Business Botswana on Thursday unveiled its new corporate identity which forms part of the organisation’s transition into an Apex body. Business Botswana CEO, Dr Racious Moatshe said the objective behind the transition is to allow the new brand to go with current restructuring process of forming the organisation into an Apex body. He said the transition into an Apex body is ongoing and is done through unique partnerships with other chambers such as The Belgian and Parish chambers of commerce. Moatshe, who is the Business Botswana new CEO, said the transition into an Apex body presents a change of agenda and in this pursuit the following milestones had to be undertaken: review of the governance and membership structures; alignment of the BB strategy and organisational structure to the Apex body; to amend the Constitution to have a new subscription model; and introduce new services to enhance current offerings.
“These milestones are being undertaken concurrently and we anticipate that the implementation process will effect in 2017 and prior to that we hope subject to the engagement of our key stakeholders, we would have piloted some initiatives,” he said. Speaking at the occasion as a guest speaker, Executive Chairman of Bayport, Father Maphongo said branding is one of most important aspects of any business or organisation whether big or small. He said the first question that an organisation should ask itself and answer is, “who am i?” “Who you are should be based on who your target customers want and need you to be – you are obliged to be customers centric. Who you are is the reason for your existence,” said Maphongo. “Who you are is the reason why we should as companies, your associates, your affiliates; your potential members are compelled to associate with you as Business Botswana.”
Maphongo said consistent strategic branding leads to strong brand equity, “which means the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded products command”. He told the gathering that defining a brand is a journey of business discovery, explaining that it can be difficult, time-consuming and uncomfortable but with satisfying results. Maphongo commended Business Botswana for taking a bold step to seek to reposition in the ever changing environment. “A new identity can do wonders for your company’s image, but without laying the groundwork for a smooth brand transition, you’re likely to throw your audience for a loop, or in more extreme cases, an all-out anti-rebrand rebellion.”
Explaining the rationale of the new identity, Business Botswana spokesperson, Sheilla Moribame said business is globally guided by solid networking between separate entities being the buyer and the seller. “Hence the importance of the link on the BB Corporate Identity as signified by the two B`s linked or chained like visual. There is Strength in coming together, so like the popular motto that says, united we stand, divided we fall, which encourages unity and collaboration,” she said. She explained that Business Botswana empowers established and first time investors with key guiding structures and policies to elevate enterprise in Botswana. “Therefore, the concept here depicts organised networking and efficiency as Business Botswana stands as the pivot of doing business in Botswana.”