NEOKRED TECHNOLOGIES PVT. LTD II Brand Re-staging To Signify Business Transformation.
Fin-tech/NBFC/Financial Services/Banking/Insure-tech
Brand Strategy I Research & Insights I Brand Identity Creation I Business Transformation Instigator
B2B
Case Study in Brief:
– Category: Fin-tech & TSP
– Years of Operation: 4 Years
Problem:
- Currently, PERCEPTION <<< REALITY of the kind of work done being for businesses. It is considered as a TSP, while the truth is that it works like the backbone for business.
- So, its high time to Re-position the brand Neokred to dial up awareness for its promise in a manner that delivers competitive advantage.
- Regulatory uncertainty in this category makes it risky to operate.
- Growing, but a highly chaotic category with around 4,930 Fin-tech startups in this space. This means there are too many players offering the same service with little differentiation.
- A small pie with bloodbath for loyalty – whether its B2B or B2C, most companies are focused on just 1/3 of urban population to generate revenue, thereby resulting in cut-throat competition.
Strategy:
- The need to stand out is critical for survival and growth in a category that has too many players; competing to acquire customers from a limited pie while operating in a challenging regulatory environment.
- Opportunity sensing – an unstoppable category poised for sustained aggressive growth with exponential wings ready to take off.
- The need to build a differentiated brand positioning for Neokred in a manner that gives it a sharp competitive edge – to be the “lighthouse” brand in the category, winning the heart & mind share, resulting in share gain of the Enterprise’s wallet.
- The strategy was pegged at the task to go beyond the limitation of cold technology company, and become a brand that stands for – HUMANENESS WITH TECHNOLOGY.
- Not just create awareness (push), but generate demand (pull) – hence, the transformative need to SHIFT from being a Service Provider to a Product Company.
Solution:
- Sam & Andy arrived at the brand positioning through a thought-through in-house research & insight mapping process. The positioning being arrived – AT THE HEART OF BUSINESS!
- This powerful positioning led to the crafting of a New Brand Tagline “POWER TO YOU”.
- The brand identity was extensively designed.
- The new brand colour palette was crafted to signify the business transformation.
- The BRAND’S CUSTOMER-CENTRIC CHARTER was crafted as the guiding force for the business – “NEOKRED YOUNIVERSE”.
- Customer Journey Mapping was done with the help of the Segmentation Approach – this was done for the BD team to design the relevant business pitch.
- The Brand Archetype was identified so that it helped to cascade down into the company culture.
- The brand strategy helped the Founders to answer many questions being sought by the Investors.
Client Level: Domestic & International