Made in Africa: Crafting Positioning that Resonates
When it comes to collectibles goods in Fashion, Design, Beauty and lifestyle origin can be rich of legacy and pride. For instance, if you hear Made in France, it surely evokes, refinement, elegance, craftsmanship, Paris, love and art de vivre. Yet not all brands Made in France can elegangly emphasize on those elements to position themselves in other arenas.
Most Luxury houses - Made in France - have used the most beautiful landmarks of France to brand their products, offerings creating a status symbol around France as connoisseurs of anything timelessly elegant.
As you explore advertising campaigns, the messaging is clear :
Dior at Chateau de Versailles with Rihanna shows how the pop queen becomes a female deity when touched by Dior sacralizing j’adore by Dior and Rihanna in a context that carries centuries of history
Air France, takes elegance to new heights with their campaign to invite the world to bite into the - je ne sais quoi - the - french elegance - the - art de vivre - using the red of the flag as a passion thread that lead to the sky beyond the clouds from the Eiffel tower
Guerlain, uses Paris’s landmarks as references to illustrate their whole campaign to resonate with young independent woman striving for feminine power.
As one navigate the African creative space, where marketing is thriving to shift narratives and perception, it is tempting to believe that “Made in Africa” has the same power and can be enough to make a brand resonate with a specific audience.
Origin which is fundamental to protect a label, a know-how and a legacy is a source of deep meaning for those who engage with it and those who make it. Yet, in a rapidly globalizing creative landscape, where hundreds of brands compete for attention, simply stating where something is made cannot be the brand’s essence. As described for french brands, to resonate it is imperative to connect and tap into emotions by referencing elements, situations, landmarks that can create frictions in our souls, awaken emotion and ciment experiences in a way the target audience can identify with and resonate.
As MADE in AFRICA becomes a buzzword, it is echoed by everyone and fades into background noise, rather than serving as a unique selling proposition.
The imprint of a brand that changes hearts and minds is never what it claims for itself, but the clarity of what it represents to who it is for. Positioning is not a static statement; it is a living promise, a specific vision for a particular community, one that signals, “we are alike, we have the same culture and share similar references.
The Subtle Art of Resonance
Geography can be the opening, never the full story. “Made in Africa” can invite curious minds to explore the continent from different angles and open doors to new territories, but what fixates the magic of belonging is what happens next : resonance and experience that can create a lasting memory. Brands succeed not because of location, but because they deeply understand the aspirations, tastes, and dreams of the audiences they serve with the intentionality of the location. To win loyalty and spark meaningful attachment, brands must move beyond generic claims and embrace the delicate, ongoing art of listening to and engaging with their tribes. In his book, For the culture, Marcus Collin describes very well, the power behind what we buy, what we do, and who we want to be. For him people aspiring to the same dreams and sharing the same struggles can recognize each other and cherish their similarities.
Tongoro: Audience-Centric Strategy in Motion
Tongoro, founded by Sarah Diouf, stands as a masterclass in this next-level branding from an African perspective. As a DNVB born in Dakar, powered by deep roots and global ambition, Tongoro eat static labels or nostalgia for breakfast. By taking “Made in Africa” and infusing it with a modern voice, speaking directly to a cosmopolitan, creative woman—especially those of the African diaspora, who wants fashion that travels with her and tells her own layered story. Just as importantly, Tongoro commits to a digital-first, direct-to-consumer model, focusing on building an international community and making style truly accessible to most.
What sets Tongoro apart is intention. Every fabric, every campaign, and every partnership (think Beyoncé, Kelly Rowland or Iman) is woven into a narrative that goes far beyond origin: it’s about empowerment, playfulness, and identity on your their terms. Tongoro doesn’t ask women to admire a distant “Africa,” but to participate in a borderless movement where their voices and visions lead.
From Identity to Intention and Action
For Sarah Diouf, “Made in Africa” is only the prelude. The real story is community, heritage, spirituality and empowerment, training and employing Dakar’s local tailors, redefining standards, reclaiming ancient spirituality and building ecosystems where economic and social transformation take place and where heritage is in motion. It’s about showing that African design, produced on the continent, can set global trends, serve the highest standards, and inspire a whole new generation around the world beyond africanity.
Tongoro’s signature isn’t just style, it is a sign for a woman who wants to be seen and to see herself reflected in her clothing. That’s why Tongoro is represented by African women leaders, visionaries, and culture-shapers, never content with the muse label. Its role in shifting perceptions, both at home and worldwide, comes not from geography, but from meaningful, shared intent.
The New Chapter for African Brands
Let’s be clear: “Made in Africa” is an origin story, not a positioning strategy. The real work is in what happens next, living and articulating a promise for those you are uniquely positioned to serve. Brands who suceed do so, not because they are African, or made in Africa but because they dare to make relevance, listening, and deep value central to everything they do.
Tongoro’s journey shows: in the new era of African excellence, resonance, anchored in community, action, and aspiration, is the difference between being heard and being unforgettable.
As brand leaders, designers, and creative entrepreneurs, thriving to shift the perception and position MADE IN AFRICA beyond the statement and reinforced it with experiences and memories, we must know acknowledge that the most powerful brands are those who go beyond boundaries and relentlessly position people, tastes, needs, and dreams, at the center of their worlds.
“Made in Africa” becomes meaningful only when paired with a vision for real impact and an invitation for people to come along.