KEY POINTERS ON THE BRAND
STRATEGY AND POSITIONING FOR THE
CITY OF TSHWANE
Khanya Mahlare
Director: Strategic Marketing
Purpose
The purpose of this presentation is
to –
• Present the brand strategy to the
Library Marketing workshop so as
to understand how City of
Tshwane is positioning itself.
Introduction
• We got it right this time.
• The brand marketing process is to determine the
brand positioning and personality (brand identity)
before developing a logo. In other words, the brief
to develop the logo should be derived from the
brand identity strategy. The brand identity strategy
is not only the name, the logo design and the visual
elements of the brand, but the core meaning of a
brand (its strategic DNA).
BACKGROUND
• Following the merger with the Metsweding District
Municipality last May, a new identity (which included a
brand new logo and a slogan) had to be developed for
the expanded Tshwane.
• This was done through a student competition. 2 students
from TUT designed the winning logo and a student from
Open Window School developed the slogan.
• However, this project was not budgeted for as it was to
start in July but the leadership brought it forward. This is
why the implementation of the logo is done in phases . It
is envisaged that full implementation will take up to 2
years.
Brand values and attributes
•
•
•
•
Leadership
Inspiration
Innovation
Excellence
Brand positioning
•
The "mental space" that we want occupy in
the minds of our target audience is in our
positioning statement below:
Inspiring the country, influencing Africa,
drawing global recognition (best practice
city)
Brand positioning
The emphasis is on being an
innovative, leading city built on
excellence.
Brand personality
• Youthful (not young, but vibrant and
alive)
• Creative
• Dynamic
• Cosmopolitan
• Global
Tone of communication
• confident, but not arrogant; friendly,
but not too informal;
• contemporary; and
• energetic
Pay-off line
"igniting
excellence”
Colour
• To make a brand recognisable,
Contemporary green has been
chosen as the primary colour.
Colour
• Aesthetically pleasing when used in a design
or layout
• Colour with the least negative association
• Separates the identity of the City of Tshwane
from that of other municipalities
• Green is a national colour and enhances the
status of Tshwane as the capital.
Extended brand identity
The
organization
Organisation attributes:
- Resident-centerdness, quality, delivery, innovation and inclusivity
- Local vs global = glocal (global reach with local appeal)
Brand
symbol
Visual imagery and metaphors:
- Union Buildings
- Contemporary green
- Solid infrastructure
Value
proposition
- Good climate
- Central/easily accessible
- Excellent service delivery
- Leaders live in Tshwane
Differentiators
of
Tshwane
- Intellectuals choose Tshwane
- Innovators choose Tshwane
- Home to foreign missions
Conclusion
It is now your time to ignite.