By Nangamso Mabindla
24 January 2006

LET'S Brand Buffalo City – this was theme of a breakfast the City held in East London on Tuesday, 24 January.

The City's partners, including business people from the Industrial Development Zone and chief executive of the Buffalo City Development Agency Gaster Sharpley, attended the breakfast.

Speaking at the event City communications manager Darby Gounden said it was important for a brand to be distinctive, inclusive and real. "These are some of the reasons we called some of our partners here.

"We want to create an inclusive brand that will be embraced by everyone associated with it."

She said some of the objectives of re-branding the city were to examine how its image could be revitalised locally, nationally and internationally.

"We would like to position the city as a sought-after tourist and business destination through a new brand identity, and to invest by increasing a clear message about our strong, dynamic identity."

There were a lot of interesting tourist attractions in Buffalo City, including the German Monument on the East London Esplanade, the Steve Biko Foundation and the Amathole Museum in King William's Town, and that it had the only river port in the country, among other attractions.

Future tourist attractions included Heroes Park, being built on the Esplanade. The aim of the park, set up through a section 21 company, was to preserve and celebrate the history of the Eastern Cape. This, in turn, would inspire future generations and contribute to the country's nation building.

"We want to ensure that the [story of] Buffalo City is told to the people who need to hear it, but we cannot do this without the assistance of our partners – that is why we called you here," Gounden said.

The City would split the re-branding into different phases. Phase one would include competitor research, public participation and stakeholder interviews.

"The second phase will include establishing a brand steering committee to provide strategic advice. We will have four phases to ensure that we come up with the best strategy possible."

She said that ultimately the City's logo would be re-designed.