About the Project:
Customer | Property Investment Crowdfunding Platform |
Industry | PropTech |
Opportunity | Collaborate with founding teams and agencies to craft a dynamic, tech-driven brand identity. Provide strategic guidance on the mobile app's UI and UX. Identify and vet marketing and technology vendors to enable brand launch. |
Solutions |
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Results |
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The primary brief was to establish and position the company as a tech-driven, modern investment platform tailored for new-age customers. The goal was to create a unique brand identity that stands apart from traditional players such as real estate developers and financial institutions.
Company Background
The company - a fintech platform designed, for modern investors, enabling fractionalized real estate investments and making property ownership accessible to those traditionally excluded from real estate opportunities. With a mobile app at its core, the platform carefully vets and lists international properties, offering global investors the opportunity to invest seamlessly. It also manages all operational tasks of renting, purchase and sale thus, providing a hassle-free investment experience.
Key Brief
The primary brief was to establish and position the brand as a tech-driven, modern investment platform tailored for new-age customers. The goal was to create a unique brand identity that stands apart from traditional players such as real estate developers and financial institutions. The company sought to avoid being perceived as a property listing platform but a cutting-edge 'Fintech App' enabling fractionalized real estate investments.
Work Area
The Branding Exercise
The fractional CMO began by immersing in the founders' vision, engaging in focused discussions to uncover the brand's purpose, target audience profile, value proposition, and key attributes of the brand, the team aspired to reflect. This groundwork culminated in the creation of a comprehensive 'brand brief' document, encapsulating the essence of these discovery sessions. The document served as a foundation for initiating the evaluation process to identify the ideal brand agency.
The fractional chief marketing officer held strategic meetings with branding agencies to clearly outline project expectations, deliverables, and objectives. Leading all discussions and pitch presentations, the CMO finalised a shortlist of agencies.
The engagement progressed to kick-off sessions with the selected agency, culminating in the development of essential brand deliverables, including brand identity assets, brand personality definition, voice, tone, tagline, website launch, and activation of social media properties.
Acting as a liaison between the agency and the founding team, the CMO ensured seamless communication and alignment, enabling the smooth and timely completion of the project.
The Technology Evaluation
Part of the fractional CMO services included the evaluation and selection of critical tech vendors and platforms. This included UI/UX design partners, CRM systems, customer service tools, and the web development technology stack. Leveraging a strong background in technology, the fractional CMO ensured that the selected solutions aligned with the brand’s vision and operational needs.
P.R. and Marketing Budget
A key component of the CMO's mandate was the identification and shortlisting of P.R. professionals and agencies with a global footprint. These agencies were tasked with:
Introducing the brand to prominent media outlets.
Positioning the founders as thought leaders in the fintech and proptech spaces.
Educating the target audience about fractionalized real estate investments.
The fractional CMO also worked with founding team to finalize the marketing investments to be used for fund raise.
Results and Impact
The fractional CMO engagement successfully delivered on critical brand objectives, resulting in the creation of robust brand assets and a distinct identity. Most importantly, the founding team was able to dedicate their focus to other essential business areas, including compliance, platform development, and legal frameworks.
With the brand now gearing up for launch, it has secured a position in a leading proptech-focused accelerator platform, paving the way for future growth and market success.
About ThinkCap Advisors
ThinkCap Advisors (www.thinkcapadvisors.com) is a consulting firm that uses industry expertise and domain knowledge to help organizations and their teams solve problems and achieve business impacting results. Our team members, comprising of professionals with extensive experience in Big 4 firms and large multinationals, are subject matter experts and their advice is backed by in-depth research, years of experience and deep understanding of the prevailing market scenarios.
ThinkCap Advisors offers fractional CMO services to businesses across India, the USA, the Middle East, and other global markets. Whether you're seeking strategic leadership or a full-service marketing team, we have you covered. Companies can choose to hire a Fractional CMO as the marketing head or opt for a complete team of specialists (Web Design and Development, Content Marketing, SEO, Email Marketing, Paid Media, etc)
Our Work Areas:
- Tax & Regulatory
- Social Sector
- Consulting
- Technology Solutions
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