LIMPOPO PROVINCIAL GOVERNMENT REPUBLIC OF SOUTH AFRICA DEPARTMENT OF ECONOMIC DEVELOPMENT, ENVIRONMENT & TOURISM BRANDING POLICY 2018Branding Policy TABLE OF CONTENTS No. | Contents Page 1. | Acronyms 3 2. | Definitions 3-4 3. | Introduction 4 4, | Purpose and objectives 4-5 5. | Authority of the policy 5 6. | Legal mandates 5 7. | Scope of application 5 8. | Policy pronouncements 5-9 9. | Default 9 10. | Inception date 9 11. | Review 9 12. | Termination 9 13. | Enquiries 9 14. | Approval 40Branding Policy 1. cl ACRONYMS Corporate Identity ccis : Government Communication Information Systems HOD : Head of Department LEDET: Limpopo Economic Development, Environment and Tourism MEC : Member of Executive Council 2. DEFINITIONS 2. 22 23 24 25 26 27 “banner” means a publicly displayed structure carrying lettering or design intended to advertise a business or product; “brand” means a name of a product identified by its name; “branding” means the blending of tangible and intangible attributes to identify and differentiate a product, service or organization; “Corporate Identity Manual” means comprehensive guidelines and instruction on the correct use of the graphic elements which make up the corporate identity; “co-branding” means the use of two or more brand names to signify a partnership, joint venture or an endorsement of an initiative; “intranet” means a network of computers, especially one using World Wide Web conventions, that can be accessed only by authorized set of users, for example, those within a single organization; “signage” means the design and display of signs;Branding Policy 2.8 “social media” means websites and applications that enable users to create and share content or to participate in social networking; and 2.9 “website” means a location connected to the internet that maintains one or more pages on the internet. 3. INTRODUCTION The Limpopo Provincial Department of Economic Development, Environment and Tourism aims to have an enabling communication and marketing environment which aligns and coordinates communication activities. LEDET recognizes the role and the impact that branding plays in defining the ook and feel as an identity to the departmental male and female employees and the public at large. 4, PURPOSE AND OBJECTIVES 4. The purpose of this policy document is to ensure: 4.1.1 that all male and female employees, service providers, agencies and contractors of LEDET who use the Department's brand and its various manifestations across the corporate environment, directorates and projects in various applications do so consistently and coherently, in order to maintain the integrity of, and build the LEDET brand. 4.1.2 that the Department's primary intellectual property is protected. 4,2 The objectives of this policy are: 4.2.1 to ensure clear and consistent presentation of the LEDET brand. 4Branding Policy 4.2.2 to standardise the presentation of communications and key messages to male and female employees and stakeholders of LEDET and the public. 5. AUTHORITY OF THE POLICY The policy is issued under the authority of the MEC as the Executive Authority and the HOD as the Accounting Officer of LEDET. 6. LEGAL MANDATES The branding policy is guided by the following Legal Mandates: 6.1 The Constitution of the Republic of South Africa Act No. 108 of 1996 6.2 Promotion of Access to Information Act No. 2 of 2000. 6.3 Government Communicator’s Handbook (2014-2017). 6.4 Limpopo Provincial Communication Strategy (2014-2019). 7. SCOPE OF APPLICATION This policy is applicable to all male and female employees including stakeholders of the Department of Economic Development, Environment and Tourism, Limpopo Province. 8, POLICY PRONOUNCEMENTS 8.1 LEDET’S BRAND IDENTITY LEDET’s brand identity is one of the primary intellectual properties of the Department and its services and programmes. It is generally the first point of contact for all internal and external stakeholders of the Department and identifiesBranding Policy and distinguishes the institution as a distinct organisation as guided by the Limpopo Provincial Communication Strategy. 8.1.1 LEDET Corporate Identity Manual, in print and digital formats, is the primary repository for all correct formations and usages of the LEDET Brand. These guidelines are subject to updates as the brand develops. In such cases, updates will be communicated to all male and female ‘employees through the Department's communication channels such as the Intranet. 8.1.2 LEDET's Communication Services Directorate is the custodian of the brand and the Corporate Identity Manual, and is responsible for training, coordinating and advising in all branding issues including co-branding, as well as dealing with all new requests relating to the brand, clarifications or deviations in respect of the use of the brand that is not addressed in the LEDET’s Corporate Identity Manual. Such a process is important so that any request can be viewed in the context of whether and how it affects existing implications of the departmental brand. 8.1.3 Requests for deviation from the Corporate Identity Manual must be made in writing to the Director: Communication Services and permission where applicable will be granted in writing. 8.1.4 In using the Department's brand, male and female employees are to consult the Communication Directorate for advice and authorisation.Branding Policy 8.2 Branding Principles The following principles underpin the application of this policy: 8.2.1 The corporate identity shall be used on all official LEDET materials such as the website, social media platforms and all branding situations, such as signage, identification tags, publications, advertisements, promotional materials, Departmental motor vehicles, letterheads, souvenir items, marketing opportunities, events and ceremonies and any other related item which needs to be branded. 8.2.2 Itis the responsibility of all male and female employees, agencies, suppliers and contractors of LEDET to abide by the Corporate Identity Manual, which dictates resolution, format, colours, positioning and related legal and common law protection of the brand of LEDET. 8.2.3 Managing and protecting the brand of LEDET constitutes a specific term of engagement for all male and female employees. 8.2.4 Director: Communication Services will ensure that all male and female ‘employees, unions, agencies, suppliers and contractors are aware of and understand the Corporate Identity Manual and the best practices in managing the brand of LEDET coherently and consistently. 8.2.5 LEDET has the right to enforce compliance and institute fair, just and consistent legal or other disciplinary action against any party infringing its brand. 8.2.6 Should any male or female employee or contractor of LEDET becomes aware of any actual or potential infringement of the Department's brand identity, such a person must bring such infringement to the immediate 7Branding Policy attention of the Director: Communication Services or Security and Investigation Services Directorate. 8.3 Usage of the brand by male and female employees Male and female employees, agencies, suppliers and contractors of LEDET will receive written permission and guidelines through the Corporate Identity Manual of LEDET. 8.3.1 The use of the brand must conform to the dictates of the LEDET brand, to ensure that LEDET is branded appropriately, consistently and coherently. 8.3.2 The brand must be used to promote the general interests of the Department in whatever way possible, either through banners, reports, forms, economic or material relations, and management or governance contribution to the overall stability of the Department. 8.4 Misuse or abuse of the LEDET brand The LEDET brand shall not be used: 8.4.1 to promote political, religious, ethnic, or any other issues specific to any group or individuals that do not represent the position or views of the Department. 8.4.2 in a context in which the statutes, regulations, policies and procedures of the Department or the laws of the country are flouted, or in situations portraying obnoxious or socially unacceptable conduct, such as denigration of political, moral, ethnic, religious, cultural or societal norms and values. 8.4.3 to promote commercial undertakings, unless a contract has been signed in terms of which the Department will derive some benefits from such use orBranding Policy such undertaking is for the greater good of the Department, 8.44 by any male or female employee or stakeholder of the Department for commercial purposes or purposes other than those promoting the interest of the Department. 9, DEFAULT Male and female employees who fail to comply with the provisions of this policy shall be dealt with in terms of the Public Service Disciplinary Code and Procedures. 10. INCEPTION DATE The inception date of this policy is 30 (thirty) days after approval by the Head of the Department. 11. REVIEW This policy shall be reviewed after every thirty six (36) months or when need arises. 12, TERMINATION This policy shall remain in force unti it is withdrawn or amended. 13. ENQUIRIES Enquiries regarding this policy shall be directed to the Director: Communication Services.Branding Policy 14. APPROVAL Approved HEAD OF DEPAI iT: LEDET DATE