+91 7829903759
Purpose discovery and Internal branding for improving brand perception.
Problem Statement
1. Declining profit margins, primarily driven by aggressive price competition.
2. No clear value proposition for clients to prefer Soliflex over legacy players with higher trust.
3. High attrition rate in middle management.
4. Excessive reliance on the leadership team for decision-making, leaving little time for strategic initiatives.
Solution
Business Deep Dive
1. Multi-stakeholder interviews were conducted at 4 levels:
Client,Top management, Middle management and Factory staff
2. These interviews were conducted to understand the current alignment to company Purpose and Mission, role in fulfilling that mission and underlying company values.
Business Insights
- 1. Lack of clarity in vision or purpose in the leadership team.
2. Low collaboration and ownership among middle management leading to low lead generation and sales.
3. High trust among factory staff leading to steady manufacturing.
Brand Strategy
PURPOSE DISCOVERY: Through surveys, one-on-one conversations and workshops with the entire leadership team the purpose of the brand was re-discovered.
“We sell not just products, but act as partners to provide solutions to grow our clients’ business.”
BRAND VALUES AND PROMISE: The values that were present as an under-current were re-surfaced and tied to the brand promise.
But this was not enough. We needed a Brand Story that resonated with all the stakeholders.
HOW DID WE BUILD THE NARRATIVE?
We borrowed liberally from nature.
An inspiration in nature who shared some of the core values of Soliflex and would serve as an inspiration internally and create awareness about the brand externally.
Why nature?
Humans are the youngest species on the planet. All other organisms have adapted, evolved and shown qualities that we are observing now and learning from them.
Our inspiration?
Social Weaver Bird from Southern Africa. These birds are so resilient that despite living in the desert with sub-zero temperatures at night and extremely high temperatures during the day, they survive as a least concerned species. Their resilience is dependent on how they collaborate, build and lead 100s of birds to stay in a single nest like a colony, unheard of in birds.
This bird inspired the brand story for Soliflex, and became part of their logo and overall brand story and identity.
Internal Branding
Internal branding was executed through town halls, workshops and office and factory space branding
1. Town halls were arranged for communicating the new purpose, values and the new identity of the business across middle management and factory staff
2. Workshop was conducted among the leadership and middle management team members for imbibing collaboration and ownership.
3. The factory and corporate office space was branded with the new identity as a clear reminder for what Soliflex stood for and set out to achieve.
.jpg)
Impact
1. Clarity in purpose, roles and proven benefits from collaboration exercises improved productivity across departments.
2. The new brand identity created awareness among clients about Soliflex’s willingness to step up as a challenger brand.