By Ayo Olokoyo

The recent re-branding of our beloved state was greeted with mixed feelings in some quarters, while sparse confusion over what it portends or means also riddled others.

Nevertheless, and truth be told, the Ahmed administration was very proactive with this move.

Globally, rebranding of cities, states, localities etc has become a vehicle for encouraging and attracting Foreign Direct Investments (FDIS), inflicting an impressionistic orientation change on the citizens, and enhancing city regeneration.

In fact, some brand strategists and doyens agree that rebranding equals regeneration of cities, this equation does not always balance as such; but the two can go hand-in-hand.

The point is, our beloved Kwara truly needs regeneration.

A state that has the likes of Lagos, Kano as age mates does not deserve less.

In our culture where it is almost synonymous to a curse if one does not measure up to his mates, the time for Kwara to stand out is long-overdue.

And the re-branding drive is a right step in that direction provided this initiative is embraced, made to sweat, and allowed to work by all.

How these can be achieved will then be a veritable question at this juncture.

Kwarans must live the mantra ("it is good here") in every facet of life.

The days of not being able to achieve or attain certain milestones, occupy political and social positions that will add value to everybody, just because one does not come from a particular side of the state, or belong to any of the religions must be abolished.

We cannot say it is good here, when our societal norms and values does not promote equality in every sphere.

The mantra in question breeds a sense of conviviality; therefore every aspect of our lives must not betray this thought.

There is a reinvigorated drive towards enterprise development in the state.

This can be palpated when one drives meditatively through Ilorin metropolis.

The rate at which new businesses are sprouting up in every nook and cranny of the city is encouraging, and it only underpins a renewed confidence in the economy of the state.

However, one hopes that this will spread sporadically to other parts of the state. It must also be good, either ‘here’ in baruteen, Iloffa or Asa for every budding entrepreneur.

In branding, a sound SWOT analyses is inevitable.

No one needs to have a doctorate degree (even if it is honorary) to know that a major strength for the economy of the state is stability.

God has blessed us in Kwara with peace. We must guide it jealously, but also seek to turn it into an asset.

Let us develop this aspect of the brand to promote industrialization- a powerful drive towards mopping unemployment.

We live to see a day when giant multinational corporations whether indigenous or foreign, will be scrabbling to contribute to the economy of the state, through investments.

Revamping of the agricultural sector features prominently in the new themes of the new Kwara brand.

Sincerely, one prays that this state will soon become a model why Nigeria as whole, has to retrace steps back to the pre-oil boom era when agriculture thrived unfettered.

The potentials of the state in this regard must be carefully and commercially tapped to achieve this.

The recent policy thrust of the present administration must continue to be strengthened until results are achieved significantly- It is possible for Kwara to become top of mind for foreign investments in agriculture in Africa.

In conclusion, and to the team that championed this course, we say kudos.

However, the noise that accompanied the unveiling of the brand seems to have died down; there is a dire need to push up and further drill down the true meanings of this exercise into the psychographics of the people in the state.

The continuous timing of communication is key to keeping the brand message consistent and making what it is, and what is happening real to people.

Furthermore, the importance of engaging with businesses and local residents to achieve results is colossal: it requires being clear both about the brand, values and ambitions of government aptly depicted by the rebranding, thereby shifting and raising aspirations in the audience-the populace of the state.

The reality in it for most people will not be dazzling new architecture or an international festival, instead good circulation patterns, permeable streets, mixed and improved household incomes will all help to reinforce a brand image.

Neither is wiping away every vestige of an industrial past usually the best way forward, however dividends that trickle down to last man on the street will not only open eyes to celebrate this initiative, but also etch the names of its progenitors on the rock of history.

Nevertheless, it will be a share rape of veracity if one does not mention that there are challenges to achieving these lofty heights. But, this must be surmounted tenaciously.

For anything to be good, and continue to be good, hands must be on deck, differences set apart, and efforts concerted.

Kwara can become a model for Nigeria.

It is possible; let us all go and make it work.

Because it is good here!

 Ayo Olokoyo is a brand development strategist and entrepreneur coach.