A Compelling Brand for a Disruptive Industry
iZeno has been helping businesses to stay competitive in the ever-changing technological landscapes since 2003. The growth in the past decade has been exponential for the company. Located in the midst of commercially driven Singapore, iZeno had soon established itself as a leader in helping businesses to solve technology challenges not only locally, but also in other countries like Philippines, Indonesia, and Malaysia. iZeno now wanted to grow bigger and stronger beyond the regional boundaries. The time was now, but there were obstacles to clear.
In an industry where disruption is an ongoing process, a compromise on brand identity was not an option for iZeno. It had to move into farther corners of the international market with a much powerful image. However, its current brand had two major issues. First, its brand identity did not reflect it being a part of an ever-changing technologically transforming industry.
Second, its brand proposition was vague, unclear, and did not reflect its unique brand values. iZeno could not have competed with its heavyweight competitors in the international market with such an outdated identity and a value proposition that was fuzzy. Broc Consulting was tasked to take on these two challenges.
The starting point for Broc was to understand the brand, its uniqueness in its offerings, and the perception of iZeno in the minds of its stakeholders. Broc conducted in-depth qualitative research to discover to understand the brand’s identity and the factors that made it unique. Business partners, customers, and employees were part of this research. The results of the research surprised the management. It was a moment of discovery for them to know what their customers, employees, and partners expected of them.
The results of the research helped Broc start working on creating a compelling value proposition for iZeno. Broc further started its proprietary workshop to gain a better understanding of the brand and its unique offerings. We took the employee off-site for an immersive employee engagement training for cascading the newly discovered brand components and identity to the regional teams.
Now that the brand identity was crystal clear, it was time to translate it into a visual format. This was the job of creative professionals, so Broc brought in Tripple, its creative partner to revitalise iZeno’s brand identity system.
The new brand was strikingly bold, appealing, and reflected the premiumship of the brand that iZeno was.
iZeno had come out of its old and outdated shell anew. The new value proposition was clear and reflected iZeno’s unique position in the disruptive industry perfectly. The new visuals were crisp, eye-catching, and reflected iZeno’s distinctive brand personality, one that is brave and focused. The new and modernized logo tells a compelling story, and the other design elements exuded confidence. In addition to having an appeal for international prospects, the new brand was as invigorating for the employees as well, and everyone understood what iZeno stands for.