CORPORATE IDENTITY

Presented by:Johan MareeCommunications: Media Production

01 December 2014

BRANDINGThe word “BRAND” comes from the word “BRANDR” - meaning “to burn”.

It is a word used by early Norse tribesman when marking livestock to declare ownership.

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WHAT IS A BRAND

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Perceptions and images that represent a company, product or service.

The promise of what will be delivered or experienced.

WHY BRAND

An action of impressing a product, service or business

Create an emotional bonding with a target group of customers

Kincaid MacDonald Macleod Dress

Macleod Hunt Thompson Wallace

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•Advertisements - consistent messaging

•Recommendations - friends, public or colleagues

•Interactions with a company and its representatives

•Real-life experiences - using a product or service is considered the most important element of establishing a brand

BRANDS DEVELOP OVER TIME

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BRAND CONSISTANCY

The name of a brand is constant.

Brand positioning may change, corporate colours adapted, typeface modernized and logo revised

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BRAND IDENTITY

Only has value when it is communicated to the appropriate audience.

The views of customers are determined about what they see and hear about the brand through the various media.

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VISUAL IDENTITY

Visual identity plays a pivotal role in the market place

•It must be appealing and capture the audience.

•It should send out a message every time it is seen, heard, discussed and recalled.

IDENTITY & VISUAL EXPRESSION

Word, sign, symbol, mark, emblem, shape or colour by which a product, service or business is recognised,

A means to create an instant and distinctive presence.

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WORD

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SYMBOL

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COLOUR

orange

SHAPE

THE LANGUAGE THING

GEOGRAPHICNATIONAL

SUNDAY

NATIONAL COAT OF ARMS

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DEPARTMENTAL LOGO

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LOGO COLOURS

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TYPEFACES

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PRIMARY TYPEFACE

ARIAL

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SECONDARY TYPEFACE

GILL SANS

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LOGO PLACEMENT

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BRANDING STRIP

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STATIONARY

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DWS LETTERHEAD

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DWS LETTERHEAD – Continuation page

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DWS FAX – Cover Sheet

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DWS FORMS

DWS BUSINESS CARD

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DWS COMPLIMENT SLIP

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DWS NAME TAGS

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DWS E-MAIL SIGNATURE

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DWS E-MAIL SIGNATURE

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DWS E-MAIL SIGNATURE

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PUBLICATIONS,

POSTERS, FLYERS &

BROCHURES

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PUBLICATIONS

PUBLICATIONS – Co-Branding

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PUBLICATIONS – DWS Speaks

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POSTERS, FLYERS & BROCHURES

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SIGNAGE

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PYLON SIGNS

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WALL SIGNS

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ENTRANCE SIGNS

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INTERNAL COLOURS

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NOTE PAD

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FOLDER

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ADVERTS

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INVITATIONS & PROGRAMMES

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BANNERS

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DWS BACKDROP BANNER - Logo

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DWS ROLL-UP

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DWS TEARDROP

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DWS CLUSTER/TELESCOPIC

And remember

WATER IS LIFE

SANITATION IS DIGNITY

THANK YOU

COMMUNICATION MESSAGES

Theme:

Water is Life – Sanitation is Dignity

STRUCTURE

RESPONSIBILITIES AND FUNCTIONS

Three Directorates:

•Media Liaison

•Corporate Communication

•External Communication

MEDIA LIAISON

• Coordinating liaison – media

• Department profile

• Respond to media

• Provinces

External Communication

• Call centre – 0800 200 200AgentsTimeous resolution of water related queriesNational, provincial and municipalities

• Presidential Hotline Public Liaison Officers and Provincial

Response Coordinators Improve service delivery – investigations

CORPORATE COMMUNICATION

CORPORATE COMMUNICATION

• Communication managers Corporate Services Water Resource Water Services Provincial and Intergovernmental

Coordinator • Link – communication and branches• Responsibilities

MEDIA PRODUCTION

• Custodians of CI

• Design– Adverts– Brochures– Posters– Web design– Publications– Training Manuals– Flyers– Annual Report– Signage

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MEDIA PRODUCTION (cont)

• Branding– Design of Marketing and Promotional material

– Livery

– Branding on Corporate clothing

• Multimedia

• Archiving and management of visual material– Design

– Photography

– Video

• Printing– Mid volume printing capability of booklets, flyers and brochures as well as

low volume printing of posters up to A0

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EVENTS UNIT

• Planning

• Provincial programmes

• Events calendar

• Brand positioning

INTERNAL COMMUNICATION

• Internal information flow

• Types of information

• Tools and mediums

WEB MANAGEMENT UNIT

• Mediums

• Responsibilities

• Service delivery

LANGUAGE AND TRANSLATION

• Translating

• Editing and proofreading

• Interpreting services

ADMINISTRATION UNIT

• Administration and human resources

• Procurement

PROVINCIAL COMMUNICATORS

• Responsibilities

• Accountability

• Media liaison

FIND USMatlakala Motloung VacantDDG: Communication Services Director: Media Liaison Tel: (012) 336 6828Email: motloungm2@dwa.gov.za

Makhosini Nyathi Sputnik RatauDirector: Corporate Communication Director: External CommunicationTel: (012) 336 6605 Tel: 012 336 6813Email: nyathim@dwa.gov.za Email: rataus@dwa.gov.za

Zwamadaka 7th floor

THANK YOU

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VALUES BRANDING

•Values•Way of life•Philosophy

WALT DISNEY– safe colourful funNIKE – Emerging Street Level trends; sport and clubbing.

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INTELECTUAL PROPERTY BRANDING

•Knowledge•Approach•Service•Trust

PRICE WATERHOUSE & COOPERDe LOITE

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PASSION BRANDING

•Passion for brand

ROLEXFERRARIBMW

BRANDING

1300 BC: Potter's marks were used on pottery and porcelain in China, Greece, Rome and India.  2000 BC: Branding of cattle and livestock

3000 – 5000 BC: Archaeologists have found evidence of advertising among Babylonians.