BRAND SOUTH AFRICA Tshepiso Malele Marketing Manager 1
Contents Introduction to Brand South Africa Brand SA Platforms & Programmes Nation Branding Nation Brand Alignment 2
BRAND SOUTH AFRICA – WHO WE ARE Brand South Africa was established in August 2002 to help create a positive and compelling brand image for South Africa. The official marketing and reputation management agency for South Africa. Tasked with positioning South Africa as a competitive destination of inward investment, trade, skills, tourism, etc. The message of South Africa’s competitiveness must be anchored in facts and borne out by the reality experienced by our audiences. Manage our Nation Brand reputation to contribute to Inspire and instil active citizenship South Africa’s global competitiveness amongst South Africans 3
BRAND SOUTH AFRICA’S PHYSICAL PRESENCE London, UK Beijing, China New York, USA JHB, South Africa 4
BRAND SOUTH AFRICA’S REACH THUS FAR 5
Integrated multi-channel communication approach, working with various stakeholders Digital Platform Public Pro-active and Social Relations MARKETING Media Pro-active Advertising Advertorials COMMUNICATION Thought Opinion REPUTATION Leadership Pieces MANAGEMENT Articles 6
TEAM SA HUB – WORLD ECONOMIC FORUM 7
MEDIA PARTNERSHIPS 8
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OUR PROGRAMMES 10
SOUTH AFRICAN COMPETITIVENESS FORUM (SACF) A strategic platform through which stakeholders from government, business & civil-society identify the competitive, reputational strengths, and challenges the brand faces Facilitate discussion on how improved competitiveness and strong international reputation can assist the country to achieve long-term development, social, transformational and economic objectives Focuses on themes such as: – Manufacturing and related services – Education, Skills & Labour – Youth – Innovation – Foreign Direct Investment – Global South Africans’ part in creating a competitive nation brand – The role of Labour 11
GLOBAL SOUTH AFRICANS (GSA) • Aimed at enlisting the talent, experience and credibility of South Africans living abroad to build the Nation Brand internationally South Africans living abroad are often the first point of contact for people overseas • whose judgements have a profound impact on the fortunes of our country • GSAs can show the world what South Africans are made of, why we are worth investing in and partnering with and how we can help find creative solutions to the world’s problems By becoming part of the GSA network, you are saying you want to • act as a “brand ambassador” for the country 12
PLAY YOUR PART • A nationwide social movement created to inspire, empower and celebrate active citizenship in South Africa. • Aimed at all South Africans – from corporates to individuals, NGOs to government, youth To achieve VISION 2030 platforms and young to not so young. It aims to encourage South Africans to use some • of their time, money, skills or goods to contribute to a better future for all. Ultimately the end result is for every South • African to make a positive difference in the communities in which they live and operate. 14
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POSSIBLE AREAS OF COLLABORATION Hosting of International Audiences • • Nation Brand alignment support (toolkit, AVs etc.) Media initiatives • Research / Insights sharing • Hosting of engagements aligned to the Global South • Africans programme 16
RESEARCH AND INDECES Research by Brand South Africa Domestic Research • Domestic perceptions research Research Notes and Reports on Domestic Perceptions Research Notes and Reports related to domestic environment International Reputation Research • SA Inc. research International Investor Perceptions research 3 rd party Indicators used Mo Ibrahim Index of African Governance World Bank (WB) – Ease of Doing Business Index Nation Brand Index World Economic Forum reports 17
TO WHAT END? The Objective of this Master Class is to provide insights, impart knowledge and practical know how about building, implementing and sustaining a unified yet diverse N ation B rand. Building anything requires taking many pieces that work and fitting them together to make a bigger and more complete picture. 19
WHAT IS A BRAND?
WHAT IS A BRAND? Seth Godin 22
A BRAND … Is focussed Has a unique promise Creates a distinct and consistent offering Evolves to stay relevant 23
WHAT IS A NATION BRAND? A Nation Brand is the ‘history, heritage, stories, values, culture and vision, that when put together provide a country with a common sense of identity, purpose and NATIONAL PRIDE. 24
COUNTRIES ENGAGE IN NATION BRANDING TO: Attract tourists Stimulate inward investment and boost exports To improve the standard and quality of life for their citizens 25
PRODUCT VS. NATION BRAND. IS THERE A DIFFERENCE? PRODUCT BRAND NATION BRAND • Tangible • Intangible • Sold for profit • Not for sale or profit • Image • Image • Reputation • Reputation • Competitiveness • Competitiveness • Owned and ‘produced’ by all players linked to the nation. 26
THE BRAND POSITIONING JOURNEY SO FAR… 2004 2012 2010 29
SEEDING THE POSITIONING: Inspiring new ways NEW WAYS Not just innovation but rather a journey of constant discovery Inspired by multicultural / multi-faceted experiences, small and large. Thus, we remain open and responsive. We are a country that constantly shaping itself in an environment that is forever changing. We are driven by a spirit of revival, rebirth, renaissance etc. 30
THE ANHOLT - GFK ROPER NATION BRAND HEXAGON Investment potential and attractiveness to outsiders Investment & Immigration Level of A Nation Brand is the Potential satisfaction with attractiveness country’s Tourism Exports and economic sum of people’s products and contribution services perceptions of a country Competency fair across six core areas governance, Skills and human rights, Governance People openness international contribution Culture & heritage Commercial and cultural products and sporting prowess 31
USING OUR BRAND STRENGTHS AND ENABLERS Madiba, Democracy, Diversity, Sports, Tourism and Arts & Culture 32
IMPORTANCE OF BRAND ALIGNMENT
OUR BRAND ALIGNMENT GOAL IS TO EFFECT A UNIFYING BRAND IDEA ONE COUNTRY ONE VISION ONE BRAND 34
ALIGNMENT WILL ENSURE THAT WE ARE … Single minded in our message Single minded in our marketing/brand approach Understood in what we stand Differentiated and for Impactful 35
SO ITS TRUE - INDIVIDUAL LOGOS HAVE THE EFFECT OF FRAGMENTED MARKETING IMPACT 36
BRAND ALIGNMENT IS MORE THAN JUST CORPORATE IDENTITY COMPLIANCE… It is about creating a consolidated and cohesive country messaging framework… ONE STORY WELL TOLD! 37
WE THEREFORE RECOMMEND THAT … BRAND SYMBOLS AND COUNTRY MESSAGE INSIGNIA (LOGO AND DEVELOPMENT PAYOFF LINE) PROCESS ONE NATION BRAND IDENTITY should be Involvement and input into country messaging process to develop positioning and drive message mandatory for international marketing purposes alignment Provinces that market internationally must align to the brand identity for enhanced brand awareness and resource ROI LET THE IMAGE/CONTENT TELL THE STORY and the brand identity be the endorser to drive awareness, recognition and traction 38
INTERNATIONAL: CITY & PROVINCIAL The Nation Brand logo to lead all internationally brand representation Provincial and City logos co-branding is represented within the Nation Brand logo PROVINCIAL LOGOS CITY LOGOS 39
INTERNATIONAL APPROACH 40
INTERNATIONAL COLLABORATION Post consultation with Provinces in Feb 2014, the following was agreed to: • Cities want to be visible - collaboration is advised. • Masterbrand must lead and should be right hand side or • Copy used in the advert can incorporate a City/Province 41
HOW BRAND SA CAN ASSIST www.brandsouthafrica.com 42
www.brandsouthafrica.com Brand South Africa / Play Your Part @brand_Sa @PlayYourPartSA
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