Brand Positioning Project for CredAvenue

CredAvenue, the largest online debt platform in India approached us to do the brand positioning for their visionary brand that was revolutionising the debt market through technology and innovation.

Through an in depth series of stakeholder audits with the CMO, Marketing team, sales team, customer service team, product team and technology teams, we delved into the brand’s unique strengths, the brand’s vision, consumer expectations, motivations & pain points, customer journey, brand challenges, product innovations and more. A highly revealing evocative Brand Personification exercise was carried out with the vertical heads.

Competition analysis helped identify category codes, competition positioning narratives.

From what we understood about the consumers, we created an in depth needspaces map and identified potential territories that could be credibly owned by CredAvenue.

Tying together the brand, competition, consumer and cultural insights we arrived at several distinct positioning spaces, from which we narrowed it down to two spaces. These two broad spaces were then detailed out with Functional & Emotional Benefits, Personality, Values, Reason to Believe, Brand Essence. etc Two different Brand Archetypes were identified and the same were evaluated using the pros and cons of exploring each of those in future.

We also arrived at a potential Variant Naming Architecture for the various offerings - Pools, Loans, Supply Chain Finance, Bonds and Co-Lending.

Soon after we concluded the Brand Strategy piece, it was great to hear that CredAvenue raised $90million in India’s biggest Series A funding round.