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Key pointers on the BRAND STRATEGY AND POSITIONING FOR THE CITY OF TSHWANE

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 –

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Key pointers on the BRAND STRATEGY AND POSITIONING FOR THE CITY OF TSHWANE

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  1. Key pointers on the BRAND STRATEGY AND POSITIONING FOR THE CITY OF TSHWANE Khanya Mahlare Director: Strategic Marketing

  2. Purpose The purpose of this presentation is to – • Present the brand strategy to the Library Marketing workshopso as to understand how City of Tshwane is positioning itself.

  3. 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).

  4. 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 isdone in phases . It is envisaged that full implementation will take up to 2 years.

  5. Brand values and attributes • Leadership • Inspiration • Innovation • Excellence

  6. 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)

  7. Brand positioning The emphasis is on being an innovative, leading city built on excellence.

  8. Brand personality • Youthful (not young, but vibrant and alive) • Creative • Dynamic • Cosmopolitan • Global

  9. Tone of communication • confident, but not arrogant; friendly, but not too informal; • contemporary; and • energetic

  10. Pay-off line "igniting excellence”

  11. Colour • To make a brand recognisable, Contemporary green has been chosen as the primary colour.

  12. 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.

  13. Extended brand identity The organization Brand symbol Value proposition Differentiators of Tshwane

  14. Conclusion It is now your time to ignite.

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