Dealday, a dynamic platform facilitating deals between merchants and customers, recognized the importance of establishing a strong brand identity to differentiate itself in a competitive market. Launched in 2021, the company embarked on a branding journey aimed at creating a compelling identity that resonates with its target audience while embodying its core values of accessibility, savings, and convenience.
Challenge
The branding team at Connected Analytics faced several challenges in crafting a brand identity that effectively communicates the platform's (dealday) value proposition and resonates with both merchants and customers. These challenges included:
Market Differentiation: In a crowded marketplace, standing out from competitors and communicating Dealday's unique offering posed a significant challenge.
Building Trust: Establishing trust and credibility among merchants and customers was crucial for the success of the platform, particularly in handling sensitive financial transactions and personal data.
Appealing to Multiple Stakeholders: Balancing the needs and preferences of both merchants and customers while maintaining brand consistency presented a delicate balancing act.
Insight+Strategy
To address these challenges and create a compelling brand identity, Dealday implemented a comprehensive branding strategy encompassing the following key elements:
Brand Positioning: Through extensive market research and competitor analysis, Dealday identified its unique selling points and positioned itself as the go-to platform for hassle-free deal facilitation, emphasizing savings, convenience, and trust.
Visual Identity: The branding team crafted a visually appealing logo that encapsulates the essence of the platform. Incorporating the slash symbol ("/") as the letter "L" in the wordmark "DEALDAY," the logo symbolizes deals and discounts while creating a distinctive and memorable visual identity.
Visual Identity: The branding team crafted a visually appealing logo that encapsulates the essence of the platform. Incorporating the slash symbol ("/") as the letter "L" in the wordmark "DEALDAY," the logo symbolizes deals and discounts while creating a distinctive and memorable visual identity.
Brand Voice and Messaging: Dealday adopted a friendly and approachable brand voice across all communication channels, reflecting its commitment to providing a positive customer experience. Clear and concise messaging emphasized the platform's benefits, such as savings, convenience, and personalized deal recommendations.
User Experience (UX) Design: Ensuring a seamless and intuitive user experience was paramount in building trust and credibility. Dealday invested in user-centric design principles to optimize website and app navigation, streamline deal browsing and purchasing processes, and enhance overall usability.
Brand Partnerships: Collaborating with reputable merchants and brands helped solidify Dealday's credibility and expand its deal offerings. Strategic partnerships enabled the platform to offer exclusive deals and discounts, further enhancing its value proposition for customers.
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Results:
The implementation of Dealday's branding strategy yielded significant results and contributed to the platform's success:
Increased Brand Awareness: Dealday's distinctive logo and consistent brand messaging helped increase brand recognition and awareness among merchants and customers.
Enhanced Trust and Credibility: The platform's user-friendly interface, transparent pricing, and secure transaction processing instilled trust and credibility among users, leading to increased engagement and loyalty.
Positive Customer Feedback: Customers appreciated Dealday's personalized deal recommendations, seamless user experience, and savings opportunities, resulting in positive reviews and word-of-mouth referrals.
Competitive Advantage: Dealday's compelling brand identity and value proposition positioned it as a leader in the deal facilitation space, giving it a competitive edge over rivals.
Credits:
Copy: Penmah Johnson, Edgar Eriakha
Design & Art Direction: Aderemi Temitope, Dan Praise
Design & Art Direction: Aderemi Temitope, Dan Praise
Team Lead: Paul Okaome
Location: Nigeria 2022
