Brand Led Growth assignment

Crafting the core value prop

Product understanding

1. Dhan is in the business of buying and selling of Equities, Mutual Funds, ETFs, Futures, Options, Currency and Commodities
2. Dhan helps long term investors discover, invest & sell stocks & mutual funds and monitor their portfolios
3. Some of the customer benefits include multi-window charting experience for F&O, Place orders directly from the options chain, SIPs for mutual funds, Insights on portfolio, Omnichannel customer service - phone, email, chat and knowledge base
4. Users are currently investing through traditional and new-age investing platforms both

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JTBD

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Defining the ICP

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Core value prop

For the mobile-first, Stocks and Mutual Funds investor who wants to create long-term wealth, Dhan is an online trading and investment platform that helps discover, buy, sell and track Stocks, Mutual Funds and other trades.

Finding the Brand Wedge

Core questions

1. Category insights - Discovery of new stocks and mutual funds in an efficient manner, transparent pricing, all volatile investment options under one umbrella for user to choose from, portfolio insights
2. User insights - Users find it difficult to discover all stocks and mutual funds that are listed. They rely on multiple channels not only for recommendations but also for discovery. People generally do not have awareness about the pricing of the platform. Unnecessary jargons for important items which take time to learn
3. Non-negotiables - Viewing their portfolio, real-time information on transactions, view balance sheet, availability of shares and mutual funds, security of money, graphs
4. Negotiables - Regular updates on portfolio, portfolio insights, watchlist stocks, other technical intricacies
5. Aspirations - Financial security and early wealth creation

Brand wedge

“Retail investors do not have complete awareness about all long-term investment products” and user feels “I have to rely on multiple platforms for discovery and awareness”, Dhan will help users by providing required insights for their investment journey

Brand footprint

1. Look - I am easy but not gullible as equity investment instruments are perceived as complicated. Making the brand look easy will put less cognitive load on user,
   (Logo, color, font, illustrations, photography, iconography)
2. Speak - I am friendly but not pushy as coming out as a companion will reduce the distance between brand and user
   (What you say, how you say it, choice of words and sentence structure) | (eg. funny or witty, professional, eccentric, cool, friendly, caring) | (ads, social media, customer care)
3. Behave - I am advisable but not preachy to advise users throughout their journey to avoid overwhelming them with information at once, reducing the need for self-education.
   (What actions you do on and off the product which is impacting your users)

Applying the brand

Current product

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Visual changes

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Copy changes

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Behave - Educating users

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