…His Majesty hopes the brand will stand as a symbol of unity…
Selikoe Letsatsi/ Leemisa Thuseho
THE Lesotho National Development Corporation (LNDC) has officially launched what it describes as the country’s Nation Brand project aimed at shoring-up its image on the international stage, attracting investors, boosting tourism, fostering international trade and driving economic diversification, amongst other objectives.
The Nation Brand logo was unveiled yesterday at ‘Manthabiseng Convention Centre by His Majesty King Letsie III. He said the unveiling of the project marked a significant milestone for Lesotho as it sought to strengthen its identity on the global stage.
The Nation Brand project aims to serve as a tool to bring out national values that will render the Kingdom of Lesotho as a reputable and enticing place amongst citizens, the diaspora, visitors and investors.
In his address, LNDC interim chief executive officer (ICEO), Molise Ramaili, said they came up with the Nation Brand idea in an effort to attract investors, boost tourism, foster international trade and drive economic diversification.
“For the past months, LNDC has led the charge and crafting of the Lesotho country branding strategy and management framework, an initiative poised to redefine our nation’s identity on the global stage,” Advocate Ramaili said.
“Our goal with this strategy is to fully leverage the unique offerings of Lesotho, attract investors, boost tourism, foster international trade and drive economic diversification.”
He said Lesotho, like any other nation, needed a strong and compelling national brand which not only elevates reputation but also empowers the citizens with a sense of pride and ownership.
“It is incumbent upon us to position ourselves as a formidable player in the global economic arena and inspire every Mosotho to uphold heritage and culture with an unwavering pride.”
Also speaking at the event, Minister of Trade, Industry, and Business Development, Mokhethi Shelile, said branding had become a central tool for any country’s competitiveness on the international stage.
“Branding is relevant because consumers and investors continue to rely heavily on a country’s image in making economic decisions,” Mr Shelile said.
“Branding has become a central tool for countries’ competitiveness where a bad image or none can affect a country’s ability to compete, thus effective branding can give any country competitiveness advantages in world markets and open up opportunities, especially for developing countries.”
Thus, he said he believed that the Nation Brand would increase Lesotho’s prospects of attracting foreign investors, boost tourism, talent, skills, attract the world’s attention and create a sense of differentiation through development of a unique national identity and image view.
For his part, Prime Minister Sam Matekane, made a call to Basotho to support the Nation Brand initiative.
He said it was through such support that Lesotho could propel to new heights.
“As we deliberate and introspect about our nation’s future, I call upon each and everyone of you to rally behind the call that embodies our identity, pride and aspirations – the Nation Brand,” Mr Matekane said.
“Lesotho is not just a country but a nation on the rise, untapped potentials are the cornerstones upon which we can build a prosperous future. But for Lesotho to prosper as a serious contender on the world stage, we need all Basotho to stand behind the Lesotho Nation Brand.
“We possess the powers to propel Lesotho to new heights. With our own unwavering support for our nation, we embark on a journey of rebranding that showcases the best of what Lesotho has to offer.”
His Majesty King Letsie III emphasized the importance of the Nation Brand in fostering national unity and promoting Lesotho’s image worldwide.
“We are embarking on the journey that will hopefully shape the future of our nation and elevate our standing on the global stage,” His Majesty said.
“As we celebrate the 200 years of the founding of the Basotho nation, I earnestly hope that the new brand identity will also stand as the symbol of our nation’s unity, reliance, courage and desire to work for peace, prosperity and inclusive development.”
His Majesty said Lesotho had the potential to thrive and the sky was the limit.
“The journey ahead will not be without challenges but with determination and belief in our potential, there is no limit to what we can achieve. Together let us write the next chapter in the story of this great nation.”
He also highlighted the need to preserve and celebrate the country’s cultural heritage, as well as the importance of sustainable development to ensure a prosperous future for all Basotho.
