A complete brand platform for a new player in the Russian water market: from strategic analysis to the brand platform and promotion strategy
The brand platform was developed step by step: first a solid understanding of the market and the audience, then concept work, and finally the platform with recommendations for putting it into practice.
The water filter market in Russia is highly competitive (300+ manufacturers worldwide), yet demand is steady, with more than 65,000 potential B2B customers.
Reverse osmosis filter manufacturers worldwide
Potential B2B customers in the coffee segment alone
Restaurants in Russia, a key market for HiWater
Hotels that need good-quality water
RO-400 and RO-600, the core filter range for HoReCa
A bottled water range with different levels of mineralisation
The customer journey map showed 7 key stages, each with its own touchpoints and decision triggers.
Media, expert social accounts, advertising
Search engines, forums, consultations
How to choose, comparison, demo
Price, delivery, payment terms
Installation, commissioning, service
Loyalty, reminders, discounts
Image, loyalty, ambassadors
Based on the analysis of the audience, competitors and trends, we developed a full brand platform covering every element from the mission to the archetype and RTB.
To define the archetype we used the brand wheel: 12 universal roles a brand can play in the customer's life. The archetype we chose set HiWater's tone of voice, visual language and communication strategy.
Knowledge, expertise, intelligence: helps people understand the world
Safety, comfort, health: takes care of others
Strength, determination: helps overcome difficulties
Innovation, uniqueness: makes something new
The content strategy covers every key channel where the brand is present, all on one communication platform.