Investec's zebra is one of the most recognizable brand symbols in banking. But strong symbolism alone does not guarantee global coherence.
Investec zebra in front of Nelson Mandela Square. Image:Supplied.
an investec
As the group positions itself as “One Investec” – a more integrated international organization – it has created a new global brand leadership role to drive greater consistency in business performance across markets. Global brand chief Rue Bateman, hired just over a year ago, is leading that effort.
The task is straightforward in theory but complex in practice: protecting the non-negotiables, including zebras and “out of the ordinary” status, while ensuring the brand resonates locally in an increasingly fragmented world.
“We’ve never really had a global head of brand,” Bateman says.
“As part of our global growth strategy, we have to focus on building a strong, consistent global brand. That means spinning off our core properties and maintaining that consistency over many years. It's this long-term discipline that has allowed us to build a really consistent and recognizable brand.”
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She adds: “One of the key pieces is knowing not what nonsense we do under any circumstances, but how we create relevance through storytelling and how we create stories that are specific and culturally relevant to these geographies. But what is non-negotiable are things like our zebras and our 'different than normal' identity.”
Bateman says the brand's job is not only to create awareness at the top level, but also to capture and convert demand for performance marketing.
“Our marketing business is divided into a few pieces,” Bateman says.
“We have the brand at the center but every business has its own marketing team and I think we're working hard on how to really get the leverage and synergy to maximize our budget and spend.”
Collaboration
Investec's partnerships reflect that philosophy. The brand looks for advertising agencies that are deeply invested, willing to challenge, debate and bring an honest perspective. Because strong brands, like strong herds, thrive on open exchange and shared accountability.
Bateman says: “The relationships and partnerships we build are incredibly important, especially when they are based on open and honest feedback. We actively invite our agencies to challenge us, because it's easy to start drinking your own Kool-Aid.
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“The agencies play a vital role in keeping us honest and checking the sanity. That partnership, that chemistry – being able to properly debate things and work on them together – is probably the most important part of it.”
Bateman says it's important to focus on brand as young people begin to become financially independent and look for a bank they can trust.
The brand has launched an education arm that will educate the youth about what their future career could be like.
to be persistent
For younger, less established brands, Bateman says the key to building a successful international presence is to stay true to the brand's roots.
“Make sure the brand resonates and is relevant. Once you've achieved that, it's all about being consistent. People can quickly get bored of their brand and rush to change their identity, but without long-term consistency, recognition becomes an issue. It's important to be brave – if you really believe something matters to your brand and it's based on appropriate values, then it's worth pursuing.”
Looking ahead to the next 50 years, Investec is deeply aware of the need to remain relevant to new generations who view money, purpose and investing differently. The task is not to abandon what the brand has endured, but to translate it – ensuring Investec remains accessible, human and connected without losing the integrity and discipline that defines it.