BRAND SOUTH AFRICA Tshepiso Malele Marketing Manager 1 Contents - - PowerPoint PPT Presentation

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BRAND SOUTH AFRICA

Tshepiso Malele Marketing Manager

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Contents

Introduction to Brand South Africa Nation Branding Brand SA Platforms & Programmes Nation Brand Alignment

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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 South Africa’s global competitiveness Inspire and instil active citizenship amongst South Africans

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BRAND SOUTH AFRICA’S PHYSICAL PRESENCE

Beijing, China JHB, South Africa London, UK New York, USA

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BRAND SOUTH AFRICA’S REACH THUS FAR

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Integrated multi-channel communication approach, working with various stakeholders

Public Relations Advertorials Opinion Pieces Thought Leadership Articles Advertising Digital Platform and Social Media

Pro-active MARKETING Pro-active COMMUNICATION REPUTATION MANAGEMENT

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TEAM SA HUB – WORLD ECONOMIC FORUM

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MEDIA PARTNERSHIPS

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OUR PROGRAMMES

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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

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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

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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 platforms and young to not so young.

• It aims to encourage South Africans to use some
• f 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.

To achieve VISION 2030

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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

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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

3rd party Indicators used

• Mo Ibrahim Index of African Governance
• World Bank (WB) – Ease of Doing Business Index
• Nation Brand Index
• World Economic Forum reports

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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 Nation Brand. Building anything requires taking many pieces that work and fitting them together to make a bigger and more complete picture.

WHAT IS A BRAND?

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WHAT IS A BRAND?

Seth Godin

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A BRAND …

Is focussed Has a unique promise Creates a distinct and

consistent offering

Evolves to stay relevant

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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.

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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

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PRODUCT VS. NATION BRAND. IS THERE A DIFFERENCE?

• Tangible
• Sold for profit
• Image
• Reputation
• Competitiveness

PRODUCT BRAND NATION BRAND

• Intangible
• Not for sale or profit
• Image
• Reputation
• Competitiveness
• Owned and ‘produced’ by all

players linked to the nation.

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THE BRAND POSITIONING JOURNEY SO FAR…

2004 2010 2012

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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.

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THE ANHOLT - GFK ROPER NATION BRAND HEXAGON

Culture & heritage People Exports Governance Tourism Investment & Immigration

Commercial and cultural products and sporting prowess Skills and

• penness

Investment potential and attractiveness to outsiders Level of satisfaction with country’s products and services Competency fair governance, human rights, international contribution Potential attractiveness and economic contribution

A Nation Brand is the sum of people’s perceptions of a country across six core areas

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USING OUR BRAND STRENGTHS AND ENABLERS

Madiba, Democracy, Diversity, Sports, Tourism and Arts & Culture

IMPORTANCE OF BRAND ALIGNMENT

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OUR BRAND ALIGNMENT GOAL IS TO EFFECT A UNIFYING BRAND IDEA

ONE COUNTRY ONE VISION ONE BRAND

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ALIGNMENT WILL ENSURE THAT WE ARE…

Single minded in our message Single minded in our marketing/brand approach Differentiated and Impactful Understood in what we stand for

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SO ITS TRUE - INDIVIDUAL LOGOS HAVE THE EFFECT OF FRAGMENTED MARKETING IMPACT

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It is about creating a consolidated and cohesive country messaging framework…

ONE STORY

WELL TOLD!

BRAND ALIGNMENT IS MORE THAN JUST CORPORATE IDENTITY COMPLIANCE…

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WE THEREFORE RECOMMEND THAT …

BRAND SYMBOLS AND INSIGNIA (LOGO AND PAYOFF LINE)

ONE NATION BRAND IDENTITY should be

mandatory for international marketing purposes 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

COUNTRY MESSAGE DEVELOPMENT PROCESS

Involvement and input into country messaging process to develop positioning and drive message alignment

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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

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INTERNATIONAL APPROACH

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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

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HOW BRAND SA CAN ASSIST

www.brandsouthafrica.com

@brand_Sa @PlayYourPartSA Brand South Africa / Play Your Part

www.brandsouthafrica.com