Challenges: How to Build a Clear and Consistent Brand Communication?
BRI Manajemen Investasi (BRI-MI), established in 1992, is a trailblazer in Indonesia's mutual fund industry, leveraging 31 years of expertise and trust to become one of the nation’s top five investment managers. By December 2024, the company was managing over 65 investment products tailored to diverse investment needs. Formerly known as PT Danareksa Investment Management (DIM), the company rebranded to BRI-MI on July 5, 2023. However, despite its longstanding reputation, there is limited public awareness of BRI-MI’s pioneering status, often resulting in the misconception that it is a new player in the market.
The rebranding to BRI-MI has led to challenges in brand recognition, with many individuals perceiving the company as newly established in 2023 rather than as a seasoned investment manager. This lack of clarity hinders effective communication and could diminish trust in BRI-MI’s legacy. Without a comprehensive brand guideline, inconsistencies in visual communication and marketing materials may further impact the company’s ability to convey its credibility, potentially affecting client acquisition and overall market positioning.
The primary goal is to develop comprehensive corporate brand guidelines that empower BRI-MI’s internal teams to communicate effectively and consistently. These guidelines standardize visual, written, and multimedia content, ensuring professional and unified messaging across all channels. Ultimately, this initiative aims to reinforce BRI-MI’s identity as a pioneering investment manager, fostering recognition and trust to establish the company as a top-of-mind choice in the investment community.
Solutions: Creating A Seamless Blend of Strategy, Design, and Storyline with Creative Precision
To meet BRI-MI’s requirements, Suitmedia devised a comprehensive strategy centered on developing a robust brand guideline that encapsulates the company’s values, vision, and mission. The strategy included adding visual guidelines to enhance the consistency of marketing activities. This process began with conducting interviews across multiple internal divisions, including C-level executives, to align on expectations and goals. Additionally, competitive analysis and deck research on investment managers and their competitors were undertaken to ensure a well-informed approach.
The project was implemented in several structured phases to ensure precision. First, insights gathered from interviews and research were analyzed to create a complete brand guideline. This included designing a brand tagline, refining brand values, and developing a standardized visual communication design. The marketing kit was crafted to resonate with the brand's identity and strengthen its position as a top-of-mind entity in the community. Moreover, the findings were translated into a product video storyline that effectively combined product highlights with the company’s persona and brand values, providing a compelling narrative for the audience.
What sets this project apart is the integration of strategic insights with creative execution. The brand guideline not only serves as a foundational reference for BRI-MI but also amplifies its presence through well-defined visual and marketing assets. The incorporation of a product video storyline elevates the brand by connecting its offerings with a relatable identity. This dual focus on precision and creativity ensures a cohesive brand experience that resonates with stakeholders and solidifies BRI-MI's standing in the market.
Results: A More Strengthened Communication Guideline for BRI-MI’s Brand Identity
Suitmedia successfully assisted BRI-MI in achieving its objectives by creating a comprehensive communication guideline that received positive feedback from the internal team. This guideline ensured alignment across all communication materials, establishing a clear standard that strengthened the brand’s identity. By providing a framework, we enabled the client to streamline their communication efforts, enhancing operational efficiency. Furthermore, the product storyline and video developed by Suitmedia contributed to increasing public understanding of the investment manager business. This achievement not only improved brand perception but also reinforced the BRI-MI's ability to communicate its value propositions effectively.
