Digit 5 - Brand Creation Document

BiB Brand Solutions Pvt. Ltd. 26/12/2014

Confidential Document

DIGIT 5 Brand Identity Revamp



Content

Overview • Project Summary • Our Business • Our Vision Brand Identity Creation Exercise • Current Challenges • New Objectives Our Study • Category Overview • Competitor Overview • Self Discovery - Key Statements - Key Takeaways - Brand Attributes • SWOT • Approach • Discovering Core Brand Attributes New Identity • Big Idea - Idea to Concept - Execution - Interpretation - Adaptations - Needs Working - More Execution

• First Feedback



Summary



Digit 5 Private Limited, a 12 year young Pune based research company specializing in Industrial

Market Research with a clientele spread across 18 countries, is looking to revamp its brand

visual Identity/Expression and establish a more globally appealing brand image that will

attract and impress both existing and potential client base.



Our Business



DIGIT 5 is a full-service Market Research Agency with core expertise and experience in Industrial Research.



Our Vision



To be a growth partner for our customers by applying expertise and providing truths, as the most valuable solution, that will help

them establish, compete, and excel.



Brand Identity Exercise



The reasons to change the current identity..



• Lacks relevance to category/business

• Misconceived as a Digital or an IT firm

• Lacks Global Appeal

• Fails to reflect core brand attributes

• Competitors with better identity recall

The objectives of New identity..



• That provides a brand with a global appeal

• That can be used consistently across all mediums

• That represents our business (Market Research)

• That highlights the attributes that form the core of the brand

Our Study

The study is done with an intent of brand identity creation, and hence does not include the overall business aspect.



Category Overview



Relevant Attributes in the Category

• Quality

• Innovation

• Punctuality

• Transparency

• Authenticity

• Flexibility

• Customization

• Relationship

• Leadership

• Trust

• Responsive

• Excellence

• Growth

• Focused

• Domain Knowledge

• Expertise

• Customer Centricity



Competitor Overview



Key Competitor Brands

Name Logo Brand Colors Attributes Year of Establishment

Country

BDB Blue and White Growth and Responsive 1989 India

Nielsen Light Blue and Grey

Innovation and Understanding

1923 USA

ValueNotes Blue and Green

Ethical, Unbiased and Independent

2000 India

Avalon Blue and White

Innovation and Responsive 1989 India

IMRB Red, White and Black

Leadership and Innovation 1970 India

Frost and Sullivan Blue and White

Global, Growth and Innovation

1961 USA

Netscribes Maroon and Blue

Growth and Excellence 2000 India

Self Discovery



Key Statements



“Most versatile industrial market research company in India, with primary research done in 18 countries across Asia” - Management

“Repeat customers (90% of our customers have given repeat projects)” - Management

“There was no specific effort in brand building or visual identity” - Management



“Unfortunately, no colours come instantly to the mind. May be because of the strong image of DIGIT 5 Team” - Customer

“Need to work on Image (Low key), Marketing (Low key), Communication and presentation” - Customer

“their referrals are very strong” - Customer

“Easy to approach and work with” - Customer



“Difficult to make the audience believe the brand as associated with market research.” - Employee

“DIGIT 5 needs to concentrate on brand building.” – Employee

“(I joined DIGIT 5) To learn more about market research, understand various markets, and increase my knowledge base.” – Employee

“(The objective is to)Help organizations to increase market share and develop long lasting client relation through market insights.” – Employee

“I would like to join Nielsen because of their global coverage and vast market domain” - Employee



Key Takeaways



• Digit 5 is often misconceived as an IT or a digital firm

• Versatile expert knowledge is crux of the organization

• Communication and Presentation have been on the weaker side

• Lack of brand awareness is the biggest external challenge for the organization

• Most of the employees are aware of the logic behind the brand name

• ‘Value for Money’ is an attribute accepted by both the employees and Management

• Customer oriented approach has been the major positive parameter for the brand

• ‘BDB’ is the perceived direct competitor

• ‘Blue’ is the color that is most associated with the organization

• According the employees limited workforce is the biggest internal challenge to the organization



Discovered Brand Attributes



• Intelligence/Expertise

• Trust

• Value for Money

• Speed

• Specific

• Focussed Output

• Delivery

• Quality

• Efficiency

• Authenticity

• Professionalism

• Client Orientation

• Modest

• Ethical

• Flexible

• Workforce



SWOT w.r.t Branding



Strengths

Versatile Expertise

Customer Oriented Approach

In-house Operations

Value for Money Service

Global Experience

Delivery – Quality and Time

Weaknesses

Presentation and Communication

Low Brand Awareness

In-consistent Brand Identity

Limited Workforce

Opportunities

Lack of Brand Building efforts being made by the competitors in the category

Global Appeal

Threats

Cut-throat Competition

Organizations opting for in-house research

Shrinking Profit Margins

SWOT

Our Approach



DIGIT 5, the new brand should be built on the attributes that,

– are relevant to our category

– reflect our Brand

– appeal to our stakeholders, internal and external

– differentiate us from the competition



Discovering Brand Attributes



• Trust • Innovation • Global • Growth • Excellence • Leadership • Customization • Customer-centricity

• Quality • Innovation • Punctuality • Transparency • Authenticity • Flexibility • Customization • Relationship • Leadership • Ethics

• Trust • Global • Growth • Transparency • Customer-First

• Quality • Speed • Expertise • Value For Money • Focused Delivery • Ethics

• Growth • Expertise • Value For Money • Trust and

Transparency • Delivery Quality • Experience

Relevant to Category Reflective of Brand Appeals to Stakeholders

Brand Core

Brand Promise

Brand Behavior

Brand Practice + +



Core Attributes

Brand Promise

Brand Behavior

Brand Practice + +

Growth Trust Delivery

Aiming mutual Growth through experience

and expertise

Maintaining trust through Complete transparency

and authenticity at all levels

Delivering focused quality output with ease and

in time



The Big Idea



‘Delivering Growth based on Truth’



However..



To deliver growth based on truth.. We first need to discover the truth.

To discover the truth.. We first need to see it.

And to see the truth.. We first need to know how to look for it.

And that is exactly what we bring with us..

An expert eye that knows what to look for.

Execution



Visual Unit Interpretation: - It is the digit Five - An upward arrow - Visual Play that depends on

how you look at it - Neat Single Unit - Simple to draw with just 8

straight lines - Independently relevant

Brand Line Interpretations: - Our value is in our Sight - Value i.e. (5) is in sight, as in the

visual unit - Value, as in growth, is also in

sight - Value is what we have set our

sights on, as an aim - Valuable insights

Logotype Interpretation: - Bold, Thick, Confident Name font - neat, subtle and complimenting

brand Line font

Sight (n): - An instance of visual perception - The act of looking, seeing or observing - Range of Vision In Sight (Adj.): - At or within a reasonable distance for seeing

Adaptations



Yet to finalize



- Final Color Palette

- Relative object spacing

- Logo Type

- Primary and Secondary Brand Fonts



More Executions



Questions and Feedback



Next Action Steps

Digit 5 - Brand Creation Document

Business

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