Strategic Brand

Dr Johannes C.P. Tesselaar

CGF (Chartered Government Finance Officer) | SAIMFO | 36+ Years Local Government Experience

Partnering with specialist Brand Strategy, Design and Communication agency Sherpa,

Dr. Tesselaar initiated and drove Weskus Distrik’s strategic brand programme to position the municipality as a destination for investors, businesses and new residents. The programme included designing a brand architecture followed by progressive marketing, using primary B2B platforms. Dr Tesselaar’s brand and communication experience is also applicable to influencing and changing resident perceptions or creating positive and systematic word-of-mouth in communities.

The strategic
brand programme
brings expert
knowledge of:

1

Constructing a strategic brand based on best private sector practices.

2

Developing a brand architecture which resonates with chosen target audiences.

3

Progressive strategic brand marketing and purposeful messaging on platforms such and main media such as digital media, print media, TV and radio.

4

Media analytics to measure performance and agile refinement when needed.

Key Value to Local Government Leaders,

and Marketing and Communication Directors and Managers.

1

Alignment of disconnected communication streams to extract efficiencies.

2

Seeking overlaps with Tourism Brand and Marketing to achieve economies and consistency.

3

In a competitive market sector, a unique brand strategy to differentiate a municipality.

4

Practical understanding of brand architecture, brand strategy, marketing platforms, and Brand Agency processes and pricing models.

5

An ability to extract the best from a creative partner.

6

Strong governance leadership and accountability focus, with oversight of the creative process.

Typically, Brand and Creative Agencies are right-brain people, and Dr. Tesselaar brings the essential left-brain component to ensure regulatory compliance and adherence to a Brand Strategy which is Executive-approved.

Contact johan@johantesselaarconsulting.co.za

Johan Tesselaar

Leave no grey areas.