Sarmad Bazar Company is one of the capital market players that provides portfolio management and investment services to various audiences. This company previously entered the market with a focus on business markets (B2B) and served corporate and large customers, but with business strategies based on the development of activities, it was decided to enter the market of final investors and serve real investors as well. . Therefore, the main challenge of this project was to draw a branding path to expand it to the B2C field. For this purpose, the project was defined in two phases: brand strategy formulation and brand image identity design.
The key question in the strategy formulation phase was who are the final audience and what are the deep desires that guide their behavior in the field of investment. For this purpose, extensive research was conducted in the form of in-depth interview sessions with a variety of investors (as the brand’s target audience). The conducted studies revealed two major groups of investors with two deep desires (Core Desire) that this brand should communicate with.
According to the results of in-depth interviews, the leading brand in the market must have a reliable personality. A character that is rooted in knowledge and skills and can be reassuring to the audience. Therefore, the character of the Competent brand was considered with emphasis on two personality traits: reliable and intelligent. According to Vand’s strategists, these two features complemented the brand story and had the potential to create a deep brand-customer relationship.
After formulating the brand strategies, the top branding was carried out by the design team and followed the manifestation of the strategy in visual elements and brand designs. One of the important results of this project was the successful translation of the brand strategy into the design strategy, after which the main brand elements included the logo, logotype, organizational color, as well as organizational items and details in all the important contact points of the brand design.
