Written by: Siphiwe Chris Mathebula
Article source: JOY! Magazine
Many successful brands attach themselves to personalities who they feel resonate with their purpose and identity. These people are known as brand ambassadors. They assist in humanising a brand by exemplifying its identity and showing potential customers that the company has a face and personality of its own. They also help put the brand in a positive light to increase brand awareness. This is an excellent method of building the reputation of a brand and increasing revenue. Ambassadors tell the story of the brand in their own words.
A nation of ambassadors
South Africa has a potential of over 60 million brand ambassadors. If we all choose to speak well of our country, share facts, and correct any misconceptions about our country and its people, we will be in better control of the narrative of South Africa’s story.
Setting a good example
A devoted citizen is, by design, an ambassador of their country. They know that everywhere they go, they carry the flag of their nation and they have the responsibility to represent their fellow countrymen well. This means when they meet people from other nations or they go to other countries, they endeavour to give them a good experience of their country and its people.
We must know and love our country
Firstly, as devoted citizens of South Africa, we need to be well versed about our country and know the details around our bestselling artists, authors, and actors, as well as places to visit and our best products. We must be salespeople of our music, books, tourist resorts, and our flagship exports that drive our economy.
Informed about our government
Secondly, one must be able to hold a decent conversation about our system of government. One of the factors that guide foreigners and investors to do business in a country is the government system. As an ambassador of one’s country, one should be able to provide this information accurately to interested parties.
Understanding the system
For our understanding, it is probably a good idea to explain how our government system works. It entails three arms – the executive (the cabinet), the legislature (parliament), and judiciary (the courts).
1. The executive is responsible for ruling the country through different departments or ministries.
2. To legislate means to make laws. The legislature, or parliament, is where our elected representatives, the members of parliament (MPs) meet to discuss matters of national interest and decide on new laws.
3. The judiciary is the court system. This government arm ensures that those who do not keep the law are brought to book.
Stay informed and updated!
Finally, a devoted citizen stays abreast of the events in their country and the rest of the world. Read books. Read newspapers. Pick up magazines. Watch the news. Listen to the radio. In this noisy digital world, there is a lot of clutter as far as content is concerned. Look for the relevant online content. Follow the right discussions and conversations. Engage in constructive debates. Just keep your mind tuned into what’s happening in the bigger scheme of things because as a devoted citizen you cannot live in a bubble. When you keep abreast of what is happening around you, you are more likely to act on time on issues that need your intervention.
The sons of Issachar
Devoted citizens are like the sons of Issachar, in the Bible, who understood the times and knew what Israel ought to do. “…Of the sons of Issachar who had understanding of the times, to know what Israel ought to do, their chiefs were two hundred; and all their brethren were at their command…” (1 Chron 12:32, KJV).
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Date published: 15/01/2024
Feature image: Image for illustrative purposes only. Artwork from www.rawpixel.com
SIPHIWE CHRISTOPHER MATHEBULA – Lead Pastor: Hope Restoration Ministries. Visit hrm.org.za
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