30 Mar 2015

Botswana Confederation of Commerce, Industry and Manpower (BOCCIM) is considering rebranding in order to align its new brand with the restructuring process of forming an organisation into an Apex body.

A press release from BOCCIM stated that the organisation's change of name and logo would ensure brand reinforcement in order to keep up with the emerging business processes.

This will create a long term impression with a rebranded company logo design that wouldl be in support of the current and new services that the organisation will offer.

BOCCIM, as an acronym, did not speak to an investor who would like to engage with the chamber of commerce, and still when unravelled in full it is a mouthful or long, therefore most stakeholders even fail to remember the long name up-to-date, it notes.

“For the sake of an investor who is new in Botswana looking for a chamber of commerce, the word BOCCIM would not associate with the business association or the private sector representation that we stand for.  We therefore need a name that can be easily associated with the business we are doing as we represent the voice of business”, it read.

BOCCIM logo was designed in the 70’s when the organisation was formed as an employer’s federation. The main goal of this process was to modernise the logo so it  could speak to today’s business clientele, to create a long term brand identity that clearly communicated the value of the organisation with a continued transition of the Apex model.

BOCCIM is currently in the process of changing its constitution, which will entail developing its strategic plan entailing a new structure. The organisation intend to rename the organisation and visual identity that reflects its evolution and clear representation of the organisation as it moves into the future. 

Some of the elements affirming the set goals are: Relevance: BOCCIM will rename the organisation to support its core mandate of being the voice of business under the auspice of the Apex Model.

Attractiveness: BOCCIM will design a new logo to make our members and stakeholders feel satisfied, and relate well with it.
Flexibility: the name and logo designed for BOCCIM will withstand different presentations and still maintain its integrity.

Recognition: BOCCIM will introduce its new designed logo that will be easier to associate with as get recognised as the vice of Business.
Simplicity: It will be simple and follow the new trends of branding following the objectives; there are some aspects that the organisation will consider before the actual.

A change is vital for BOCCIM, considering the fact that it has been there for years but there is need to reach out to the business community who feels they are not represented and are still not familiar with its mandate. 

Therefore it is crucial to enhance the BOCCIM purpose out there and increase its visibility.In a nutshell, rebranding is a strategic process that can create a long term identity that will clearly communicates the value of BOCCIM and the new strategic direction.

BOCCIM will engage in full consultation with all stakeholders before proceeding with this process for the fact that they are the ones that make BOCCIM to be what it is. This will ensure full ownership and buy in from all stakeholders and align well with the new BOCCIM, it states. ENDS