The Essence of the Branding Zimbabwe exercise is the search of a Central Organizing idea that should shape perceptions at the domestic and international level, the idea in which Zimbabwe wants to be viewed as including its core identity, character and purpose.

Nation Branding starts from within the country. It is about defining (as a nation) your unique identity, values, challenges and offerings. It is also about building trust and credibility by acting together in accordance with the brand that the country has selected. The action could simply be story-telling, but since every nation has a story to tell, telling it in a compelling way and with clear evidence makes a difference. These facts get the positive news to the centre-stage.

Branding Zimbabwe is to unite the country around one brand, it is to eliminate all the negativity surrounding the country, thus restoring confidence in Zimbabweans and ultimately, dealing with current status quo which is unsustainable. Nation branding will help to strengthen national identity, social cohesion and help the country to focus on national priorities and national interests.

The People of Zimbabwe should be known for and by their virtues, cultural values, character and aspirations. Developing a strong brand that unites the country and renews people’s determination to work together and raise the country’s competitive edge is of paramount importance.