Rebranding
The story of how we helped Chara rebrand.
About Chara
Chara is probably the only Indian company that designs and manufactures rare earth-free motors (reluctance motors). These motors are almost as efficient as permanent magnet-based ones, but way more sustainable. Their vision is to change the world through sustainable technology.
Problem Statement
The team realized that most of their communication was product-led while what the market wanted to hear was a story that they could connect with. Many hadn't heard of Chara and it was important for the team to rebrand itself ASAP so that it could tell its story better (one that resonated with the prospects / partners / investors).
Amrit (founder, Story99) led this project when he was running his earlier brand consulting company (prior to Story99).
What we did
- Internal DNA exercise
- Brand personality exercise
- Created an origin story (the embedded video above) - to bring out the humans behind the company
- Market positioning analysis and identification of distinctive storytelling angles
- Articulation of customers JTBD
- Developed new communication pillars and boilerplate content
- Developed new logo and visual identity (colours, shapes etc) - and articulated that in a brandbook for other teams to use
- Created a brand new website
- Supported with stall designs and event led creatives as Chara attended trade events to promote the company and its innovative products
- Helped tighten the fundraising storytelling narrative
Business Outcome
With the narrative roadblocker removed, Chara was able to increase the volume of sales / partnerships conversations with confidence. Their story started resonating within the ecosystem that they operate. And that has helped the company secure many partnerships since then, such as this.
Below are some outcomes that we can help you achieve.
Block a time to speak with Amrit (founder, Story99)
Questions
& Answers
Does Story99 only work for tech companies?
That's where we bring in most value. Tech storytelling is hard. Very few can do that.
Why the focus on 50-500 team size companies?
If you are very small, may be best to figure out the storytelling yourself (the RoI of spending on it may not work out)? And if you are over 500, you have probably figured out the storytelling bit already.
It's the messy middle where an external entity like us can come in and iterate with you to take your growth to the next level, powered by a coherent, distinctive and actionable storytelling strategy.
What is the engagement model?
Either lump-sum for a specific project or a retainer where we act like your storytelling, marketing & brand partner, helping grow the business (while you focus on the product, tech, and client relationships).
Who is the founder of Story99?
Amrit Vatsa.
Amrit was in IIT Madras from 2003 to 08 (Civil Dual) and then joined PwC as a consultant. But took a break after four years to start experimenting with photography. Launched a short documentary film-making venture in 2014, followed by a marketing consulting & content studio in 2021 that grew to a 15 people team - working for a diverse range of companies - seminconductors, drones, motors, SaaS, fintech, edtech, agritech, real estate, VC, manufacturing etc.
Amrit is passionate about tech, business & storytelling.
How much does it cost to hire you guys?
Some projects cost INR 2 lakh lumpsum, others 10. And then there are things in between.
When we work with you on a retainer, it starts at 2.5L a month. There have been instances where the scope increased to go up to 7.5L a month. We hope this gives you a good idea about the spends.
Now here's the thing - whether you spend 2L or 10L, what matters is the outcome. We will work out the right RoI for you.
What is that one thing that Story99 is really good at?
Storytelling.
Where are you guys based out of?
We are a remote company. Our clients are spread across Bangalore, Mumbai, NCR, Pune and USA. Amrit, the founder works out of Goa (when not traveling for client meetings / events).
