With hardly an enviable backdrop, Kenyans have been told they need to wake up to the reality of the times and find their feet before it is too late.  44 years after independence the country reputably the most stable economy in the region, still struggles to come to terms with the revelations that almost brought the nation to its knees in 2008’s post-election violence.

It is with this understanding however that Kenyans are determined to rebuild a country that has witnessed rampant corruption amid a fare share of inept political leadership.

The responsibility to foresee this arduous task has fallen in the hands of the Brand Kenya Board (BKB) created under the instructions of His Excellency President Mwai Kibaki, and equally supported by the Rt. Hon. Prime Minister Raila Odinga.

Speaking at an invitational Diaspora Forum hosted at the Kenya High Commission Offices at 45 Portland Place on Friday, the Brand Kenya Board CEO, Mary Kimonye noted that the country needed branding, and their objective was to come up with a deliberate and well thought programme that defines our national identity, fosters social harmony and positions Kenya distinctively and impact fully on the  global arena in terms of: Investment, Sports, Leisure, Holiday, Residence, Icons, Culture/ Heritage, plus Products & Services.

Ms Kimonye who was accompanied by the International Brand Manager for BKB, Jacquie Muhati-Lukiri told the gathering that the London forum was one of the several planned meetings to involve the Diaspora Kenyans in the project.  The BKB team will soon visit the US and other areas where there are notable numbers of Kenyans in a bid to sensitize them on the issue at hand.

As part of their mandate; BKB are charged with;

•           Ensuring an integrated national brand is created, harnessed and sustained in the long term both nationally and internationally.

•           Nationally, build national identity and pride in every Kenyan.

•           Internationally, restore confidence in Kenya among investors, visitors, tourists and development partners.

The occasion host His Excellency Ephraim Ngare, Kenya’s High Commissioner to the UK applauded the efforts of BKB, saying the Government was behind them and that Kenyans in general both at home and abroad were looking keenly to see that the board achieved its aims in mobilizing and creating awareness as a way of enhancing nationalism among the people.

In response the UK Kenyans challenged the team on several issues that they felt had been neglected by the country’s political leadership.  Perez Ochieng CEO of SACOMA International, a community based charity operating in the UK said Diaspora Kenyans had been continually discouraged by the lack of support by parent Ministries in Kenya when they tried to support those disadvantaged in society.  Pastor Odima, a preacher based in London posed the big question to the BKB team; “Is Kenya Saleable?”  The Pastor congratulated the team on their Endeavour noting that they ought to address the root course of the problems that have beleaguered Kenyans at home if they wanted to expand social cohesion. He said that in the past, we have had commissions charged with similar responsibilities of improving rapport among Kenyans without any success.

Dr. Martin Koyabe of the Kenya Overseas Business Alliance (KOBA), who were behind the facilitation of the UK Forum suggested that BKB, should emulate what other top NGOs were doing by appointing celebrity ambassadors to champion the course among other things.  Citing the example of climbing a mountain, Dr. Koyabe said documentation was paramount, “When climbing a mountain you do not have to look at just how far you have to go, but also how far you have come.”  In this age of ICT advancement there is need to digitize whatever efforts have been implemented, for posterity, so that future generations can also benefit from hindsight.  Any documented development as a basis of reference or intervention and as part of sustaining continuity.

Kamau Wainaina a Youth Programme Coordinator here in the UK, wanted to know the youth involvement and consideration in the BKB charter saying that on many occasions leaders claimed to be speaking and working on behalf of the youths when they did not understand the basic needs of the youth.  He sought clarification on the issue of Youth categorization. 

Macharia Gakuru, author of the Deya Biography, lamented the lack of recognition by the Government on professional input by those in the Diaspora and wanted to know if BKB had the necessary funding to support the international efforts expected to be carried out by Kenyans abroad.

It also emerged that a cross section of Kenyans in the UK were not comfortable with the existing interpersonal relations between them and the High Commission, a factor that was seen as undermining any efforts to build a working relationship.

It was felt that disconnect comes largely because of the lack of continuous communication.  In the past all Kenyan Diplomatic Missions had a Press Attaché who was responsible in not only ascertaining a positive image/relationship with the Kenyans in the respective countries, but also the International Community, Members of the mass media and other stake holders who from time to time engage with the Mission. 

The Diaspora Kenyans also noted the tendency within Government, to award Public Relation contracts to foreigners who knew very little or cared less about Kenya, was not helping in improving our image abroad.   . 

In this respect, Mr. Michael Mandu, the Commercial & Trade Attaché at the Kenya High Commission in London; advised that the Diaspora should carefully explore the available investment channels within the country or elsewhere and choose which area best suits them before embarking on those projects.  Mr. Mandu also challenged the Diaspora to involve themselves in the many Community based activities that take place from time to time in the UK showcasing cultural and traditional Community practices without reference to Government.  This he said would be in such areas as dance, music, drama and story telling which can reflect Kenya’s rich cultural and ethnic diversity.

It was also suggested that Diaspora Kenyans needed to be more interactive and speak with one voice, instead of following community groupings that follow traditional ethnic reserves.  The formation of a Diaspora Network was highly emphasized, with Mr. Mandu noting that an organisation like KOBA could be in a position to spearhead such an agenda.

Ms Kimonye told the meeting that all their concerns were carefully noted by the BKB team and would be dealt with accordingly, as the main purpose of the forum was to seek views on how to build Brand Kenya. 

She further noted that in principle;

•           Kenyans need to regain their hope, confidence and pride in themselves and in the future prospects of their country.

•           Kenyans need to jointly work on initiatives to recognize and appreciate the strength of our diversity.

•           We need to work on a national image and identity that serves as a focal point for harnessing the  energy, warmth and entrepreneurial spirit of our people

•           The country needs to develop a set of national values, and initiatives to enhance social harmony, cohesion and peaceful co-existence.

Reiterating the BKB Promise

•           To build a strong country brand that fosters national pride and patriotism and earns global recognition and preference.

•           To instill in every Kenyan national pride and foster international confidence in the country by providing a competitively prosperous and stable environment  to all our stakeholders;

•           To Kenyans; a country that is safe and free to live work, exploit their diverse talents and realize their full potential.

•           To investors; a supportive and enabling business environment

•           Foreigners; an exciting safe, friendly destination to visit, live and holiday.

This is certainly a major undertaking that BKB is handling, and will need more than sheer patriotism to see it to fruition.  The team is aware of the existing differences among the Kenyan people based on tribal differences and political sectioning, some of which are openly practiced in public offices in the country.  It was pointed out that these differences exist even among those in the Diaspora.

In response to the issue of non-cordial relations between the High Commission and the Kenyans in the UK, H.E. Ngare recounted his credentials and challenged the Diaspora to 'put him to the Test'. 

It is with this background that one speaker echoed the need to examine ourselves with brutal honesty if we are to achieve the very ambitious goals set out in the BKB Charter.