How Randomness is Controlled in Dynamic Identity to Maintain
Recognisability: A Case Study of Flip Burger, an Indonesian SME
RIKY AZHARYANDI SISWANTO1,2, JASNI BIN DOLAH3
1University Sains Malaysia, Penang, MALAYSIA
2Telkom University, Bandung, INDONESIA
3University Sains Malaysia, Penang, MALAYSIA
Abstract: - The digital world’s development impacts how brands are established. Digital branding continues to
increase in cost despite digital marketing being an affordable marketing approach. Information and
communication technologies are revolutionizing the world and entities are changing rapidly similar to brand
identity. Small and medium enterprises (SMEs) encounter challenges in adopting fast-changing technological
advances due to the lack of resources and finances. In the past, brand identity used to be static but the digital
brand identity concept is currently emerging. The study investigated the role of digital brand identity in a
popular Indonesian SME food chain, Flip Burger. A brief introduction is introduced of the company, the
company is evaluated on three aspects namely Creator, Imagery, and Audience. A detailed description of the
statistical analysis and tools used is presented. Furthermore, the study identified the control, randomness, and
recognisability of the company. The study benefits SMEs in developing their digital dynamic brand identity.
Key-Words: - digital branding, digital marketing, dynamic identity, controlled randomness, non-probability
sampling, small and medium enterprises
Received: July 17, 2022. Revised: November 23, 2022. Accepted: December 15, 2022. Published: January 26, 2023.
1 Introduction
Globalisation and the emergence of information and
communication technologies (ICTs) have
revolutionised the world and impacted how we live
and how business is conducted and promoted.
Businesses have also become globalized, [1]. New
technologies, strong competition, dynamic
consumer demand, and economic and political
system changes challenge enterprises in novel ways.
Companies attempt to outperform competitors and
strive to achieve better results. Available brands of
enterprises are a resource that can hardly be
imitated. Moreover, building a substantial brand
identity value has become a major issue for many
companies’ reputations, [2].
The World Bank, [3] stated that small and medium
enterprises (SMEs) play a vital role in national
development, specifically for developing and
emerging economies. SMEs represent 90% of
businesses and 50% of employees worldwide, which
is a significant portion of business development and
employability. For instance, Indonesian SMEs
(including micro-businesses) contributed over 60%
to the country's gross domestic product (GDP) while
Pakistan contributed 58% to the GDP in 2021.
Malaysian SMEs contributed 39% to the country's
GDP with approximately 48% of total
employability. Around 80% of the businesses in
Bangladesh are SMEs that contribute a quarter of
the total GDP, [4]. Hence, SMEs are the lifeline of
developing and emerging economies, which create
massive job opportunities and alleviate the
government's burden on employment.
The digital marketing revolution has greatly
impacted SMEs, [5]. Digital technology provides an
economic platform for SMEs to market their
product and interact with customers at a minimum
marketing cost. SMEs are the backbone of any
country and can reverse the national economic
situation, [6]. Nonetheless, the revolutionised
concept of marketing transformed from print media
to the latest digital marketing aspect produced major
challenges for SMEs. The challenges and risks to
their survivability occur due to insufficient
knowledge of advanced marketing concepts and few
resources to adapt to them. The dynamic identity
system, [7], [8] is the new way to visualise brand
identity developed in reaction to the digital media
phenomenon. Meanwhile, logos are gradually being
replaced with a more ‘live brand character’ that
brings life to a dynamic identity given that the logo
remains the brand identity focal point, [9].
The significant change produced by digital media
also influenced the change in how brand logos are
displayed in the digital world. Currently, the
appearance of symbols in digital interactions
between brands and their customers is less visible.
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Logos are frequently limited to social media icons
owned by brands. A new system in logo design was
developed following the increasingly limited
appearance, namely dynamic identity, which renders
logo elements to be more fluid, flexible, and
integrated with the brand character. The changes
ultimately impact how brands need to be created and
visualized, [10].
The pursuit of a living brand resulting from a highly
competitive digital market leads to dynamic identity
development. The current study aims to identify
how an Indonesian brand (Flip Burger) built its
identity using dynamic identity and marketing 4.0 in
building a brand in the current digital era. The
subsequent sections are organised as follows. First,
a brief background of Flip Burger is presented in
Section 2. Section 3 discusses the research
methodology, including data collection via various
methods from different entities involved in the
system. Meanwhile, Section 4 discusses the results,
while Section 5 concludes the study.
2 Brief Background of Flip Burger
Flip Burger is an Indonesian SME that presents the
uniqueness of its brand as the products sold are
sourced from fresh raw materials, such as
homemade beef patty, specially-made buns, and
other non-frozen ingredients. Moreover, products
are made and delivered fresh when customers order
to achieve customer satisfaction. Flip Burger first
appeared in 2016 with a visual dominated by red
and yellow, thus suggesting that Flip Burger has
exercised visual branding since the beginning. Flip
Burger is a new option to purchase burgers besides
McDonald's and Burger King. After a year of
consistently using red and yellow colours, Flip
Burger made a contrasting visual change in the
second year (2017 to 2018), starting from the
application of Instagram content and the store
interior to the overall visual brand. Flip Burger
applied the dominant cool colour, which is the
starting point for the current study.
3 Problem Formulation and Solution
The study assessed the visual work, thus the Rose
theory was applied where design work was analysed
based on three factors: the Creator, the Imagery, and
the Audience, [11]. The method aligns with the
nature of research on design works, which considers
the work and the influencing elements. Additionally,
design work cannot be separated from the Audience
factor when considering the nature of a design
project as the position and location of the design
work are inextricably linked to society.
Accordingly, the Audience's role and judgment
become critical in comprehending the relationship
between the mentioned factors. The design work of
the Flip Burger branding object can be analysed
using the Rose approach based on three important
aspects: Creator, Imagery, and Audience (see Fig.
1).
Fig. 1: Design object(s) research method
constructed based on the Rose theory, [11].
3.1 Population and Sampling
The non-probability sampling technique was used,
which does not provide equal opportunities for each
element or member of the population to be selected
as a sample, [12]. The technique selected in non-
probability sampling is accidental sampling, which
determines the sample based on chance: anyone
who coincidentally meets the researcher can be used
as a sample only if the person is deemed suitable as
a data source, [13]. Bernoulli's formula was applied
as follows:
 󰇛󰇜
(1)
where; α is the accuracy level, is the standard
value of normal distribution, is the probability of
being rejected, is the probability of being
accepted, and is the error rate. The study used an
accuracy level (α) of 5% and a 95% confidence
level where the -value of 1.96 was obtained. The
error rate was set at 10%. Meanwhile, the
probability of the questionnaire being correct
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Riky Azharyandi Siswanto, Jasni Bin Dolah
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(accepted) or rejected (false) was 0.5. Based on the
above formula, the following results were obtained:
 󰇛󰇜  
󰇛󰇜
  (2)
3.2 Data Collection Method for Creator
The Creator aspect of the Flip Burger branding can
be viewed through the ‘actor’ lens which influences
the Flip Burger identity construction and concept.
Mr Morian Madjid is the Chief Creative Officer
(CCO) who created the Flip Burger identity through
the use of an unstructured In-Depth interview
technique, [14].
3.3 Data Collection Method for Imagery
Aspect
Data was collected after experiencing and observing
the actual site. The camera was used to record and
capture all information and visuals. Five SME
locations [Flip Burger Jakarta (Senopati), Flip
Burger Bandung, Flip Burger Yogyakarta, Flip
Burger Jakarta (Kelapa Gading)] were visited where
they used different themes for every outlet spread
throughout the large city in Java Island, Indonesia.
Observably, the dynamic identity system, its
transitions, and other elements that operate the
system based on the brand were analysed. Fig. 2
depicts the theme of the selected Flip Burger outlets.
3.4 Data Collection Method for Audience
A quantitative survey is important to assess the
degree of alignment between the Creator’s goals,
how they work, and how the Audience eventually
accepts them. The method is critical in completing
the structure of a design project. Questionnaires
were developed based on the Creator’s Aspect and
Imagery analysis. The data were evaluated using
Atlas.ti to generate keywords that effectively
express the impression and notion delivered by the
Creator’s message. The questionnaire results were
examined and triangulated against the data from the
other two dimensions. The triangulation results
served as the study conclusion.
3.5 Data Analysis Method
Data analysis processes the data to identify useful
information that can be used as a foundation for
decision-making to solve an issue. The analysis
process comprises data grouping based on
characteristics, cleaning data, converting data, and
constructing data models to extract relevant
information. The Atlas.ti software was employed to
analyse the collected data. Atlas.ti is a powerful tool
for data analytics backed by artificial intelligence
(AI) and machine learning (ML) algorithms
enabling premium actionable insight with the
intuitive outcome.
4 Results and Discussion
4.1 Creator Aspect (In-depth Interview)
The context was divided based on the conducted
interviews. The first part included the personal
context of Morian Madjid as the creator of the new
Flip Burger concept while the second part is the
brand context where certain needs required the
brand to embed the dynamic identity concept in
their new identity. The personal context outlines
Morian Madjid’s influencing factors, including
personal preferences and religious faith to join the
Flip Burger team, which is associated with the
journey of establishing the Flip Burger identity.
Flip Burger has to follow the Shariah rules (Islamic
rules) based on Morian Madjid’s beliefs that Flip
Burgers must be branded without music, female
images, and deceptions or tricks to fool customers
but simultaneously not display any religious
symbols on their brand identity. Furthermore, Flip
Burger wanted to be distinctive and creative in
branding to compensate for its weakness compared
to big brands (competitors). Therefore, the narrative
and concept presented by Flip Burger are to develop
different interior designs, packaging, and employee
uniforms in each outlet. Competing with more
prominent brands can be a differentiator and
advantage despite the costs incurred. The dynamic
identity concept was created to address uniqueness
with each outlet displaying different logos,
packaging designs, interiors, and promotions. Fig. 3
summarises contextual, narrative, and
implementation prospects.
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Fig. 2: Flip Burger outlets selected for the study.
Context
Personal Context
Brand Context
Mr. Morian believed that music and banking is illegal (haram) as
per his faith
Resigned from his previous post as a senior creative director of
multinational AD agency
Brand is not unique to beat the international brands
Narrative
Personal Context
Brand Context
Flip Burger has to be branded without music, females images, no
lies/tricks to fool customers without religious symbols.
We need to do something even the bigger brands have a lot of
money
Implementation Brand Implementation We are constantly inconsistent with our outlet theme
Fig. 3: A tabular representation of the Creator aspect of Flip Burger (context, narrative, and implementation)
highlighting the personal and brand context
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4.2 Creator Aspect (In-depth Interview)
Flip Burger Jakarta (Senopati) is the first branch
location (before Morian Madjid joined Flip Burger),
which maintains the same colour scheme and theme
to this day. According to Morian Madjid, the outlet
purposely retains its authenticity as part of its
diversity and a nod to the past. The primary colours
are red and yellow with a hint of orange which is
strongly associated with fast food. Hence, the
colours indicate an Indonesian fast-food brand
distinguished from international brands. The
advantage of using the theme is that the two colours
will strengthen each other character. The effect that
appears in the combination is based on the red
colour that is embedded to attract the customers’
visuals with a sense of hunger.
Flip Burger Bandung is the second outlet
situated on the main road in Bandung, hence making
the location highly accessible to visitors. The
colours used in the outlet are bright, such as purple,
blue, orange, and yellow. The colour pattern
referred to as the colour wheel was successfully
generated using Adobe Kuler. The colour harmony
factor was considered while embedding the forest
theme and a contrast factor was added from the
wheeled pallet where the primary colours vary
between blue and purple to opposite yellow and
orange colours, thus demonstrating a
complementary split colour harmony. The
combination provides the impression of the
‘opposite’ to differentiate it from other fast-food
brands, which is crucial.
Flip Burger Surabaya is the third outlet of
Flip Burger located in Surabaya. The colour
captured within the outlet was identified using
Adobe Kuler where a ‘triad’ colour combination
was obtained, which is a combination of opposite
colours in a three-axis scheme. The colours used in
the outlet combine Cyan, Magenta, and Black or
CMY, which are the basic colours of the printing
technique. The typography used was a mix of serif
and sans serif, which struck a balance between a
relaxed tone with high readability. Meanwhile, Flip
Burger Yogyakarta is the fourth addition to their
venture with a dynamic identity system in branding.
The primary colours used in the outlet are red,
yellow, blue, and black. The language used was
minimalist, which displayed calm and neat visuals
to visitors. The typography used was slightly
different from other themes, which is san serif in
line with the Piet Mondrian with vertical and
horizontal geometric lines drawn in harmony with
the chosen typography concept. The Flip Burger
Yogyakarta outlet branding was influenced by the
painting concept of Piet Mondrian, a well-known
artist. His paintings demonstrated a sense of
harmony using simple primary colours and basic
graphic elements known as lines.
Flip Burger Jakarta (Kelapa Gading) is the
fifth outlet in North Jakarta, which adopted the
‘street’ and graffiti style in general. Combining
black and yellow colours, the outlet presents a
different impression from other outlets due to the
contrasting impression. The colour used was brown,
which gives the impression of gold and black. The
results generated from Adobe Kuler at the Jakarta
outlet demonstrate a monochromatic colour
harmony where the selected colour derivative
mostly comes from one line on the colour chart. The
black and gold combination leaves a mysterious yet
luxurious impression, which is significant. The
typography used on the wall influences the infusion
of free street style with luxury. The logo displayed
at the outlet is slightly different from other outlets
where the colours match the graphic elements and
motifs in the theme with a dripping paint effect
similar to graffiti. The outlet presents a more
relaxed and masculine impression. The atmosphere
remains the same as in other outlets where no music
is played.
4.3 Audience Aspect (Questionnaire)
Brand identity is usually associated with the
attributes presented in Table 1. The respondents
noted that the values that the Creator tries to project
align with their feelings. The results are
demonstrated through the good indicators of all
variables and an excellent indication for the
Physicality variable.
Table 1. Flip Burger questionnaire result
Variables
Total Score
Physicality (PH)
84.49%
Innovative (IN)
83.71%
Sociability (SO)
79.77%
Emotionally (EM)
77.76%
Personality (PE)
83.02%
Morality (MO)
81.56%
4.4 Data Triangulation
The data sources were combined based on three
aspects (Creator, Imagery, and Audience) where the
relationships describe the quality of the Flip Burger
brand identity from various sources. Additionally,
the relationship and interrelationships between the
aspects were reviewed to assess the causal factors,
[15].
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Fig. 4 demonstrates that the Audience response is
relevant to the values that the Creator brand
attempts to display. From the Imagery aspect, Flip
Burger has succeeded in creating an impact diverted
from the usual known fast food brands, such as
Mcdonald’s and Burger King. Summarily, the
effectiveness of dynamic identity for the Audience
is effective and follows the brand Creator’s
expectations.
The idea to make Flip Burger
compete with big international
brands turns the situation from
a weakness to strength.
Creator Aspect
The dynamic identity system
strengthens Flip Burger
characteristic with its personal
charm for the audience.
Imagery Aspect
The dynamic identity system
application creates a distinct
impression for the audience as
indicated by the questionnaire
results (PH variable has the
highest score).
Audience
Aspect
Flip Burger succeeded in changing
the shortcomings and limitations
into an advantage which impacts
positive impressions and
experiences as responded by the
audience.
Fig. 4: Unification of Creator, Imagery, and Audience aspects for Flip Burger through triangulation approach
The dynamic identity system application on the Flip
Burger brand is a solution to the weakness in
competing with foreign brands. The process of
believing that weaknesses can become strengths is a
unique method that many designers may not realise.
The selected themes at Flip Burger outlets were
unique. Four locations particularly provided a
different experience with a distinct impression at
each outlet. The themes follow the concept of
uniqueness that the brand attempts to create. In
terms of branding, a common thread needs to be
embedded to connect the randomness for the brand
identity to be recognised subtly. A comparative
analysis of the matrix of the four Flip Burger outlets
against the six principles of dynamic identity, [16]
demonstrates that consistency and flexibility are
observed in the dynamic identity of the Flip Burger
brand. Fig. 5 demonstrates a contrasting language in
the colour section, which can be observed from the
different cell colours. In the colour section, the
selected colour scheme is different where only
Surabaya and Yogyakarta outlets have the same
colour scheme, namely Triad albeit with different
colours chosen. The comparative table of Flip
Burger outlets is displayed in Fig. 5 and the outline
of control, randomness, and recognisability of Flip
Burger is shown in Table 2.
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Fig. 5: Flip Burger outlets comparison.
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Table 2. Outline of control, randomness, and recognisability of Flip Burger
Flip
Burger
Control
Randomness
Recognisability
Brand names, logos, and
menus become the
consistency that governs
and controls the
randomness of other
identities.
Graphics, colours, and
motifs are room for the
Flip Burger identity to
change (flexibility).
Names, menus, and logos are
brand recognition tools for
customers without which it is
rather difficult for Flip Burger
to draw conclusions and
linkages between one store
and another.
Full control is carried out
by designers who create
identities for new outlets
by taking careful
consideration of
variations applied.
Randomness in identity is
not absolute as it is still
controlled by the brand
owner and variations are
still determined manually.
The similarity of the name
with a brand that sells similar
menus in several countries
can be disadvantageous for
Flip Burger as it may cause
confusion among customers
travelling abroad. The
situation could prevent them
from expanding abroad.
5 Conclusion
SMEs play an essential role in the country's
development. The phenomenon is more pronounced
in developing and emerging economies. Due to the
lack of resources, SMEs encounter challenges in
adapting to the changing market dynamics.
Branding is critical in the current digital world as it
provides the fundamentals which enable brands to
survive and prosper. A unique symbol must be
stronger and more distinctive. Due to the rise in
common symbol usage, developing distinctive
symbols is a smart initial step towards developing a
strong brand in the digital era. Additionally, brand
names are becoming increasingly complex to create
with the limited availability of popular brand names,
hence complicating their use in this digital era.
Furthermore, brand development should be a
reference, not something to be copied, and act as a
springboard for new ideas for brands to garner
notice by deviating from the norm. Although
randomness is observed in the Flip Burger dynamic
identity, the brand is strongly controlled by a
directed pattern. The elements that maintain the
recognisability of the Flip Burger identity are the
logo and the name of the Flip Burger, the absence of
which will prevent customers from connecting one
outlet with another. In the interpretation stage, the
visual branding strategy implemented by Flip
Burger from the brand building theory is to innovate
and collaborate. The innovation strategy begins by
taking the name Flip Burger from the phrase
flipping a burger or turning a burger, which is a
process of cooking burger meat by grilling and
turning the meat when the bottom side is cooked. In
the future, we would like to expand our work to
other food chains and Indonesia and then map the
same methodology to the clothing brands in
Indonesia to observe the suitability of this approach
to the clothing brand as well.
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Contribution of Individual Authors to the
Creation of a Scientific Article (Ghostwriting
Policy)
The authors equally contributed in the present
research, at all stages from the formulation of the
problem to the final findings and solution.
Sources of Funding for Research Presented in a
Scientific Article or Scientific Article Itself
No funding was received for conducting this study.
Conflict of Interest
The authors have no conflicts of interest to declare
that are relevant to the content of this article.
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(Attribution 4.0 International, CC BY 4.0)
This article is published under the terms of the
Creative Commons Attribution License 4.0
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