Let’s start by dispelling a myth.
A brand is not a logo, signage or corporate identity. These are simply elements which identify you. It indicates your ‘tribe’.
Municipalities tend to spend millions of rands designing and launching a new logo and while it might look great, it doesn’t attract investors or foster community pride in the region.
“A municipality develops a brand because it differentiates their region from others; attracts investments and talent, and builds community pride. Importantly, your brand communicates your strengths and resonates with people looking for what you offer, and what you stand for”.
A well-constructed brand builds the confidence and trust of a region’s key audiences. A logo and corporate identity may follow, but the start point is building your brand around what your audience is looking for, and then – to remain authentic – check whether you can deliver what your brand promises.
It doesn’t stop there.
“Your audience must see that what you say and what you do aligns. For example, one of our brand values is ‘solid’. This drives us to make sure that we maintain effective governance, a driver of investment in a region. Another value is ‘active’. What we say is what we do. We don’t sit on it but we make it happen. To do so, our project management skills are world class. Your brand drives behaviour and culture.
“Residents, businesses and investors are essentially shareholders in a municipality. They expect an inflow of capital to grow the economy and sustain infrastructure, and attract talent to ensure continuity and fresh ideas. Can you imagine the outcry from shareholders in the private sector if the company did nothing to build its brand, and attract customers and skilled talent?
“Building a municipal brand plays a significant role in sustainability.”
Dr Johan Tesselaar
CFO Weskus Distrik.
