Having travelled the world as a journalist, cultural practitioner and diplomat – including serving South Africa’s interests in global economic capital such as Milan, Italy – I have often encountered a curious contradiction. The name “Johannesburg” evokes both fascination and fear, admiration and uncertainty. In boardrooms and cultural salons alike, I’ve been asked about the city with a mix of awe and apprehension: “Is it really the economic heartbeat of Africa?” “Is it safe?” “What is the future of Jozi?”
These questions reveal a powerful truth: Johannesburg is one of the few cities on the continent that people instinctively associate with global relevance. And yet, this is a brand under siege – undermined not only by structural challenges, but by the city’s inability to harmonise its brand identity, institutional behaviour, and brand image into a compelling, unified narrative.
Yes, this city is a living paradox. It breathes with the rhythm of gold dust, beats with the tempo of Africa’s boldest aspirations, and stumbles through the complexity of post-apartheid urban renewal. This must change.
To truly re/engineer brand Johannesburg, we must begin by embracing the dialectical relationship between its brand identity, institutional behaviour, and brand image – a strategic triangulation that offers a path to coherence, credibility, and transformation.
Brand Identity: The Soul of a Global African City
Johannesburg’s brand identity is rooted in its origin story – the rush for gold that birthed an improbable metropolis on the Highveld. Yes, the core of its brand identity lies in its historical DNA: the city of gold, born in 1886 from the discovery of mineral wealth that transformed a dusty mining camp into Africa’s financial capital. It has always been a place of dreams and dislocation, of wealth and want. Thus, it has drawn people from across the world to build, dig, dream, and survive. It has always been a place of possibility. That’s the Johannesburg I first came to in 1988 as a young journalist – when its neon skyline promised a future beyond apartheid and when, even in defiance, its youth forged a culture of hope.
Today, it stands as the economic engine of South Africa, contributing 16.5% to the country’s GDP – 0.5% more than KwaZulu-Natal province and 2.5% ahead of the Western Cape province. But identity is more than a statistic; it is a narrative. Joburg’s identity is forged in its cosmopolitanism, in its status as a magnet for African migrants and global investors alike. It is the city of Hillbrow’s resilience, of Sandton’s ambition, of Soweto’s soul. Yet this identity remains fragmented unless it is matched with a visionary projection of what Johannesburg hopes to become – a truly inclusive, green, and smart African megacity, where economic dynamism is matched by spatial justice and social cohesion.
Today, it remains South Africa’s undisputed economic powerhouse, contributing 16.5% to the national GDP. That is no small feat in a country still reeling from systemic inequality and economic stagnation. It is a city of contradictions – Sandton, often called the “richest square mile in Africa”, lives in tension with Alexandra, barely a stone’s throw away, where the informal economy thrives and basic services still a challenge.
The vision for the city must evolve. Johannesburg must now redefine its identity not just as a mining town-turned-financial capital, but as a future city: green, smart, inclusive, and culturally alive. This is not merely about aspiration – it’s about self-determination. Identity, after all, is not about where we come from, but what we choose to become.
Institutional Behaviour: A Mirror of the City’s Character
Brand identity without institutional coherence becomes hollow rhetoric. And in Johannesburg, we face the consequences of misaligned institutional behaviour. I’ve witnessed it firsthand – our aging infrastructure, mismanaged procurement systems, weak accountability mechanisms, and politicised bureaucracy have created a chasm between policy and implementation.
But it wasn’t always like this. The Johannesburg I encountered in the early 2000s – both as a resident and later as a public servant – was taking bold steps to reinvent itself: the inner-city regeneration programme was gaining traction, the Gautrain symbolised a vision of modernity, and Joburg’s trade missions abroad spoke of ambition.
What has changed? The shift in institutional culture during a period of political instability in recent years. The city’s governance has become reactive rather than proactive, procedural instead of strategic. To restore credibility, Johannesburg’s institutions must professionalise – appointing competent leadership, instilling a culture of ethical service, and rebuilding the social compact with citizens. This is a work in progress as I type this.
We must not only ask what Johannesburg was institutionally, but what it can be: a city where officials are not feared, but respected; where service delivery is not an act of benevolence, but a right; where governance is not transactional, but transformational.
Brand Image: Curating perception through lived reality
The Johannesburg I carried in my diplomatic briefcase was one of opportunity, creativity, and resilience. I spoke proudly of its tech start-ups in Braamfontein, its film industry hubs in Auckland Park, its pan-African galleries and jazz festivals. But I was equally aware of what others saw: headlines of crime, service failure, corruption and decay.
Brand image is the sum of perceptions, misperceptions and aspirations projected onto the city from within and without. Johannesburg is seen through many lenses: a land of opportunity, a cauldron of crime, a site of cultural explosion, a haven for hustlers. These images are not always flattering, but they are not immutable either. Managing this image requires a deliberate, honest, and inclusive branding strategy – one that engages with negative perceptions, without surrendering to them; one that tells stories of triumph over adversity, of innovation born in the margins, of urban communities reclaiming their spaces.
Brand image is never entirely in our control, but it is always in our care. For too long, we have allowed Joburg’s image to be shaped by the extremes: either the gloss of Sandton or the grit of Hillbrow. The truth lies in between – where real people live, hustle, innovate and build community.
We must reclaim the narrative. Johannesburg’s image cannot be reshaped by advertising alone. It requires lived change: cleaner streets, efficient services, safer transport, vibrant public spaces, and inclusive development. Only then can perception be transformed from suspicion to admiration.
Towards a Dialectical Re/engineering
The future of brand Johannesburg lies in recognising the interdependence of identity, institutional behaviour, and image. Like a jazz trio, each element must play in sync – each must listen and respond to the other to produce harmony.
We have to deliberately orchestrate a dialectical interplay between what the city was, what it is, and what it must become. It is to link economic contribution to social inclusion; institutional reform to civic pride; and local action to global relevance. The city must see its identity not as a static logo, but as a living narrative. Its behaviour must evolve to match the urgency of its potential. And its image must be carefully nurtured – not by PR spin, but by visible transformation. Only then will Johannesburg not only remain South Africa’s biggest economic contributor but also emerge as Africa’s most compelling city brand.
Johannesburg has the numbers, the infrastructure, and the talent to become Africa’s most compelling city brand. But it must find coherence between its past and future, between how it acts and how it is perceived. In this re/engineering, branding is not cosmetic – it is catalytic. It is about telling the story that we are prepared to live into.
Having stood on global stages to represent this city, I know what it could mean to the world. But first, we must make Johannesburg whole again – for its residents, its visitors, and its future. Then, and only then, can we boldly declare that Johannesburg is not just the economic capital of South Africa – but the beating heart of Africa’s renaissance!
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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