The G20 Leaders Summit 2025 presents Johannesburg with a rare and powerful moment – not merely to host the world, but to define how the world sees it. For too long, Johannesburg has been perceived through fragmented lenses: a financial hub battling urban decay; a cultural melting pot eclipsed by crime headlines; a symbol of post-apartheid promise weighed down by inequality. The G20 Summit is an inflection point – an unparalleled brand-building opportunity to reposition Johannesburg as Africa’s leading world-class city.
But branding is not about slogans. It is about authentic storytelling, stakeholder alignment, and experiential delivery. As the gateway to Africa’s largest economy, Johannesburg must use this summit to craft and amplify a compelling brand narrative: one that tells the world who we are, what we stand for, and what future we’re building. And to do so, the City must mobilise its full ecosystem – from government and business to creatives and communities – into a coherent, purpose-driven brand architecture.
Crafting the city’s value proposition
Hosting the G20 allows Johannesburg to articulate a clear brand proposition: a resilient, diverse, and future-facing African metropolis with global ambitions and local soul. To bring this to life, the city must align key elements of its brand identity – its urban landscape, economic offering, cultural expression, and diplomatic positioning – into a single, unifying experience.
This begins by anchoring the G20 theme in Johannesburg’s lived reality. Issues such as climate adaptation, digital inclusion, urban governance, and youth employment must be localised in storytelling. These stories should be communicated across multimedia platforms – from immersive films and branded content to influencer partnerships and curated exhibitions. Johannesburg must own its narrative, rather than outsource it to foreign headlines.
Stakeholder mobilisation as brand alignment
In branding, consistency is credibility. Stakeholder mobilisation must therefore be treated as a process of internal brand alignment. From the Gauteng Provincial Government to the City of Johannesburg, from private-sector champions to street-level entrepreneurs, all players must operate from a shared brand vision – anchored in values such as innovation, inclusion, sustainability, and African pride.
A G20 Johannesburg Brand Council – comprising key brand custodians across sectors – could coordinate this alignment, guiding the use of brand assets, tone of voice, and engagement strategies. For the brand to resonate globally, it must first be co-owned locally.
Experience is the brand
The experience Johannesburg offers G20 delegates must embody the brand – not just in visual identity, but in every interaction. From the arrival at OR Tambo International Airport, to the hospitality of local hosts, to the quality of infrastructure and the energy of township tours – every touchpoint is a branding opportunity.
This includes the aesthetic upgrade of public spaces, wayfinding signage, multilingual information access, and eco-friendly transport. Signature experiences such as curated cultural walks, jazz performances, and culinary showcases can reinforce Joburg’s creative DNA while telling a story of a city that is both rooted and restless.
Pop-up installations, community art projects, and storytelling kiosks across the city can act as decentralised brand ambassadors – each illuminating a unique facet of Johannesburg’s identity.
Strategic brand partnerships
No brand grows alone. The city should forge co-branding partnerships with national entities like Brand South Africa, South African Tourism, the African Union, and key corporations headquartered in Joburg. Joint marketing efforts – targeting international investors, media, and tourists – can project Johannesburg’s G20 hosting as part of a broader African renaissance.
Branded legacy projects – like the Johannesburg G20 Creative Precinct or a Future Africa Innovation Pavilion – can anchor long-term visibility and embed the summit in the city’s physical and symbolic memory. These initiatives should carry the G20 brand but reflect the Johannesburg signature.
From event to enduring brand equity
The G20 must not be treated as a single event – it must be leveraged as a brand equity accelerator. The city must measure and capture the summit’s reputational gains through media monitoring, stakeholder surveys, investor interest, and tourism uptick. These insights should inform the next chapter of Johannesburg’s brand journey – spanning urban policy, international relations, and global positioning.
Ultimately, Johannesburg’s success will not be measured solely by the security of motorcades or the elegance of gala dinners, but by whether the city used the spotlight to ignite belief: belief in its capability, belief in its identity, and belief in its future.
As the host of the G20 Summit 2025, Johannesburg is not just opening its gates to the world – it is opening its story. This is an opportunity to rebrand the city not as a footnote of apartheid’s past, but as a blueprint for Africa’s urban future. By mobilising stakeholders through a strategic branding lens, Johannesburg can present itself as a dynamic, inclusive, and visionary city – ready not only to host global leaders, but to lead globally. The summit may last a week. But if done right, the brand impact could last a generation.
Tujenge Afrika Pamoja! Let’s Build Africa Together!
Enjoy your weekend.
Saul Molobi (FCIM)
PUBLISHER: JAMBO AFRICA ONLINE
and
Group Chief Executive Officer and Chairman
Brandhill Africa™
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