by Lynne Gordon (@lynne_gordon) Dipping my Ouma rusk into my coffee, sweetened with condensed milk on Heritage Day, I couldn’t stop myself thinking about the brands woven into the rich fabric of our culture — the icons that capture and express what make us uniquely and proudly South African.
From Klipdrift to Koo, South Africans hold a deep belief that “local is lekker” and, despite our desire to participate as global citizens, it’s local brands that often succeed in winning the hearts and hard-earned rands of SA consumers. But the ingredients to do so are less than straightforward. The brands woven deeply into our culture range from global giants such as Coca-Cola, embraced as a SA brand, and local megabrands such as Koo, born from egte South African soil, to emerging homegrown jewels such as streetwear brand Head, Honcho. So what is it that makes a brand a homegrown icon?
The ingredients of homegrown success
Brands that succeed share at least three common ingredients of success:
1. A deep understanding and integral role in SA culture.
Consider your favourite SA brands — from Mrs Ball’s chutney to Castle Lager, they demonstrate deep insight into what it is that makes us South African. Sport without Castle feels frankly unpatriotic. All Gold is instantly recognisable as a brand of SA families. Why? Because they “get” us, and they’ve become part of the rituals that make up our daily lives.
By demonstrating a unique insight into SA life, and providing a benefit that makes life better, these brands become ingrained and warmly welcomed. Santam’s “One of a kind” campaign not only pokes fun at what it is to be South African, but offers insurance that fits with our unique challenges and needs, creating a powerful platform to differentiate and drive the brand in a sea of generic insurance benefits.
2. A consistent and pervasive presence on the ground, in the trenches, where life really happens.
Coca-Cola is a global brand that understands how to really act local — from branding every corner store in every outpost of the nation to clever local activation and communication, and committed investment in local communities.
By celebrating uniquely South African moments and opportunities, the brand amplifies this presence and relevance with heartfelt moments that entrench its position as a brand we love.
3. An enduring commitment to delivering what they promise for SA’s people.
Truly South African brands aren’t built overnight — they’re the product of long-term, consistent presence in SA hearts and homes, building trust and enduring affection over time. The best are not fads or flashes-in-the-pan — they’ve earned emotional relevance through delivering what they promise and creating positive memory structures over time.
Koo is the ultimate demonstration of a long-term presence, relevance and quality delivery, building its role as SA’s favourite brand (Sunday Times Top Brands, 2015). The brand smartly retells and entrenches these memories with its “Koo Stories” campaign and consumer testimonials, while using innovative presence ideas to create positive heritage for an enduring brand favourite.
Lessons for marketers
A space in SA consumers’ hearts isn’t reserved for brands born on local soil, but is the domain of brands that strive for relevance and brand love. Simple steps towards joining the ranks of much-loved brands include:
- Rooting your brand in insight that resonates deeply in SA culture. We all bond more closely with those who make us feel seen, understood, and valued. Getting under the skin of your consumer and your product, to understand the truth of the value your brand may add beyond its functional benefit, creates the space for brand love.
- Adding a uniquely local flavour. We’re suckers for stuff ‘made just for us’, from Simba’s Mrs Ball’s Chutney chips to Klipdrift “met eish” — clearly designed with South Africans in mind! Find ways to incorporate a local spin into your brand story — from ingredients and communication to design, brands that fit and amplify what makes us special earn brand love ahead of generic offerings.
- Staying fresh. The challenge for ‘local’ brands is always to stay current or end up being relegated to our parents’ generation. A commitment to innovation and fresh understanding of local needs lies at the heart of keeping up with a fast-changing society, shaped by what we love that’s local while embracing the best of global.
We might have only one official Heritage Day but brands such as those mentioned above remind us daily of what it means to be South African. May our brands continue to find ways to build and enrich the fabric of our rainbow nation, creating the icons of SA’s future.
Lynne Gordon (@lynne_gordon) is the managing director at strategic marketing consultancy Added Value. Read more about inspiring collaboration and other cultural trends for 2015 at www.culturalthemes.com.
Lynne learned marketing on-the-job and is fascinated by the streets of South Africa, where small entrepreneurs — untrained as marketers — apply the art and science of branding to their businesses.
Her monthly MarkLives column, “Homegrown”, explores everyday businesses and the lessons corporate marketers can learn from the streets of Mzansi. Share your own observations, photos and examples of marketing from SA’s roadside with @lynne_gordon on Twitter.
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