Accra has been buzzing this week with the world’s attention fixated on the West African city for obvious reasons. Ghana’s culture, people, diversity and all other elements that define the identity of the country has been on display to a global audience, thanks to American streamer and YouTuber IShowSpeed, born Darren Jason Watkins Jr.
IShowSpeed made a stop in Ghana in the final leg of his tour of Africa aimed at showcasing the continent’s cultural diversity – which is often overshadowed by images of poverty and violence on the global stage – to his over 50 million YouTube subscribers, 45 million Instagram followers and 47 million on TikTok.
Known as a brand built on loud, exaggerated and sometimes aggressive reactions, it has become his online persona, accompanied by some controversies occasionally. Ishowspeed’s Africa Tour is aimed at breaking stereotypes around the continent and trigger conversations on the best part of the Africa story not told to the world.
Aside from the fun and excitement that accompanied his visit to Ghana, there has been a seemingly positive narrative on the impact of his visit on Ghana’s tourism and its associated business as well as the creative arts sector. In addition, it has strategically positioned local businesses; chief among them is the Hamamat Shea Butter Museum, the world’s first and only museum dedicated entirely to shea butter.
Without a doubt, IShowSpeed’s Africa tour has significantly boosted local economies and changed global perceptions, acting as a powerful, authentic marketing tool by showcasing vibrant, modern and safe environments to millions of viewers, directly increasing visibility for local markets, street vendors and hospitality, driving potential future business partnerships.
Undeniably, the tour served as a massive, organic and highly effective advertisement for various sectors, with IShowSpeed as the ambassador. This leads to a discussion on iconisation and the work of brand ambassadors, which significantly impact businesses by boosting brand awareness, building trust and driving sales.
The concept of iconisation and the work of brand ambassadors are closely linked ideas in branding and marketing, basically about how brands turn into symbols people feel something about, not just products they recognise.
What is iconisation? Iconisation is the process by which a brand, product or person becomes an icon, instantly recognisable and loaded with cultural meaning. An iconised brand does not just sell utility; it stands for values, lifestyles or identities. You can think about a brand like Nike, which represents perseverance and athletic excellence. Apple is well known for creativity, simplicity and innovation.
How about brand ambassadors and what they do? Brand ambassadors are people, often celebrities, influencers, employees or everyday fans who embody the brand’s identity and communicate it to the public. Their job is not just promotion, they humanise the brand, translate abstract brand values into real behaviour, build trust through relatability or aspiration and create emotional and cultural resonance.
Brand ambassadors help iconisation happen through the embodiment of values and cultural visibility by genuinely living the brand’s values to become visible and believable. Over time, the person and brand reinforce each other. In addition, ambassadors place the brand in everyday culture, social media, sports, music and activism, making it part of lived experience, not just advertising.
Iconisation is also achieved through narrative building. Icons are built on stories and ambassadors give the brand a voice, backstory and personality people can follow and emotionally invest in. When an ambassador becomes strongly associated with a brand, the brand itself gains symbolic power. Examples are Michael Jordan and Nike. Eventually, the symbol can stand alone.
However, iconisation can backfire if the ambassador’s behaviour contradicts brand values, the ambassador tries to outshine the brand and the partnership feels inauthentic. When that happens, the icon cracks and trust erodes fast. So in effect, iconisation is turning a brand into a cultural symbol and brand ambassadors are the human vehicles that make that symbol meaningful, emotional and credible.
>>>Chris is a seasoned Integrated Marketing Communications Professional and International Cooperation Specialist with a vast working experience across several sectors; Media and Broadcasting, Public Relations, Telecommunications, International Cooperation and Investor Relations. Over the last decade, he has successfully managed relationships with Diplomatic Missions, International Finance Institutions, and Development Finance Institutions, played leading role in fundraising and assisted businesses to navigate the complexities of International Trade. He can be reached at [email protected] / +233 20 854 1480.
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