Brand together: The power of being proudly South Australian
A new State Brand toolkit is giving South Australian businesses more ways to tell their South Australian story and connect with customers.
South Australian businesses have long understood the value of being local. Now, a growing network of organisations is using the State Brand to make that connection more visible – leaning on the values that make South Australia unique and helping customers identify the businesses that are proudly South Australian.
For businesses looking to strengthen their local credentials, registering with Brand SA provides a simple way to showcase where they are from, what they stand for and their contribution to the state.
Offering a refreshed brand mark, with the introduction of a “Proudly South Australian” version exclusively for businesses, and a new digital toolkit, the State Brand gives registered businesses access to exclusive resources including logos, promotional materials and fact sheets.
Registration also opens the door to opportunities through Brand SA’s promotions, workshops and events.
For businesses already using the State Brand, its value extends beyond having another logo in their marketing.
“We use the Brand SA logo to clearly signal we are a South Australian business, grounded in local agriculture, innovation and people,” says Kate Birch, general manager at seafood supplier Ferguson Australia.
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The company uses the State Brand across its packaging, marketing and social media, helping customers identify its South Australian ownership and connections.
“The State Brand provides a trusted and recognisable marker of provenance, which is increasingly important to our customers in Australia and overseas,” Birch says.
“It helps reinforce trust with customers, partners and investors, particularly in export and interstate markets, and supports our storytelling around quality, traceability and local value creation.
“Being part of the Brand SA network also provides visibility alongside other leading South Australian businesses.”
The State Brand can also help businesses communicate a long-standing connection to South Australia, as demonstrated by National Pharmacies.
“National Pharmacies is a proudly South Australian, member-owned business with a long and trusted history in the state,” says Alex Palin, National Pharmacies chief customer officer. “We have been serving South Australian communities since 1911, and our local heritage is core to who we are.
“Using the State Brand helps reinforce our brand story as a South Australian-based, member-owned organisation with deep local roots. It strengthens our credibility, and highlights our long history in the state.”
While the reasons for registering differ between businesses, the common thread is the opportunity to make local credentials more visible and align with South Australia’s strong reputation for quality, commitment, passion and community.
Research shows 83 per cent of consumers want to support local, giving businesses an opportunity to clearly demonstrate how their products and services contribute to South Australian jobs, families and the wider economy.
For the businesses already registered, that shared connection is also a reason to encourage others to join.
“The State Brand offers a simple but powerful way to elevate a company’s profile and communicate provenance with confidence,” Birch says.
“It helps individual businesses stand taller collectively, promoting South Australia as a place of quality, capability and innovation, while giving businesses a credible platform to differentiate themselves in competitive markets.”
For National Pharmacies, that collective approach can help strengthen the state’s broader business community.
“Registering with Brand SA provides local businesses with a powerful and recognisable way to champion that pride while supporting the broader South Australian economy,” Palin says.
As the State Brand continues to grow, Brand SA is inviting more South Australian businesses to register, access the new toolkit and use the State Brand to unite around all the things that make our state special.
For businesses competing in local, national and global markets, it is a simple way to signal South Australian provenance, build recognition and stand alongside a growing network of organisations committed to showcasing the state.
Apply to use the state brand at brand.sa.gov.au/apply
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