BRAND STORYTELLING: A CONTINUOUS PROCESS
Every company is characterized by a brand—a dynamic identity with a story, a personality, and a voice that defines it. While a brand identity is established when a company is initially founded, it continues to develop as the company grows and expands. And in order to develop in an effective and meaningful way, it must be given continuous attention and careful consideration.
When Chezuba came to TMC, they had already achieved immense success. Their Cofounder and CEO, Sukhendra, was featured in Forbes 30 Under 30 for the platform’s innovations, and their brand was well established in India where it was based. But as they moved to expand into the United States, they were faced with further need for development—the need to reshape their brand’s voice for a new audience. They wanted to communicate their story effectively and authentically for success in a new market.
With this goal in mind, we consulted with Chezuba to develop messaging and expand their foundational story to carry their brand most effectively through its expansion into the United States.
THE DISCOVERY PROCESS: HONING & EXPANDING THE BRAND
Before we could define this messaging, we first had to develop a comprehensive understanding of Chezuba’s identity, ourselves. Through a series of discovery conversations, our team became familiar with the brand’s foundation, purpose, and mission; and we established clear expansion goals.
Guided by these big-picture goals, our team of writers and brand strategists evaluated Chezuba’s existing messaging across their digital presence, including their website, email marketing, and social media. We then defined clear objectives and developed guidelines for shaping the language and telling the brand’s story in each respective space.
TARGETED MESSAGING: COMMUNICATING A MULTIDIRECTIONAL MISSION
An essential prerequisite for crafting effective messaging is identifying its multidirectional purpose and defining its corresponding recipients. By organizing Chezuba’s mission into a matrix—identifying the three distinct components within their mission—we were able to target a specific audience for each component respectively.
We created three audience personas and identified the ways in which each might interact with Chezuba. Then, we created three iterations of Chezuba’s messaging, each one appealing to the respective audience’s point of interest in the brand.
Applying this conceptual breakdown, we created a pool of social media posts, an email marketing series, and website copy examples to jumpstart and guide Chezauba’s strategic content creation moving forward.
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