Partnering with the largest financial institution in Indonesia to launch a new business entity of modern, insightful retail Sharia brand for a diverse and colorful Indonesia.

Branding Scenario  In light of the growing market of Sharia banking in Indonesia and the ever-growing population of Indonesia, Bank Rakyat Indonesia (BRI), the largest bank in Indonesia with over 6000 branches throughout the country, planned to position its own Sharia-based business unit as an independent and modern retail bank, fully governed by Sharia principles, to compete with all Sharia and conventional bank players. The new bank, aimed to offer wide range and highly regulated Sharia-governed banking products and services for all Indonesian people and not just exclusively for the country’s ever-growing moslem people.

Branding Challenge  Today’s banking industry is all about stiff competition, cluttered market and smarter consumers. To stand out would take more than just being different, and being the subsidiary of BRI, the new and modern bank would have to remain aligned with its parent brand yet distinctively stands out from the crowd. The key challenge was how to formulate the right and winning brand strategy and concept that identifies a clear brand distinction and strong brand appeal to address all types of Indonesian consumers regardless their religion, ethnic and cultural differences.

Branding Solution  Upon the completion BrandDiagnostiX™, MakkiMakki formulated the brand’s vision and mission, and recommended the three-fold’s 'An Insightful and Accessible Convenience for A Colorful Life' as BRISyariah brand central idea and the business’s centerpiece strategy, an idea comprised of (1) an insightful brand that understands diverse consumers, their insights and how to address them, (2) a highly accessible and convenient brand with the most, and already existing, extensive branches and delivery channels, and (3) a firm believe that everyone is uniquely different and deserves to live a meaningful and colorful life (for a colorful Indonesia). This idea, and by taking advantage of BRI’s already existing and extensive network of branches and delivery channels, would enable the brand to appeal to diverse consumers and instantly be within their arm-reach upon launching the brand in the marketplace.

BRISyariah’s brand central idea is distinctively identified in the use of “glows” (pendar), a modern and symbolic expression that depicts the brand’s insightful nature and a reflection its diverse consumers and their “colorful” insights. Strategically placed to the top right of its brand name, BRISyariah’s glow represents the brand’s guiding light to consistently prioritize and adhere to its consumers and their priorities.

Launched in July 2009, the people’s bank of BRISyariah welcomes every Indonesian to experience the modern, highly accessible and convenient way of banking.