VelocittaIndia: Brand Consulting Approach by Velocitta India

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We create

great brands

Velocitta India, combines big agency resources with start-up responsiveness. We help businesses and teams showcase what it is they do and how they provide value through the power of storytelling.

Brands we have partnered

Since 2008, we’ve been creative partners to 100+ global brands and Fortune 500 companies, collaborated with numerous businesses and delivered 10,000+ projects.

Strategy / Communication / Design

Our areas of expertise

Vision and Mission

Purpose and Values

Marketing Communication

Brand Positioning

Stakeholder Reports

Internal Communication Ofﬁce Branding / Environment Graphics

Employer Brand Social Media

Employer Value Proposition (EVP)

Social Media Marketing

Recruitment Marketing

CSR Communication

Brand Consulting

• TG Persona

• Unique Value Proposition (UVP)

• Brand Positioning Expression

• Brand Purpose

• Brand Values/ Beliefs

• Mission and Vision

• EVP Statement

• EVP Pillars

• Creative Expression

Brand

Strategy

Brand Positioning

Unique space your brand occupies in the minds of your target audience

Brand Persona

A personality for your brand that resonates with your target audience

Brand Ethos

The character and soul of your Brand

Brand EVP (Employer Value Proposition)

The unique value a company offers employees in return for their skills and contributions

Brand Identity

Marketing Collaterals

Employer Brand Collaterals

Brand personas are not mutually exclusive, and many brands may exhibit characteristics of multiple personas depending on their target audience and messaging

Brand Positioning

• Target Audience Research

• Competition differentiation

• Unique Value Proposition

Brand Strategy

Brand Positioning

Unique space your brand occupies in the minds of your target audience

Brand Persona

A personality for your brand that resonates with your target audience

Brand Ethos

The character and soul of your Brand

Brand EVP (Employer Value Proposition)

The unique value a company offers employees in return for their skills and contributions

Brand Positioning - Approach

• Target Audience Research

Existing Customers (New and Repeat)

• Competition differentiation

Prospective customer

• Unique Value Proposition

Leadership Team

Agents/ Vendors

Existing Employee

Brand Positioning - Approach

• Target Audience Research

o Who are our main competitors that can have a large influence on our business?

o How do they find their customers?

• Competition differentiation

• Unique Value Proposition

Considering that the product competitor sells is exactly the same like ours, are they cheaper or expensive than us? What is our competitors advertising and marketing strategy?

o Who are their most important customers?

o What is the value that they offer to their customers?

o How your competitors encourage their customers to buy from them?

Brand Positioning - Approach

Unique

• Target Audience Research

• Competition differentiation

• Unique Value Proposition

Valued

At this stage we discuss with the client about their core differentiations. And using the insight from the earlier steps, we assist in categorizing them into these 3 buckets.

Necessary

Brand Persona

• Ideal Customer Persona

• Brand Persona/ Archetype

• Brand Positioning Expression

• Marketing communication guidelines

Brand Strategy

Brand Positioning

Unique space your brand occupies in the minds of your target audience

Brand Persona

A personality for your brand that resonates with your target audience

Brand Ethos

The character and soul of your Brand Brand EVP (Employer Value Proposition) The unique value a company offers employees in return for their skills and contributions

• Ideal Customer Persona

WHO

Demographic

• Brand Persona/ Archetype

• Brand Positioning Expression

• Marketing communication guidelines

WHY

Psychographic

This stage give businesses a clearer picture of their ideal customers, allowing them to create more effective marketing messages, tailor products or services to customer needs, and improve the overall customer experience

WHERE Channels

• Ideal Customer Persona

• Brand Persona/ Archetype

• Brand Positioning Expression

• Marketing communication guidelines

• Ideal Customer Persona

• Brand Persona/ Archetype

• Brand Positioning Expression

• Marketing communication guidelines

• Ideal Customer Persona

• Brand Persona/ Archetype

• Brand Positioning Expression

• Marketing communication guidelines

Brand Ethos

• Brand Purpose

• Brand Values/ Beliefs

• Mission and Vision

Brand Strategy

Brand Positioning

Unique space your brand occupies in the minds of your target audience

Brand Persona

A personality for your brand that resonates with your target audience

Ethos

character and soul of your Brand

EVP (Employer Value Proposition) The unique value a company offers employees in return for their skills and contributions

Brand

Brand Ethos - Approach

• Brand Purpose

Leadership Interviews

• Brand Values/ Beliefs

• Mission and Vision

Workshops for presenting outcomes

Comprehensive report outlining the process, insights gained, and rationale behind each statement and the attributes

Document a set of values, purpose, mission, and vision statements tailored to your company's unique identity and objectives.

Brand EVP (Employer Value Proposition)

• Competition Analysis

• Core Employer Brand Promise Analysis

• Employer Value Proposition (EVP)

Articulation

• EVP Creative Expression & Playbook

Brand Strategy

Brand Positioning

Unique space your brand occupies in the minds of your target audience

Brand Persona

A personality for your brand that resonates with your target audience

Brand Ethos

The character and soul of your Brand

Brand EVP (Employer Value Proposition)

The unique value a company offers employees in return for their skills and contributions

Brand EVP - Approach

• Competition Analysis

• Core Employer Brand Promise Analysis

• Employer Value Proposition (EVP) Articulation

Secondary research

Job-sites analysis

Campus brand analysis

• EVP Creative Expression & Playbook

Brand EVP - Approach

• Competition Analysis

• Core Employer Brand Promise Analysis

• Employer Value Proposition (EVP) Articulation

Focus Group discussions

Conduct online focus group discussions to distil the perception for our organisation:

▪ Mid-level professionals

▪ Freshers and young talent

▪ High Performers/ Star team-members

▪ HR and talent acquisition team

• EVP Creative Expression & Playbook

One-on-one Interviews

▪ Leadership

▪ Regretted attrition

▪ Offer dropouts

Insights from exit interviews

Organization perception survey

Brand EVP - Approach

Drafting the core employer brand promise

• Competition Analysis

• Core Employer Brand Promise Analysis

• Employer Value Proposition (EVP)

Articulation

• EVP Creative Expression & Playbook

Interactive workshop with core-working group:

We will compile a “findings” document basis all the research done so far.

We will co-create the draft Employer Value Proposition statements and its pillars:

▪ Connected

▪ Strategically aligned

▪ Differentiated

Online dipstick survey with target group to test EVP proof points.

Brand EVP - Approach

Create Employer Brand playbook

• Competition Analysis

• Core Employer Brand Promise Analysis

▪ Visual theme for all EB collateral:

• Employer Value Proposition (EVP) Articulation

• EVP Creative Expression & Playbook

▪ Defining templates:

- Social Media communications

- Website/ Landing page communication

- Other Digital communication

- Offline communication

Case Study

Suroj Buildcon:

Brand Journey Since 2017

Starting Point: Challenges

• Slower revenue growth

• Moving from 100-300 crores projects ► 1000+ crores project

• Not considered a BRAND (Tata Projects, Shapoorji, etc.)

• Delayed project cycles, adversely effecting profitability

• Teams working in silos, no common bond

• Difficulty in attracting industry best talent

Brand Journey

• Defining Brand Purpose and Vison

• Defining Positioning

• Logo and Corporate Stationary

• Brand Guidelines

• Website

• Marketing collaterals and Proposals

• Stakeholder communication – 2018/19

• Social Media Mgmt. – 2019/20

• Internal communications - 2022

Brand Discovery

Interview with Leadership, Existing, repeat and prospective customer

Interviews with Partners/ Vendors Employee Focus Group Discussions Competition Analysis

Insights

Clients:

o Clients expect partners who understand customer’s needs

o Look for partners that are reliable and committed to going the extra mile to deliver.

o Very few known brands in this segment to partner. Most are small and micro-sized vendors for industrial construction.

Partners/vendors:

- Find us a reliable partner to work with

- Have received payments on time, which is a major problem in this industry

- Have learnt usage of new technology and complex projects, as they got to work on Suroj’s projects

Leaders & Employees:

o Commitment towards doing the right thing

o Building not only for the client, but also for their employees and community

o Being responsible at each and every stage of the delivery

Competition Benchmarking:

o Projects size 150 to 450 crores

o Owner-driven, revenue-focused approach

o Very few companies investing in brand building

Outcome

Point of differentiation:

• Branded partner, instead of a vendor

• Consultative approach

Brand Purpose

“to partner in building industrial infrastructure that helps build a new India”

Brand Positioning

“Always Committed”

Brand Identity

Brand Visual Theme

The double line and gematric pattern in the logo symbolize our commitment to customer satisfaction and project delivery. Set against a solid blue background representing loyalty and trust, the white in Suroj reflects our ethical approach.

The geometric shapes is a representation of the architectural designs. The transparency and overlap represents Suroj’s commitment from the start to completion of the project.

Brand Identity

Brand Communication

Stakeholder Communication

Remind customers of our association demonstrates confidence, and continuity of business and reestablishes the brand positioning in the minds of the customers.

Social Media

Brand Campaigns

Campaigns dedicated to reinforcing our positioning of being “Always Committed”

Diwali video, highlighting the sense of commitment that Suroj engineers have towards the project and the Nation. Emotional, thought-provoking and support the positioning of Always Committed to delivering to our nation

View the video

On Independence Day, we embark on a heartfelt tribute, erecting a "Wall of Honour" at each project site. Each name written upon its sacred surface represents a story of resilience and unwavering spirit. Through this poignant initiative, we aim to cherish their invaluable contributions and honor the true essence of 'Dignity of Labour'.