Brand Challenge
Asanegar Advertising Agency is an active center in the field of advertising media sales. In recent years, due to the country’s macroeconomic conditions and the sharp increase in current and development costs of organizations, brands have become much more cautious in spending their communication and advertising budgets and prefer to spend their budgets in a targeted and optimal manner. Therefore, they need agencies that, in addition to having media, also have the knowledge and skills to plan and budget campaigns.
A survey of the leaders of the advertising industry in the world also shows that organizations are looking to cooperate with agencies that are not simply sellers of advertising items and media, but can assist them in planning and also accompany the organization in discovering the answers to the following questions:
Which advertising media is appropriate for the target audience, our brand identity, and is in line with the advertising message of our campaign?
Do these media have the ability to effectively convey the main idea (Big Idea) of the campaign?
How much reach and frequency should the campaign achieve its goals?
And …
The Asanegar Agency’s problem statement can be summarized as follows:
What skills, resources, competencies, etc. are needed to provide media planning consulting services?
How can the current organizational structure, resources, capabilities, and appropriate competencies be maintained and the structure and capabilities for providing new media consulting services be created?
What brand identity can be aligned with Asanegar’s new strategy while also maintaining the positive aspects of the brand image in the past?
Experience gained
Initially, the following three issues were examined through an exploratory study:
Then, a brand strategy was designed to answer the following four questions:
Brand As Product:
To what extent should Asanegar’s new service scope be for media planning? What should the quality of the new services be? And…
Brand As Organization:
What should the characteristics, structure, capabilities, etc. of the organization required to provide new services be? What departments and individuals should be used to set up the media program?
Brand As Person:
How should Asanegar’s new brand personality be designed so that, first, it is not too far removed from the current image and personality, and second, it can be coordinated with the organization’s and brand’s macro strategy in a medium-term period of time.
Brand As symbol:
How to update the symbol (Asanegar bird), color, decoration and other visual elements of Asanegar and coordinate it with the organization’s and brand’s overall strategy
In this regard, the brand slogan was changed from creative style advertising to creative style solution.
We hope that the Asanegar brand will start its program to create a specialist identity and provide specialized services by creating a network of advertising professionals and will move forward on its path through a combined coaching and mentoring program.
Brand Visual Identity
Due to the changes it made to its brand strategy and architecture, the Asanegar brand needed to make changes to the brand’s visual identity. Initially, changes were made to the bird’s form to make it look more agile and attractive. Subsequently, the Asanegar Persian logo was redesigned by making amendments to the font forms.
According to the brand architecture, Asagroup should be visible at all Asanegar touch points, so that sub-brands were born based on the mother brand and the new structure of the Asanegar brand was formed.
The goal and direction of the design of the visual elements of the Asanegar brand was to free the bird from the logo and give it life in space, images, advertisements, etc., so that it would be recorded and recorded with greater impact in the minds of the audience. It was necessary for the bird to fly in the brand’s logo motion, to be installed in the city’s billboards in Asanegar’s possession, instead of being placed under the billboard in two dimensions, in a metal format at the bottom of the billboards, and in the same way, wherever it could distance itself from the logo and find new life, this would happen for the brand symbol.
