Refreshing the brand also provided with an ideal opportunity to communicate the repositioned Transnet
The conclusion of our structural transformation in 2007 prompted us to rethink the Transnet brand. The main intention of the transformation was to achieve a coherent set of business units and operations that could function together effectively. Having achieved this aim, we wanted to give content to this new integrated operation illustrating our new unity with a new branding system.
The intention was to create both a main brand and a set of sub-brands and the appropriate architecture to give content to the philosophy of “One Company, One Vision”. The intention is also to align our corporate identity with our business strategy. Consequently, to confirm our realignment, we have rebranded from being a multi-brand organisation into a single, overarching "monolithic" Transnet brand, with our divisions adopting related, sub-brands brands.
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 research concluded that:
The name Transnet should be retained and
Transnet should refresh its brand image to reflect:
Reliability and flexibility;
Cost-efficiency and competitiveness;
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 but also communicate the revitalisation of the Company, its new corporate structure, its people and our emrging service culture.
Refreshing the brand also provided with 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, we have done away with the old semi-autonomous and fragmented structure and replaced it with a single, integrated one.
All the sub-brands contain the same tagline. 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.
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’s more than a name change - it communicates the progress in its transformation and explains the essence of the new Transnet.
Transnet is currently 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)
- Transnet pipelines (formerly Petronet)