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

Organisation attributes:- Resident-centerdness, quality, delivery, innovation and inclusivity- Local vs global = glocal (global reach with local appeal)

Visual imagery and metaphors:- Union Buildings - Contemporary green

- Solid infrastructure- Good climate- Central/easily accessible- Excellent service delivery

- Leaders live in Tshwane- Intellectuals choose Tshwane- Innovators choose Tshwane- Home to foreign missions

The organization

Differentiatorsof

Tshwane

Valueproposition

Brandsymbol

Conclusion

It is now your time to ignite.