Case Study: Aasra
About two months ago, our colleagues from business school approached us with an issue. They were participating in an incubation hub program based in Hong Kong for a new business idea, and they were asked to present their business’s basic brand identity elements. With no idea where to begin, they approached us to help them out.
We were more than happy to guide them with our tried-and-true brand strategy framework, guiding them from the basics of strategic branding to coming up with their first ever brand identity elements together – brand colors, fonts, and logo.
Company Introduction
Aasra is a communication platform specifically created for multi-generational families who live apart from each other. While we can’t diverge all of our client’s pre-launch secrets, we will say that the app was created to change the way different generations are able to stay connected, interact, and help each other even in this day and age where it’s common to live apart – sometimes far apart – from each other.
Brand Heart & Messaging
With a clear target market – large, extended families primarily in India – we took a different approach and asked the founding team to fill out half of the brand strategy framework on their own, based on internal discussions. This includes the basics of strategic branding:
Why do you exist?
Who do you serve?
What is your mission and vision?
What are your main brand personalities?
When you speak to your customers, what kind of tone of voice do you use?
And much more. The benefits of doing this with your own founding team is that you can decide on these core foundations without external interference, which was exactly . Of course, a fresh set of eyes could be exactly what you need as well. Based on your situation and reasons for needing a brand strategy, we can recommend which would benefit you more.
Brand Identity
Then, it was time for us to step in. Once we had general agreed upon brand heart and messaging, we used the personalities and main themes and values of the brand to come up with brand colors, fonts, and most important, logo samples. This naturally took several iterations, drafts, discussions, decisions, and edits, but we finally got to the end results that everyone was happy with.
Based on the main personality features of innovative, minimalistic, pragmatic, and approachable, and taking the recurring theme of “family,” we settled on the idea of a minimalistic family tree as the logo, with round features and personable colors.
Tadah!
Conclusion
While this wasn’t a full-fledged project, it was the first time we simply handed our framework to a founding team and saw our strategic branding process come to life. It was extremely rewarding to see that our framework is scalable and adaptable to what each team and company needs for their branding strategy.
If you’re looking for a low-cost, low-commitment way to kickstart your strategic branding, this could be the solution you were looking for! Contact us to learn more.
