BRAND SOUTH AFRICA THE BRAND CI JOURNEY
The Beginning Inspiring new ways www.southafrica.info Alive with possibility 2004 2010/11 2012
Issues to address 1. Country Brand Identity Alignment The current lack of alignment is caused by the diverse range of provincial identities 2. Brand South Africa s identity There is a need for an independent Brand SA identity, to house all initiatives and have visibility when collaborating (particularly domestic) e.g. SAT s 2013 BRICS 3. Brand Messaging Alignment Education is needed and should focus on the benefits of consistency i.e. speaking with ONE Voice. Brand South Africa s tagline must be brought to life by the provinces in their communications to ensure that we look like ONE Brand and communicate the same ONE Message.
Why brand alignment is important By unifying all country brand messaging we ensure a coherent and cohesive communication that strengthens our position as a nation. A powerful Brand South Africa can lend its credibility to provinces, cities and/or attractions whose names might be unknown outside of our borders. When these attractions link themselves to Brand South Africa they present a strong unified brand image that is more appealing to visitors and investors alike.
1. COUNTRY BRAND IDENTITY ALIGNMENT
Brand identity with tagline South Africa s logo is one of the most important aspects of its brand identity. It is often the first and longest lasting impression that is left upon all those that interact with our brand.
Country brand logo evolution The brand identity has evolved slightly over the years The challenge is to maintain and build the country brand that exists in the marketplace now Current: 2012 to current Introduction of Keyline 2013 to current Introduction of website address version
Brand identity alignment challenges Domestic and international: Clearly define the international and domestic rules and guidelines for provinces when using the country brand Brand alignment consideration: South Africa s guidelines should be created in a manner that entices provinces to leverage it (Building the ONE brand)
Country brand identity principles International considerations Domestic considerations Monolithic Brand Approach: Only South Africa s visual identity (logo)is used South Africa is primarily described in copy Brand Approach: Provinces and attractions visual identity is used South Africa s brand becomes a partner / endorser
Implementing of principles Guidelines have been created to facilitate the alignment of provinces to the South African identity The table below depicts current level of enforcement around brand alignment Recommend International principles - Mandatory Domestic principles *Future opportunity *
INTERNATIONAL BRAND PRINCIPLES
International brand principles Recommend Mandatory THE INTERNATIONAL BRAND PRINCIPLES ARE IN THE PROCESS OF BECOMMING MANDATORY International principles - Internationally we have a unified voice that uses South Africa s identity to primarily promote the country and secondarily a province and/or attraction South Africa is the primary brand when communication is representing our country We ONLY use South Africa s visual identity We ONLY use Inspiring new ways as the tagline
International: City & Provincial When provinces and/or cities want to promote themselves internationally they should align to South Africa s identity Internationally provincial & city co-branding is represented within the South Africa s logo
International brand application International example Using only SA s identity Headline & Copy that speaks about South Africa/Province Brand South Africa visual language: logo and copy placements, photography style etc. Brand South Africa logo with tagline
International brand application International example Collaboration using SA s identity Collaboration is allowed to provide province/city visibility Copy used in the advert can incorporate a City/Province Province s own proposition Partnership logos Brand South Africa visual language: logo and copy placements, photography style etc. MPUMALANGA Brand South Africa logo with a Province and tagline
DOMESTIC BRAND PRINCIPLES
Domestic brand principles THE DOMESTIC BRAND PRINCIPLES ARE CURRENTLY ONLY SEEN AS REQUESTS Domestic principles Recommended Mandatory When communicating domestically we focus on provinces and/or attractions with South Africa s brand existing as an endorsement that lives as a secondary logo on domestic communication Domestic brands are allowed to use their own visual identity Copy can promote provinces and/or attractions Taglines are applied according to domestic brand requirements Brand South Africa is applied according to their specifications Brand South Africa and its initiatives (PYP) serve as platforms that add equity to local offerings
Domestic brand principles Domestic example Brand South Africa as a partner Headline & Copy that speaks about the attraction Provinces visual language: logo and copy placements, photography style etc. Brand South Africa logo placed according to their specifications Province logo and tagline
Domestic challenges Provinces are not using South Africa s logo or identity Some provinces have incorrectly applied South Africa s identity to serve as their domestic identity CORRECT INCORRECT
2. BRAND MESSAGE ALIGNMENT
Brand message alignment The positioning for brand South Africa is centred on the tagline Inspiring new ways and in essence speaks to the fact that South Africa, as both a country and a brand, is constantly looking for new, unique and better ways to overcome our challenges, thereby inspiring ourselves and the rest of the world.
Extending our messaging to provinces To ensure that all provinces share a singular message we have to create a messaging framework that empowers them to communicate their unique attractions in a manner that links back to Inspiring new ways By formatting the Nation Brand Hexagon with six dimensions that encompasses everything a country has to offer we can ensure that our messaging framework is relevant across our provinces various attractions
Expression using Nation Brand Hexagon Tourism People Nation Brand Exports Culture and Heritage Investment and Immigration Governance
Aligning in messaging means Not only does our messaging framework need to be relevant to the Nation Brand Hexagon it also needs to align to South Africa s essence As a country we continue to inspire both ourselves and the world with unique, new and better ways of overcoming our challenges
Aligning: Nation Brand Hexagon & essence Each element of the Nation Brand Hexagon can be interpreted& expressed as part of the Brand South Africa essence Nation Brand Hexagon Dimensions PEOPLE TOURISM EXPORTS GOVERNANCE INVESTMENT & IMMIGRATION CULTURE & HERITAGE Types of inspiration INSPIRING DIVERSITY INSPIRING EXPERIENCES INSPIRING INDUSTRIES INSPIRING EQUALITY INSPIRING OPPORTUNITY INSPIRING APPRECIATION E.g. Our 11 National languages E.g. Bungee Jumping from Soweto Towers E.g. Export of our Diamonds E.g. Affirmative action E.g. Our growing skilled labour force E.g. Triumph of the human spirit over Apartheid
Communication example Communication example: Diamond exports of SA A SOUTH AFRICAN DIAMOND SPARKS MORE THAN JUST INDUSTRY Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Dimension: Exports Inspiration: Industries Headline, copy and visual language aligns to South Africa s requirements in a manner that communicates how our exports can inspire other industries
Communication example Communication example: Diamond exports of SA LEAP INTO A UNIQUELY SOUTH AFRICAN EXPERIENCE Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Dimension: Tourism Inspiration: Experiences Headline, copy and visual language aligns to South Africa s requirements in a manner that communicates how a South African holiday is filled with unique experiences
Proposed guidelines to messaging to our Stakeholders 1. Identify a province and/or attraction 2. Decide which dimension of the Nation Brand Hexagon is relevant 3. Define an attribute that best describes the attraction 4. Link the attraction back to the relevant type of inspiration 5. Create communication that reflects the attraction and inspiration
3. BRAND SOUTH AFRICA S IDENTITY
Organisational identity principles As part of Brand South Africa s mandate to co-ordinate all marketing initiatives a singular country brand identity was created that all the relevant organisations can unite under. This identity has already been adopted by South African Tourism, with an organisational descriptor to facilitate navigation
Brand South Africa s identity Brand South Africa is the agency responsible for the management and promotion of South Africa as a brand and as such we exist on an administrative and/or internal level Our communication is to other internal or administrative bodies like tourism indaba representatives Our marketing will only carry South Africa s logo and identity
Brand South Africa s identity It is therefore recommended that the South African identity be used without a descriptor and navigation to Brand South Africa to be facilitated by signposting Signposting South Africa s logo
Organisational identity stationery update Signposting, bottom aligned
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