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

Digit 5 - Brand Creation Document

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