Corporate Identity Building
- Swati Mishra
- Nov 2, 2019
- 4 min read
Updated: Nov 15, 2019
Introduction
About the Internship- I did my 2-month Internship at Creativeland Asia Advertising Pvt. Ltd., which is dedicated to Marketing and communication. It is a part of Creativeland Asia Creative solutions company. The offices are located in Johannesburg, Austin, Mumbai and Delhi NCR. I worked in Delhi NCR office.
During my Internship, I got the opportunity to work in Planning and Strategy team. This team was responsible for conducting holistic research and based on the analysis formulate the strategies which would serve as a base for further operations such as creating Advertisements, Branding, Brand Positioning, Corporate Identity building, planning promotions and Social media marketing
About my Responsibilities- My major responsibility was to contribute in research, analysis and strategy building. I performed the following Duties-
Limitation- Non disclosure agreement signed by me limits me to disclose the name of the Clients- Company, Brands, Products & Consumers. Therefore i have named the Company as The Corporate Group. I am not allowed to disclose the research Findings and Final Products.
Background of Project
The Brief- The brief given to us stated the requirement to develop a new corporate identity for The Corporate Group based on a co-creational workshop for developing a brand architecture.
Corporate Identity Building- Corporate Identity defines the value and personality of the Brand. It helps in Positioning the Brand in mind of the people, which may or may not be the consumer of the brand.
My Learning- We need to articulate a creative brief including the problem statement & clearly defining the goals and corresponding deliverables
About the Company- The Corporate Group is majorly an FMCG with interests in Hospitality & Agro Forestry.
Background of Research- To understand the domain and form a route map, we studied the story of Brand briefly.
Project Route Map
Deliverables
The research conducted by us will help in formulating the strategies for all deliverables, however the internship tenure allowed me to achieve one of the deliverables, i.e. Strategic deliverables- Defining all core strategic elements for The Corporate Group.
In order to reposition a brand that has glorious past of 90 years and more to come, we figured at the beginning of the exercise that there are three core elements of this puzzle-
At Creativeland, we looked for that one unique truth for the following-
The Category Truth- How brands speak to its consumers in the category (FMCG & Hospitality)
The Consumer Truth- What the consumer of the category thinks about the category, what is their emotional & functional connection with category, so that we can identify his aspirations, goals & pain points.
The Brand Truth- Where does the consumer of our brand positions it, what is the product's relevance in their life.
Three of them help us to systematically arrive at the strategic sweet spot.
My learning- In order to formulate Strategy for the brand, follow Creativeland Brand Belief System
Secondary Research
A thorough analysis through secondary research would provide us with facts and hypothesis for internal discussion
First step was finding overall perspective of The Corporate Group that included key strategic blocks of Corporate Group: vision, mission and core values, Milestone timeline and notable innovations, Brand and portfolio analysis, Infrastructure and dealer information & CSR activities. This gave us the Brand truth (Partly- because perspective of the internal stake holders is still to be found out).
We also looked at at few examples of vision and mission statements of successful global and Indian companies. This gave us the Category truth. To gather this information we did website Audit, Study of newspaper Dailies, digital assets audit, biography Audit and other information available on public domain.
My Learning- All the data, Qualitative & Quantitative should be visualised and maintained in a deck. Cordination in the team working at different places, at the same time is crucial
Primary Research
Post deriving hypothesis and facts from this exhaustive secondary research, we laid out a plan for understanding Corporate Group from internal and external stakeholder’s point of view.
The plan consisted of meeting key people across all business units and consumers of the brands in a face-to-face interaction. Also we conducted the Category & Brand Study along with Packaging & communication of the products to understand the brand personality.
My Learning- Each question in an interview should be articulated in such a way that we can get a chance to probe in more. Each step that we take should cover all the aspects.
Analysis
We looked at the vision & Mission Statements of some Companies to know how it works. we took examples of International & Indian Companies along with competition. For e.g. Google, Vision: To provide access to the world’s information in one click.
Mission: To organize the world’s information and make it universally accessible and useful.
Why it works: Google may seem complex, but its mission clarifies that organization and accessibility are what they offer. Their vision statement is about improving accessibility in the future in one click.
Persona & Affinity Mapping
Packaging Analysis
Analysis Result
The interviews provided us with indicative emotional and cultural ethos of The Corporate Group.
The consumer interactions helped us ratify one of our hypotheses – There is low awareness of ds as a corporate group. Even those who are aware are not aware about other brands belonging to Corporate Group.
We got to know the brand personality on Brand Personality Scale :The Big Five, and how it projects itself through packaging.
My Learning- Various tools for analysis, and their presentation in the deck
Strategy
The comprehensive scan of secondary data available, primary interactions and a study of vision and mission statements gave us the implications and few suggestive Purpose, Value, Principle & Mission statement
Some rough vision statements as pure trigger stimuli as only illustratives-
1.Harness the gifts, bounties, the power that mother earth and nature has to offer to provide superior quality products and services to consumers across the globe
2.Enduring that our customers across the globe experience enhanced satisfaction and added value in all our product and service offerings across the globe.
3. Provide products and services of international quality standards in India and in all our markets of presence across the globe.
4. To be a Global conglomerate that provides products and services built on the bulwarks of Cutting Edge Quality and Innovation that is customized to meet the needs and tastes of a global marketplace
My Learning- keep the analysis result in mind to formulate the strategy with clearity in direction
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