Boost Africa's unique brand, leaders say

African leaders have challenged communication professionals to become champions of truth, unity and the continent's identity, saying Africa's future depends not only on development, but also on how effectively it tells its own story.

Speaking at the opening of the second Effective Communicators Conference at the MTC Dome in Swakopmund last week, Vice President Lucia Witbooi said communication has become the backbone of trust, democratic unity and nation-building in an era increasingly shaped by digital transformation and artificial intelligence.

"In today's era of rapid digital evolution and misinformation, communicators have the responsibility to ensure that facts, truth and clarity prevail over misinformation and disinformation. You must be champions of truth and agents of change," Witbooi said.

She said effective communication is essential to achieving Namibia's Sixth National Development Plan (NDP6), as it helps build public trust, strengthens citizen participation and ensures government programmes are understood by the people.

Strong branding

Delivering the keynote address, Botswana's Vice President Ndaba Gaolathe called for a new African narrative rooted in unity, confidence and mutual appreciation.

"Africa is a family, and every nation is a sibling with something distinctive to offer," he said.

"One brings enterprise, another artistry, another scholarship, another endurance. Each carries a gift that can strengthen the whole."

Gaolathe said African countries often fail to communicate their own strengths, allowing the continent's products, literature and culture to remain overshadowed despite their unique significance.

He pointed to Africa's nutritious foods, indigenous drinks and agricultural products, saying they deserve international recognition alongside global brands.

"Our food belongs at the world's table. It carries flavour. It carries memory. It carries meaning," he said. "Yet it lacks the force of a confident African brand".

He also called for greater circulation of African literature across the continent, arguing that classics by celebrated African authors should become part of every African child's education, regardless of national borders.

"When these words fail to travel, we weaken our inheritance," he said.

Gaolathe added that Africa must also improve how it communicates the importance of regional integration through roads, railways, ports and efficient border systems, saying these are not merely infrastructure projects but symbols of a connected continent.

The conference was held under the theme 'Communication Reconsidered: A Driving Force for Constant Progress' and brought together communication professionals, policymakers, media practitioners and public relations experts from across the continent to explore the future of strategic communication.