Why build a municipal brand? Is a logo a brand? CFO Dr Johan Tesselaar discusses the making of the Weskus Distrik brand, and why it’s important.
The most compelling reason to build a brand is to build trust and confidence of key audiences such as residents, investors, business, and funders. In doing so, one presents brand values which connect the municipality to people looking for what we stand for and offer, the point of Intersection.
A brand is not a logo.
Some municipalities spend millions on developing a logo, but this misses the point entirely. A logo simply identifies your ‘tribe’ but it is not your brand. I can’t see any serious investor being attracted to you because of your logo. The Apple logo clearly identifies the company and its products but it is what Apple means to its audience that makes it an iconic brand.
What is a brand?
A brand is not easy to construct because it is intangible. It is what your audience thinks or says about you. When enough people are thinking or saying the same things, only then can you say that you are a brand. However, the ‘things’ that people say or think cannot be left to chance and must be influenced by relevant and consistent communications. Here, you have another intersection where what you communicate is experienced by your audience.
Wishy-Washy? Not so!
Because of the intangible nature of a brand, uninformed people consider it to be ‘wishy-washy’, But we must look at iconic brands to refute this notion. Apple is the most valuable brand in the world with brand equity of a staggering $ 574 billion. Wishy-washy?
Focus areas.
Although there are similarities and crossovers, Weskus distinguishes between Strategic Brand Development targeted at investors, funders and the semigration market, and Tourism and Communications which is geared for visitors and residents. This recognises that each has its own nuances and dynamics.
Weskus Distrik is arguably the first local municipality to look beyond the logo as a brand, and to distinguish between Strategic or Investor Marketing and Tourism. The strategic brand programme commenced just over a year ago, and is well on its way to achieving objectives.
Dr Johan Tesselaar
Chief Financial Officer
Weskus Distrik Municipality.
