Somalis suck at branding. They should learn from their Ethiopian neighbors who are experts at it.
I mean, they put the whole under this deception that Ethiopia has never been colonized (it has been), it has the richest African history, and it is the safest African country (which it is not). They also make it seem that they're the 'lions of Africa', when they're the first ones to hide behind western gus when Somalis man-handle them in battle.
Somalis antagonize just about everybody and expect the world to view them favorably. This gives the world a rather violent perception of Somalis and Somalia in general. They need to be kind, gentle, and polite if they want people to start taking interest in Somalia.