Plans for rebranding Anambra State – Ifedi Okwenna
One thing we noticed in the last few years is the continuous decrease in the trust people have in the government in Anambra State.
Cynicism and mistrust of government are becoming justifiably rife because for some years now, government has audaciously been lying to her citizens and thereby systematically denigrating herself.
Our reputation as a government and as a State is gradually nose-diving.
Outside our shores, our image as a people seem equally not good. Perception of us is far worse than the reality. There is therefore the need and urgency for us to create the Anambra brand, elevate the brand and make people to invest, believe and to own it.
Going forward, government will be committed to rebuilding the Anambra brand by restoring the government’s reputation
- The underlying objectives of Anambra Brand shall be.
a. Honesty and Humility
It is important that citizens see government leadership as honest and humble. As servants of the people, we must discharge our duties diligently and honestly. We shall see ourselves as servants of the people and will go the extra mile to satisfy the citizens of Anambra State. We shall be there to answer effectively both specific and frequently asked questions and clarify regulations that are complex or relevant to the people. This way, we will build trust in ourselves and the government. b. Transparency, Accountability and Due Process.
Our Government will be reputed as one that is transparent and accountable to the people. We shall do everything possible to enthrone openness and to be known for that. All due processes shall be followed in public procurement and we will ensure that the people get the real value for their money.
c. Prudence and Non-profligate governance.
Our government shall not be wasteful, ostentatious and flamboyant. Aware that Anambra State is not a particularly rich state, we shall work hard and be prudent in the management of resources to meet all our developmental programmes, other financial obligations and to save for the future. We shall be as judicious as possible and ensure that project and services are obtained at the most reasonable cost possible. - Our Branding Programmes shall include:
a. Codification of Anambra Brand
We shall look again at the Anambra state official colours, public outlook, logo, letterheads and fonts etc to know whether they convey trust and inspire confidence to everybody who sees it.
Where necessary, we shall invent symbols and in doing this will apply balancing act which will embrace our tradition, culture, patriotism and modern flair.
b. Commercial Franchise and Branding of Product of Anambra Origin
We shall create a Franchise for all our commercial interests and brand them accordingly. This franchise branding shall be used locally, nationally and internationally to depict Anambra State owned businesses, investments or interests. It shall be used in marketing our tourism, our farm houses, malls, markets, buses and bus terminals etc. It shall create a unique attraction and every franchisee shall adopt that branding pattern. - Branding Anambra People.
My government shall not only brand herself, but shall also brand the people of Anambra State. It is clear that Ndi Anambra have been largely misunderstood, despite their industry, honesty and hard work. They are usually referred to very often, in derogatory terms. We shall revert this and attempt to give Anambra citizens a better name.
We shall play up the following values as the intrinsic qualities of Ndi Anambra viz:
a. Honesty (Ezi-Okwu)
We shall brand Ndi Anambra as people who stand for Truth. That once you agree with an Anambra man/woman on any issue, he/she abides by it and will never depart from that agreement.
b. Transparency (Ikwuba -aka oto)
We shall brand the Anambra man/woman as a transparent person, open in his/her dealings and who will not undercut any person for personal gains.
c. Standing by our words (Ekwueme)
We shall define an Anambra person as one whose words are his/her bond and who you can trust his words and predict his/her actions. We want people to build trust in our citizens and see Anambra as a place to do business because of the quality of her people.
d. Entrepreneurship (Idi-uchu)
Anambra people are great entrepreneurs and innovators. This is our greatest contribution to national development. We shall brand Ndi Anambra as great entrepreneurs, builders and innovators.
e. Hard work (Igba mbo)
We shall bring up the Anambra man’s penchant for hard work, patience and perseverance as well as our belief that tomorrow shall surely be better. We need to advance it as the main reason while Ndi Anambra are very successful and not for any imaginary money rituals
These should be the values we want people to link automatically to Anambra indigenes.
A Department of Public Affairs shall be in charge of Anambra Branding. The Office shall
a. Codify the Anambra Brand and strategy
b. Implement the strategies in the government and external offices of the Government in Nigeria and overseas
c. Develop State Franchise in collaboration with relevant Ministries and Agencies and brand them
d. Be responsible for marketing official brand and sale of the state franchise.
We shall establish for each Ministry, Dept and Agency (MDA), a Public Affairs/Brand desk with a trained Public Affairs officer on the desk,. The Brand desk shall:
a. Coordinate the branding in such MDA and ensure it conforms with the official requirements of the state
b. Report to the main Public Affairs office, issues relating to their terms of engagement
Join us, let’s go to work.
It’s possible.
