Brand Challenge
BNC is a well-known commercial brand in the field of spare parts and automotive parts, whose product portfolio includes more than 2,000 items. This brand was founded by 4 brothers, and in its history and organizational values, we can see things such as sensitivity to quality, fairness, interaction and support with customers, etc. Since BNC is a commercial brand, it puts products from other manufacturers in its packages and sells them all over Iran. High sensitivity to quality has caused this brand not to cooperate with every supplier, and for this reason, customers are comfortable with the quality and are willing to pay a higher price than other competitors. However, as time passed and the number of competitors increased, the following issues and questions arose:
How can perceived quality be increased among different audiences and justify a higher price?
Considering the change in management from the first generation to the younger generation, how should the organization update its structures and conditions?
Considering the past and the appropriate association of BNIC, how should the identity elements of the past be preserved and aligned with the new conditions?
How can modern and new technologies be used in the brand? (Creating a digital shopping experience)
Experience gained
By conducting research on target groups, namely organization managers, representatives, store owners, cleaners, and end consumers, the following information was obtained:
This research showed that the main reason for buying from BNIC is a complete basket, trust in quality, and fast distribution. Also, some price-sensitive groups in the market are very unlikely to move towards cooperation and buying from BNIC. For this reason, the following were applied in designing the new brand strategy:
Emphasis on the past and organizational values (sensitivity to quality, fairness, appropriate treatment, etc.) of BNIC to ensure that different groups trust the quality of the brand’s products
Creating a framework for providing a digital experience in the brand’s own stores (Kashani store)
Providing a solution for internal branding and a slow but continuous change of the organization towards new thinking and modern technologies
We hope that BNIC will also implement its plan accurately using the brand coaching system.
Brand Visual Solutions
In the design of the visual elements of BNIC’s brand, given the client’s emphasis on maintaining the general structures of the previous logo, changes were ultimately made to the brand’s identity and strategy, and visual identity revisions were not made in the initial phase.
At this stage, however, the brand architecture sections, organizational colors, and new designs were implemented to improve its visual structure. Items such as developing a brand pattern for packaging, the structure of the digital space, and design predictions for the main brand touch points were considered.
