01 Nov 2016

The Assistant Minister of Investment, Trade and Industry, Mr Biggie Butale has said Selebi Phikwe Economic Diversification Unit (SPEDU) has been rebranded to realign it to the new organisational strategy introduced in 2015, which meant the company had taken a new direction in order to make the region attractive to local and international investors.

Responding to a question asked by Selebi Phikwe West MP, Mr Butale said the total costs which covered the brand strategy development, internal and external communication, advertising and production of promotional material amounted to P1.4 million.

He said the rebranding entailed changing or refreshing the brand identity to be aligned with the corporate strategy and to position SPEDU well among its several stakeholders being employees, management, media, people of the SPEDU region and the general public. The major elements for building the brand strategy included, brand identity, logo, corporate colours, images and symbolism, brand promise, brand name awareness and perceived quality and aspiration.

Other elements were loyalty as well as provision of information and education.

Mr Butale said the brand was developed through extensive engagement with internal and external stakeholders.

He said the old brand was said not to communicate SPEDU aspirations and mandate effectively.

The old logo was perceived as symbolising a diamond, which was misleading as it did not clearly communicate the aspirations of the region.

The old brand was further described as reserved and silent, whereas the desired brand for SPEDU has to be outspoken, knowledgeable, results oriented, solution driven and focused.

Selebi Phikwe West MP Dithapelo Keorapetse had asked what the SPEDU rebranding entailed, costs incurred and to state if it was necessary. ENDS