In Africa, there is an unsettling tendency to destroy reputations of individuals, institutions, and nations in the name of accountability. The West and the emerging powers of the East have mastered the art of protecting their public image. They address internal challenges quietly and ensure that their global standing remains untarnished. Africa, however, often takes a different path. Leaders and institutions are publicly criticized, and internal conflicts are exposed for the world to see. The assumption is that this will curb corruption and inefficiency. Sadly, it does not work.

Instead, this practice weakens trust, damages the credibility of institutions, and diminishes Africa’s reputation on the global stage. Building strong brands—whether of people, organizations, or nations—requires nurturing and improving reputations, not tearing them down. If Africa is to realize its full potential, it must shift its focus from image destruction to image building.

HOW THE WEST AND EAST PROTECT THEIR BRANDS

The West and the East understand the importance of maintaining a strong public image. They are aware that global perception shapes influence, investment, and power. When corruption, inefficiency, or leadership failures occur, these nations address them internally. Public scandals are managed carefully, ensuring they do not harm the broader reputation of their governments or institutions.

China, for instance, rarely allows public criticism of its leaders or national institutions. Disputes and challenges are resolved internally, preserving the image of unity and progress. Similarly, the United States, despite its flaws, carefully crafts its narrative as a bastion of democracy and innovation. Even when faced with corruption or inefficiency, these issues are framed as opportunities for improvement rather than signs of collapse.

These nations understand that a damaged public image weakens their ability to negotiate, attract investments, and assert influence. By managing internal challenges discreetly, they maintain their credibility and continue to project strength on the global stage.

AFRICA’S SELF-DESTRUCTIVE TENDENCY

Africa often takes the opposite approach. Leaders, institutions, and nations are publicly humiliated, and their flaws are broadcast for the world to see. Scandals dominate the headlines, shaping a narrative of dysfunction and instability. This tendency is often justified as a way to promote accountability. Yet, the reality is that it rarely delivers meaningful change.

When leaders or organizations are publicly destroyed, trust in governance erodes. Citizens lose faith in the institutions meant to serve them. International investors and partners become hesitant to engage, fearing instability and risk. Instead of addressing corruption and inefficiency, this approach amplifies the very issues it seeks to resolve.

The global image of Africa suffers. The world perceives the continent as divided, chaotic, and incapable of managing its affairs. This perception discourages investment and limits Africa’s influence in global affairs. The damage extends beyond individual leaders or institutions, affecting entire nations and future generations.

THE FLAWED LOGIC OF PUBLIC HUMILIATION

There is a belief in Africa that public exposure of wrongdoing will lead to accountability. This belief is flawed. Corruption and inefficiency are rooted in systems, not just individuals. Destroying reputations in public does not address the systemic issues that enable misconduct. Instead, it creates a culture of fear, mistrust, and division.

For instance, public scandals involving African leaders often result in media trials and prolonged debates. Yet, how many of these cases lead to systemic reform? Rarely are institutions strengthened or mechanisms put in place to prevent future abuses. The focus remains on the spectacle rather than on solutions.

This approach also damages Africa’s global standing. When leaders and institutions are publicly vilified, it reinforces negative stereotypes about the continent. Investors and international partners begin to view Africa as high-risk, reducing opportunities for collaboration and growth.

BUILDING BRANDS INSTEAD OF DESTROYING THEM

If Africa is to thrive, it must shift its focus from destroying images to building strong brands. This applies to individuals, institutions, and nations alike. Strong brands inspire trust, attract investment, and foster pride.

            1.         Protecting Leaders and Institutions: Leaders and institutions should be held accountable, but this accountability must be managed responsibly. Internal mechanisms for addressing corruption and inefficiency should be strengthened to ensure that issues are resolved without unnecessary public spectacle. Leaders must also recognize that their actions reflect not just on themselves but on their nations as a whole.

            2.         Celebrating Success: Africa is not without achievements. From innovative startups to resilient economies, the continent has countless success stories. These stories should be amplified to reshape the global narrative. Celebrating success fosters national pride and attracts global respect. It shows the world that Africa is a land of progress and potential.

            3.         Strengthening Institutions: Corruption thrives in weak systems. Instead of focusing solely on individual scandals, African nations must invest in building strong institutions. Transparent, efficient, and accountable institutions create an environment where misconduct is less likely to occur.

            4.         Reframing Accountability: Accountability does not require public shaming. It can be achieved through effective audits, independent oversight bodies, and judicial processes. These approaches ensure justice without tarnishing the image of the entire nation.

THE COST OF LOST CONTROL OVER IMAGE

Africa’s obsession with image destruction comes at a high cost. Resources are spent on scandal rather than solutions. Trust in governance is eroded. The global perception of Africa remains one of instability and dysfunction.

Consider the mining sector in many African nations. Corruption and inefficiency are frequently exposed, but the revelations rarely lead to meaningful reform. Instead, they create an environment of mistrust, where citizens doubt the intentions of their leaders and investors hesitate to engage. The result is a sector that underperforms, leaving vast potential untapped.

In contrast, nations that protect their image while addressing challenges are better positioned to attract investment and foster development. By focusing on building strong systems rather than tearing down individuals, they create environments where progress can thrive.

THE INCONVENIENT TRUTH

The inconvenient truth is that Africa’s obsession with image destruction has done more harm than good. While it is essential to hold people and institutions accountable, the methods often undermine the very goals they aim to achieve. Public humiliation has not curbed corruption, strengthened institutions, or delivered justice. Instead, it has deepened mistrust, discouraged investment, and perpetuated cycles of dysfunction.

The West and the East understand the importance of protecting their brands. They address internal challenges without damaging their public image. Africa must adopt a similar approach. By focusing on solutions, celebrating achievements, and strengthening institutions, the continent can rebuild trust and reshape its narrative.

A PATH FORWARD

Africa’s future depends on its ability to project strength, unity, and progress. This requires a fundamental shift in how the continent approaches accountability and leadership.

The global stage respects resilience and unity. Africa must recognize that its reputation is a critical asset. Protecting this reputation does not mean ignoring problems. It means addressing them with discretion, wisdom, and a focus on solutions.

The time for self-sabotage is over. Africa must invest in building its image, protecting its institutions, and fostering pride in its achievements. Only then can it realize its full potential and earn the respect it deserves on the global stage.

As leaders and citizens, the choice is ours. Let us build, protect, and thrive.