Principal and country representative

IT is written, 'If you ask anything in my name, I will do it.” Doing something in someone’s name means acting on behalf of that person. Similarly, acting “in the name of the country” means acting on behalf of the nation.

IT is written, 'If you ask anything in my name, I will do it.” Doing something in someone’s name means acting on behalf of that person. Similarly, acting “in the name of the country” means acting on behalf of the nation.

When you visit an office, they expect you to state your name and the organisation you represent. Business letters are signed on behalf of the organisation. Your principal bestows you with a title, granting you delegated power and authority. This validation and commissioning enhance your credibility, much like how licenced businesses carry more authority.

International brands enter new markets by appointing a country representative among the local businesses. The country representative understands the local culture. These representatives understand the local culture and business practices, facilitating smoother market entry.

Whenever you do business or anything on behalf of a principal, you are considered trustworthy. Customers trust you because you have been chosen as a reliable representative. Speaking on behalf of another reveals truth; truth does not speak of itself but through a messenger. A true messenger is well-received, bringing success and results.

Being sent creates a sense of trust. Truth comes from having a principal and a source of origin. Brands with a clear origin are more preferred, often leading customers to favour foreign brands.

In consumer behaviour, differentiated goods and services are highly valued. Anything that differentiates you professionally and your business is a brand, and endorsements lend weight to your brand.

During the liberation struggle, party representatives were sent on foreign missions and were elevated to General Staff. Today, country representatives are sent on foreign missions as members of the diplomatic corps. Zimbabwe’s foreign policy emphasizes economic diplomacy and Brand Zimbabwe.

As a nation, we are friends to all and enemies to none. Communication channels are vital for building and strengthening relationships. Representatives from different countries act as middlemen to strengthen ties.

Women and youth are appealing for appointments as country representatives to boost trade, tourism, and investment. Trade and tourism ambassadors are needed to promote destination Zimbabwe.

Stan Mudenge was an academic and veteran diplomat. From students studying abroad to Zimbabweans working in the diaspora, everyone is responsible for raising the flag high. Identity is found internally, and image is conferred externally.

Whatever you do for yourself, you also do for your family and the nation. Enhancing yourself enhances your family and nation. It is in Zimbabwe’s best interest for Zimbabweans to prosper.

As a business, you stand in the gap for your customers. They rely on your availability to acquire goods and services on demand. When you are a representative, you must not undermine the authority of the principal. Integrated marketing communication dictates speaking with one voice to avoid misunderstandings.

A market is created by demand and supply. Without demand, there is no supply. When you disclose who you represent, you are more accepted. The market favours familiar names.

According to Mudenge, a country representative must possess unmistakable intellect, great oratory skills and charm. As an agent, you embody your principal’s qualities in marketing to their customers.

Culture and adherence to standards ensure consistent delivery and performance. Representatives publicise organisational culture to the public. Representatives are assigned at national, corporate, and family levels.

In sports, national teams are selected from provincial representatives. Similarly, in politics, representatives are chosen from counsellors, members of parliament, and senators to the highest offices. Selection is based on choosing the best candidate.

When selecting a partner, you seek specific attributes and find someone who represents those qualities. A good choice has a good attitude, scientifically measured as the attitude towards the object.

A country representative is like a prophet, speaking on behalf of a nation and organisation. You hear about it first, then see it later because sound travels fast. A representative is like a notification, and the representation is a message.

In business, there are three entities involved: the principal (firm), the representative (agent), and the customers (clients). A representative facilitates negotiations, much like the Shona munyayi (go-between) in customary marriage ceremonies.

When you speak on behalf of your principal, you are regarded as reliable. Once something is considered true, it is believed. A true representative is trusted. Officially appointed brand ambassadors are more influential in business and the market.

A country representative is commissioned on behalf of the principal. This commission empowers you to act and speak on behalf of your principal. Businesses need third-party validation through endorsements and accolades.

When you are sent and a door is opened for you, you succeed. Having a principal determines your success. You need a predecessor and a mentor to guide you.

Who sends you is as important as what you can deliver. You can deliver effectively after you have been sent. This is the process of business. Firms rely on messengers because it is efficient and delivers results.

Zimbabwe is the principal; Zimbabweans are country representatives. Your conduct, character, and values reflect the nation. As a Zimbabwean, you identify with Zimbabwe. A better Zimbabwe leads to a more confident Zimbabwean.

  • Chikwenhere is an author of Affirmative 21 Laws How to Confess. He is a brand strategist, image consultant and founder of Zimbabwe Brand Association. — [email protected]

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