Brand Africa Founder Thebe Ikalafeng on how to develop leading brands across the continent

Last week, the Africa Brand Leadership Academy was launched - it is the first Africa-focused specialist brand leadership academy. The academy aims to sharpen the minds that build brands across the continent. The founder of Brand Africa, Thebe Ikalafeng, recently sat down for an interview with CNBC Africa to discuss the academy's launch and its mission. In the interview, Ikalafeng highlighted the importance of developing 'Made in Africa' brands and the challenges faced in achieving this goal. One of the key issues raised was that only 20% of the brands admired in Africa are actually made in Africa. This points to a significant deficit in the continent's branding landscape. Additionally, the Africa Continental Free Trade Agreement, which aims to boost intra-Africa trade, presents an opportunity to enhance the perception and value of African brands. Ikalafeng emphasized the need to empower executives, entrepreneurs, and the next generation of leaders with the skills to build and promote African brands. The academy sets itself apart by focusing on African culture and creativity as foundational pillars of its curriculum. By understanding and embracing their African identity, students can create brands that resonate with local conditions and inspire global audiences. The Africa Brand Leadership Academy is designed to be a virtual institute, with plans to transition to a hybrid model post-COVID. The curriculum includes a post-graduate diploma in brand leadership, an executive program for business leaders operating across the continent, and specialized training for entrepreneurs. By nurturing talent and fostering a deep understanding of African markets, the academy aims to drive economic growth and promote self-sufficiency on the continent. Entrepreneurship is highlighted as a crucial element in rebuilding and strengthening the African economy post-COVID-19. With a focus on branding and value addition, the academy seeks to equip individuals with the tools needed to create successful and sustainable African brands. Ikalafeng's vision for the Africa Brand Leadership Academy is clear: to cultivate a new generation of brand builders who will champion African innovation and drive the continent's economic transformation.