Axioma Metering, a producer of smart water meters based in Kaunas, Lithuania, is more renowned internationally than locally. Their growth and success have not only created a tailwind for further development but also raised new questions about sustainability and brand maintenance.
Axioma Metering
Project information
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Team
- Jurgita Babilčiūtė
- Eugenijus Kaminskis
- Emilė Stulgytė
- Rasa Goštautaitė
- Jonas Liugaila
- Benjaminas Alimas
- Paulius Budrikis
- Martynas Bacvinka
- Mykolas Saulytis
Client
Axioma Metering
Sector
ICT, Energy
We did
Brand value measurement, Workshops, Sensemaking, Research, Engagement, Data analysis, Brand positioning
Year
2024
ABOUT PROJECT
Axioma Metering, a producer of smart water meters based in Kaunas, Lithuania, is more renowned internationally than locally. Their growth and success have not only created a tailwind for further development but also raised new questions about sustainability and brand maintenance.
The Challenge
How should Axioma Metering position itself to its existing and potential clientele and employees to increase the brand’s popularity and attractiveness among both target audiences?
The Context of the Challenge
Axioma Metering approached us with concerns about a potential misalignment between their current brand identity — the values and qualities it represents — and the perceptions and needs of their clients and employees. Our challenge was to minimize the gap between what the Axioma Metering brand claims to be and what the target audiences perceive and expect it to be. Importantly, the brand needed to remain coherent while catering to a variety of needs and continue to be a strong, distinguishable competitor in the market.
The Approach
01
Two Phases
The complexity of the challenge was addressed in two phases: research and the creation of brand positioning guidelines.
02
Survey
The research team initiated their inquiry with a Brand Value Assessment to better understand how employees and clientele perceive Axioma Metering as an employer and supplier.
03
Focus Group
Insights from the survey were further discussed with employees of Axioma Metering. The group discussions provided a deeper, explanation-based understanding.
04
Contextual Analysis
After identifying the main perceptions and expectations held by clients and employees, the research team conducted a contextual analysis to explore how client needs and expectations are met through the brand’s digital communications.
05
Survey
The research team initiated their inquiry with a Brand Value Assessment to better understand how employees and clientele perceive Axioma Metering as an employer and supplier.
06
Workshops
The findings from the surveys, focus group, and contextual analysis laid the groundwork for workshops with the Axioma Metering team. Representatives were invited to reflect on the research findings and discuss future qualities, values, and messages of the brand.
07
Creation of Brand Positioning Guidelines
The research insights culminated in guidelines for Axioma Metering’s brand positioning, with creative decisions tailored together with the Axioma Metering team.
The Insight
The needs and expectations of Axioma Metering’s clients and employees are similar to the value created by competitors for their target audiences. To establish a distinguishable, yet representative identity that satisfies target audiences, a unique approach to the company’s relatively standard offerings was introduced.
The Change to the Context
01
Teams
Aligned
The engagement process provided time and space for teams to align their daily activities with the brand value proposition and integrate it back into their work.
02
Value
Categories Set
The categorization and clarification of what constitutes brand value, tailored to the company’s context, made it clear what to focus on moving forward.
03
Clarity
Framed
The process helped teams understand more clearly how their brand and actions should align to shape perceptions accurately.
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