MASERU
As one of the auspicious moments that the country has encountered, on 15 May 2024, Lesotho has the pleasure to partake in yet another joyous moment at the ‘Manthabiseng Convention Centre. The order of the day was to officially launch the Nation Brand- Elevate Lesotho.
Advocate Molise Ramaili who is the interim CEO at Lesotho National Development Corporation (LNDC) addressed the congregation where he gave the Nation Brand introduction. He expressed his joy and excitement to share a ‘monumental achievement’ that has been designed to redefine Lesotho’s identity on the global scale. The aim of the strategy is meant to attract investment, boost tourism, foster international trade and drive economic diversification. It is said to have been meticulously planned to be in par with the nation’s broader Nation Brand Strategy. Advocate Ramaili also stated that the framework has been endorsed by key stakeholders which include the Cabinet, the LNDC Board of Directors, the Nation Brand Advisory Council and a dedicated technical working group post scrupulous vetting.
Why is branding a nation so imperative? The Advocate shared five fundamental objectives that drive this course:
-to attract foreign investment and stimulate trade growth
– to enhance the reputation of our country’s brands
-to manage perceptions-both positive and negative
-to boost inbound tourism and tourism receipts
-to bolster our political influence on the global stage
A strong and compelling nation brand is required because it not only elevates our reputation, but it also plays a role in empowering citizens with a sense of pride and ownership. “The journey towards nation branding has been guided by a comprehensive analysis of internal and external factors- a journey that has unearthed valuable insights into Lesotho’s current position, its brand implications, and the necessary steps to chart our course forward,” said the Advocate. With the help of the pillars of investment, exports, tourism and the promotion of local products, Lesotho will be able to showcase its strengths and opportunities on the global stage thus highlighting the country’s investment potential, abundant natural resources, breathtaking landscapes, and vibrant culture. “As we stand on the cusp of this transformative journey, I invite each and every one of you to join us in the grand unveiling of Lesotho’s brand-new identity…” said Advocate Ramaili as he concluded his address.
Honorable Mokhethi Shelile was also in attendance who is the Minister of Trade, Industry and Business Development and he had this much to say in his keynote address. He explained that LNDC was mandated by the Ministry of Trade to develop and implement the framework. This mandate was drawn from the National Strategic Development Plan (NSDP) 2 and the Industrial Policy of 2015. The Corporation (LNDC) has been working on the Lesotho Country Brand Strategy and Management Framework since 2017. This is fueled by the desire to provide guidance and promote a culture of excellence that sells Lesotho’s image and products.
As per the Minister, “Branding has become a central tool in country competitiveness, where having a bad reputation or none at all seriously affects a country’s ability to compete.” Furthermore, the nation brand will render the following benefits to Lesotho:
• Increase Lesotho’s prospects of attracting Foreign Direct Investment (FDI), tourists, talent, skills, and world attention.
• Create an instrument of differentiation to have a sustainable competitive edge and economic advantage through development of a unique national identity and imagery that sets the country apart.
• Create an image on which to anchor and project Lesotho products to strategic target markets.
The idea behind nation branding is to enhance economic growth, setting the country apart politically, socially, economically, and culturally as well as appealing to the international stage.
Up next was the Right Hon. Prime Minister- Sam Matekane, who delivered a ‘Senyamo’ speech. He cut to the chase by calling everyone to rally behind a cause that is not just about us but one that embodies our identity, pride, and aspirations. He said that Lesotho is a nation on the rise, with untapped potential. He added that Lesotho’s prosperity is reliant on all Basotho standing together-shoulder to shoulder. “Our time is now, the world is watching”, exclaimed the Prime Minister. He said that we ought to stand for one common cause, which is the prosperity of Lesotho. Supporting the nation brand serves as a commitment to shaping the future of Basotho.
King Letsie was the last to speak and he gave a riveting speech on ‘The Essence of Nation Brand’. He said that it was an honor and privilege to speak on such a momentous occasion in the history of our beloved country. He said that he hopes that the journey will shape the future of the nation which symbolizes our collective aspirations and boundless potential. It also symbolizes our nation’s unity, resilience, courage and our determination and desire to work for peace, and prosperity and inclusive development. He made note of the main pillars: investment, trade, tourism, development of local products and patriotism and said that those will be the cornerstones upon which a brighter future can be built for future generations.
He invited Lesotho’s friends and partners in the international community to land a helping hand. He applauded LNDC and the Ministry of Trade for a job well done and concluded by making a daring supplication saying, “…let us remember that the journey ahead will not be without challenges, but with determination, perseverance and steadfast belief in our potential, there is no limit to what we can achieve…”
Bahale Arts Academy then gave a breathtaking and thought-provoking performance, where they challenged the beginning of this unknown journey but also encouraged that we embark on it with zeal. Thereafter, the festivities began which were encompassed with a public viewing and brand story experience.
