Description of the problem
Graph is a knowledge-based company in the field of information and communication security, which was established in 2014. The initial core of Graph consisted of a number of elite young people who, after 4 years of official activity in the form of a company called “Hesin System Noor Data Analytics”, decided to start branding. They wanted to put their business development process on the right track with branding. This company is known for its security products and solutions, such as advanced cyber threat detection system, analysis, evaluation, and modeling of threat behaviors, security, etc. The services offered by Graph are more suitable for large companies than for small and medium-sized businesses. The central concern that was followed in the branding project was derived from this needs assessment. Before branding, Graph’s situation was such that this company cooperated with government companies in most of the three audience groups, i.e. large government, semi-government and private companies. The ideal situation would be for large private and semi-private companies to become familiar with the capacities and services of Graph and become customers in the next step.
Challenges and solutions
It was necessary to convey a specific message through branding. In the field of network and information and communication security, recognition is a standard, but Graph, in addition to needing to be recognized, should have been introduced as a company composed of genius people. Wend’s strategists designed two characters for Graph. According to them, to create the most differentiation from other players in the industry, Graph should have a sincere personality that is visible in all touch points. The secondary character of the brand was also determined according to the needs of the brand’s position, the character of Competent. On the other hand, according to the strategy document, it was necessary to align the verbal identity with the new brand architecture. So, the brand name was changed to Graph, which was suitable for the activity environment, the type of audience, the current and future services and products of this brand. In the visual identity department, all brand contact points, including logos, color codes, fonts, office papers and documents, etc., were designed, and the guidelines and instructions related to each were provided to the company managers.
Results and effects
Graph’s branding showed its impact in a short period of time. In the same year of the implementation of branding, Graph with a new identity participated in the Elkamp exhibition, which brought achievements for it. The Graph booth with the design of the Wend company was different from other booths and this made the company the center of attention. On the other hand, in this exhibition, for the first time, Graph’s advanced threat detection system was publicly unveiled.
Many companies and businesses attended the booth and tested and evaluated their security infrastructure with graph services. This successful participation in the exhibition, besides being a successful practical test for the Graph brand and bringing its message to the ears of its target community, actually had a significant impact on the growth and development of this business.
Saeed Esmaili-internal manager
Raham Khanlarkhani – Infrastructure Manager
Alireza Danesh – Security Manager
Touraj Saberivand – Design Strategist
Jalil Nourbakhsh – strategist
Project execution time: 2017