Brand strategy and research framework for South Africa's national oil company 

PetroSA is South Africa’s national oil company. A state-owned entity that owns, operates and manages South Africa ́s commercial assets in the petroleum industry and pursues exploration opportunities in South Africa and the African continent.

I was appointed to provide strategic branding services to the organization to assist in defining the role of the brand in organisational transformation and growth, and to direct the implementation of the business strategy through the rebrand.

  • Brand audit

  • Scoping of project

  • Setting KPI and company strategic requirements of brand

  • Defining and presenting role of brand in transformation to nationwide stakeholders

  • Drafting interview scripts across stakeholder groups

  • Stakeholder interviews

  • Drafting of brand strategy service provider requirements

  • Setting technical criteria

  • Strategic direction of brand strategy project