I believe a sustained corporate image over time will result in a subsequent corporate reputation whether good or bad. For this reason, organisations re-brand to portray a particular corporate image so as to gain a desired reputation.
The critical issue we fail to understand here is that, gaining a good corporate reputation doesn’t come from the tangible/ physical things alone with regards to image. This is true especially for organisations that are into service provision.
In fact, for an organisation like the Electoral Commission (EC) which is not into direct production of goods/ commodities, the best way to achieve a good/desired reputation is to DELIVER ON BRAND PROMISE.
Is the EC delivering on its mandate to organise credible, free and fair elections? Are they doing exactly what they claim/ promise Ghanaians they will do? Has the EC Chair proven beyond reasonable doubt that she is firm, reliable, impartial, fit for the position and understands the gravity of the job and its demands?
The EC Chair might have had good intentions with her re-branding agenda but her approach, starting with physical/tangible things like the logo and her defense/ interpretation of it, was probably not the best way to begin. Then there is the emergence of a similar logo in another country which doesn’t help matters: it gives the impression that the process for the re-branding wasn’t thoroughly/professionally done which leaves you to wonder HOW well they can conduct credible, free and fair elections.
Our EC chair, already burdened with the herculean task of filling Afari Gyan’s shoes to deliver credible, free and fair elections has now done herself a disservice by losing public confidence through this re-branding saga.
She now has two issues to deal with:
1. Proving to Ghanaians that she is the right person for the job.
2. Ensuring elections are credible, free and fair.
To prioritize ‘logos’ in an election year ahead of other pressing issues is a bit trivial in my opinion. For me, one of the best ways to re-brand to prove to Ghanaians that the EC is actually capable of delivering on its mandate is to ensure that concerns of stakeholders in Ghana’s elections are addressed in a just, prompt and fair manner.
I wish her all the best…..for Ghana’s sake at least.
The writer is the Programme Officer for Communications at the Media Foundation for West Africa (MFWA) having previously worked in a similar capacity at Alliance Francaise Accra and the UNHCR in Ghana.
He holds an MA and BA both in Communications Studies from the University of Ghana and the Ghana Institute of Journalism respectively. His interests are in media and communications.