Tricent Branding
This case study explores Tricent's branding journey - from conducting a comprehensive brand audit to developing precise brand guidelines. Tricent, a dynamic software company with a strong connection to Apps People and a focus on solving global file-sharing challenges, embarked on this journey to strengthen and align its brand narrative with its corporate identity.
Background
Tricent, established as a sibling venture of Apps People, has been at the forefront of providing innovative software solutions since 2022. Apps People, a prominent Google Enterprise Partner since 2008, brings extensive experience and a rich knowledge base to Tricent. Leveraging their understanding of Google's ecosystem and various third-party tools, Tricent developed a unique approach to software solutions.
Recognizing a common file-sharing problem plaguing companies worldwide, Tricent launched a product for Microsoft in 2022. The product was met with great enthusiasm, expanding Tricent's customer base rapidly. Driven by client feedback and backed by a team of experienced software architects, automation experts, and customer support specialists, Tricent has built a solid reputation for scalability and growth.
Problem
Branding of Tricent is not unified. Different colors, fonts and logo variations used on different communication channels. How can we solve this?
Process
Brand Audit
The audit process began with a comprehensive examination of existing brand materials and assets. Documenting the outcomes in PDF.
Brand Guidelines 1.0
Setting the guidelines for Tricent.com. Create a living document of current state of branding.
Challenges and Solution
The audit revealed a lack of brand consistency across platforms and a fragmented brand story. To rectify these issues, a specialized team was assembled to redefine Tricent's visual identity and establish alignment with its core values and target audience. As outcome there is Brand Guidelines 1.0 document and planned branding workshop.
Development of Brand Guidelines
Post-audit, the team crafted brand guidelines, defining the brand story, logo usage, color palette, typography, iconography, imagery, and tone of voice. These guidelines were created to ensure brand consistency and effectively communicate Tricent's brand identity across all platforms.
Conclusion
With the dissemination of the new brand guidelines, Tricent observed an immediate enhancement in brand consistency across all platforms and materials. Internally, the clearer brand identity led to improved alignment with the company's mission. Externally, it fostered better recognition and connection with its audience.
The Tricent case study underscores the significance of a brand audit and the development of brand guidelines in creating a coherent and powerful brand identity. Through this process, Tricent was able to align its brand narrative with its corporate values, bolstering its market presence and customer connections.