Keynote address by Hon. Kenny Morolong, MP, Deputy Minister in the Presidency, on the occasion of the Nation Brand Forum, Johannesburg, South Africa
Representatives of Brand South Africa,
Chief Executive Officer of Brand South Africa, Mr Neville Matjie,
Distinguished leaders from government, business, labour, civil society, academia and the media,
Distinguished guests,
Ladies and Gentlemen,
Good morning.
It is a privilege to join you at the 2026 Nation Brand Forum, convened under the theme, One Country. One Vision. One Brand.
I commend the management and the board of Brand South Africa for bringing together government, business, labour, civil society, academia and the media around a shared national responsibility of building a competitive nation brand.
This forum seeks to strengthen our alignment as disparate parties that articulate our nation brand in various ways: through what we do, not only through what we say.
From the perspective of The Presidency, nation branding is not merely a communications project. It is a national development imperative.
It is about building a capable and ethical state, an inclusive and competitive economy, cohesive communities and institutions that earn trust through consistent performance.
The nation brand has become a strategic economic asset for nations across the globe. Investors assess the credibility of institutions before committing capital. Businesses assess certainty before expanding.
Tourists assess safety, hospitality and value before choosing a destination. Skilled professionals, students and international partners look for countries whose institutions they trust and whose future they believe offers opportunity.
For its part, the 7th democratic government understands that the continuation and success of the economic reform project is an important nation branding touchpoint. Much the same as fighting corruption is nation branding.
Improving logistics, energy security, public safety and service delivery is nation branding. Creating jobs and widening opportunity is nation branding. Each strengthens of these —or weakens— the credibility of the story we tell about South Africa.
South Africa’s challenge is not a lack of potential. Our challenge is to convert potential into visible, measurable progress.
Implementation matters more than intention; trust, credibility and confidence must be earned through delivery. The Government of National Unity has demonstrated that cooperation across difference is possible.
The optimism generated by this new political moment in our history; must now be converted into inclusive growth, jobs, stronger institutions and tangible improvements in people’s daily lives.
National confidence begins at home; in the lived experiences of citizens and in the responsiveness, integrity and capability of the institutions that serve them. South Africa currently occupies an important place in regional and global affairs through the G20 and through its leadership responsibilities within SADC.
These platforms give us an opportunity to advance a coherent and authentic country proposition: South Africa as a constitutional democracy, a reforming economy, an African gateway, a creative and innovative society, and a nation committed to inclusive growth, multilateralism and human dignity.
Programme director, it is a point to remember, that no institution can build the Nation Brand alone. It is built cumulatively!
When an entrepreneur grows a business; when a worker produces world class goods and services; when an artist carries our culture; when a scientist advances knowledge; when an athlete competes with excellence; when a community leader builds solidarity; and when a public servant delivers with integrity.
Our task is therefore not to manufacture uniformity or suppress legitimate debate.
A constitutional democracy is strengthened by open dialogue and independent institutions.
Our task is to achieve strategic coherence on matters of national interest, so that our diverse contributions reinforce a common understanding of who we are, what we stand for and what we aspire to become.
This is the purpose of a Nation Brand Compact: a practical Team South Africa operating model.
An operating model that aligns government, business, labour, civil society, academia, and the media, behind shared priorities, common messages and credible proof points.
This Compact must move us from alignment to execution.
It should produce shared messages, market and sector packs, and measurable partner commitments.
Coordination must be built before a crisis, not improvised during one. Brand South Africa must support this system as custodian, coordinator and convenor: grounding the country story in real partnership.
South Africans do not need to be convinced to support South Africa.
They already want a better South Africa.
Therefore, the next phase should not be another conversation about alignment.
The next phase should be about implementation.
The next phase is about registering measurable progress on the milestones of the nation brand compact.
If we succeed, we will do more than improve perceptions.
We will strengthen investor confidence, expand economic opportunity, deepen social cohesion, reinforce trust in our institutions and enhance South Africa’s global competitiveness.
Let us move forward as Team South Africa! One country, united by a common purpose; one vision, translated into action; and one brand, strengthened by the performance, integrity and participation of us all.
Our reputation will ultimately be earned not by what we claim, but by what we consistently achieve together.
Ke a leboga!
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