer. That happens A LOT in Botswana, and it is the very very definition of unprofessional conduct. 

Overall, serving your customers with a smile, making eye contact (not to the point of coming over as creepy!) and building rapport helps build relationships in business. And relationships are central to good working relations in any business. 

Botswana’s Minister of Investment, Trade and Industry, Peggy Serame, recently challenged local producers to raise the quality of their goods and services. Her goal is clear: ensure that Botswana-made products and services are competitive domestically, regionally, and internationally. It’s a justified and commendable call — I salute Minister Serame.

In fact, I feel as though Minister Serame has been reading my earlier articles! If you’re reading this, Peggy, we really should meet one evening or late afternoon — daytime is far too busy, for both of us.

Why Standards and Branding Matter

One key reason to improve the standards and branding of local products is simple: it makes your business more attractive and commercially viable. Higher quality and better branding build credibility for Botswana-made goods, both at home and abroad. Yet, too often, people underestimate or outright dismiss the importance of branding.

Branding is crucial for any business — especially small businesses and startups, which must first establish recognition and trust. Even the most successful global brands remain competitive by consistently maintaining high standards, as part of the promise they make to customers.

Just look at CNN’s “100 Club,” which profiles brands that have endured for a century or more. Their survival is no accident — it’s the result of continuous evolution and unrelenting commitment to quality.

Trust is essential. Trust breeds loyalty. Loyalty ensures a customer base, and customers keep your cash flow alive. Break that trust, and you risk losing everything. 

Invest in Your Brand — From the Start

Sadly, many business owners starve their brands of investment at the outset. Some attempt to cut corners, trusting cheap “branding experts” who were chosen primarily because they fit a small budget.

Let me be blunt: there are very few true branding experts in Botswana. If there were, we would see much stronger evidence of their influence. Business owners often argue that branding is “too expensive” — but that’s their first mistake. The second is hiring the wrong designer.

A logo can cost anywhere from $15 to $15,000. Why such a wide range? Because great logos require talent, research, and time — and a great logo can be pivotal to a company’s success.

“A professionally designed logo can contribute to the growth of a brand.”
— Colin Finkle, Founder, Brand Marketing Blog

In many cases, the issue isn’t a lack of funding. Agencies like CEDA and LEA provide loans to startups. However, these institutions often focus on ticking boxes rather than ensuring quality. I’m sorry to say, but I see little evidence of branding expertise even within institutions like CEDA, LEA, BITC, Brand Botswana, and BTO.

When businesses are handed a list of “approved” design providers, who is vetting the quality? Are these designers capable of delivering the brand strength needed to compete regionally and globally? 

Aesthetics Matter: Choose Your Design Partners Wisely

People gravitate toward things that look and feel good. Poor design translates to poor perception — especially when your product sits next to established brands on supermarket shelves. Too often, Botswana brands look shoddy or cheap because of poor design choices.

Choosing the right designer isn’t easy — especially in today’s chaotic online environment. Post a design request on Facebook, and you’ll be swarmed by “WhatsApp me” messages and links to non-existent websites. Experienced professionals typically don’t respond to this kind of “auction.”

Clients deserve to find competent designers through real, professional portfolios — not through piranha-like Facebook scrambles.

Think Growth, Not Just Survival

Improving branding and product quality also helps businesses plan for growth beyond Botswana’s limited 2.3 million population. The government’s initiatives to restrict imports and encourage local production are helpful — but they can also lead to complacency. Without competition, standards may slip.

Competition is healthy. It forces innovation, drives improvement, and ensures that businesses stay sharp. Shielding local businesses from competition is a short-term solution — empowering them to compete globally is the real answer.

We also need clear communication around what counts as “local” within the #PushaBW initiative. Selling goods imported from South Africa or China is not made in Botswana and therefore not PushaBW.

Pricing and Sustainability

Pricing is another critical factor. Some businesses overcharge due to greed; others undercharge out of desperation — slashing their rates by 50% or more. Both strategies are unsustainable.

When you drastically lower your prices, you devalue your service and exhaust yourself working twice as hard for half the money. Raising your prices later becomes extremely difficult, as customers anchor themselves to your discounted rate.

Value your skills appropriately — for your sake and the market’s.

Avoid Vanity and the ‘C-Word’

Marketing is another stumbling block. Too many entrepreneurs treat social media as a vanity project, chasing likes instead of sales. Facebook likes don’t cash out at the bank.

The reality is this: No one has been waiting their whole life for your product. You must market it effectively — and marketing is not easy. It takes strategy, effort, and authenticity.

Another hard truth: issues like nepotism, corruption, and the “who-you-know” culture continue to undermine Botswana’s entrepreneurial progress. These systemic problems are rarely discussed openly but must be addressed behind the scenes if the situation is to improve.

The Bottom Line: Invest, Research, and Plan for Longevity

Invest in your brand. Research and work with proven experts. Deliver quality products and services. Price fairly and sustainably. Focus on long-term success, not short-term profit.

Too many local businesses operate as though their failure is inevitable, focusing on immediate cash flow instead of building enduring brands. But those who invest wisely, innovate, and uphold high standards can and will succeed — even beyond Botswana’s borders.

Outside Botswana, competition is fierce. Once you step onto the international stage, the government can’t protect you. Your brand must sell itself.

This article may sound critical — and it is — but it’s driven by frustration and hope.

I have seen brilliant ideas and talented individuals squandered by poor branding and complacency. It’s time to break the cycle, to push boundaries, raise standards, and demand better — from ourselves and from each other.

Those who rise to the challenge will be the change Botswana needs.

Bob is a self-proclaimed entrepreneur and loves money, he’s obsessed with it. He likes to look good; to him, appearance is everything – ‘if it looks good on the outside then what’s on the inside is even better.’ Bob is a character; fun to be around, jovial and for the most part, a decent guy with aspirations of becoming the next Richard Branson. But he can be stubborn and spoilt and has a temper when things don’t go his way. 

For all his flashiness and bravado, Bob actually came from humble beginnings. Bob didn’t do too badly at school but didn’t go to the university – he’s the kind of guy who believes in the school of hard knocks and the university of life. Most of Bob’s wealth comes from winning tenders. He wins contracts and then outsources the work to someone else while taking a nice slice of the pie for himself. When he won his first tender, he went and bought a brand new Mercedes. Tender after tender, his material wealth grows and, of course, his wardrobe improves.

But when it comes to personal grooming, Bob walks a short distance from his house to his ‘barber’ under a tree. He’s used this guy for years. His barber isn’t a trained hairstylist, he just invested in some clippers and shaves heads for 20 bucks a pop. It’s essentially a small shed he built at the end of his plot with a chair, a mirror and a few wooden boxes for waiting customers to sit on.

Bob had been away visiting family and helping out at the cattle-post. Upon his return, he found an email about a very lucrative tender opportunity and was invited to attend a meeting. Bob knew he needed to look his best, so off to the tree he went. Sadly the guy wasn’t there, he was also away and wouldn’t return until after Bob’s meeting, so he decided to go to a salon. All his life, Bob had used guys under a tree, so he had no idea what salon to use. He doesn’t live too far from the city centre, so decides to go to the business district and find a salon there. It didn’t take him long to locate a salon, but the stylist was attending to another customer, so Bob had to wait. 

It was quite different to this barber’s shed, as he sat on a rather comfortable sofa, looking around and soaking up the finery of the environment, which even had air-conditioning. Remember Bob likes to look good, so being in such a wonderful salon made him feel great. Bob thought his day was about to get even better as a pretty young lady approached him and asked if he wanted a coffee while he waited. Bob (now realising his chat-up lines weren’t needed) nervously asked the girl, how much for the coffee? He nearly fainted when she said there’s no charge, it’s complimentary for customers. Naturally, Bob accepted the free drink and sat there in amazement while he sipped his coffee. 

His turn arrived and he told the stylist the salon was amazing. The stylist gratefully welcomed the compliment as he put the cape over Bob and asked him what he would like. What do you mean, asked a rather puzzled Bob. The stylist said, what do you want me to do with your hair? Bob normally has two styles, a shaved head or a small afro and today he was sporting the latter. Bob took a few moments to think and told the stylist his favourite movie was ‘Bad Boys’ and asked if he could have the same hair as Will Smith. The stylist smiled and said sure bro.

Bob was surprised at how relaxing and easy the job was going. He mentioned his usual barber would catch a few of his hairs in the clippers, which was sore. The stylist laughed and said, maybe your guy needs to oil the clipper heads from time to time. Through the course of the conversation, the stylist gathered this was Bob’s first time at a salon. Bob mentioned his mother took him to the tree when he was a boy and he just continued the same practice.

The job was finished and Bob was stunned! In his mind, he was the next best thing to Will Smith. The stylist led Bob to the sink area, where another lovely young lady washed his head and gave him a head massage. At this point, Bob thought he had died and gone to heaven. He was used to sweating it out in a shed in the harsh heat, leaving a bit sore and endlessly itching from the hairs down his back. Now he was in this hair paradise being treated like a VIP. 

The lady finished washing his hair and thanked him. Bob was so chilled out and walked away shaking his head in disbelief. He got to the reception area and the lady behind the counter asked him if everything was okay. A very happy Bob said, “I’m more than happy my sister.” The lady smiled and said, “that’ll be 160 bucks.” The mood changed as Bob looked at her and asked her to repeat the price. Bob’s attitude rapidly went downhill and his eyebrows lowered as he questioned the price. He couldn’t believe he was being charged 160 bucks when he had become so used to paying 20 bucks. 

He started to work out an imaginary invoice in his head, telling her he didn’t ask for the coffee, he didn’t ask for the head wash, nor the massage, basically accusing her of adding these services to bump up the price. The stylist (who was also the owner) heard the commotion and walked over to ask what the problem was. Bob told him the price was too much and told the stylist exactly what he told the young lady, who was quite shocked. The stylist explained that the coffee, the head wash and massage was all part of the service and they weren’t add-ons.

Bob protested and reeled off comparisons between the salon and his guy under the tree. The stylist simply smiled and said he meant no disrespect to Bob’s usual guy, but I am a professional, a fully trained and qualified hairstylist with many years’ experience. This salon is a professional environment, even the lady who washed your hair is trained. It’s not just the haircut, you enjoyed the whole experience from the second you walked through the door. You have to realise I have overheads, electricity and water bills, staff salaries and rent to pay. He went on to say his training cost, his equipment is expensive and even the product he put on Bob’s hair costs?

Bob snapped back saying, “I bet you live like a king charging these prices!” The stylist said no, I live in a modest house. I actually saw you drive into the car park in your Mercedes, you actually parked next to my Toyota. Like everybody else, I have groceries to buy, school fees to pay, a mortgage, etc. You’re making assumptions about me and my lifestyle, but I could do the same. You drive a Mercedes, you’re wearing designer clothes, you don’t look like a guy who can’t afford 160 bucks. Bob quickly addressed that statement and told the stylist he can afford it, he just refuses to pay it.

The stylist, now reaching the end of his patience, tells Bob that comparing him to his guy under the tree is like comparing apples and oranges and it’s actually very offensive. A nonchalant Bob, now firmly in stubborn mode, told the stylist that he and the barber basically do the same thing. In fact, his barber is smarter since he trained himself and built his own ‘salon’ on his property and doesn’t hire anyone. At this point, even the receptionist was struggling, looking at Bob with a rather perplexed expression on her face. 

The stylist, now upset and borderline angry, shook his head. It’s not easy receiving such criticism and comparisons, which essentially degrades his entire livelihood. Battered and defeated, he admits he can’t force Bob to pay the full amount and it isn’t worth calling the police. He told Bob to leave and never come back. Bob paused, thrust his hand in his pocket and threw a 20 note on the counter before storming out of the salon. 

His attitude immediately changed as he walked to his car. He felt rather pleased with himself, as though he just negotiated a great price for a winning tender. He was so happy with himself he thought he’d treat himself to a six pack of beers on the way home and toast his achievement. Of course, Bob can easily afford to pay for beer, just as he could easily afford to pay for the haircut, but that thought never entered his head. 

—————

Over the years and especially since I moved to Botswana, I’ve been asked what is it like being a graphic designer and what is it like being self-employed. The story above is my way of answering those questions. They are made up, analogies if you will, to describe what it can be like being a graphic designer in Botswana. Hopefully, you found the story amusing, but this is my reality. 

The story is based on real experiences. However, I can’t put them across in real terms since graphic design and the creative process is not properly understood, nor (in some cases) appreciated. Hopefully, by wrapping the truth with a bit of fiction helps you understand the frustrations. 

This story portrays the challenges with pricing. 

Local fashion designer, Mothusi Lesolle, said in an interview with the WeekendPost. “The reason why there’s no growth [in Botswana] is because amateurs dilute the market and unfortunately, the Botswana market is so cheap like that. They use bottom of the barrel to benchmark their price tag and they expect you to price your product similar to D List products that make the market filthy. Unfortunately, those that put effort into their work don’t even get seen as a result.”

I couldn’t have put it any better myself.

I should highlight that this doesn’t apply to every client. Thankfully, there are some who are fantastic and appreciate the work I do for them.