One noticeable trend today, around the world, is the increasing adoption of destination branding by countries and their constituent units as a way of attracting both local and foreign investors to such countries and states.

Simply defined, destination branding is a marketing tool used by a place to subtly attract investors, both local and foreign, through massive development and construction of infrastructure in such environment. Through this, such country/state is able to distinguish itself from others in order to attract investments to it.

Interestingly, one of such states that is fast making this marketing tool its hallmark in Nigeria today is Kwara, where the government of the day has not minced words about making the state an investors' destination since assuming office on May 29, 2011 and distributing wealth among its people, through its 'Shared Prosperity' campaign.

For instance, at the launch of the state logo, on May 29, 2012, the then one-year old government of Abdulfatah Ahmed had explained that the re-branding exercise had become imperative, in order to promote the state as a top investment destination, using its unique selling points of peace, strengths in agriculture, commerce, solid mineral development and strategic infrastructure.

The governor had stated his administration's strong intention to strongly market the state as a haven for lucrative domestic and foreign direct investment, noting that the foundations for the long-term prosperity of the state and its people were being laid with the launch of the new logo.

And interestingly, all the elements in the new state logo were put together to succinctly represent the new direction, which is to leverage on the peace in the communities, harp on the harmony enjoyed by residents in spite of the community's diversity, lend credence to the state's growing strengths in agriculture and give voice to its age-long reputation for entrepreneurship.

For instance, while the antelope in the new logo represents humility and the natural beauty of the land and its people, the cassava in the logo stands for abundant agriculture potential which the state boasts of. Cowries and crown depict enterprise, deep cultural heritage and royalty respectively, while the flowing water quite depicts the state's natural goodness. Besides, the precious stones in the logo and shield succinctly depict natural goodness and abundant natural resources respectively.

Not a few believe, therefore, that the state's re-branding and the government's Shared Prosperity programme, meant to complement the re-branding exercise have continued to ignite some patriotic feelings and sentiments among residents of the state.

"The primary idea behind initiatives such as this is to appeal to the people's sentiments and ignite some patriotic zeal in the people, which I believe I believe the re-branding campaign is presently achieving. People can relate to Shared Prosperity and the logo slogan 'Its Good Here'. People can easily relate to both and grasp the meaning. It is interesting to chant Kwara State and hear people reply 'It's Good Here,'" argued Smith Bankole, a marketing communications expert, while analysing the campaign and its impact so far.

Bankole, however, noted that one of the high points of the campaigns was the fact that the government was fufilling the brand promise, by making the people see the positive effects of the re-branding Kwara campaign through its Shared Prosperity initiative, a programme meant to enhance the fortunes of the people of the state.

"I think it would not have had the impact it is having on the state now if the people do not really feel it. Destination branding would only be described as a potent marketing tool if it is able to attract attention and drive traffic to the state, in terms of investment," he argued.

Interestingly, testimonials have continued to pour in on the effectiveness of the state's re-branding exercise and the use of destination branding to make Kwara State an investors' haven.