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 far more sustainable. Its vision is to change the world through sustainable technology.

Problem Statement

The team realized that most of its communication was product-led, while the market wanted to hear a story it could connect with. Many hadn’t heard of Chara, and it was important for the company to rebrand itself as soon as possible so that it could tell a story that resonated with prospects, partners and 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’ jobs to be done (JTBD)

• Developed new communication pillars and boilerplate content

• Developed a new logo and visual identity (colours, shapes, etc.) and documented them in a brand book for other teams to use

• Created a brand new website

• Supported the team 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 roadblock removed, Chara was able to increase the volume of sales and partnership conversations with confidence. Its story started resonating within the ecosystem in which it operates. That has helped the company secure many partnerships since then, such as this.