Brand Challenge
Kachiran is a 40-year-old brand in the field of home sewing machines, which in recent years has not been able to effectively communicate with the new generation of target audience groups such as representatives and customers due to the lack of a coherent communication plan. On the other hand, the CEOs of the Kachiran brand intended to expand the brand’s product and service portfolio, and despite the available resources and opportunities, they were only active in the field of home sewing machines in these years. In general, the issue of the Kachiran brand can be expressed as follows:
* How can Kachiran develop its brand and what areas does it have the possibility of entering?
* What brand identity can be appropriate for the new Kachiran brand strategy? How can a distinctive and special identity be designed for it by preserving the valuable assets of the Kachiran brand that evokes the competitive advantages of the brand?
* What policy and program should the brand use to communicate with its audience and what messages should it have for them in order to strengthen its perceived quality and connect with the new generation?
Experience gained
In the first phase, in order to formulate the brand architecture structure, Kachiran’s resources and capabilities for entering new markets were examined together with senior managers of the organization. Then, by analyzing the conditions for Kachiran’s entry into new markets and measuring the 6 indicators of the brand architecture matrix, the relationship of the parent brand with each of the sub-categories was determined and the brand architecture was formulated.
In the research phase, which was conducted by studying audience groups including senior managers, Kachiran representatives, sewing machine sellers, buyers and end consumers; we found that when buying and selling wheels, sewing machine sellers and end consumers pay attention to whether the brand has the ability to supply parts and provide after-sales service in the event of a wheel failure. For this reason, the high number of Kachiran brand representatives was considered as one of the brand’s core competencies, and special communication programs were designed for each stage of the representatives’ relationship with the brand.
In its strategy, the Kachiran brand identifies the challenges of consumers and representatives in the clothing and sewing industry and provides solutions to solve the challenges in order to transform the existing conditions. Therefore, the brand slogan was designed as follows:
“ Kachiran, the way on evolution ”
We hope that the Kachiran brand will take valuable steps towards implementing its branding program with the help of a consulting and mentoring system.
Brand Visual Solutions
According to the new strategy, the Kachiran brand was to develop and it was necessary to represent this new path with a new look. In this regard, to display the new path, a very simplified form of a sewing machine profile that looked like an arrow pointing forward was used for the brand logo. This abstract form allows the brand to convey new concepts to the audience and, like the iconic form of the sewing machine, does not set a specific and limiting message for the business.
Next, after the new logo was approved, a new logotype had to be designed to match it. In this section, the Persian and English logos of the brand were designed and presented in collaboration with Reza Bakhtiari Fard and Mehdi Ershadi.
