The implications of soft "patchy" interactions on the orientational disorder-order transition of strongly elongated colloidal rods and flat disks is studied within a simple Onsager-van der Waals density functional theory. The theory provides a generic framework for studying the liquid crystal phase behaviour of highly anisometric cylindrical colloids which carry a distinct geometrical pattern of repulsive or attractive soft interactions localized on the particle surface. In this paper, we apply our theory to the case of charged rods and disks for which the local electrostatic interactions can be described by a screened-Coulomb potential. We consider infinitely thin rod like cylinders with a uniform line charge and infinitely thin discotic cylinders with several distinctly different surface charge patterns. Irrespective of the backbone shape the isotropic-nematic phase diagrams of charged colloids feature a generic destabilization of nematic order at low ionic strength, a dramatic narrowing of the biphasic density region, and a reentrant phenomenon upon reducing the electrostatic screening. The low screening regime is characterized by a complete suppression of nematic order in favor of positionally ordered liquid crystal phases.