Investigating the role of branding in strategic communication: a qualitative study of the GCIS and Department of Tourism

Abstract

This study investigated the role of branding in strategic communication within the South African government, with reference to the Government Communication and Information System (GCIS) and the Department of Tourism. Although government branding has attracted scholarly attention, it is often treated in isolation from broader strategic communication processes. This separation creates gaps in understanding how branding functions as an integrated component of government communication. Furthermore, limited research has examined government branding through a systems theory lens. Grounded in systems theory, the study adopted a qualitative, phenomenological research design to explore communicators’ experiences of branding within their institutional contexts. Semi-structured interviews were conducted with thirteen purposively selected communication practitioners from the GCIS and the Department of Tourism. Data were analysed using thematic analysis to identify recurring codes and themes. The findings indicate that branding plays a strategic role in enhancing brand awareness, thereby contributing to the achievement of institutional objectives. Branding was also found to support differentiation, credibility, trust-building, and legitimacy in government communication, although its effectiveness still depends on consistent implementation and alignment with other organisational objectives. However, the study identified challenges related to brand consistency, highlighting the need for ongoing training and internal alignment among communicators and other staff members. The study contributes to advancing government communication policy and practice by positioning branding as an integral component of strategic communication rather than a standalone activity. It further enriches the literature on government branding by applying systems theory and recommends a phased approach to reinforcing implementation, improving guidelines, and fostering institutional learning to enhance effectiveness in practice and additional research to deepen theoretical understanding in this area.