Fars visual identity will change soon / What are the reasons for changes in Fars brand identity?

Fars Plus magazine; What does Fars News Agency remind you of? Do you feel good about it or not? What is your priority for receiving news? How much do you trust his news? Do you think he is following your opinions and problems? Which of its products have remained in your mind? Which news or analysis are you upset about? How much would you like to recommend it to others? How willing are you to market his news to others? The answer to all these questions is the image of the “brand” of Fars in your mind; What is good and what is bad.

What are the differences between branding in media work and other fields?

Although the brand is defined based on the goals of the organization and by its managers, it is formed by the performance of the organization, in the minds of the audience. All organizations seek, first, to have their audience remember their brand, and second, to have a positive image of it in their minds. So they go for branding.
Branding in media work is different from other organizations. Organizations usually produce a few specific products (in high but specific circulation) and the quality of those limited products shapes their brand. The method of distribution is also under the control of the organization, and if a problem occurs in one of the products, it is corrected or finally removed from the market. But in the media, any content is an independent product. One news agency produces hundreds of new and different products every day, each with a different manufacturer; Products that after publication, it is no longer possible to control how it is distributed; Neither its circulation nor its consumers is known. A product may even be read by others in a way that is completely contrary to the manufacturer’s intentions. But in the end, each of these media products alone can overshadow the brand as a whole. Its effect is not easily changed and it is almost impossible to remove it from the media space.

By what titles do the audience know Fars?
Fars News Agency is no exception to this rule and during its two decades of media activity, it has created an image in people’s minds. For example, during the assassination of Shahid Fakhrizadeh, Fars News Agency was the first place to officially reveal the method of assassination (automatic remote control weapon). A narrative that was different from all previous narrations and even contradicted it. Many media outlets and individuals at the time tried to question Fars ‘narrative, but after a while Fars’ claim was confirmed by domestic and foreign institutions. This has happened several times in the past year (read here) and each time the truth became clear that the Persian news was accurate and correct and the judgments of others were hasty. Of course, this does not mean denying the flaws and mistakes of the news that usually occur in all media around the world.
According to a survey of Fars audiences, most of them say that two things are more obvious to them: the credibility of Fars news and its revolutionary nature.

^{In a survey of the audience, they mentioned different words as the most important feature of Fars; The most obvious was revolution and honesty.}

What new sections have been added to Fars?

But Fars has been beyond news for some time and on the site «فارس‌پلاس» It seeks narration itself; A subject that, in addition to informing, has both persuasion and social imagery. In the field of news, Fars has kept pace with the latest technology and facilities of the media and is launching “FarsiTV” on the agenda so that the audience is not limited to the text version of news and analysis.

The production approach has also changed in Fars. Reporters of this news agency, “good news” They use it as a constructive and hopeful approach in all their productions in order to provide the audience with a comprehensive narrative of events and not to leave them alone with no solution. In fact, Fars’ good news approach is not an unrealistic optimism about the news, but a native version of “constructive journalism.” Used by the world’s leading media.

Fars News Agency has also introduced new products or is on the agenda that have a mission more than news reporting. Service “Life” He is supposed to skillfully address the issue of the Iranian-Islamic lifestyle. On the other hand, Fars has long been moving towards interaction. Of course, this work is not limited to receiving the opinion of the audience in different outputs (site, channel and social network pages). Fars even left the determination of its subjects to the audience and with the system «فارس‌من» Anyone can play the role of the editor of this news agency by defining their desired subject. In the new versions, the role of the audience will go even further and even the pages of the site will be shaped according to the desire of the audience.

What features should the new brand have?

Fars’ competitors have also changed and varied a lot during these years. Professional media are still the traditional rival of Fars in the field of news activities. On the other hand, the activity of the counter-revolutionary media is increasing day by day, moving in the opposite direction of Fars News Agency; The media that aim at the hope of the people for the future of the country and life, and do not spare any effort in this blackmail and negativity. Informal media (citizen journalists) and pseudo-media and social networks have also gained serious power in recent years.

In order to survive, Fars must be able to carry out its new missions and compete with all these rivals in all these missions. And of course still have a good image in the mind of the audience; Even more desirable than before.
This work requires a new definition of Persian identity and the formation of an accurate image of it in the mind of the audience. Although the change in the production of Fars News Agency has been key for a long time, but it must be formally determined and defined so that the powerful human resources of Fars can adjust their activities in accordance with the new mission.
This redesign of the brand should reflect the new tone of Fars; A tone that, despite its rigidity and frankness, distances itself somewhat from the dry and traditional style of journalism and approaches narration.
Also, creating hope as a serious and new mission of Fars should be formed along with the previous image, ie credible news and content approach.
Brand redesign should also be indicative of Fars ‘new products and their missions, and remind the audience of important capabilities such as Fars’ interactivity. Of course, all these changes must be such that the previous positive aspects of Persia are not forgotten; A brand that thousands of people have worked for years to form and has remained in the minds of millions.
Brand redesign and branding is of course a long-term process and its effects are formed in the minds of the audience. But symbolically, it shows itself in changing the slogan and logo of the organization. Just wait a few more days.

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