Transnet Rebrands

[Kevin Wilson-Smith]

Transnet states.....

"2007 marks the end of the structural transformation of Transnet from a diversified group into a focused and integrated freight transport company, as envisioned in our four-point turnaround strategy.

The new Transnet is essentially driven by five operating divisions that complement each other. These are supported by a number of Company-wide specialist functions such as Transnet Projects which underpin the turnaround.

The conclusion of the structural transformation prompted us to rethink the Transnet brand, its relationship with the sub-brands and the appropriate architecture to give content to the philosophy of “One Company, One Vision”.

Thus, to confirm our realignment, we have rebranded from a multi-brand organisation to a single, overarching “monolithic” Transnet brand, aligning our corporate identity with our business strategy.

To guide and inform our decisions on the rethink of the brand, independent research was commissioned to canvass the views of various stakeholders, including our customers and employees. This emphatically concluded that:

The name Transnet should be retained and
Transnet should refresh its brand image to reflect:
Customer focus;
Reliability and flexibility;
Cost-efficiency and competitiveness;
Transparency;
Improved communication and divisional alignment; and
An integrated solution of bulk freight transportation.

Therefore, the rejuvenation of the brand is designed to optimise the equity embedded in the Transnet brand so as to communicate with brevity the revitalised Company, its new corporate structure, its people and our emerging service culture. In addition, it will provide an appropriate architecture to govern the relationship between the “mother brand” and the “sub-brands”. Refreshing the brand also provides an ideal opportunity to communicate the repositioned Transnet – a business-to-business player – and will enable the entities we no longer own to be positioned within the strategies of new owners.

Following the monolithic brand route, recommended by the research we have done away with the old semi-autonomous and fragmented structure and replaced it with a single, integrated one. So, the new Transnet, which we present to you, is made up of:

Transnet Freight Rail (formerly Spoornet);
Transnet Rail Engineering (formerly Transwerk);
Transnet National Ports Authority (formerly the NPA);
Transnet Port Terminals (formerly SAPO); and
Transnet Pipelines (formerly Petronet).
You may have noticed the new tagline above. Previously we had been using “delivering on our commitments”, and whilst this remains relevant, we wanted to emphasise our commitment to you, our stakeholders- our customers, employers, shareholders, the communities in which we operate and our lenders.

Accordingly our new tagline is “delivering on our commitment to you”.

The rebranding signals the change in the direction and focus of the business. It communicates the progress in its transformation and explains the essence of the new Transnet. It is more than a name change for our operating divisions."

SEE http://www.transnet.co.za/NewBrand.aspx