I Develop Brand

I Develop Brand

September 22, 2014

The Hunt For A Sharp Mind

“Are you the next brand maker?” With this self-revealing question to the youngsters with sharp minds, I Develop Brand conducted a daylong brand-building workshop.

The competition I Develop Brand was presented by Independent Television in association with Bangladesh Brand Forum and organized by Volunteer for Bangladesh. It was held on the 30th of May in the Conference Hall, Faculty of Business Studies, University of Dhaka. The workshop was organized to discover the logo, brand name and tagline for Beximco’s new product DTH (Direct to Home) technology.

The Direct-to-Home (DTH) service is a digital satellite service that provides television services direct to subscribers anywhere in the country. Since it makes use of wireless technology, programs are sent to the subscriber’s television direct from the satellite, eliminating the need for cables and any cable infrastructure. This is particularly valuable in remote and difficult to reach areas where cable and in many cases, terrestrial television services are poor or nonexistent. For the first time DTH will be launched in Bangladesh in order to provide an apparent and brilliant sight for the television viewers.

I Develop Brand was a workshop which created a great opportunity for the youngsters to learn and apprehend more about creating and communicating a brand identity from the experts of the industry. The workshop was mainly all about designing a logo which will be the face of a DTH service that will be coming very soon in Bangladesh, creating an exciting brand name and a creative tagline based on the guidelines of the branding experts.

Kazi Monirul Kabir, Country Consultant of Google Bangladesh; Shariful Islam, Managing Director of Bangladesh Brand Forum; Razeeb Hasan Chowdhury, Communication Specialist, and Korvi Rakshand, Founder and President of JAAGO Foundation, conducted the workshop to inspire the young minds to create the best brand identities for DTH.

Shariful Islam of Bangladesh Brand Forum conducted his session with loads of inspiration and guidelines to creating a brand. “A brand is a delivery of promises. It is the job of any individual of the institution to know the promise and deliver that particular promise to help make a stronger brand. A brand represents uniqueness which is basically the reason for being the best and appropriate. A work of both science and art is what a brand mainly is. Differentiate or die: if we are not different than others, then my brand will definitely die out. Getting deeper insights to build our brand is the key challenge. While working with the term ‘Brand’ it is very much important to know what exactly a consumer insight is. Customer insight has been defined as “a deep truth about the customer, based on their behavior, experiences, beliefs, needs or desires that is relevant to the tasks or issue and rings bells with target people”. Another thing we must know is the brand personality. It talks about the way a brand should behave. It also explains about the characteristics if the brand was a human. Positioning is also one of the main factors while developing a brand that should be kept in mind. Positioning is a complete mind game and we must focus on how we can position the concept so that it stands out.”

Further  enlightenment was given on branding and creativity by the next speaker Kazi Monirul Kabir. He explained, “Creativity is a process. We are all gifted with creativity by birth. Anyone can be creative. Throughout our lives we have faced many obstacles, but in order to solve it out there were no manuals provided. It was our creative mind which came as a tool for us then, and still now. Creativity is the ability to see the future now. In the creative process we have stages as  follows: immersion, incubation, illumination and verification”

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After the incredible speech of Mr Kazi Monirul Kabir, the platform was then taken over by Mr. Razeeb Hasan Chowdhury, an eminent communication specialist of the country. He discussed the importance of a logo and its different significant aspects. These significant aspects included the idea of the logo, typo, balance, size, colour, design style, rendition, sketch, novelty and last but not the least KISS (keep it simple, stupid!). Korvi Rakshand, Founder and President of JAAGO Foundation concluded the session with vote of thanks.

When the grooming session was over, the young brand makers were all heated up and ready for the tough and big competition. To create a logo well matched for the new product of DTH (Direct to Home) technology, the young participants sweated and brainstormed for two hours in groups of three. Each group submitted their designs and taglines in anticipation of winning the title to best creative brand maker in this I Develop Brand workshop. The workshop drew curtain by honoring each participant with certificates. I Develop Brand will honor the finalists, after thorough screening by experts, through a grand event in the upcoming month.

By Ashita Mostofa

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