Building a brand, brick by brick: What makes the One Square Mile different?

In a world where cities compete for investment, talent, and relevance, it is no longer enough to simply build infrastructure. The most successful urban developments today are those that come with a compelling identity – a brand that resonates with investors, citizens, and global observers alike.

Ghana’s One Square Mile is one of the boldest attempts in recent memory to achieve just that: to take one square mile of urban land and brand it into a globally recognizable symbol of trust, opportunity, and national intent.Events in Ghana

But branding in this context must be understood correctly. It is not about logos or promotional campaigns alone. It is about making deliberate decisions across architecture, governance, public space, and storytelling – all aimed at projecting a clear and coherent identity. The One Square Mile is different because it is a purpose-built zone of ambition – a compact, focused urban district where Ghana’s future is being curated.

Five core branding pillars define this difference: credibility, culture, creativity, connectivity, and capital. Each one is embedded intentionally into the physical and economic design of the space – not as buzzwords, but as operating principles.Events in Ghana

The first pillar, credibility, is critical. For Ghana to attract long-term investment, the zone must be perceived as reliable. That means clear land titles, enforceable contracts, high service standards, and transparent governance.

The One Square Mile aims to become a zone where expectations are predictable and trust is earned not just through words, but through visible systems and professional management. By shielding the space from the bureaucratic inefficiencies that often plague larger urban areas, the zone becomes a signal of what Ghana can deliver at its best.Events in Ghana

Culture forms the second pillar. The One Square Mile is not designed as a copy of Dubai, Singapore, or London – it is rooted in Ghanaian identity. Branding the space means embedding Ghana’s heritage and personality into the visual and experiential language of the district.

This includes architectural motifs, naming conventions, public art installations, festivals, and a celebration of Ghanaian history through storytelling. By doing so, the square mile avoids generic globalism and instead offers a place-based authenticity that is increasingly rare in modern cities.Events in Ghana

The third pillar, creativity, is what gives the zone its innovative energy. Rather than prioritising only commercial office towers, the One Square Mile is being designed to host co-working hubs, maker spaces, design studios, and galleries.

The creative economy – including fashion, music, gaming, film, and digital media – is being positioned not on the margins, but at the centre. Ghana’s youthful population is brimming with talent, but many lack the infrastructure to thrive. This zone becomes a platform for that talent to be discovered, scaled, and exported.Events in Ghana

Connectivity, the fourth pillar, spans both physical and digital infrastructure. Walkable streets, integrated transport systems, and human-scaled design are being prioritised.

At the same time, high-speed broadband and smart city features are being built in from the ground up. The One Square Mile is being positioned as Ghana’s first truly digitally intelligent district, where urban data, public services, and private enterprise can operate seamlessly. This level of connectivity is not just about convenience – it is about productivity and global competitiveness.Events in Ghana

Finally, the fifth pillar – capital – acknowledges that without finance, even the best ideas stall. The One Square Mile is being structured to attract and absorb a variety of capital forms: venture capital for startups, real estate investment trusts (REITs) for development, blended finance for infrastructure, and institutional funds for long-term plays. Clear incentives, risk-mitigating instruments, and streamlined investment processes are part of the branding approach. The message to investors is simple: this is not a speculative playground, but a curated and credible investment destination.

Together, these five pillars ensure that the One Square Mile is more than a place – it is a promise. A promise that Ghana can deliver excellence at scale. A promise that a new generation of entrepreneurs, creatives, and citizens can work in environments that reflect their aspirations. A promise that cities in Africa can be branded not by poverty and disorder, but by focus, vision, and trust.Events in Ghana

But branding a place also requires discipline. Everything in the zone – materials used, names chosen, events hosted, and tenants admitted – must reinforce the brand message. Consistency is what builds belief. This is why the zone’s leadership must include not just policymakers, but urban brand stewards – individuals who understand how space, image, and trust intersect.

What makes the One Square Mile different is that it starts with clarity of identity. While many urban developments across Africa struggle with mission drift, this project is being framed with sharp focus. The square mile is not trying to be everything to everyone. It is trying to be one thing, done well: a symbol of Ghana’s capacity to blend heritage, innovation, and credibility into a globally visible space.Events in Ghana

As this branding effort unfolds, the next challenge will be to communicate that brand – visibly, powerfully, and authentically. In the next article in this series, we’ll explore how the One Square Mile is anchoring innovation, attracting startups, and positioning Ghana as a new creative and entrepreneurial capital in the region.

>>>the writer is a PhD researcher specializing in blockchains and decentralized finance at the University of Bradford. He holds an MBA in International Marketing and a post-graduate certificate is research from the International University of Monaco. Sammy was the first president of the Ghana Business Outsourcing Association and developed Africa’s first data entry operation and Ghana’s first medical transcription company. He can be reached via sammyomanye@gmail.com