Eazyprop - Find your next home
Brand Strategy - Foundation
ABOUT THE CLIENT
Eazyprop was an initiative by Vamsi Pothuru, an enterprising youngster from the city of Chennai, India. Having been a part of the family’s real estate business, Eazyprop aimed to organize the realtor space in India. Vamsi approached me with the idea with the intention to lay the groundwork needed to build this brand.
CHALLENGE
The realtor market in India is extremely rudimentary. With internally connected networks of brokers dominating the space. The primary challenge here is to identify a gap in the competitor’s positioning and pave way to build the foundations for a brand that customers would identify with and would love.
SOLUTION
The steps employed in building out the solution is as follows:
- Discovery – A deep conversation with the founder about their idea and vision. “What really is Eazyprop?”
- Hammer Time – Stress test the problem statement. “Is there a real need for Eazyprop’s value proposition, in the market?”
- Finding Truelove – Building customer personas by identifying who the ideal target audience is.
- Winning the Battle – Competitor Analysis. Using perceptual mapping to identify current position in the market.
- Building your house – Building a ‘Brand House’ for Eazyprop. A tool that helps bring brand clarity to all stakeholders in the company.
SCOPE OF WORK
Brand Strategy
Competitor Analysis
Website User Experience
Year
2019
Collaborators
Ranjith Nair – Design
Finding True Love – Customer Persona
Winning the Battle – Perceptual Mapping Competitor Analysis
Building your house – Final Deliverable
CONCLUSION
By working on the brand’s fundamentals we were able to arrive at a point where the founder had clarity about the direction in which they wished to take the brand forward.
The final deliverable included a 28-page brand document detailing the discussions had during every session.
