We talk to CEO Miller Matola about how Brand South Africa is marketing South Africa to the world.

Brand South Africa, formerly The International Marketing Council of South Africa (IMC), was established in August 2002 to help create a positive and compelling brand image for South Africa.

At a time when the world was unsure about its perception of South Africa, the need to co-ordinate effective marketing initiatives to build the country’s brand and to attract investment led to the creation of the IMC and the development of a consistent Brand South Africa message.

ReConnect Africa speaks to Miller Matola, CEO of Brand South Africa about the challenges for the organisation and the opportunities South Africa offers to Africa and the world.

ReConnect Africa (RCA):  Following a successful World Cup, what is the strategy for Brand South Africa going forward?

Mr. Miller Matola (MM):    The focus for Brand South Africa is to achieve in the arena of global economic competitiveness and in the country branding stakes what we were able to demonstrate so dramatically by delivering a vibrant, safe and spectacular 2010 World Cup on time and without a hitch.

Having shown the world that South Africa can deliver world-class sporting events we want to achieve the same level of excellence in achieving our economic objectives and attracting foreign direct investment to the country.

With guidelines from the New Growth Path – our vision that will see South Africa on an annual growth trajectory of 6% by 2015 - which focuses on job creation and ensuring that more value stays in the country via joint ventures and beneficiation of natural resources, a green economy and guidance from the National Planning Commission, we will send out a clear message to investors.

We want to show the world that the dynamism of South African innovation in the field of science and technology, global diplomacy and vibrancy and diversity in our arts and culture are pointers to an economy that is robust, investor-friendly and brimming with opportunities and potential growth.

RCA:   How do you believe that perceptions of SA internationally have changed as a result of 2010?

MM:    Perceptions of South Africa abroad have been dramatically strengthened by the 2010 World Cup because we delivered on our promises and hence increased our credibility with potential investors, tourists and trade partners. The consolidation of national identity and unity inside the country has boosted national morale and energy levels which are internationally palpable.

Tourism is one of the strongest growth areas in the country, and received a considerable boost through the hosting of the soccer world cup. South Africa is now accepted as being safe for tourists with magnificent scenery, abundant wildlife and exciting cities with high-class accommodation facilities offering once-in-a-lifetime experiences and memories.

In terms of media perceptions internationally, we saw increased positive coverage on South Africa both as a result of the World Cup but also as a result of increased interest in SA due to activations such as the Shanghai Expo.

Media coverage and ratings of South Africa improved over 2010 driven by the World Cup, invitation to the BRICS and large proposed business deals (for example Walmart) highlighted the opportunities and potential for South Africa.

South Africa is growing for the future, much of it off the back of hosting the 2010 World Cup. It has a modern and well developed transport infrastructure, with world-class roads and rail networks. The country's ports provide a natural stopover for shipping to and from Europe, the Americas, Asia, Australasia and both coasts of Africa. And South Africa’s highly ranked air travel infrastructure provides opportunities for business people and tourists alike to connect quickly and easily to the rest of the world. Our award-winning national carrier, South African Airways, was once again voted the Best Airline Africa 2011 and category winner for Staff Service Excellence at the Paris Air Show.

South African Tourism released the following figures post the World Cup:

South Africa's Brand valuation increased by 10% from 2010 to 2011 with SA being the top valued brand in Africa and the 34th overall with a value of $149.7bn (valuation conducted by independent advisory group Brand Finance).

The annual BBC Poll conducted in March 2011 showed a significant positive improvement in perceptions of the country. The report stated the following, "In the year when South Africa hosted the World Cup, the proportion positively rating its influence in the world rose significantly, from 35 to 42 per cent."

77% of South African’s believe South Africa can claim many successes that are as good as or better than many other countries have achieved.

RCA:  A brand is not a logo or a slogan; it’s all the ways in which SA and her people touch the world. How does Brand South Africa engage with SA’s ‘ambassadors’ i.e. its citizens, businesses, government, to align the brand experience to the country’s brand promise?

MM:   It is the core mission of Brand South Africa to live the brand promise and engage citizens, tourists, investors and Global South Africans abroad in a way which consolidates the brand promise.

The engagement before, during and following the 2010 World Cup was a good example of a successful engagement. We seek to recreate that Brand experience in a wide range of activities during the course of the next twelve months.

These include South Africa membership of the high-powered BRICS group of high-growth markets; the campaign to ensure that South Africa succeeds in hosting the Square Kilometer Array (SKA), the world’s largest radio telescope; ensuring that Mandela Day, recognised by the United Nations as Nelson Mandela International Day, becomes a living day of service to the community; the recent successful 123rd International Olympic Committee Meeting – the first on African soil – cementing further successes for the country in hosting international events; ensuring that South Africa’s hosting of the COP-17 climate change summit in November /December further enhances SA’s reputation as a global player; that Heritage Day in September becomes a celebration of South African creativity, arts and culture; enhancing pride and patriotism with the country uniting behind the Rugby World Cup defending champions; the Springboks, and that the presence of the SA Olympic team in the UK next year becomes a broader celebration of Brand SA.

Finally Brand South Africa will promote active citizenship under the umbrella campaign called Play Your Part which seeks to appeal to South Africans’ unique spirit of ubuntu and our innate creativity. We hope to bring together like-minded individuals, communities and companies so that we may all become active citizens. Play your part in giving someone a helping hand, donating time and resources, providing the know-how to start a business or an opportunity to kick-start a career. We all have our part to play, big or small.

RCA:  SA is now positioned as the most dynamic emerging democracy in Africa and a leader within the continent; a position that brings its own tensions within the continent. How do you seek to position Brand SA within the continent to avoid the perception of over-dominance and control?

MM:   We are fully aware that South Africa can succeed only as an integral part of - and significant player in - the African continent in general and within the Southern African Development community in particular. Brand South Africa’s success depends on increasing intra-African trade, regional integration and close collaboration with neighbouring states and ultimately the creation of strong and effective common markets. As Africa takes its place at the centre of global investor’s radar screens, we will project ourselves as a leading partner in Africa’s growth and future success.

Our championing of regional economic integration is already producing results with the recently announced $1 trillion Free Trade Agreement, ranging from the Cape to Cairo.

RCA:  How effective do you believe Brand South Africa has been in changing the old narrative about SA in particular and Africa in general (i.e. poverty, crime, corruption, disease) through its media tours, engaging with thought leaders and creating networks?

MM:   South Africa has shown the world that it was possible to set aside past divisions and sectional interests and understand the aspirations and needs of others in a diverse and divided society so that a sustainable negotiated settlement could be reached. This enabled the birth of a democratic order and one in which all South Africans can look forward to a better life. South Africa has shown that negotiation and compromise are more sustainable than conflict and violence.

The fact that South Africa has been once again invited to serve on the UN Security council, for the second time, bears testimony to our growing stature as a global player. The mediation role in hot spots on the continent has contributed to the creation of Africa’s 53rd democratic state in South Sudan.

We can lay claim to technological advances such as the world’s first heart transplant and the CAT-scan, which have revolutionised healthcare internationally.

RCA:  There are millions of global South Africans – citizens and friends of South Africa – in the UK and across the Diaspora. What can SA’s global ambassadors do to nurture the brand?

MM:   The Global South Africans are a huge potential asset who can play a significant role in achieving the country’s national objectives.

In a sense the one-and-a-half million South Africans living abroad can be compared to a tenth province of South Africa. Many of them have achieved positions of influence in a wide variety of fields and can play a vital role in talking up South Africa’s image and potential through hosting events, identifying skills, promoting investment and boosting South Africa’s potential within their spheres of influence. The lead taken by Global South Africans has a profound impact on those around them and rubs off on their peers. This in turn makes a major contribution towards enhancing the country’s image internationally.