The relationship between brand and marketing.
Our strategic brand provides the identity, reputation and connection with our targeted investment market. It tells our story, messaging the key ‘connectors’ to our audience. Marketing takes our brand to our targeted audiences through digital platforms, earned media, conferences, and on-to-one meetings.
If you don’t pull the two together, a ‘brand gap’ emerges. The Weskus administrative and political leaders have both been active in taking our brand to market.
Educating people what a brand is.
People tend to think of a brand as a logo or corporate identity. These are important components of a brand but they’re not the brand. We haven’t changed our logo. Developing a brand is challenging as it is intangible, so you need to believe in what you mean to your target audience.
Managing organisational complexity.
The execution of our strategic and tourism brands differs simply because they mean different things to different people. However, there is a common thread and some overlap, and we achieve economies by using content from each where it makes sense.
Frequency and consistency.
Marketing campaigns can be situational, seasonal or scheduled. But your brand must be consistently presented. Out of 247 municipalities in South Africa, only about 10%-20% can be considered investable when it comes to infrastructure and governance etc. The investor market is highly competitive, and you need to consistently be there.
Find something that sticks and is relevant.
Many municipalities have slogans which talk to themselves. Then you look at NY’s iconic “The City That Never Sleeps” or “What happens in Vegas, Stays in Vegas”. These capture the imagination.
We’ve settled on ‘Laat Waai’.
Its authentic Weskus, an existing call to action by our Executive Mayor Boffie Strydom, and it talks to the dynamism required by investors.
Look beyond data.
We get key metrics data to measure our strategic brand’s performance but don’t discard spontaneous or random reactions in a live environment. When you walk into a conference and somebody you don’t know says: “Weskus!! The benchmark in local government!” Or at an expo, business leaders will say “You’re the people who …”.
This doesn’t happen by chance. It comes from a clear brand architecture, a comprehensive brand strategy, and consistent and compelling communication”.
Dr Johan Tesselaar
Programme Manager
Municipal Managers Office
Weskus
