Date: 2012-06-11

Nations, regions, cities and destinations are facing increasing competition for luring talents, investments and tourists. Basic questions demand distinctive answers and huge efforts for: Why should one live there? Why should one invest there? Why should one visit it? Simply put: What is the value for those we aim to target? However, Kwara State has moved to engage both the locals and outsiders on how to avoid becoming interchangeable now and in the future.

Shaping the image and creating a favourable reputation of a place is what more and more places and policy makers strive for. However, creating long lasting relevance demands visions, efforts and resources is a demanding process. Every place has its preconditions, history; culture and apeople which is represented through multiple and often contested identities: political groups, civil initiatives stakeholders from all areas a place can offer. Political changes challenge the demand for brand consistence and coherence.

The task in place branding is to find the most unifying yet relevant parts of the constituting identity elements. Culture answers the question "where do we come from?" and identity manifests "what do we stand for?" along with a vision that gives an answer about "where do we want to go?". Based on a thorough analysis and definition of purpose, values and resources reality has to be brought in line with perceptions. Especially since notions such as 'innovation', 'creativity' or 'contrasts' and 'heart of...' in relation to places are increasingly diluted and often lack any substance. Frameworks are needed that help to create and track processes and make efforts measurable and thus comparable.

Prior to May 29, 2012 when the Kwara State Governor, Alhaji Ahmed Abdulfatai, launched a new logo to commemorate the Democracy Day Celebration at the Metropolitan Square, Ilorin, handlers of the project had created some anxiety around the concept.

Few days before the day of the launch, teasers had appeared in some national dailies, which tried to give the world the glimpse of what to expect in days to come. The full page advert though didn't come with the new logo, it played around the colours and cultures associated with people of Kwara state.

The teasers in the national dailies turned out to be a tip of the iceberg, compared to what people of Ilorin, capital of Kwara State woke up to see on the day of the launch.

As early as 6.30am on this Tuesday morning, residents woke up to see young beautiful ladies and handsome boys, in white apparel, which symbolises purity and cleanness, strategically placed in important locations across the city.

Each of them displayed a big placard with various inscriptions. At the first glance, one might think they were statues but on a closer look, they appeared to be human beings. Two of the inscriptions are; "It is time to make known the work of our hands" and "progress has a voice".

At Geri Alimi area, Daily Independen reporter and some other journalists tried to talk with the residents who clustered round one of the unusual visitors in their domain, on the new development.

A youth leader, Mr. Adio Garuba, who volunteered to talk, admitted that the activation has been on for a week and that they all had the feeling that something new was around the corner.

"Aside what we are witnessing this morning or what we may still witness later in the afternoon at the venue of the democracy day anniversary ceremony, a lot have been going on in the last one week, especially on Kwara Radio and TV, which pointed to the fact that something new is in the offing," he added.

The official unveiling of the new logo, which took place at the expansive Metropolitan Square, was witnessed by all stakeholders, including traditional rulers, top government functionaries, market women and students.

The choice of the venue, according to a source within the government circle, was to make the event a general one that would involve everybody.

Speaking on why he embarked on the exercise, Ahmed said it was in line with the covenant he made with his people one year ago, when he assumed office.

He said among other things, he promised that his administration would initiate programmes that would economically empower the people and reposition the state for foreign investment.

According to him, the new logo, which he described as a global identity for indigenes of the state, defines who Kwarans are; their plurality, diversity and shared values.

He said, "This campaign and the new logo that comes with it are designed to promote our state as a top investment destination using our reputation for peace, our strengths in agriculture, commerce, solid mineral development, tourism and strategic infrastructure.

"We intend to strongly market our state as a haven for lucrative domestic and foreign direct investment. Let me state here this is not a mere political gimmick. Rather, we are setting the foundations for the long-term prosperity of our great state and its people," the governor said.

He added, "As you are all aware, the previous administration placed the state on a global stage through innovative programmes and policies. Today, we make history by mid-wifing a new Kwara, one which gives us all a greater sense of pride, ownership and participation.

"Today, we celebrate the things that make us unique as a people and strengthen our identity as a people. On this day, we commemorate the peace in our communities, our harmony in the midst of diversity, our growing strengths in agriculture and our age-long reputation for entrepreneurship," he added.

Earlier, his Senior Special Assistant on Media, Dr. Muideen Akorede, had disclosed that the logo cleverly pointed out the cultural attributes and resources of the state.

According to him; "The logo practically explained where we belong and what we have. The green element and livestock stand for our commitment to agriculture, while there are other elements that explained our links with the north and the south.

"As a state, Kwara is strategically located as a link between the north and the south. As such, we stand a better place for economic transformation of the country," he added.

Also speaking, the Special Adviser on Communications and Strategy to the governor, Alhaji Abdulraheem Adedoyin, said that the governor should be commended for the rebranding initiative.

According to him, the executive governor did not only conceive the idea immediately he assumed office last year, but drove and participated actively in the rigorous process that produced the new logo.

He assured stakeholders of the government's determination to live up to the expectation of the new campaign. "We are creating shared prosperity for all stakeholders by leveraging on our resourcefulness in the area of impacting economic growth, human capital development and youth empowerment and strategic infrastructure," he said.

Giving the account of his stewardship, Ahmed said he has spent the last year to touch all the major sectors and impact on the people of Kwara State.

He explained that he was particularly keen about the youth, in his move to generate growth for a secure future.

"On assumption of office, I emphasised my determination to protect the future of our youths and enhance workers' well-being and provide critical infrastructure. As we mark my administration's first anniversary, I make bold to state that we have made appreciable progress in our efforts to positively transform lives of our people," he added.