Brand Challenge
Novin Kebat Goya is the first audiobook publisher in Iran, which started its activity in 2007. Over the past decade, the trend of using audiobooks has grown significantly, and this rapid growth has presented new opportunities and challenges to Novin Kebat. For example, the volume of the audiobook market has been on the rise, which has led to many players entering this field. Book distribution platforms (such as Fidibo and Taqcheh) were among the new players that joined the publishing industry. Therefore, if we look at this market from the perspective of Porter’s 5 competitive forces, Novin Kebat’s main challenge can be stated as follows:
The emergence of book distribution platforms and the reduction of the publisher’s power over distributors due to heavy branding activities by these types of distributors.
Increased competition in the market due to the low barrier to entry in the audiobook publishing industry
** Both forces (increased competition and high bargaining power of the distributor) caused a sharp decline in profitability for this brand.
Experience gained
The brand research in this project revealed three basic issues:
First, just as in the case of books, poor translation and printing cause annoyance to the reader, in this sector (audiobooks) poor narration and music significantly reduce the attractiveness of using audiobooks.
Second, a study of competitors also showed that a significant part of them do not have sufficient facilities to create audiobooks and their output quality (narration and music) is not desirable for listeners.
Third, the end consumer has no knowledge of the brands producing these types of books and his decision-making is based solely on user experience and suggestions in book distribution software.
Based on market information and a review of the brand’s internal conditions, two important decisions were made in the area of Novin Kebat’s brand strategy:
Emphasis on the brand’s origins as the first brand producing audiobooks in Iran
Determining Novin Kebat’s brand personality based on the fact that this publishing house uses the best speakers and musicians in producing its works and offers its audience a wonderful experience. Novin Kebat is an open book brand that is fully aware of the book production process.
After designing the brand strategy and visual identity guidelines, an advertising campaign was designed and implemented to create brand awareness and increase perceived quality. Since the branding process has no end, it is suggested that this great brand firstly increase brand awareness by using continuous communication campaigns and secondly, by using tools such as brand coaching and mentoring, improve the level of engagement of its audience with its brand.
Brand Visual Solutions
At the beginning of the journey, by modifying the Persian and English logotype design and slightly modifying the logo, the brand was helped to be better seen and read. Then, with the dynamic pattern design using elements such as logo, headphones, book, display icon, etc. with flowing linear forms, an attempt was made to introduce the brand’s function as an element that helps the audience to distance themselves from the environment and reach a state of immersion.
The structure of the printed and digital catalog, the format of the DVD covers, the packshot videos, the structure of Instagram and other touch points were also designed and presented according to the new designs.
