Choose Benin

Project Overview

Choose Benin is the official investment and export promotion brand of the Agence de Promotion des Investissements et des Exportations du Bénin. Conceived as a strategic corporate branding initiative, the brand was designed to position Benin as a credible, competitive, and attractive destination for investors, entrepreneurs, and international partners.

More than a signature, Choose Benin serves as a structured narrative platform, articulating the country’s economic vision, investment opportunities, and export potential through a clear, confident, and business-oriented language.

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Introduction

In a highly competitive global environment, countries must articulate their economic value proposition with clarity, consistency, and credibility. For Benin, the challenge was not the absence of opportunities, but the need for a strong, unified brand capable of translating its economic ambition into a compelling and legible narrative for international audiences.

Choose Benin was created to address this need by providing a single corporate brand dedicated to investment and export promotion, aligning public action, private sector engagement, and international communication under one coherent identity.

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The Challenge

From Fragmented Messaging to a Clear Investment Narrative

Prior to the creation of Choose Benin, investment and export communication was often dispersed across sectors, initiatives, and formats. While policies, reforms, and incentives were in place, the absence of a unified brand limited visibility, memorability, and overall impact.

The challenge was therefore strategic. It required building a brand capable of structuring economic storytelling, avoiding siloed communication, and ensuring that every message addressed to investors and partners reinforced the same promise of stability, opportunity, and competitiveness.

The Mission

Create a Strong Corporate Brand for Investment and Exports

The mission behind Choose Benin was to design a corporate brand that speaks the language of business, performance, and trust. The brand needed to reflect institutional seriousness while remaining accessible and forward-looking.

It was also essential that the brand could be deployed across multiple contexts, from high-level investment forums to export promotion campaigns, while maintaining consistency, clarity, and authority.

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Brand Strategy

Positioning Benin as a Competitive and Reliable Partner

The brand strategy focused on clarity and confidence. Choose Benin positions the country as a stable, reform-driven, and opportunity-rich destination, highlighting its strategic location, improved business climate, industrial zones, export capacity, and pro-investment policies.

The narrative emphasizes partnership, long-term vision, and ease of doing business, reinforcing Benin’s ambition to be perceived not only as an emerging market, but as a reliable economic partner on the African and global stage.

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Visual Identity and Narrative

The visual identity of Choose Benin was designed to be corporate, modern, and authoritative. It reflects rigor, stability, and openness, aligning with international standards expected by investors and institutional partners.

The narrative tone is deliberately pragmatic and results-oriented. It focuses on credibility, performance, and opportunity, while projecting confidence in Benin’s economic trajectory and reform agenda.

Communication Strategy 360

Choose Benin is deployed through a 360-degree communication strategy targeting investors, exporters, and international stakeholders. The brand is present across institutional platforms, economic diplomacy initiatives, international forums, media engagements, and business events.

A major milestone in its international deployment occurred in May 2025, during the Africa CEO Forum in Abidjan, where Choose Benin was strongly activated as the country’s official investment and export promotion brand. This deployment reinforced visibility, credibility, and alignment with key African and global decision-makers.

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Implementation

From Corporate Brand to International Visibility

Following its launch, Choose Benin has been progressively adopted as the reference brand for investment and export promotion. It structures the country’s presence at international economic events, supports investor engagement strategies, and enhances the consistency of Benin’s economic messaging.

Each activation strengthens the same positioning, Benin as a country open to business, committed to reform, and focused on sustainable economic growth.

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Results and Impact

Choose Benin has established a clear and recognizable corporate identity for Benin’s investment and export promotion efforts. By harmonizing communication and aligning stakeholders around a shared narrative, the brand has improved readability, strengthened international perception, and increased the effectiveness of economic outreach initiatives.

The brand now serves as a strategic asset supporting Benin’s ambition to attract investment, grow exports, and deepen economic partnerships.

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A Corporate Brand Supporting Economic Ambition

Choose Benin demonstrates how a well-structured corporate brand can enhance a country’s economic positioning. By providing clarity, coherence, and credibility, the brand has become a cornerstone of Benin’s investment and export promotion strategy.

It stands today as a key tool for economic diplomacy, competitiveness, and long-term international engagement.

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Learn more : www.investbenin.bj