State utility Transnet unveiled its new brand positioning and corporate-identity strategy in Johannesburg on Monday.
Company group chief executive Maria Ramos told reporters that the company had come up with a new one-brand image with its different operations falling under it.
The company interviewed key stakeholders before embarking on the strategy, who felt there was high recognition of the current logo.
However, there was low understanding of what Transnet represented.
”Other than Spoornet, not all of Transnet’s operating divisions are perceived as strong brands,” Ramos said.
”Most are perceived as purely functional business units.”
Other Transnet brands were confused with existing brands — the South Africa Ports Operations (Sapo) was confused with the South African Post Office (Sapo) and the National Ports Authority (NPA) was mistaken for the National Prosecuting Authority.
The stakeholders’ desired identity was a distinctive and memorable brand that reflected nationality.
The brand identity should also capture the workings of a bulk freight transportation and be a world-class brand.
”Broad consensus was that Transnet should be represented by a monolithic brand … A singular overarching brand identity — with a degree of differentiation between operations.”
Ramos said the ”One Company, One Vision” philosophy implied a more monolithic structure in terms of brand expression.
It was recommended that the name Transnet should be retained.
It was also concluded that Transnet should refresh its brand image to reflect customer centeredness, reliability, cost-efficiency, transparency, competitiveness, flexibility, operating divisions alignment and improved communication.
The National Ports Authority retained its name, but would be called the Transnet National Ports Authority.
The South African Ports Operations was changed to Transnet Port Terminals, Petronet to Transnet Pipelines, Spoornet to Transnet Freight Rail and Transwerk to Transnet Rail Engineering.
”The names are much more reflective of the world we operate in,” she said.
The company wanted the new brand to have an impact, be fresh and vibrant, unique and monolithic.
”We want something our staff can rally around. We want our staff to be proud of this business … To deliver better service.”
Ramos said the new brand image and logo was very different from the old one.
”It is a very big departure from where we are. But we are very proud of it.”
One logo would represent all operating divisions and different colours would be used to distinguish between them.
”It is pretty distinctive in the logo world,” Ramos said about the new logo.
Slight changes were made on the old pay-off line ”Delivering on our commitment”, which was changed to ”Delivering on our commitment to you”.
Ramos said the re-branding exercise was part of the process of culture change.
”This is a big company … Driving culture change in any company is hard.”
The whole strategy is said to have cost the company ”just over R3-million” so far.
Ramos said new logos would be put at most visible sites.
The company was not planning to paint the new logo on every train, locomotive and wagon.
”It is an expensive exercise,” Ramos said.
New staff uniforms and equipment with the new names, logos and colours would be provided.
The United Association of South Africa welcomed the re-branding, saying it would be in the long-term interest of union members. — Sapa