Creation of professional and aspirational brand image for Laxmi Solar
Laxmi Solar, one of the emerging manufacturers of ‘Green products’ in Maharashtra wanted us to devise a complete brand and design solution with an aim of building professional and aspirational image for their brand for regional, national and Global markets. Parent company was already known for its ‘Lada’ pumps in Maharashtra, thereby making it easy for solar products to penetrate in rural and urban markets.
Company already had earned approvals and empanelment from Ministry of Renewable Energy (MNRE) and NABARD. The larger vision of Laxmi Solar was to educate the masses about the power of renewable energy thus reducing the burden of conventional power, which in turn assured community welfare and environment protection for all.
We started by doing a thorough research of rural market to understand about the dynamics and difficulties of launching a brand in rural market. Subsequently, we also spoke to the dealers and internal audience of Laxmi Solar to understand their perspective of the company and its products. We also scanned the competitors in Green space to learn about their positioning in depth. Through the research evident challenge that clearly got defined was to built ‘authenticity’ as most of the consumers had earlier encountered with poor quality products from other brands (using similar name).
Our strategic branding and design solution helped give an edge of superiority by conveying A) about the power of solar energy and progress one could make with the ‘power of sun’ in their daily lives B) playing up their strong promise of ‘after sale’ service and C) defining systematic communication tenets; thereby building trust and making it aspirational. The promise of positive change helped the consumers to connect with brand emotionally. This indeed, helped LS to build a distinctive name of itself in the space of renewable energy.