It’s been a year since rebranding Affluent Technology. We ask Director Elai Ganesan how they are getting on with the new brand.
How it’s changed the way you and your team act and feel about the business?
“Based on your thought provoking questions and clarifying the message that we want to communicate to stack holders, it has highly helped us to revisit our message, brand values and brand positioning. The competitor analysis alone put us in the right place in the market. When we started communicated with clients, it is well received and clients are able to correlate with their existing supplier and their services to what we offer and how we are different. Even some of them started mentioning the competitor name and started placing on par with them.
Earlier, we have instances where the potential prospect was not clear about us, and mostly had a pre-determined mind set gathered from other sources.”
What it’s allowed you to do that you couldn’t do before?
“The new brand and it’s positioning along with the message statement has given huge credibility – especially on the website, where customers started seeing the real people behind the business rather than few well scripted text. Also as a side effect, we are seeing so many suppliers canvassing us through, phone, email, and website to become suppliers and provide us services and get business as they think we are a potential client for them.”
How it’s changed the way clients think about you – and what they’ve said?
“They have a place for us now, and know exactly where we stand, what we can do and what we have done etc. The reception that we received in some of the new meetings like in a top german OEM, are excellent. I doubt whether we would have seen the same conductive / receptive welcome before rebranding. Now the customers can really see the qualities that they expect when they do business with us – it’s clear that we tick all the boxes!”
What are the financial implications?
“The rebrand has started placing us in right direction, and we have received ourself direct suppliership with one of the Top Japanse OEM, we are also actively discussing with others.”
We really enjoyed working with Affluent Technology, and it’s been such a pleasure to see the positive impact the rebrand has had.