Local Is Lekker - Why Building Brand SA Starts In The Marketing Department
Written by: Media Update Editor Save to Instapaper
In South Africa, standing out begins by looking inward, and it starts with those marketers brave enough to lead with local narratives. After all, if we, the storytellers behind the brands, don't champion our cultural richness, who will?
Within our 11 official spoken languages, diverse landscapes and vibrant communities lies a deep well of untapped creative potential. The brands that recognise this are already heads and tails ahead of the curve. They understand that true relevance is as much about resonance as it is about reach, and nothing resonates more powerfully than seeing your own identity reflected back in bold, authentic representation.
This is not about adding a few isiZulu words to a headline or throwing a shweshwe pattern on a product and calling it local. It's about genuine cultural fluency. It's about marketing that listens, learns, and co-creates with the people it speaks to.
A 2021 Nielsen study showed that 61% of consumers are more likely to buy from brands that reflect their culture. Yet beyond the numbers, it's about that feeling of being heard, seen and appreciated the moment you see an advertisement that truly gets you, your humour, your slang, your customs and traditions, your history, your wins and your challenges.
One brand that consistently gets this right is Nando's. With its sharp wit, culturally attuned messaging and fearless social commentary, Nando's has built more than just a customer base; it's built a community of loud and proud South Africans.
This spark of familiarity doesn't just create recognition but builds emotional connection, and when a brand connects on this level, it wins loyalty as well as customers. It transforms campaigns into conversations, and in turn, these conversations have the potential to become big and impactful movements.
So, why aren't more South African brands doing this well and doing it consistently?
Too often, marketing departments default to what's safe, global and aspirational, but aspiration should be coming from within. What resonates in New York or London won't automatically land in Pretoria, Gqeberha, or Mbombela. Aspiration is not something we should be importing but something that is rooted in the realities, dreams and cultural nuances of our own people.
Just look at the joy sparked by Coca-Cola's recent name-on-a-bottle campaign. How many of us smiled seeing names like Ayanda, Bongani, or Thando on the shelf? It is not just clever marketing, but this is a great example of powerful representation. There is nothing more affirming, or more aspirational, than seeing your community celebrated, your language spoken and your story told with authenticity and respect.
Marketers wield the power to shape strong and memorable brand identities, to influence narratives, uplift local economies and help define what modern South African excellence looks like both locally and internationally. Every campaign that elevates a local voice and every decision to collaborate with South African creators or source locally is a deliberate step toward a stronger, more self-aware Brand South Africa.
This isn't about nationalism. It's about owning our narrative.
Those marketers who are perhaps unsure of how to begin standing tall and standing out should begin by looking inward. Who makes up your team, and do they reflect the diversity of the South African audience you're trying to reach? As well as local storytellers and influencers, are you also partnering with cultural interpreters who understand the nuances of language, humour and lived experience? And are you engaging authentically with shared national moments, from the triumphs of the Springboks to the cringeworthy dressing down of the president in the Oval Office to the everyday innovators, entrepreneurs and change makers sparking joy and change in townships and backyards across the country?
Most importantly, though, are you listening?
Local isn't just lekker; it's essential. The future of marketing in South Africa won't belong to those shouting the loudest, but to those who speak with truth, relevance and purpose, and those who listen. With South Africa making global headlines, there's never been a more urgent and better time to define our own story and build Brand South Africa than now.
The world is watching. Let's show them who we are, one bold, proudly local campaign at a time.
For more information, visit LinkedIn.
*Image courtesy of contributor
We submit and automate press releases distribution for a range of clients. Our platform brings in automation to 5 social media platforms with engaging hashtags. Our new platform The Pulse, allows premium PR Agencies to have access to our newsletter subscribers.
Latest from
- Seven Reasons Smart Consumers Prefer Brands That Educate Rather Than Push Products or Hard-Sell
- Shark Exhibition Showcases Innovative Solutions to Protect Both Marine Life and Human Safety in SA Waters
- Domain Parking Demystified A Strategic Tool for Brand Protection and Future Online Growth
- Toyota South Africa and Kaizer Chiefs Turn Sponsorship Into Impact With Outreach to Ethelbert Centre
- Woolworths Becomes First SA Retailer to Offer Tailored Health Cover to Thousands of Employees
- Celebrating PR With Purpose A Tribute to Storytellers Who Place Humanity at the Heart of Influence
- Tired of the Grind? Why So Many South Africans Are Unhappy at Work and Looking for Something Better
- Megapro Appoints Marc Jury as CEO as Sports Marketing Veteran Prepares to Become Majority Shareholder
- Glencore-Merafe Resources Commits to Sustainable Impact With Handover of 11 Community Projects
- The Business Show Africa 2025 Promises Game-Changing Opportunities for Entrepreneurs and Startups
- Flow Launches Shoppable Audience Marketplace Giving Advertisers Instant Access to Premium First-Party Data
- CILTSA ESG Conference Unites Transport and Logistics Leaders to Accelerate Sustainable Industry Change
- South Africa Continues TO Engage The United States (US) Government ON The Reciprocal Tariffs
- CCBA Marks Nine Years of Growth With Major Investment Milestone and Ongoing Commitment to Africa
- African Bank and Pace Car Rental Partner to Deliver Unmatched Customer Rewards in Mobility and Travel
The Pulse Latest Articles
- Xlink: An Avant-garde, Purpose-driven Fintelco Driving Digital And Payments Interoperability On The African Continent (August 1, 2025)
- Success Is Just The Beginning For This South African Brand (July 31, 2025)
- Embassies Business Fair And Conference 2025 To Fast-track Africa’s Global Economic Integration (July 31, 2025)
- There Is A Small Business Funding Readiness Crisis In South Africa (July 30, 2025)
- Young Achievers Shine At The Top Of The Growthpoint Gems Class (July 30, 2025)