BOCCIM REBRANDING CONCEPT CHANGE OF NAME AND LOGO

BACKGROUND BOCCIM ‘s rebranding (change of name and Logo) is to align the new brand with the current restructuring process of forming it into an apex body. The change of name and logo will ensure brand reinforcement in order to keep up with the emerging business processes. The rebranding will create a long term impression to support the new services that the organization will offer to its members. BOCCIM name carries a lot of baggage following a lot of incidences that had happened previously.

Why The change? BOCCIM logo was designed in the 70`s when the organisation was formed as an employers federation. There is a need to modernize the name and logo so that it speaks to todays business clientele. To create a long term brand identity that clearly communicates the value of BOCCIM with a continued transition of the Apex Model.

Members and the general public was informed, engaged and educated about the rebranding process through various media platforms: Interviews have been conducted on: - Gabz FM -Duma FM -RB1 -Various print media Mass ing Social Media Stakeholder engagement through media platforms

PROJECT PROCESS Phase 1: Strategy-engagement of relevant stakeholders ( Completed) Internal and External stakeholders were engaged and below are the findings. Internal stakeholders: Staff was involved and most of them preferred the name BOCCIM as an acronym. External stakeholders: Unlike Staff, members preferred a total name change and suggested the below names: Business Botswana & Botswana Chamber of Commerce.

FURTHER CONSIDERATIONS 1.Some years ago, an organization named Botswana Chamber of Commerce was formed and started to compete with BOCCIM however, BOCCIM prevailed 2. Nowadays, the trend around the world is that business associations are aligning themselves to the mandate of BUSINESS. There is more focus on competitiveness of member companies. They have rebranded and changed their names to reflect the focus on business e.g. Business New Zealand, Business Unity South Africa, Business Africa etc. 3.The role of employer organisation still remains and need to be embraced. Chamber of Commerce is synonymous with the role of an oganisation that serves as a government agent. 4.BOCCIM’S restructuring seeks to align to the changing business environment.

Preferred name is……. BUSINESS BOTSWANA

-Continuation… Phase 3- Logo/Identity Design (To be carried out immediately after the name confirmation ) A competition will be launched in designing and drawing of the logo. A 20X4 advert will be flighted through print media and social networks to launch a competition for logo design. This competition will attract an amount of P10, 000 to be won. Design of the logo should entail the following: Attractive and leave an impression Have a unique look Reflect personality of BOCCIM Stylish, elegant and make an impact The competition will run for three weeks. Rebranding team will evaluate the changes made by getting feedback from all stakeholders.

-Continuation… Phase 4: Design development of brand elements BOCCIM will identify an advertising agency that will look into the design creations and extend them into all areas of application. The agency will convert the strategic branding and positioning requirement into visual element and applications thereof on a selection of items.  Letter heads  Presentation templates  Branding of the building and signage (Francistown & Gaborone)  Website development  Brochures and all other printed collaterals  Banners.(just to name a few)

-Continuation… Phase 5: Launch of the new brand The roll out of BOCCIM’s new brand will be done through organising a well-publicized event that will invite relevant stakeholders, and the media This will be followed by a series of roadshows around the country to introduce the new brand and the new apex model to the business community.

THANK YOU!!!