Less talk, more action

Johannesburg - Voicing concern about South Africa's poor international image may be the first step to long-term brand-building, but commentators agree that it also has to be accompanied by some action.

Government head spokesperson Themba Maseko recently shared his concerns with Sake24 about how the slew of protests and strikes can give an impression of an unstable country to international investors.

According to Jeremy Sampson, chairperson of brand consultancy Interbrand Sampson, those in public office need to take into consideration how their words affect the country's image. He adds that there should be a shift from an over-reliance of using language aimed at rousing emotion unnecessarily.

"The media has been criticised for focusing on the negative, but officials are constantly providing fodder," says Sampson. But when they react decisively they can have a positive effect on a potentially explosive situation. Minister of Defence and Military Veterans Lindiwe Sisulu's statement that striking defence force members who turned violent would be dismissed is one such instance.

International Marketing Council (IMC) acting CEO Paul Bannister says that although government is not always responsible, it is more aware of the effect of its words and deeds on the country's image than previously.

Brazil, which is similar to South Africa in some ways, is looked to as being able to offer some lesson on how to maintain a healthy brand despite challenges. Two IMC delegations have visited Brazil in the last year. Last year they were strengthening trade ties.

This year it was trying to understand how Brazil is always associated with Copacabana beach, the Rio Carnival and football legend Pele - despite high levels of crime and poverty. Firstly, says Bannister, its critical mass makes it a bigger player on the world stage. Secondly it doesn't face the sort of legacy issues SA still is contending with.

Amidst all this there are positives that can be leveraged on. "You don't see much of these stories," says Bannister. "Where there are struggles we have to honestly face them as we can't spin ourselves out of an issue."

Andy Rice, chairperson of branding strategy agency Yellowwood, believes that the IMC cannot allow the media to control the agenda. They need to push out the positives more.

While the IMC should not be interfered with, the state should push country branding higher up its agenda, says Rice. "There should also be more of a separation of what the administration says from what the ANC says, so that communications from the two camps is released and received independently."

- Fin24.com