BRAND SOUTH AFRICA THE BRAND CI JOURNEY

The Beginning…

Alive with possibility

2004 2010/11 2012

Inspiring new ways

www.southafrica.info

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

2012 to current Introduction of Keyline

2013 to current Introduction of website

address version

Current:

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)

Monolithic Brand Approach: Only South Africa’s visual

identity (logo)is used

South Africa is primarily described in copy

International considerations

Brand Approach: Provinces and attractions’ visual

identity is used

South Africa’s brand becomes a partner / endorser

Domestic considerations

Country brand identity principles

Implementing of principles

Recommend Mandatory

International principles -

Domestic 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

*

*Future opportunity

INTERNATIONAL BRAND PRINCIPLES

International brand principles

THE INTERNATIONAL BRAND PRINCIPLES ARE IN THE PROCESS OF BECOMMING MANDATORY

● 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

Recommend Mandatory

International principles - ✔

● 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: City & Provincial

International brand application

● International example – Using only SA’s identity

Headline & Copy that speaks about South Africa/Province

Brand South Africa logo with tagline

Brand South Africa visual language: logo and copy placements, photography style etc.

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

Brand South Africa logo with a Province and tagline MPUMALANGA

Brand South Africa visual language: logo and copy placements, photography style etc.

Partnership logos

Province’s own proposition

DOMESTIC BRAND PRINCIPLES

Domestic brand principles

THE DOMESTIC BRAND PRINCIPLES ARE CURRENTLY ONLY SEEN AS REQUESTS ● 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

Recommended Mandatory

Domestic principles ✔

● Domestic example – Brand South Africa as a partner

Headline & Copy that speaks about the attraction

Brand South Africa logo placed according to their specifications

Provinces visual language: logo and copy placements, photography style etc.

Domestic brand principles

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

INCORRECT CORRECT

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.

● 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

Extending our messaging to provinces

Exports

Governance Culture

and Heritage

People

Tourism

Investment and Immigration

Nation Brand

Expression using Nation Brand Hexagon

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

Nat

ion

Bran

d H

exag

on

Dim

ensi

ons

Type

s of

in

spir

atio

n

PEOPLE INVESTMENT & IMMIGRATION TOURISM EXPORTS GOVERNANCE

INSPIRING DIVERSITY

INSPIRING OPPORTUNITY

INSPIRING EXPERIENCES

INSPIRING INDUSTRIES

INSPIRING EQUALITY

CULTURE & HERITAGE

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

• 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

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.

Communication example

● Communication example: Diamond exports of SA

• 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

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.

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

Thank You