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Brand ambassador programme takes off

MUSCAT — The Oman Brand Management Unit (OBMU), yesterday, announced the launch of the Oman Brand Ambassador (OBA) programme with the intention of presenting the dynamic and attractive face of the Sultanate. And as part of the programme to promote the country, brand ambassadors will be recruited in 20 sectors.

These brand ambassadors are expected to showcase Oman’s distinctive characteristics by sharing the country’s business, tourism, education, technology and cultural experiences.

Speaking at a press conference at the Ministry of Heritage and Culture, His Highness Sayyid Faisal Al Said, CEO, Oman Brand Management Unit, said: “Launching the OBA initiative will be instrumental in helping Oman correct misperceptions and present an accurate and informed national image — one that we can justifiably be proud of.”

To begin with, the 20 brand ambassadors will tour the Sultanate and make presentations at schools, colleges, business houses and government organisations, promoting the quality, excellence and distinctiveness of the Sultanate.

According to His Highness Sayyid Faisal Al Said, there is a gap between perceptions of Oman as a great place to relax and holiday, and the growing dynamism within the country and the substantial commercial opportunities it offers the international business community.

“The challenge, therefore, is to reposition the stereo-typical profile to better reflect Oman’s thriving entrepreneurial spirit, investment opportunities, manufacturing and ICT successes and the Sultanate’s steadfast commitment to education and training for all,” he said.

This repositioning will be tackled by presenting an umbrella brand image of the country supported by a long-term strategy for elevating the profile of its businesses, organisations, products and services.

“By presenting a unified approach and showcasing the success stories in tourism, business, education and ICT, the OBMU will be better positioned to promote Oman nationally and internationally as an ideal place to buy from, invest in and visit,” Sayyid Faisal Al Said stressed.

The OBMU CEO says that national identities consist of more than images, flags, logos and ceremonials; they are also shaped around compelling stories that tell where a nation has come from and where it is headed.

“The storytelling challenge is as relevant to the future of companies as it is to the future of countries. National identities don’t emerge from nature, people create them,” says Sayyid Faisal, adding: “Since the beginning of time, stories have been the way we’ve communicated. Today, we might have e-mail, text messaging or video conferencing to make the transmission process easier, but stories are still the way we most easily assimilate and pass on knowledge, information and experiences.”

According to OBMU’s Azzan Al Busaidi, when we connect with a story, we take on its message; and start to own it by adding to it and passing it on.

“For brands, in a more complex and pressured world where every country, region, company, service or product is trying to stand out from the crowd and shout louder for the attention of the customer base, a story can be like gold dust. This is why we’ll be launching the Oman Brand Ambassador Programme (OBA),” says Al Busaidi.