Fatima AliMohammed, the Chairperson of the Agribusiness Sector at the Association of Ghana Industries (AGI), has disclosed that one major challenge Ghanaian businesses face is getting a “national branding” strategy to enable them take advantage of the Africa Continental Free Trade Area (AfCFTA).

According to the CEO of Africa Brand Warrior, it is imperative for these businesses to “focus” on national brand.

Madam AliMohammed further noted that a good national brand plan will put Ghana in an attractive and marketable position.

She maintained that it will equally ensure that the country remains competitive on the continent in the area of trade and export going forward.

Additionally, Madam AliMohammed explained the need to acquire a unique identity via a well-invested strategy. This, she explained, will help to put Ghana in a strategic position and ahead of competitors, customers and stakeholders.

“For us, we need to focus on national branding because that is what is really missing. We need to identify what the different stakeholders within see positively of the country; because that is what ignites the brand meaning.

“Everything has to matter seamlessly anytime you walk in somewhere, and it must match the vision of the country. So obviously, the national branding ought to be looked at. It is the first step for us to take”.

Slogan development for products

Speaking on the theme: “Trade, Export and AfCFTA forum – Preparing and positioning for the AfCFTA opportunity”, Fatima Mohammed intimated that using the inappropriate use of slogans for brands will not augur well for businesses.

According to her, it is imperative to implement a plan which will inspire Ghanaians and all those who matter in the AfCFTA space.

“The biggest crime to do in branding is to go and create a slogan on behalf of its people. That’s because they don’t have a buy-in in that slogan…Speak to people about what the selling point of Ghana is and that is where the branding begins and not going to create a slogan for Ghana”.

Furthermore, Fatima AliMohammed espoused some challenges inhibiting the implementation of the deal.

She explained that “the teething problems are there, but the only way we are going to get there is first work on advocacy”.

Pandemic, a blessing in disguise

That notwithstanding, the CEO of Africa Brand Warrior reckons there is the need for SMEs to understand the meaning of AfCFTA. She further emphasized on the need for them to also identify opportunities and ferret ways to take advantage of the single trade market.

Fatima AliMohammed believes that the benefits of AfCFTA can be achieved through extensive advocacy.

Fatima AliMohammed believes that the “COVID-19 pandemic is a blessing in disguise”. This, she revealed, is due to the fact that the pandemic has reinforced the significance of industrialization.

She insisted the pandemic has heightened the exportation of local goods and services to substitute the over-reliance on foreign goods.

“It [pandemic] has clearly shown us that everything has to be localized. We have been so dependent on imports. What we really need is to start advocating and educating our people about the needs of the agreement”.