Section Ten Brand Is/Isn t 15. Section Eleven Brand Voice 16. Section Twelve Brand Narrative 17. Section Thirteen Media Protocol 18

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1 MANUAL

2 Contents Section One Welcome To Lion of Africa 4 Section Two What Is A Company Brand? 5 The Importance and Value of a Consistent And Clear Company Brand 6 BRAND BREAKDOWN Section Three Overview 8 Section Four Brand Community 9 Section Five Audience 10 Section Six Brand Values 11 Section Seven Brand Essence 12 Section Eight Brand Reality 13 Section Nine Brand s Best Self 14 Section Ten Brand Is/Isn t 15 Section Eleven Brand Voice 16 Section Twelve Brand Narrative 17 Section Thirteen Media Protocol 18 Section Fourteen Living the Lion of Africa Brand Company Culture and Etiquette 19 Professional Conduct 20 Facebook/Twitter 21 Client Information/ Confidentiality 22 Your Personal Conduct Outside Of Lion of Africa Life Assurance Company Ltd 23 Dress Code 24 Thank You 24 CREATIVE BREAKDOWN Corporate Identity Our Look & Feel 26 Colour Breakdown Our Colour Palette 27 Department Colours 28 Typography Breakdown Font Usage 29 Written Communication Font Usage 30 Tone 30 Templates 31 Other Writing Rules in Our Company 32 Level of Headings and How to Implement those 33 Use of Capitals and Tables 34 Logo Usage Correct Vs Incorrect 35 Creative Elements LOA designs 37 Thank you note 38 Communication templates 39 The footer & FSP Line 40 Contact Us

3 4 S E C T ION ONE Welcome to Lion of Africa Life Assurance Company Limited Welcome to the brand guideline manual for the Lion of Africa Life Assurance Company Limited (Lion Life) brand a new breed of insurer that is playing a leading role in empowerment and transformation within the South African financial services sector. In order to maintain our position as one of the leading insurers in South Africa, it is crucial that all employees conduct themselves in a professional manner and adhere to the Company s historical brand ethos. This brand manual has been developed to assist all employees in ensuring all Lion Life branded collateral is in accordance with our approved brand identity. This manual also offers guidelines and ease of reference to employees on maintaining brand consistency on a daily basis and should be strictly adhered to in order to ensure a distinctive image is upheld for the Lion Life brand.

4 5 SECTION T WO What is a Company Brand? A company brand is defined as: A name, term, sign, symbol or design, or a combination of these, intended to identify the services of one company to differentiate it from those of other companies. The word brand has continued to evolve to encompass not only the image/ identity (look and feel) of a company, but also its reputation. For Lion Life, branding is therefore not only about getting our clients to choose us over the competition. It is also about building trust and credibility by constantly persuading our clients to see us as the only company that consistently provides a solution to their needs.

5 6 S E C T ION T WO continued... The importance and value of a consistent and clear company brand A company brand is the emotional and psychological relationship it has with its clients. Strong brands elicit thoughts, emotions and sometimes physiological responses from clients. Many markets are overpopulated with both large and small companies and overexposed with marketing messages. A powerful corporate brand allows clients to instantly recognise a company and to associate it with a certain level of service. Our brand stands for, among others, innovation, expertise, service excellence and empowerment. Our company brand is the source of our promise to clients, and a blend of all of our company strengths, which needs to be constantly communicated, not only by remaining true to our company look and feel, but also through the winning attitudes, pride and service excellence of our team. It is therefore important that all employees constantly position and build our brand in a positive light inside and outside of the Company. This positive philosophy reflects in our company values as set out below: Each staff member takes personal responsibility for tasks to ensure excellence as we operate in an environment of selfempowerment; Our staff live our brand from the inside out, having winning attitudes and a passion for success; We understand the needs of our clients and thus act with honesty, fairness and diligence in the interests of our clients; We understand that new business is pivotal to the growth of our company and that current clients are the building blocks of our future; We employ a solutions-based philosophy towards business; We have a no-excuse attitude and work together to deliver positive and professional results for our clients; and Our employees value integrity and understand that trust plays an important role in maintaining a positive brand reputation.

6 8 SECT ION THREE Overview Without a clear articulation of a brand s internal genetic code (DNA), there is only a set of products or services. Lion Life s brand DNA provides clarity and unity within an organisation about its core intrinsic and its farthest-reaching purpose. Starbucks discovered its true DNA as in the people business serving coffee not in the coffee business serving people.

7 9 SECTION Four Brand Community SHAREHOLDERS Commlife Holdings is a shareholder of Lion Life. SENIOR MANAGEMENT TEAM The senior management team comprises all senior professionals involved in the high-level management of the business. STAFF TEAM Our staff complement includes 117 employees. EXTENDED COMMUNITY This includes all suppliers, individuals, groups, projects and agencies that we encounter during the day-to-day course of the business.

8 10 SECT ION FIVE Audience INDIVIDUAL LIFE PRODUCTS/GROUP SCHEMES We insure both individual clients as well as those in specific groupings. Communications are directed at the public in general. MEDIA AND INFLUENCERS These are reputable media institutions and individuals who hold sway in the industry and may have a significant effect on brand exposure and perception. BROKERS AND INTERMEDIARIES These individuals act as spokespeople and ambassadors for our brand. They are critical to the effective communication between our business and potential clients.

9 11 SECTION SIX Brand Values RESPECT We are deeply respectful of all members of our brand community, as well as every South African whose life we touch. PEOPLE-CENTRIC Our strength is our people. Family, community and the upliftment of South African society as a whole is at the heart of all our endeavours. COMMITMENT We are wholly committed to the empowerment, transformation and growth of our nation, as well as delivering exceptional value to all of our stakeholders. ACCOUNTABILITY We measure our success based on the ability to honour our promises and deliver sustainable value to all of our stakeholders. INTEGRITY We hold ourselves to the highest standards of honesty and transparency in all of our dealings.

10 12 SECTION SEVEN Brand Essence AGILITY EMPOWERED PARTNER We are modern, energetic and driven. We rise to the challenges of the present and adapt our offering to take advantage of new opportunities. We are nimble, reacting quickly and effectively where others are slow to take action. We are constantly adapting, anticipating the future needs of South Africa and responding pro-actively. We have a Level 5 BBBEE rating. From our employees and associates to all South African citizens, we believe in the strength of our people. We are inspired by our heritage and how far we ve come as a nation. We believe that collaboration and success go hand in hand. It s only by working together that we can take this country forward. We believe in forming partnerships with our clients. We see them as partners and not as clients. This affects every business, every community, and every citizen equally. We take responsibility for South Africa s success, as well as our own.

11 13 SECTION Eight Brand Reality Lion Life is a young growing brand that aspires to provide solutions to South Africans from all walks of life.

12 14 S E C T ION NINE Brand s Best Self We are an Assurance provider that cares for and nurtures family values, while providing relevant, cost effective products.

13 15 SECT ION TEN Brand Is/Isn t LION OF AFRICA LIFE LION OF AFRICA LIFE ASSURANCE IS ASSURANCE IS NOT AUTHENTICALLY SOUTH AFRICAN GENERICALLY GLOBAL INVESTMENT IN THE FUTURE GRUDGE PURCHASE FOCUSED DISTRACTED ESTABLISHED PASSIVE HONEST HYPOCRITICAL RESPONSIBLE INDIFFERENT COLLABORATIVE EXCLUSIVE PIONEERING APATHETIC RESPECTFUL ARROGANT IGNORANT INSIGHTFUL RECKLESS AMBITIOUS STATIC DYNAMIC

14 16 SECT ION ELEVEN Brand Voice We are the builders of South Africa s future. We know the story of its past, and we speak of its success yet to come. Our collective voice represents not only Lion Life as a company, but also South Africa as a whole. Lion Life is a we not an it. We have conversations rather than give speeches. We speak with you rather than at you. We are inclusive in our language, using words such as we, our and us. Articulate, inspiring and confident, we lead conversations and invite dialogue. Third person perspective is only used when referring to products or services pertaining to the brand. Formal communications such as corporate press statements, awards ceremonies and public events may also use the third person at the speaker s discretion. This is true for both internal and external communication. E.g. At Lion Life, we believe in E.g. Our strength lies in the ability to understand the needs of South Africans E.g. Lion Life s Funeral Product offers clients E.g. Lion Life is proud to present

15 17 SECT ION TWELVE Brand Narrative Ours is a story of success. One that we share with every South African. Forged amidst the struggles of South Africa s turbulent past, we ve emerged stronger, more focused and ready to embrace a prosperous new future. We respect the past, but are not held back by it. We create new solutions to historically entrenched challenges. We celebrate how far our country has come and we build on this to create a future founded on even greater prosperity. It s this pioneering spirit that drives South Africa forward. Transforming, empowering and leading our country towards ongoing success.

16 18 SECT ION THIRTEEN Media Protocol As a brand ambassador, you may at some time in your career receive a query from a journalist. The media are one of Lion Life s most important stakeholders. They include newspapers, magazines, television, radio and the Internet. Each one of these plays an important role in forming public perceptions about our company. It is important that we manage our interaction with the media carefully. We have plenty of good stories to tell, and we want to make sure these stories are told with maximum impact for the Lion Life brand. However, a mistaken comment, or information provided out of context, can result in an article or a programme that reflects badly on the brand and company. To manage this interaction, a number of simple rules are in place, and it is important that these are followed by each person. These are: Unless you have been identified as an official spokesperson for Lion Life, you may not provide information or commentary to the media; Directors are the official spokespeople for the company. No other employee may liaise with the media. If you are asked by a media representative to comment, please immediately refer them to: Paul Myeza Lion Life CEO ; paul.myeza@lionlife.co.za

17 19 SECT ION FOURTEEN Living the Lion Life COMPANY CULTURE AND ETIQUETTE Every time a client interacts with a member of staff they have an opportunity to form an opinion about our company brand. Therefore, all employees should deliver exceptional service, positively influence internal and external stakeholders and take pride in our high quality products and exciting, powerful company at all times. How do employees live the brand? Remember that each interaction with a customer is an opportunity to strengthen the relationship and ultimately our company s image and reputation. This includes: s and other documents: Ensure that the standardised structure is used, language and tone is appropriate and spelling is correct; Forwarding communications: Ensure that no confidential or inappropriate material is included in a forwarded message; Templates: Ensure that only standardised Lion Life templates are used at all times (as outlined in this brand manual); and Approach all prospective clients as a walking representation of the Lion Life

18 20 S E C T ION FOURTEEN continued... Living the Lion Life PROFESSIONAL CONDUCT As a professional Life Assurance company, we pride ourselves on how our employees conduct themselves at all times. To protect the integrity of our company and the clients that we serve, the following guidelines have been set up. Please note that any actions taken to contravene any of these guidelines will be met with disciplinary action. These guidelines are also monitored and enforced by senior management on a daily basis.

19 21 S E C T ION FOURTEEN continued... Living the Lion Life brand FACEBOOK/TWITTER The Lion Life Facebook page and Twitter account are being used to take our company into the rapidly growing social media space and are used to convey company news, announcements and events and to recognise the performance of Lion Life s staff and its divisions. We encourage all employees to further promote our brand as brand ambassadors, by not only participating online, but also by telling the clients and stakeholders that they deal with to become part of our exciting online community. While we encourage your input and interaction on the Lion Life Facebook page, please remember that you are ambassadors for the Company and therefore are requested to keep all commentary and activity within professional boundaries so that we may all be proud of our page, its growth and development. Clients, brokers, suppliers and investors will also have access via Facebook, so please ensure that you are always representing the Lion Life brand professionally. The only exception is if these platforms are to be used for a client promotion or as part of an integrated campaign.

20 22 S E C T ION FOURTEEN Continued.. Living the Lion Life brand CLIENT INFORMATION/ CONFIDENTIALITY All information disclosed by our company and clients is confidential and cannot be shared with third parties in a social or any other environment. We are entrusted with confidential information on a daily basis and it is part of our service offering to protect this information. Deliberate nonadherence to the security rules of company documents and templates will result in serious disciplinary or legal action.

21 23 S E C T ION FOURTEEN continued... Living the Lion Life brand YOUR PERSONAL CONDUCT OUTSIDE OF LION OF AFRICA LIFE ASSURANCE COMPANY LIMITED Although we cannot control what employees do in their spare time, any activity that could potentially bring the Company into disrepute is strongly frowned upon. Should you wish to discuss any of the above in more detail, please do not hesitate to speak to your direct manager or to the CEO.

22 24 S E C T ION FOURTEEN continued... Living the Lion Life brand DRESS CODE BUSINESS ATTIRE FOR MEN Men should wear suits for formal or official Lion Life events and meetings. There is certainly still space for the corporate tie, especially in our industry. However, at the office, the dress code is smart casual and wearing a tie is optional for men. Smart jeans and more casual clothing can be worn on Fridays, should there be no formal interaction with clients or other stakeholders. BUSINESS ATTIRE FOR WOMEN Women should wear business suits or skirt-and-blouse combinations, slacks, shirts and other formal combinations for formal or official Lion Life events and meetings. At the office, smart casual clothing can be worn. On Fridays, the dress code is casual, should there be no formal interaction with clients or other stakeholders. We strongly urge all employees to take pride in their own brands by always using their discretion when making decisions regarding clothing. Revealing clothing should be avoided, and body art should be covered. Jewelry should also be conservative and tasteful. GOOD HYGIENE All staff at all times should practice good hygiene and grooming habits. Facial hair should be either shaved off or well-groomed. Clothing should be neat and always pressed and hair should be well-maintained. THANK YOU We thank you for understanding your important role in ensuring that our brand is recognised by all as the power and pride of the South African insurance industry.

23 26 CO R P O R AT E ID ENT I T Y Our Look & Feel Our logo forms the focus point of our brand and is highly instrumental in how Lion Life is recognised and perceived by our clients. MINIMUM SIZE In order for the Lion Life logo to be clearly seen, a minimum size has been created for its usage. The logo may not be applied smaller than 25 mm in width.

24 27 CO L O UR B R E A K D OW N Our Colour Palette The correct colour application is as much part of our brand as the logo itself. The correct application of our brand colours is essential to ensure a consistent image for the Lion Life brand. The colour breakdown is as follows: RGB 0 CMYK 100 RGB 160 CMYK #A0A0A0 Pantone 0000 X RGB CMYK #CF0A2C Pantone 186 C RGB 255 CMYK 0

25 28 CO L O UR B R E A K D OW N Department Colours RGB CMYK RGB CMYK RGB CMYK RGB CMYK RGB CMYK RGB CMYK RGB CMYK RGB CMYK RGB CMYK RGB CMYK RGB CMYK RGB CMYK RGB CMYK

26 29 T Y POGRAPHY B R E A K D OW N Font usage Calibri is our primary font for its simplicity of application and legibility. Note: The font Copperplate is only used in our logo and is not for use by staff. The staff must only use Calibri as it is the primary font. Calibri Light ////////////////////////////////////////////////////////////////////////////////////// THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG The quick brown fox jumps over the lazy dog Calibri Regular //////////////////////////////////////////////////////////////////////////////// THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG The quick brown fox jumps over the lazy dog Copperplate Regular ////////////////////////////////////////////////////////////////////// THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG The quick brown fox jumps over the lazy dog

27 30 W RI TT E N COMMUNICATION Font Usage As a professional company, how we communicate internally needs to be mirrored at all times. This means always incorporating the look and feel that we have developed since Lion Life s inception. Our rules for all daily written correspondence* (i.e. s, proposals, etc.) are as follows: Note: We use South African English spelling no Americanisms, i.e. organise (correct)/organize (incorrect). Font size: 11 pt for correspondence and 11 pt for print presentations; Font type: Calibri; Line spacing: Multiple 1.1 (0 pt before and 0 pt after); and Levels of headings: six levels. W RI TT E N CO MMUNICATION Tone All internal and external communication is to be written in a professional tone, i.e. no use of expletives, jargon or over- familiarity.

28 31 W RI TT E N CO MMUNICATION Templates All templates should be used according to specific company guidelines at all times, to ensure consistent communication of our powerful and solid company brand. Employees, although allowed to be creative in generating ideas and problem solving, do not have the right to personalise their individual methods or vehicles of communication by, for instance, adding another colour or motivational message in their signatures or backgrounds. However creative this may seem, many individual brands will break down the overall company brand to the detriment of the business.

29 32 W RI TT E N COMMUNICATION Other writing rules in our company When using bullets, it should be solid round bullets as per the below example (also note the usage of punctuation marks): Insert sentence: Insert sentence; Insert sentence; and Insert sentence. Insert sentence: Insert word (no full stop) Insert word (no full stop) When making use of multi-level bullets, adhere to the following format: Bullet Level 1 O Bullet Level 2 - Bullet Level 3 - Bullet Level 4 1. Number Level Number Level Number Level Number Level Number Level 5 Indents for the multi-level headings to be allocated 0.7 cm. All heads of business and divisions at Lion Life are to be noted in capitals i.e. Joe Blogs, Manager: Image and Reputation at Lion of Africa Life Assurance; All copy should always be left aligned; Percentages to be noted by the symbol: %; Use 0 as a decimal point, i.e. 2.0% not 2%; Numbers from 0 to 9 to be written out, i.e. zero and nine. Thereafter numbers to be used, i.e. 10, 11, etc. Abbreviations to be written out in full first, with abbreviation in brackets, thereafter abbreviation to be used, i.e. Financial Intermediaries Association of Southern Africa (FIA), and thereafter only FIA; Dates to be written out in full, i.e. 12 January 2011; Our company should always be referred to as Lion of Africa Life Assurance Company Limited or our short name Lion Life. Not Lion, LOA, the Lion, etc. and

30 33 W RI TT E N COMMUNICATION Level of headings and how to implement them ARTICLE TITLE Times New Roman 65 pt, 51 pt leading, Caps, PANTONE 186 C (To be used as the title of a piece.) LEVEL THREE HEADERS Calibri 12 pt, Bold, Caps, 60% black LEVEL FOUR HEADERS Calibri 11 pt, Bold, Caps, 100% black Level five headers Header & Footer Calibri 11 pt, Bold, 80% black (To be used at the very top and bottom of a page.) LEVEL ONE HEADERS Times New Roman 16 pt, Caps, PANTONE 186 C (To be used as first level of heading, the rest to be used subsequently.) LEVEL TWO HEADERS Calibri 14 pt, Bold, Caps, PANTONE 186 C Calibri 11 pt, Bold, 100% black Level six headers Calibri 11 pt, Bold, Italic, 100% black Body copy Calibri 11 pt, 0 pt before and 0 pt after; Line spacing: Multiple 1.1; Paragraphs not to be hyphenated; Must be left aligned; and Must be sentence case, 100% black.

31 34 W RI TT E N COMMUNICATION Use of Capitals and tables For job titles, as represented below: Bongani Madikiza CEO (an abbreviated title is in caps). Fred Robertson Non-Executive Chairman (each word in the title will have caps). ARTICLE TITLE (always LEVEL ONE HEADERS Department: People Management (each word will have caps). Manager: Legislation and Regulation (each word will have caps). in caps) TABLES: Stroke to be 0.5 pt; white; top row to be Pantone 186 C; Alternating Rows of 10% Black and white; Text within the top row to be white and bold (Calibri bold); and Text within the rest of the table to be 100% black. HEADING HEADING HEADING HEADING Sub-heading Sample text Sample text Sample text Sub-heading Sample text Sample text Sample text

32 35 L O G O USAGE Correct vs incorrect GENERAL All the examples of the logo illustrated here are unacceptable and the following should be noted: Do not display the logo using a secondary colour or tint thereof; Do not distort the logo in any way; Do not alter the logo in any way; and Do not use the logo on complicated photographic backgrounds. It is vital to be consistent with this application and to never display the logo in configurations other than those shown in this branding manual. Please also note that our logo is a hand-designed example and no Pride member should ever attempt to recreate or personalise it in any form of communication. NOT TO BE USED Only the creative agency can make use of the watermark (Lion Life icon). The lion icon should not be used anywhere near the logo. This is a secondary element used to reinforce the brand. No member of the Pride should make use of the Lion Life icon. The logo cannot be placed over an image and can only be used on a white background. Please Note: The Logo must always appear on either White or Black with the respective colour logo. Logo must be placed bottom right on all respective applications

33 37 CR E AT I V E ELEMENTS Lion Life Designs Print Advert External Mailer

34 38 CR E AT I V E ELEMETNS Thank You Note

35 39 CR E AT I V E ELEMENTS Communication Templates: PowerPoint Presentation

36 40 CR E AT I V E ELEMENTS The Footer & FSP Line

37 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// //// PHYSICAL ADDRESS: 1 st Floor, Block D Boulevard Office Park Searle Street Cape Town 7925 CONTACT US: Tel: Fax: FOR MORE INFORMATION: