Brand Marketing
Development of guidelines and systems to keep brand strategies running at scale
EXPERTISE
Marketing
TEAM SIZE
5
PROJECT DURATION
2 years
OUTPUT
-
ACHIEVEMENT
Goal
With a wide range of product offerings under multiple banners, the need was to develop and implement robust brand guidelines and systems to ensure a consistent brand presence across all marketing materials. This involves maintaining brand integrity and creating a unified identity that the target audiences could connect to, thereby strengthening brand loyalty.
Process
To enable this for the live learning and async products, we had to established a cross-departmental task force to develop and enforce comprehensive brand guidelines. Additionally, multiple workshops and training sessions were conducted to align the various teams with the new brand standards, especially because so many content teams needed to be on the same page, whether it was for creating social media content or course content to teach students Math, Science, and English. A centralized repository of brand assets and templates was created to ensure consistency across all materials. Regular reviews and updates of the guidelines were conducted based on market feedback and evolving brand strategy, especially for the international offering which pivoted form BYJU'S Future School to BYJU'S Learning as a brand. Additionally, collaboration with external agencies was facilitated to maintain a consistent brand presence across all touchpoints. Continuous monitoring of brand performance metrics across videos, pitch decks, offline collaterals, and local publications helped in identifying areas for improvement and ensuring the brand's integrity was maintained. Other strategies were also adopted to cross-funnel users from one ecosystem to another. For example, coding courses and mini-games were created using popular Epic! IP to educate Epic! users about Tynker, and to drive conversion. Additionally, a full-fledged game called the Math and Coding Cup was created during FIFA, to take advantage of our sponsorship and create a strong ToFu brand strategy for BYJU'S Future School and Tynker.
Result
The implementation of these systems ensured a consistent and compelling brand presence across all marketing materials. The consistent trend across collaterals was enabled by very strong processes that allowed for an eventual 20% increase in brand recall, with a rise in customer loyalty. Additionally, the alignment efforts streamlined marketing requirements, reducing production time and ensuring uniformity. Regular updates and feedback incorporation allowed us to keep the strategy dynamic and relevant, strengthening overall brand integrity and market position.
