Lessons in marketing and reimagining the continent from Brand Africa founder Thebe Ikalafeng

Trailblazing marketer Thebe Ikalafeng has been credited with making a sustained and consequential contribution to branding and reframing the African narrative for over 30 years.

His list of achievements include founding the multi-disciplinary advisory Brand Leadership Group, and the ‘Brand Africa 100: Africa’s Best Brands’ initiative.

Ikalafeng is also the founder and chairperson of the Brand Africa non-profit movement for a brand-led African agenda, widely referenced as the definitive barometer of brands on the continent.

The organisation is guided by a set of AFRICA fundamental principles "that drive action, promote unity, celebrate its diversity and enhance the continent’s image globally".

Born and raised in Kimberley, Ikalafeng entered his final year of high school during the 1985 State of Emergency, managing to matriculate by catching up on months of missed classes with the help of his St. Boniface teachers.

A year later he enrolled for accounting studies at Wits University, followed by business studiesin the US when he was granted a scholarship.

A born achiever, the former headboy and top school student received an award for marketing excellence upon his graduation from Marquette University in 1992.

Sharing his career journey with Stephen Grootes, Ikalafeng recalls chance conversations during this period where others spotted the marketing talent he hadn't been aware of himself.

"I was in a place where nobody else was judging me; I also was not judging myself. I think I just gravitated towards marketing and it happened - it's how I lead my life now, not forcing things but allowing myself to gravitate towards them."

Asked about the secret to successful branding, Ikalafeng emphasizes the need for clarity about the 'why' or reason for the existence of a brand.

"That's the foundation of any great brand - what difference do you make, if you had to disappear what would be missed about you?"

Central to this concept is the need to resonate with your public, says the branding guru.

He uses the example of rebranding the University of Botswana to illustrate how important the personal connection can be.

They had 'modernised' the institution's identity, which featured a shield portraying bricks, a sheaf of corn and the head of a cow. However, the incoming new vice chancellor was unhappy with the new look, saying it didn't work. The reason became clear to Ikalafeng when he was at the university for the implementation and struck up a conversation with an elderly woman who worked there - 'but where is my cow?', she asked him.

The woman's explanation made it clear to him that the original logo was in fact the embodiment of the story of who the people of Botswana were. The community had been asked to each bring something to establish a national university: "Our parents brought cows, others brought corn and others bricks; so when I see that identity it represents us."

"You must get to know the other story about branding; it must resonate and you must understand why. You and I look at this and say, 'oh it's so old-fashioned', but in this instance it is the manifestation of a country and a community coming together to deliver something very important. So some brands don't work if you don't understand the 'why'."

Ikalafeng is passionate about the African continent, and driven by optimism for its future.

His latest book, Rooted and Rising, urges Africans to reclaim cultural confidence and to rise in the world not as imitators, but as originators.

Having been to every country on the African continent, Ikalafeng is often asked if there is a common denominator, and his answer is 'resilience'.

"These are the people who've overcome apartheid, colonialism, slavery... we are resourceful... and very creative.  And Africa is also a place that's very welcoming - I always say ubuntu is our strength and our weakness."

All this illustrates a foundation of a continent that can reimagine itself, he says.

Scroll up to the audio player to listen to this inspiring, in-depth interview