Rohini Dhar > Resources > Impact Stories > Define a unique and clear Brand Identity that resonates with the relevant Target Audience

Global IT Leader Drives Brand Saliency and Competitive Edge Through Strategic Client Engagement Across Key Markets.

About the Company

A leading global IT services firm committed to Client success, with a service presence in over 100 countries, serving key markets in the UK, Europe, APAC, and ANZ. Specialising in providing comprehensive solutions, the company helps organisations manage diverse, multicultural user bases across geographies and multiple time zones.

KEY GOAL

Define a unique and clear Brand Identity that resonates with the relevant Target Audience.

STRATEGIC RESPONSE

An ambitious global leader in IT Managed Services was struggling with a dated brand identity and challenging visibility, vis-à-vis its competitors. It was agreed that all research would be carried out in-house, including feedback from competitors and variations of the logo design and colours, to have complete control over the creative process. The focus was on creating a unique and consistent brand voice, logo, and messaging that would reflect the Company’s values and mission and resonated with the target audience, namely CXOs and senior leadership at Fortune 500 companies.

MEASURABLE IMPACT

  • Logo & Visual Assets created
    A distinctive logo, colour scheme, and visual elements.

  • Brand Guidelines
    A formal document was created, which ensured consistency in brand representation. This element also helped facilitate sharing with a larger audience like Clients Partners and Employees alike.

  • Brand Collateral
    All marketing materials such as business cards, brochures, website, signages, packaging, social media templates were updated to reflect the new identity.

  • Increased trust
    Consistent use of brand elements reinforced brand recognition and helped build a strong, memorable brand presence.

Impactful Visual Identity

Increased Brand Recall

Increased Trust

HOW THIS WAS ACHIEVED

  • Discovery
    Thorough research was carried out to understand the business, its values, mission, target audience, unique value proposition and competitive landscape.

  • Brand Strategy
    The brand’s positioning, core values, personality, and messaging were clearly defined.

  • Visual Identity Design
    Key visual elements such as the logo, colour palette, typography, and imagery that reflected the brand’s values and appeal to the relevant audience, were meticulously crafted.

  • Brand Voice and Tone
    How the brand communicates across channels—its language, tone, and style, was accurately established.

  • Implementation & Application
    The new identity was applied across various touchpoints like the refreshed website, marketing materials, social media, packaging, and signage, ensuring consistency and simultaneous application. A formal Brand Style Guide was also created to ensure homogeneity and coherence in the representation of the brand across various touchpoints. Thus, it streamlined the design and content creation process by providing a clear framework and specifications, reducing the need for constant decision-making about brand elements. It also minimised the risk of brand misrepresentation or errors, by offering clear instructions on how to use brand assets. It not only served as a training resource for new employees or partners, helping them quickly understand and adhere to brand standards, but also ensured that all team members, from marketing and design, to external agencies, were aligned with the brand’s imagery and messaging.

  • Beyond Basics
    A special campaign was launched to market the brand identity change by releasing a press statement, dedicating a page on the website to the values, vision and goals of the new brand identity, social media announcements and special internal campaign for employees to align with these.

#brandmarketing #brandidentity

B2B decision makers consider the brand a central (rather than marginal) element of a supplier’s value proposition. Forbes

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