The Sanlam Brand: Connecting Hearts and Minds Meaningfully

The Sanlam Brand:
Connecting hearts and

minds meaningfully
We’ve been on a journey to understand how we can increase the
strength of the Sanlam brand to effectively support our clients,
intermediaries and organisational strategy
We’ve learnt a lot about the Sanlam brand on this journey.
Our Sanlam brand has a rich history and

heritage, well established in South Africa,
and fairly new in the rest of the markets…
It has relatively high levels of awareness, trust
and performs well on certain brand metrics.
Source: Brand Finance (2020); Brand Health Tracker (2019)

However
1: It does not stand for something concise & distinct in the minds of our clients
and financial advisers.
2: Consequently, across some markets in South Africa and on the rest of the
African continent, it has disparate meaning and understanding
3: In some of the segments & countries, the current positioning has

dissonant/negative nuances
4: It is too humble and subdued in personality
As a result, not sufficiently converting high awareness levels & heritage into
consideration & preference relative to our competitor set
Source: Brand Finance (2020); Brand Health Tracker (2019)

While also facing the significant Macro Challenges
● Increased competition, particularly from banks.
● Fin-techs entering the market
● And a challenging macro-economic climate in

South Africa and across most markets
in Africa (accelerated by COVID-19)
What we need to resolve
Internally - culture, corporate brand, internal brand
Business Business Brand

and Brand
Externally - Consistent sensory brand experience

What we need to do…
Use the brand as a strategic lever to driver ambassadorship
identity positioning &

who we how we messaging
& behaviour
really ARE SAY it
what we
intrinsic DO best
capability
= Aggregate Impact
learning &
measurement
To live up to these strategic aspirations
Relevant Connect Distinctive Stretch

So we satisfy the universal human needs
Security Belonging Progress Hope

The brand review process has been rigorous, inclusive and iterative
Diagnostic Messaging
Trends
exercise Codes
Qualitative Quantitative
Competitors
Research Research
We have very ambitious business goals
1: Financial 2: Customer 3: Economic Impact

Maintain To provide access Invest more than
leadership as the to our products ZAR 1 trillion in the
biggest insurer in and services for economies of Africa
Africa more than 50 m in a manner that is
as measured by customers across responsible and
company market Africa by 2025. impactful for the
capitalisation. development of
those economies.
Inspired by our new Sanlam Purpose
Empowering generations to be
financially confident, secure, and prosperous.
Universal consumer insight
Everyone deserves an equal chance to live a better

life,
and to have confidence in their financial future.
So…our new Brand direction…
New bold & assertive Solutions that consider every
personality, with a client’s context and the need
greater focus on for protection & growth.
innovation.
Pioneering Inclusive Financial Confidence
To differentiate A commitment to Using our superior

ourselves in a category To differentiate ourselves in a
serve & empower financial expertise in category that speaks about a
driven by enablement, everyone insurance and
we need to be distant future, we create
[50m people]. investments to drive immediate confidence.
pioneering. credibility & trust.
Note: This is not a payoff-line. It’s a central organising thought, an expression of the promise we make to our stakeholders.
OPTION 2
If our brand exists to pioneer

inclusive financial confidence:
We become the necessary
partner to give hope and
security, providing
confidence that your future is
secure.
Confidence that
we understand what
matters most to you.
So you connect with your courage, and to commit
to your goals, on a belief that we all deserve
confidence to progress in life.
Because the more
confident you feel
about managing your
money, the better you’ll
do so
Confidence means so much
more, when you consider
what it is like to live without
it…
Empowering people to have a
better relationship with
money…will give them confidence
And we now also know, that meaningful transformation
and
growth begins with confidence.
STAY TUNED for our new brand relaunch…COMING SOON!
2020 2021
Sept Sept Nov Dec January February March
Cluster Exco socialisation
Brand internalisation – new positioning

Brand
External Launch
Purpose & Purpose initiatives

Culture
thank you
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The Sanlam Brand:

Connecting hearts and

Our Sanlam brand has a rich history and

Source: Brand Finance (2020); Brand Health Tracker (2019)

3: In some of the segments & countries, the current positioning has

4: It is too humble and subdued in personality

Source: Brand Finance (2020); Brand Health Tracker (2019)

● Increased competition, particularly from banks.

● Fin-techs entering the market

● And a challenging macro-economic climate in

Business Business Brand

Externally - Consistent sensory brand experience

identity positioning &

Relevant Connect Distinctive Stretch

Security Belonging Progress Hope

1: Financial 2: Customer 3: Economic Impact

Everyone deserves an equal chance to live a better

Pioneering Inclusive Financial Confidence

To differentiate A commitment to Using our superior

If our brand exists to pioneer

Cluster Exco socialisation

Brand internalisation – new positioning

Purpose & Purpose initiatives

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