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As we stepped into their workshop/office for the first time, the air hummed with the quiet whir of prototype motors and the palpable excitement of the team. These weren't just any motors – they were the future of sustainable technology, born from a vision to change the world. Chara aimed to develop rare earth-free motors that were almost as efficient as permanent magnet-based ones, but way more sustainable. When we first met with Chara, we quickly realised that their biggest hurdle wasn't just explaining their technology—it was educating the market about a critical issue flying under the radar- rare earth-free motors.
"When we started as a startup, all we had was the story. And the early story we had was very messed up. It was not at all clear."
- Bhaktha Keshavachar, Founder & CEO, Chara
CoreVoice entered the picture to identify the reasons why Chara's story was not resonating with the target audience, and develop strategies to better promote their rare earth motors, attract investor interest, and facilitate improved customer engagement. We had to weave their passionate vision, and commitment to sustainability into a narrative that would resonate with the world. Through an IIT alumni connection, Chara discovered CoreVoice's unique approach to storytelling and brand development. What set CoreVoice apart was their deep tech expertise. As Visisht Veldurthy explained, "When we met CoreVoice, it was instantaneously, we knew that you guys come with a background of working in a deep tech sort of space."
Uncovering Chara’s DNA
Our first challenge was to dig deep and uncover the essence of Chara's brand DNA. We turned to our tried-and-tested methodology, which categorises companies into three types: Mothers (customer-oriented), Mechanics (product-oriented), and Missionaries (concept-oriented).
We conducted an extensive brand DNA exercise with Chara's key team members. As Visisht Veldurthy, Chara's Senior Marketing Manager, described it: "It was like putting Chara in a situation saying that, 'Hey, if Chara was a human, how would it react to this scenario?'"
This exercise wasn't just about gathering information; it was about helping the Chara team gain insights into their own organisational identity. We delved into crucial questions:
- Why did they start this business?
- What change do they want to see in the world?
- How are they making life better for their customers?
Crafting a Visual Identity
With a deep understanding of Chara's essence, we tackled their visual identity. Their existing logo was difficult to read and pronounce, and we knew we could contribute more to capture the dynamism of their technology. Our task was to create a logo that would portray Chara's mission of reimagining motion.
The creation of Chara's new logo was an intensive and thoughtful process that lasted over two weeks. It began with an extensive research phase, diving deep into the industry's visual landscape. We analysed the logos of the competitors, identifying key trends and patterns. We worked on a multitude of concepts, exploring a wide range of design concepts, including metaphorical, metonymic, and synecdoche approaches. Metaphorical designs using arrows for speed and wings for progress were considered alongside more literal representations of movement and technological progress. Based on conversations with Chara’s co-founders, the designers even delved into cultural art forms, exploring the possibility of incorporating elements inspired by Warli, a traditional Indian tribal art style.
We experimented with a range of font families, from Helvetica's sleek lines to Poppins and Montserrat's modern sensibilities. Each typeface was evaluated for its ability to convey Chara's values of innovation, reliability, and forward momentum.
We then developed several palette options, each carefully considered for its psychological impact and market differentiation. We sought a balance between professionalism and innovation, ultimately aligning Chara’s choices with the United Nations Sustainable Development Goals to reinforce their commitment to global progress.
The final logo, featuring an italicised font and a circular element with slots, effectively captured the essence of motion that Chara wanted to convey. Visisht Veldurthy enthusiastically shared, "The Chara, however it is written, is italicised. I think it represents motion perfectly. And the circle itself, with the slots in between, clearly showcases motion."
Distilling the Message
One of Chara's biggest challenges was explaining their complex technology to non-technical audiences. We worked closely with their team to distill their message into a powerful tagline: "Motion Reimagined." This shift in focus from being just rare earth-free to reimagining motion in the EV space was a game-changer.
The impact was immediate.
"We used the updated deck for presenting to the partners of one of our investors. And we got very good feedback from our investor that even the non-technical people in the audience were able to very easily understand what we were doing."
- Bhaktha Keshavachar, Founder & CEO, Chara
CoreVoice also conducted a thorough competitive analysis, positioning Chara in relation to other players in the market. This analysis highlighted Chara's unique strengths in areas like efficiency, cost, localisation, and sustainability.
CoreVoice also helped Chara develop its brand personalities and brand promise, emphasising:
- Powerful, integrated motor systems
- Cost efficiency
- Low energy consumption
- Locally sourced raw materials
- Low carbon footprint
We also created comprehensive communication guidelines for Chara, including:
- Do's and Don'ts for clear, respectful, and authentic communication
- Writing samples reflecting the brand's tone of voice
- Messaging pillars focusing on energy efficiency, sustainability, and purposeful design
A True Partnership
"It felt like I was working with my own team. It felt like you guys are always present and as enthusiastic and hardworking as all of us over here at Chara to make Chara great."
- Visisht Veldurthy, Senior Marketing Manager, Chara
The Chara-CoreVoice partnership extended beyond brand development to include exhibition support, website redesign, and the creation of various marketing collaterals. Every step of the way, we ensured we were aligned with their vision and goals.
“What is different about working with CoreVoice is that they actually understand exactly the purpose of what we are doing and why we are doing that. And their work is centred around highlighting that purpose. It was quite enjoyable working with CoreVoice. What I liked was that they are very collaborative. They are ready to take our input and feedback and iterate until they find the option that satisfies us, so that's really good.”
- Mahalingam Koushik, Founder & CTO
The Power of Storytelling
Perhaps our most significant contribution was helping Chara harness the power of storytelling.
"To make people understand that rare earth is a critical thing, that one country is controlling 90 percent of the supply chain and there are other environmental concerns, we have to really think and come up with the story."
- Bhaktha Keshavachar, Founder & CEO, Chara
We didn't just give Chara a new look; we equipped them with the tools to tell their story effectively. We helped them articulate why their technology matters, not just in technical terms, but in a way that resonates with investors, partners, and customers alike.
Conclusion:
Through their partnership with CoreVoice, Chara not only refined their message but also gained valuable tools to convey their vision of a sustainable, electric future. As they continue to innovate in the motor industry, Chara now has the narrative power to match their technological prowess, helping them drive forward in their mission to revolutionise motion for a cleaner planet.
"Your story is what is most crucial for you to stand out as a brand altogether." With CoreVoice's help, Chara has found its voice in the competitive world of deep tech, ready to reimagine motion and shape the future of sustainable energy.
- Visisht Veldurthy, Senior Marketing Manager, Chara
