I want to start my speech with a poem: “The colour of the face informs from the inside”. This phrase can very well illustrate the concept of visual identity in the world of branding. In all societies, what can make brands successful in sales is a good marketing infrastructure. One of the p’s of marketing is Product or good and one of the pillars of product production is design, packaging, trademark, logo and colour or the so-called Brand Identity (BI). In the Promotion phase, that is, when we are communicating with the audience, the visual identity of the brand is very important.
Allow me to write about the effectiveness of visual identity, apart from theoretical and formal explanations, from my own practical and personal experiences. Probably all of you are familiar with the Shahrzad tea brand and its products. We were able to increase its sales by up to 70% by the process of changing the visual identity and packaging of this fifty-year-old product, and completely take this brand out of the recession. In another experience, we came across the famous Dey Insurance brand, which was on the verge of bankruptcy. But with the change of visual identity and of course the correct communication programs, we succeeded in bringing it to the third insurance position in the country. In another case, by redesigning the brand identity of two banks (Mellat and Melli), we managed to accompany these banks in reaching the position of the top banks in the country. Visual identity plays a significant role in fast-moving winners (FMCG) and the bank brand, and even in the insurance brand, it serves. If we are to be successful producers or advertising consultants, we must pay special attention to the field of visual identity and Brand Identity.
And it is worthwhile to have specialized forces in the country that can carry out this part in the best way. Because creating a visual identity is the responsibility of a team of experts who must provide it to brand owners with specific guidelines. Unfortunately, what we see today in the advertising industry – like other industries and in the mainstream of the country – is chaos and inattention to detail. Today, if our car accidents are many, if we witness a lot of traffic, if we have a lot of air pollution or power outages, and if the country’s environment is exposed to serious damage, one of the important reasons is not paying attention to details and unplanned and irresponsible in the sectors. For more than twenty years, I have witnessed in the advertising industry that customers and industry owners are suffering from the same problem and are proceeding unplanned and without paying attention to details. The output of this trend is nothing but the effectiveness and low range of brands. One of the places where attention to detail is very important is the issue of visual identity. That is why in this issue of the quarterly we deal with visual identity. By designing a good visual identity and providing the basic marketing infrastructure and understanding of the culture of the target markets, we can better respond to domestic and international markets and meet the goal that brands pursue – to achieve more markets and sales and stay in the minds of the audience. I hope this issue of the quarterly also provides you with a good opportunity to study visual identity and other topics in the communications and advertising industry. The brand is a living thing. We must be able to guarantee its life, and our main way to achieve this goal is to have the right approach to any issue. Finally, I congratulate each of you on Nowruz and wish you a better year for all of us.