Brand Case Study | Belina Time Systems
10 Years of Brand Building
Client: Belina Time Systems
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Project: Brand Architect, Brand Management and Development; Graphic Design for Digital and Print, Creative Strategy and Advisory; Copywriter.
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Client Brief: An evolving brief from the beginning — including but not limited to Brand Creative Strategy and Direction, Digital Presence Management and Support, Design and Layout of marketing materials and branding collateral, article writing and editing, content creation and branding for social media and website branding and content review support, content and ad hoc support; digital and print media campaigns, etc.
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Timeline: 2013 to Present
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Deliverables:
1. Creative Strategy and Support
2. Digital Presence Building, Management and Support
3. Branded Marketing Collateral and Promotional Materials
4. Design for Print and Digital, Copywriting and other Content Creation
Belina Corporate Photography & Videography
by TNASH Creative Studios
About the Brand & the Work.
About Belina
Belina is a bespoke payroll software solution first launched in 1993 for the Zimbabwean market, from which it has since expanded, particularly regionally. Their primary tagline which also underlines their two priorities is “a World Class software with service to match”. This approach has enabled them to become one of the leading Human Capital Management software solutions in the market, creating innovative, tailored solutions and offering attentive support from installation, through to implementation and personalized support.
I have a thorough respect for the company’s ability to not only develop their software, but also how they have been able to respond in real time to the many challenges of the economy, particularly a tough market as the one Zimbabwe has seen over many years. Belina has received a number of accolades all tied to an incredible product and impeccable service delivery, including being awarded “Best Human Resources Information Systems Firm” at the IPMZ (Institute of People Management of Zimbabwe) Annual HR Excellence Awards.
About the Work
I have worked on Belina brand for the better part of ten years and it has been a joy playing my part in its evolution and growth as a brand and and as a company with a strong marketing and product presence. It is a rare privilege to have a client willing to truly trust you as a creative and allow you the space and opportunity to truly explore, push boundaries and influence so many key aspects of a brand’s direction and growth. The most vital element throughout the years has been building up a good relationship with Belina as a company — the better my understanding of the needs of the company, the more time we invested in dialogue and discussion (not just doing), the more tailored our support and creative ideas became. Without this support and trust and the willingness to invest from our client, we would not have been able to achieve so much and I look forward to their greater exploits to come. The evolution of the Belina branding is truly something I look over with pride.
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“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Belina Through the Years
— 10 Years of Evolution
(2013 to present)
Growing a brands is lifelong pursuit for me. It demands the marriage of a long-term view with understanding the necessity for investment of time, money and patience.
I truly believe in organic growth. Yes, having a large budget can make things very easy for a business to make certain decisions, but I have seen many a time how having a big or unlimited budget often leads to careless ideation, frivolous spending and missed targets. I believe that strategic planning merged with forward thinking and strong, consistent visual messaging will result in a quality brand that readily speaks
for itself.
Bad branding choices can result in poor to no measurable results, failure to connect with your market and wasted resources — both human and financial.
WIth Belina specializing in the development of software and systems that are meant to improve human capital management — I took it as a part of the challenge for me to do the same with the branding — with a strong focus on how to ensure that customers connect on the most fundamental level — connection is always the key.