Cleantech - Brand Consulting

Challenge

• The firm had pivoted its business model but continued facing perception gaps among investors, employees, and end-users.
• Product adoption stagnated due to unclear positioning and complex communication.
• End-user was unable to understand the complexity of the product due to their limited literacy backgrounds.

Approach

• Conducted stakeholder interviews and brand workshops with CXOs to uncover key perception gaps.
• Mapped and analysed target cohorts across sales, vendor, partner, and investor groups to identify unique messaging needs.
• Executed on-ground primary market surveys to capture customer sentiment and behavioural drivers.
• Simplified complex technical narratives into accessible communication themes for broader understanding.
• Collaborated with leadership to align brand positioning and define communication priorities across customer and investor touchpoints.

Solution

• Developed a unified brand positioning and messaging framework aligning business vision with market perception.
• Designed an integrated communication strategy for both internal teams and external stakeholders.
• Created a founder-led thought leadership and media roadmap to strengthen visibility and investor confidence.
• Delivered restructured customer and investor communication assets that reflected the refreshed positioning.

Impact

• Strengthened stakeholder and investor alignment through unified messaging.
• Increased brand visibility and digital engagement across key platforms.
• Improved clarity of communication for end users, accelerating adoption.
• Established the brand as a credible player in the EV and cleantech ecosystem.

Key Learnings

• Internal alignment is the foundation of every successful brand transformation.
• Simplifying complex technical offerings builds clarity and trust among diverse stakeholders.
• Founder-led communication enhances credibility during business pivots.
• Evolving brand strategy in sync with business direction ensures long-term relevance and impact.

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