About the Company
Beginning their journey in 2002, V-Xpress has developed into one of India’s premier, expert logistic service provider across various industries. V-Xpress has witnessed immense growth, considering they began their solo journey since their association with V-Trans, which is attributed to years of hard work coming from the top management following up to the drivers and the delivery staff, each individual has been instrumental in the success story.
The Challenge
V-Xpress’s success was visible in their grounded approach of the top management with their subordinates, treating all their staff as equals and providing one of the most employee friendly environments to work. But in spite of such healthy work conditions and an equally competent management, V-Xpress were lagging behind in creating an active brand presence that was required to market their services and earn the repute amongst their competitors. V-Xpress possessed all the essential ingredients to become the market leader but they lacked the correct communication as well as branding strategies to showcase their brand image.
The Solution
Vivid Brand Communication was approached by V-Xpress to revamp their brand, to organize their workforce and to help them create a visible presence in the market. Our four years of fruitful and enriching association began with selecting the right brand ambassadors from within their organisation. During the defining and decision phase of strategy we began repositioning their business branding strategies. We designed unique ways to engage customers, segmented their communication, which was essential as their offices were located across India. New merchandise such as calendars and other stationery items were created to maintain the brand flow and constantly be in touch with the company ideologies.
In our next phase of design and development, the logo was restructured to look like an advancing arrow which aligned with the company values by indicating the forward movement and the go-getter attitude. Yellow colour was chosen to highlight the logo to represent a young organisation and to gain instant recognition. Marketing collaterals were redesigned and similar touches were applied across the organisation to give the brand a wholesome feel. Each of the branding strategy required meticulous planning and a step-by-step execution pattern to avoid any rushing-in. This provided us with time to analyse and re-strategize, if need be.
The Result
We kept our approach as simple as possible and planned easy to execute strategies without disturbing the existing organisational values which enabled us to yield better results. Each of our campaigns were well received among the internal as well as the external clients and was equally welcomed by the V-Xpress staff. At brand level, it has received massive brand visibility and has been awarded and recognised at various forums. Increased brand awareness combined with coordinated efforts at management and sales level, the Company crossed Rs. 500 crores in 2015.
It will be our continued endeavour to realize the V-Xpress’s goal of becoming the number 1 express cargo service provider by 2020.