WHITESQUARE

Case goal

Brand development and Brand positioning to reposition the brand with a new and fresh image in the market. Successful marketing strategies and campaigns to reposition the brand in the market while continuously reviewing brand implementation and deployment across multiple touchpoints.

BRANDING 

• Logo: Redesigned Whitequare’s logo to align with its brand identity and appeal to its target audience.
• Brand Tagline: Created a catchy and memorable tagline that encapsulates Whitequare’s mission and vision
• Mood board: Developed a visual representation of Whitequare’s brand personality and characteristics to guide the overall design direction.

The thought process of the brand was built up by establishing the Brand voice, personality, architecture, strategy, and more. We developed a unique tone of voice that is consistent with Whitequare’s brand personality. The color and typography of the brand were established about the defined elements. The brand transition however was on hold since the previous stocks had an old branding due to which brand perception could have occurred.

• We developed a clear and compelling positioning statement that differentiated Whitequare from its competitors and crafted a Mission statement that encapsulates Whitequare’s purpose and values and a Vision statement that outlines Whitequare’s long-term goals and aspirations.

• We designed placement strategies to ensure that Whitequare’s brand identity is consistent across all touchpoints.
• Developed a clear and concise brand pillar and ladder that serves as the foundation for all marketing efforts.
• Brand Identity: Visiting cards, Envelopes, and Letterheads: Designed business stationery that is consistent with Whitequare’s brand identity.

BRAND STRATEGY

• Developed a comprehensive brand strategy that aligns with Whitequare’s business objectives and serves as a roadmap for future growth. Defined all parameters in phases 
• We focused on designing communication tools that enhance Whitequare’s brand identity and strengthen customer relationships.
• Engage with the brand’s followers and respond to comments and messages promptly to build relationships and increase brand loyalty.
• Visual Board: Created a visual board that showcases Whitequare’s brand personality, color scheme, typography, and other key design elements.
• Created usage guidelines for Whitesquare’s logo and typography to ensure consistency across all touchpoints.

The complete Branding Project can be viewed here: Branding WhiteSquare

SOCIAL MEDIA MARKETING

When it comes to Social Media, we started by taking a call to drop the original Instagram account they had and to create a new international account that would be the key point for further communication. We also established two new digital assets – Twitter and Linkedin. 

During the initial phase we started social media management and marketing to maintain the hygiene of the brand. We had very limited resources and took 7 days to compile the complete calendar for WhiteSquare. Thereon, we took a softer approach in establishing all the digital assets along with Running a few sale-based campaigns. 

• Develop a social media strategy that aligns with the brand’s goals and target audience
• Create and curate high-quality content (e.g. images, videos, graphics) that is relevant to the brand’s target audience and consistent with their brand identity.
• Schedule and publish social media posts on relevant platforms (e.g. Facebook, Instagram, Twitter) to increase brand visibility and engagement.
• Monitor and analyze social media metrics (e.g. reach, engagement, conversions) to measure the success of the social media strategy and make data-driven adjustments as needed.

WEBSITE DEVELOPMENT  

We also refurbished their website and indexed it to Google for search engine crawling. We created a complete moodboard for each product as per their target audience and defined the important aspect of the factsheet. We created a segment to onboard new distributors and channel partners.

SALES / E-COMMERCE/ MARKETING CAMPAIGNS 

• We started setting up E-commerce for the brand where we created listings for them and a brand page on Amazon & Flipkart. By this time we started rolling over the products to Singapore as well, since their HQ was in the country. We entered Singapore through two of the most popular eCommerce portals called Lazada and Shopee, we worked closely with a marketplace management company and started creating a listing for their Hero Product – PWS 60. 
• Create compelling product descriptions and images that accurately represent the products and highlight their unique features and benefits.
• Optimize the product listings for search engine optimization (SEO) to increase visibility and ranking in search results.
• Monitor and analyze the performance of the listings, including sales, traffic, and customer feedback.
• With respect to pushing the products in the retail space, we started pushing the product to one of the largest Retail stores in India called Croma (Owned by Tata). We rolled over across 30 stores in February along with their website croma.com. In March, we pushed the support to these Croma stores and bought the average sale to 2 sales/store along with 19 sales a month on Amazon.
• From April 2022 we started strategizing for building D2C and Marketplace promotion with slight support from our retail partners (Croma and other dealers across India). We started creating product-specific campaigns and allotted personalities to their 3 products –

PWS 30N (Fun-Packed Karaoke) 

This personality was given to the smallest size product PWS 30N, it was a very lightweight Karaoke speaker with a 15-inch screen to watch movies and listen to music as well. The idea was to push this product to young people or a single user. It was also promoted as a product that you can travel anytime, anywhere due to its size and weight.

PWS 50N(big, Loud, and Powerful)

Due to its sheer size and mightiness, we attributed the product as big, loud in terms of performance, and powerful in terms of sound. The product was promoted to groups and people are in the ages of 27-45.

PWS 60(Premium and Revolutionary)

The product was the topline SKU for the brand and was different from the other two. It had a rotatable touch screen with an upgraded version of Android and with a better sound output. The product was premium in terms of look and feel. The target audience for the product was defined as people who have a higher disposable income – families or couples without kids.

PWS 60(Premium and Revolutionary)

The product was the topline SKU for the brand and was different from the other two. It had a rotatable touchscreen with an upgraded version of Android and with a better sound output. The product was premium in terms of look and feel. The target audience for the product was defined as people who have a higher disposable income – families or couples without kids.