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Article by Anele Valela and Dineo Matroko
The Eastern Cape Department of Education (ECDoE), unveiled its brand new corporate identity through a Branding Launch which was held at Abbotsford Christian Centre in East London, on Thursday, June 19, 2008.
Over the past few years, the department is said to have had an onslaught of negative publicity and its image has hence been somewhat dented. Through the Branding Launch, the department seeks to re–invent itself under the banner and theme called, “Building Blocks of Growth”.
Managing Director of In the Dot Consultancy, Naledi Sekeleni, made an address on Customer Care, which is one of the issues that are crucial in the process of branding. She said that in Customer Care one must understand what it means to deal with a customer.
“In maintaining a high standard of Customer Care, one must remember that the customer comes first, you must improve service delivery, maintain a healthy management reputation, nurture the one-on-one relationship between customer and employee,” she said.
In conclusion she encouraged the stakeholders of the department saying, “If you can think it, you can do it, all it needs is an optimistic approach.”
The Branding Launch was attended by over 1000 people including, the Honourable MEC of Education, Johnny Mokgato, Education Portfolio Chairperson, Honourable Mahlubandile Qwase, the Broad Management of the department, Principals, Educators, SGB representatives, Union Leadership, Circuit Managers, Administration Personnel and representatives from other departments. Amongst the special invited guests was author and motivational speaker, Dr John Tibane of Tibane Consulting from Pretoria. He spoke about Brand Power and the importance thereof. He said that a brand becomes powerful when it influences you in 21 ways, but addressed three of the ways in which a brand is powerful.
“Firstly, the brand must influence the way you think,” he said. “Thoughts are like seeds, they produce after their own kind. Thoughts are an ancestor of everything you do.”
He said that the second way in which the brand becomes powerful is when it influences your habits.
“Habits uncorrected are habits repeated and habits repeated are errors repeated. You can change everything, but if your habits do not change, everything remains the same.”
The third way in which the brand becomes powerful is when it influences inner change. The habits closest to you are the ones that will determine how the department is run,” said Dr John Tibane.
A pledge of the ECDoE was read by all officials present at the event and signed by the MEC.
Acting Deputy Director General (DDG) of the ECDoE, Mthunywa Ngonzo said that the Branding Launch is only the beginning of the journey. He emphasized the importance of a positive change of attitude.
“The launch must be used as a platform to improve service delivery, starting with the employees of the ECDoE,” said the DDG.
Some schools that were represent at the launch were Ngcelwane High School from Mdantsane, Clarendon Girls Primary School from East London and Hector Peterson High School from Zwelitsha. Music items were rendered by the Ngcelwane High School choir and the Clarendon Girls Primary School Marimba Band. A poem entitled, “African Butterfly” was presented by learners from Hector Peterson High School, led by Nolonwabo Moyakhe.
According to Director of Communication Services, Mzukisi Ndara the Building Blocks of Growth campaign will operate for an initial 12 months and will then be evaluated and reviewed every six months thereafter. He said department will also hold road shows in various districts in the province to ensure that the message was spread throughout the province.
Mr Ndara added that the department will unveil a revamped comprehensive website in the coming months where people in the Province of the Eastern Cape and in other countries around the world will be able to access a wide range of data related to the Eastern Cape Department of Education.
He said that was just another step on the road to interact with the public both in and outside of the Eastern Cape.
The new innovative website will include features such as Unemployed Educators Registration database, database for schools in the province, application forms for a Grade 12 lost certificate and a duplicate Teacher’s Certificate, Past Exams Question Papers etc.
Article Tags: Branding Launch, corporate identity
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