Positioning for Global Impact :: What we can learn from Enyata’s new brand identity

According to Investopedia, a Brand identity is the visible elements of a brand, such as colour, design, and logo, that identify and distinguish the brand in consumers’ minds. Brand identity is distinct from brand image. The former corresponds to the intent behind the branding and the way a company does the following — all to cultivate a certain image in consumers’ minds:

• Chooses its name
• Designs its logo
• Uses colours, shapes, and other visual elements in its products and promotions
• Crafts the language in its advertisements
• Trains employees to interact with customers

Brand image is the actual result of these efforts, successful or unsuccessful. A company’s brand is built on its core finding values, objectives, vision and mission.

Introducing Enyata

Enyata is a boutique digital transformation, consultancy and software development company that focus on building world class products, providing excellent services using technology to inspire and implement solutions to enable businesses. Enyata maximizes the ability to take on any project by creating a diverse team who can bring their experience and perspectives together to solve problems. Enyata is redefining software development and delivery by focusing on a data-oriented engineering framework that unearths value for the enterprise and de-risks the engagement process. We thrive under the guidance and leadership of some of the brightest software engineering and design personnels in the business.

Prior to the start, a team came together to plan the company operations and also its identity, then the company was named Enyata, the name enyata was culled from the great kenyan leader, Jomo Kenyatta, he was the leader of the Kenyan independence movement, was released by British colonial authorities after nearly nine years of imprisonment and detention. Two years later, Kenya achieved independence and Kenyatta became prime minister. Once portrayed as a menacing symbol of African nationalism, he brought stability to the country and defended Western interests during his 15 years as Kenyan leader. The company saw quite a number of its values found in Jomo Kenyatta and decides to take on after him , thereby “Enyata”

The company started off with brand assets below:

The typeface at start was Lato, the styles defined in the typographic scale are the primary way we communicated visual hierarchy in text across all our internal documents and products.

These were the major brand assets the company had at the start up stage. The Company started operations remotely on March of 2019, after about 3 months, the company grew to renting its first office a Millennium Estate, Gbagada Lagos, creating diverse teams to work on current projects going on in the company.

At October 2019, the company engaged with a new design partner overseas, one of the perks of having the relationship was to improve on an already existing Enyata brand, some of the way the company improved on the Enyata brand was suggesting a new colour palette, and also a new redefined website to match our current growth and strengths, the new colours became:

We also switched our typography style from the already outdated Lato to a new modern redefined typography family called Poppins, both developments on the company logo and typography gave rise to a better looking logo and word mark below:

If you made a direct comparison between the new brand identity and the old, you will notice some sort of vibrance and live coming into the company, and that completely illustrated where we had come to in terms of level and operations, the company values, mission and vision remained the same, but through this new brand update, we were able to communicate a strategic growth pattern all round the company, the improved efforts from that period till date is what the company has been built on, we moved to a new location on Feb 02,2020 and the office design was built on this existing brand identity that we had achieved in just a couple of months.

The Next Level

At the third quarter of 2020, the company saw the need for another rebrand effort to be made to depict so peculiar attributes and strength built over time, but now the focus was not to only reflect the efforts being made internally but this time to build a brand identity that can launch Enyata out there and stand tall with world iconic brands. It was clearly time for a change, for the move to be made, the company engaged different brand agencies across the continent, after lot of interviews and breaking down proposals, Geneza Brands started out on the process to rebrand Enyata.

With this new effort, the world is quickly growing and adjusting to market changes, request and demands, the stay in there amongst the top in your economy sector, you must build and maintain a brand that speaks the language of your users, people are usually attracted to what they see first before any quest for more information, so brand is highly important, in the coming months, the company wants to become vibrant in the African tech space and ultimately the world, in the next couple of years, we hope to have best talents in house and out there and have well established offices round major cities in Africa and the World at Large, achieving this might seem far fetched but we are very well on the right road to positioning ourselves for global impact

In the nearest future, we hope the challenge the odds in the business of software and be among the leading brands in custom software development!

Cheers!