A brand is defined in the Concise Oxford Dictionary as: "An identifying mark or characteristic(s) common to the products of a particular company".

Branding, in the raw sense, is to label, categorise and distinguish between almost every aspect of life, whether it be products, people or places.

However, the brand has a meaning far beyond its textbook definition. To explore this notion, can you imagine a world without: Coca-Cola, OMO, Castle Lager, Corsa Lite, Cremora, Klippies, Zambuk and even the world’s most recognisable brand, Nelson Mandela?

Brands such as the above mentioned, form part of our lives – our vocabulary, memory, community and identity – we are apart of them and they are a part of us.

So, just as the sports lover may associate the emotion of victory with the beer that sponsors his/her team; or how many people still easily quote the Cremora, "It’s not inside, it’s on top" pay-off line, decades after the ad was first aired – one simple truth remains - the definitive quality of a brand lies in its ability to attach emotional value to products, people and places.

What is city branding?

City branding is a process or means to distinguish a city on a global level by highlighting what is continuously authentic about a city. It is a promise to the world about the essence, character and identity of a city.

Why brand cities?

For any product to succeed, it is crucial to brand in order to clearly define for the consumer, why he/she should spend money and time on that specific product.

Similarly, cities need to brand in order to develop the city in a global context and retain the loyalty of those investing resources in that respective city, such as business persons, all of the city’s citizens and tourists.

There over 450 cities in the world. Branding allows for cities to clearly define and distinguish themselves from the next.

More importantly, city branding answers the question, "Why does our city matter?"

For instance, the city of Joburg can quite easily be viewed as just another large city and with little distinction or unique offering for potential investors. However, through branding by highlighting the city’s warmth, familiarity and sense of urban energy, the city of Joburg owns a more marketable and positive space in the mind of investors, tourists, the nation and in fact, all of those who have contact with the city.

Branding of cities therefore has the power to change perceptions by highlighting the positive and completely unique features of a city in order to attract investors, tourists and to contribute to the general morale of a city. City branding however is not about modelling one city after another great city brand, or an excuse to brag about a city’s restaurants, schools and industry – all of which other cities may also have – it is about tapping into the authenticity of a city and bringing that distinctive essence to life for a global audience to understand.

In this respect, Richard Thieme, an author and professional speaker adds that with city branding, "We have to be ourselves, celebrate ourselves, and invite others to the party".

Related article:

• Joburg gains a brand and loses an apostrophe

Why brand Buffalo City?

As the capital city of the Eastern Cape, an area of abundant resources and opportunities, this area needs to capitalise on the city’s strengths in order to enhance the city’s image and improve the perceptions about the city within a national and global context.

In order to achieve this, objectives need to be set for the Buffalo City Branding Project.

The project deliverables are as follows:

• A comprehensive and clearly articulated brand strategy· A comprehensive and clear branding manual - this will include a corporate branding manual that is informed by the brand strategy to guide the production of all Buffalo City’s marketing and advertising collateral.
• Brand architecture that is supported by all stakeholders.
• Comprehensive and clearly articulated branding guidelines, particularly with regard to marketing the Municipality as a tourist and investor destination.

Why should I care about city branding?

In order to better perceptions about the city and create stronger investor and citizen confidence in Buffalo City, we need to create city brand that answers:

• Who are we?
• What do we have to offer?
• What are our unique characteristics?
• What our values?

A good example of how a brand’s personality, essence and values can be ‘brought to life’, is that of the ‘I am a South African’ advertisement.

"No amount of spin could have branded South Africa as a bright star in its days of apartheid. Over a decade since the country is not only democratic, it's a brand. ‘Brand South Africa’, the creation of the International Marketing Council of South Africa, offers a vibrant, colorful, and unified website serving as the gateway for tourism and economic development. The government reported a record 2.5 million page impressions for its site in March 2007".

In addition, it can be reported that the South African brand is worth over R500 billion, showing that branding is business, and business is branding.

Once a solid brand has the attention of its market, the economic value of that brand begins to have significant meaning; and it is then that the benefits of city branding become more tangible
for the people:

These include:

• Buffalo City will be in a much greater position to compete for the economic gains of 2010
• Investors and the media will have a better perception about this area
• City development will need to occur at the necessary rate to sustain a good brand reputation
• City brands are people and value-centred and therefore can create a more positive attitude about the city, both within and beyond the municipal borders
• How is the campaign going to develop?

• Brand Buffalo City Research Document – March 2007
• Local Business Perception Analysis
• National Media Perception Analysis
• Buffalo City: October 2006 – March 2007
• Buffalo city: September 2006 – March 2007

• Buffalo City on 2010
• Branding is key to City's competitiveness

If you have any queries or wish to email us your views about Buffalo City, email us at brandbuffalocity@intengu.co.za.