Brand South Africa chair Ipeleng Selele told Moneyweb‘s The Executive Exchange that progress on the country’s image must be measured by delivery, not promises. The interview, hosted by Bronwyn Nielsen and published on 17 September 2026, was framed around the question of whether South Africa is moving beyond talk, and who carries the weight of its reputation abroad: business or the state.
What the figures say
Moneyweb reports that 69% of international audiences view South Africa favourably and that 78% would consider investing in the country. Those are the numbers Selele’s answer was set against: international perceptions are broadly positive, and the test now is whether delivery follows.
Her message to a fatigued public was direct: “Hold your institutions accountable, and go and vote.”
Why it matters for business
The headline of the interview puts the argument plainly: business, not the state, carries Brand SA. For companies that sell abroad or compete for international investment and skills, the point is that a country’s reputation is built partly by what its businesses actually deliver. A company’s own credibility can benefit from a positive national image, and a weaker image can make it harder to win contracts or attract talent.
The published summary of the interview is short, so this article does not attempt to report more of Selele’s remarks than Moneyweb has made public. Readers who want her full argument should watch the interview on Moneyweb.
About Brand South Africa
Brand South Africa is a public entity governed by the Public Finance Management Act and reports to the Minister in the Presidency, with its non-executive trustees appointed by the President, according to its own website.
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