Brand Blog

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Next Leap for Small & Medium Businesses!

When a Business is planning to scale up its operations and/or planning to expand, it has to be ready to face competition from Large Corporations and high customer expectations.

To enter new markets or to gain more share of the existing market, any Business has to work on its Pricing, Product/Service Quality, Customer Experience and Marketing aspects.

In today’s scenario, Markets have become highly noisy and chaotic. In order to get noticed, Businesses have to have a Professional approach and need to communicate exactly what it is offering and what its customers need to expect. As much as the First Impression matters, the emotional touch, involvement and an unforgettable experience make the Brand’s Image stronger and takes the top spot in the minds of the Customers.

Be it a Proprietorship, A Family Business, A Partnership Firm or a Private Limited Company, its time Businesses become organised and professional in terms of Communication and Customer Experiences.

Following are some tips you should follow if you are planning to grow your Businesses:

1.       Get Organised: Customers tend to make a buying decision for those Brands which are Organised, Professional in their Approach and Offerings and Communicate Clearly. These days people have a lot of choices to make from and if a Brand is able to fulfil the expectations, it is preferred over the competition.

2.       Focus on Improving Customer Experience: A Good Customer Experience will help in retaining that customer and make him/her loyal towards that Brand. Businesses and Brands should try to constantly improve the experiences of customers while buying, interacting, after sales, follow ups, etc. This automatically strengthens the Brand Image and the Customers themselves become your Brand Ambassador.

3.       Give Value: Giving value to customers for their money does not necessarily mean selling at lesser cost. Every customer should get a realization that they have received a great Product/Service for the amount they have invested

4.       Invest in Creativity & Design: A Business that constantly innovates and evolves as per the latest trends, is adored by the audiences. Why certain brands are always seen ahead of their competitors? They constantly innovate or re-innovate. They maintain a standard in their Communications, Designs, Branding, Packaging and Campaigns. They invest in Creativity. When there is a need, they revamp their Brands and so remain relevant in the Market. Even the Products, Packaging and Brands are re-designed from time to time to stay relevant.

5.       Stay Relevant: Staying with the Market Trends, Business need to shun some traditional ways and adopt new methods to stay relevant in the market. For example, a Logo or a Brand Identity designed 10-15 years back may not be relevant today. Or an Advertisements with too much of text in it will be hardly given attention to.

If a Business can hire professionals to standardize and organise themselves, they have a better chance at succeeding. Taking on-board consultants and agencies that can help device and channelize their communications, advise on improving Customer Experiences and help stay relevant in the market; is always recommended and a good way to scale up operations.

This Article has been written by Mr. Apoorv Houzwala, who is a Brand Consultant and currently the Founder Director of Welworth3G (A Brand Consultancy Firm). He is an MBA in Advertising from Symbiosis International University and has worked with many Local, Regional, National and International Brands.

For any further info, kindly mail at [email protected]

To read more articles kindly visit welworth3g.tumblr.com

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Business Growth with Designs

People often argue whether Professional Design really helps in generating or growing a Business…

Let us go through some facts to clear the air.

First Impression Matters:

Imagine you are searching for a Particular Product or a Service online or offline. You come across several brands in the same category. How do you choose/shortlist the best amongst them?

Based on the First Impression you tend to sub-consciously choose those Brands which have a good Logo, fresh colours and those who communicate exactly what you are looking for.

A Professionally Designed Brand will always get noticed and will stand out of the competition.

You invest in everything, expect in Professional Design

If you are a small business or a start-up, you have limited resources and funds. Most of the people tend to Ignore the Designing part and take up the job themselves. They treat Designing as an Expense.

Design is an Investment for your Business. A Design Professional will do his/her best to portray your Business in the best possible manner. This will help your Business/Brand to get noticed and your Customer will prefer you over the competition.

Precise Targeting

While Designing a Brand Identity, Logo, Brand Collaterals, Packaging, Emailers, etc., usually a Brand Consultant or a Professional Graphic Artist/Designer will ask you details about your Target Audience, Markets, Competition, your Brand Positioning, Your Unique Selling Points and some more details if required.

This information helps the Designer or the Brand Consultant in designing a Brand or the Brand Personality in such a way that it appeals the right audience and gives out the Precise message the Brand wants to convey.

Detailing gives you Edge

As a Business Owner, the way you look in to every detailing, the Designs also need that detailing and attention.

The Colours, Fonts, Styles, Graphics; every detail matters for a Design to be effective for the Business. Colours represent Emotions attached with the Brand. Fonts set a style and tone. The elements used in the design further add to the overall personality of the Brand.  

Professional Designs give any Business a launch Pad and provides that extra edge to stand out in the highly competitive markets.

This Article has been written by Mr. Apoorv Houzwala, who is a Brand Consultant and currently the Founder Director of Welworth3G (A Brand Consultancy Firm). He is an MBA in Advertising from Symbiosis International University and has worked with many Local, Regional, National and International Brands.

For any further info, kindly mail at [email protected]

To read more articles kindly visit welworth3g.tumblr.com

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Always striking the Right Chord with you! Happy MahaShivratri!

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Wishing you all a very Happy Republic Day!

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Why do you need a Branding Agency?

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Why do you need a Branding Agency?

Often a Branding Agency or a Brand Consultancy is confused with an Advertising Agency or a Design Agency. One cannot be blamed for this confusion as the roles of Branding, Design or an Advertising agency intersect at some point, but the idea, approach and the focus of all three types are totally different.

An Advertising Agency usually executes the brief given by the client. They place the message as briefed by the client on different platforms (Print, Radio, TV, Web) in a Creative manner. Their focus is on grabbing the audience attention through these mediums. They work on a Tactical level.

A Design Agency usually does adaptation work, as briefed by either the Client, the Branding Agency or the Advertising agency. Only few design firms work on concept level to create specific campaigns.

A Branding Agency or a Brand Consultancy Firm, collaborates with the Client on a Strategic Level. A Branding Agency’s job is to impact all facets of the Business, both internally & externally. Typically a Branding agency will want to work with the top Executive Cadre of the Business, because what they recommend will impact the entire business culture.

          › Branding, when done right, will address the messages in your advertising. It will impact how your company hires and retains employees and the product development. Proper branding will ensure that your sales people understand what your company stands for and can easily convey that to a customer.

         › A branding agency will audit your business, processes, systems in place, and recommend the best way to move forward. It will consult on how to build a Brand from scratch or how to re-brand an existing Brand, as the need be.

         › The content that branding agencies produce is created to convey the unique aspects of the business brand and why people should care. It is not the intent to directly promote an offering, which is what advertising does.

         › Branding focuses more in emotionally attaching the customer to the brand. Most advertising focuses on a series of tactical initiatives to acquire customers. A brand consultant will develop a strategy to acquire and retain customers.

        › The core purpose of Branding is to position the Brand in the minds of its customers, so that at the time of making a buying decision, they choose that Brand over the competition.

Clients have to make a decision, depending on the objectives they want to achieve, whether to hire an Advertising Agency or a Branding Agency.

This Article has been written by Mr. Apoorv Houzwala, who is a Brand Consultant and currently the Founder Director of Welworth3G (A Brand Consultancy Firm) and is a Brand Consultant to Welworth Creative Media (A Media Consultancy Firm) and YellowMustard Marcom, Pune (A Digital Marketing Firm). He is an MBA in Advertising from Symbiosis International University and has worked with many Local, Regional, National and International Brands.

For any further info, kindly mail at [email protected]

To read more articles kindly visit welworth3g.tumblr.com

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How would you like your Graphic Design? Source: Colin Harman, 2010

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The 3rd Generation of Welworth wishes you Merry Christmas!

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2017 is full of Speculations!

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Encash your Passion…!

Gone are the days when your Passion was a just a Dream and it looked like it was nearly impossible to pursue it as a Profession or make a Business out of it. Today the Technology has gone so ahead and has become so user-friendly, that all you need is some conviction and some of your savings to start a Business You Love. And yes, also a basic understanding of how to market your products/services and reach out to your customers in a correct way and at the right time will make your Business successful.

So what are basic things you need to start a Business you Love?

1. Unique Brand Identity

Always consider your Branding Exercise as an Investment rather than an Expenditure. If you invest rightfully in your Brand now, it will fetch you returns in the long-run. Creating a Unique Brand Identity will help you in easily distinguishing yourself from the competition and if the Brand is properly promoted, it will get strongly registered in the minds of your customers.  

2. Marketing Plan:

Whether you plan to sell Online or Offline, you need to market yourself. Using the right tools and strategies to market your Products/services, you can reach out to your customers and create enough demand. It is always advisable to hire a Brand/Marketing Consultancy which can guide you and help you in executing those plans. A right mix of Offline and Online Mediums can fetch you amazing results.

3. Online Presence:

Your customers first visit you online. And if you are able to create a good impression, they will contact you.

Having a decent online presence is very necessary in today’s competition. It helps in building trust and credibility. You prospective customer is half convinced online and the remaining job lies in the quality and service.            

4. Give it time:

Your Venture needs your Attention the most. More than anything else, give your time and energy to it. Keep reviewing the customer demands, marketing strategies, trends & competition from time to time. This will help your venture attain sustainability, stability and growth.

This Article has been written by Mr. Apoorv Houzwala, who is a Brand Consultant and currently the Founder Director of Welworth3G (A Brand Consultancy Firm) and is a Brand Consultant to Welworth Creative Media (A Media Consultancy Firm) and YellowMustard Marcom, Pune (A Digital Marketing Firm). He is an MBA in Advertising from Symbiosis International University and has worked with many Local, Regional, National and International Brands.

For any further info, kindly mail at [email protected]

To read more articles kindly visit welworth3g.tumblr.com

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Wishing you a Very Happy Dhanteras and A Prosperous Diwali!

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Brands Making News!

Premium Brands offering costly products are making the News. So are the Brands that are offering things Cheap.

We are talking about Apple’s iPhone 7 and Reliance’s Jio launches which occurred recently. Apple being a premium Brand keeps on upgrading its Smartphone Models and with every launch of its new model, it creates International News. Even though the Apple products are priced on a higher side as compared to their competitors, Brand loyalists still buy it and those who can’t or don’t buy, atleast talk about it.

Recently India’s third largest Telecom Company- Reliance Telecom introduced a new Brand – Jio. Reliance’s Jio is a newly introduced Telecom Service provider in the 4G Data Service provider’s category. Its launch shook the nation. With extremely low priced tariffs for 4G, it has taken the whole Industry by storm.

So, let’s see a comparison between both the Brands and their impacts.

Apple is an established Brand. And it is known to invent and re-invent. With every new product, it adds new and advanced features. But it’s not only this that makes news about Apple’s product launches. Being an established Brand Globally, it has to do less to be talked about. As the Apple Brand has been into existence since such a long time, people know what to expect and are always curious about the next big thing.

When it comes to Reliance’s Jio, it re-launched its Telecom Service under a new Brand name. In the already existing competitive 4G service providers, Jio made the news by offering the Lowest tariff rates compared to any of the competitors. It was a good comeback for Reliance and it plans to capture a huge amount of users in the coming time.

So, it’s interesting to see people flocking at Apple stores to buy the expensive iPhone 7 and at the same time making queues to buy the cheapest tariff offering Jio sim.

This Article has been written by Mr. Apoorv Houzwala, who is a Brand Consultant and currently the Founder Director of Welworth3G Advertising (A Brand Consultancy Firm) and is a Brand Consultant to Welworth Creative Media (A Media Consultancy Firm) and YellowMustard Marcom, Pune (A Digital Marketing Firm). He is an MBA in Advertising from Symbiosis International University and has worked with many Local, Regional, National and International Brands.

For any further info, kindly mail at [email protected]

To read more articles kindly visit welworth3g.tumblr.com  

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Wishing You a Very Happy Ganesh Chaturthi!

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Good Branding Habits!

There are always certain things you keep doing regularly for your business like Audits, checking Customer Satisfaction Levels, Innovating & Upgrading your offerings based on the demands & feedbacks, Internal Trainings, etc. These things help your Business to be organised and be on track. As these things are important for your business, so are some Branding Habits or Exercises. Regular and proper Branding helps in keeping your Brand healthy, relevant and on the top of the mind of your customers.

Like any other habits, Branding Habits are also developed by consistently doing it. Also, the customers do get used to it and the Brand becomes successful in establishing a long lasting relation with the customer. It has been observed that any Company which keeps on doing Branding Exercises from time to time is considered to be the most relevant in the Market and is usually seen as a Market Leader.

Good Branding Habits will help you stay ahead of the competition.

Let’ go through some good Branding Habits:

1. Are you positioned correctly today?

The Brand Positioning which you had yesterday may not necessarily be relevant today. Keep reviewing your Positioning from time to time and change or modify if necessary taking into consideration your Brand Perception.

2. Is your identity fresh? Many companies create a Brand Identity for themselves for a lifetime and never look at it again. Depending on your Offerings and the Market Scenario, your Brand Identity should be fresh and relevant. Give a fresh look to your Logo, upgrade your website, re-work your Brand Collaterals as per the need.

3. Customer Relations: In today’s competition, getting new customers is tough, but retaining the existing customers is tougher. Unless you develop habits to constantly keep in touch with your customers, there might be chances you may lose them. Regularly publishing blogs, newsletters, sending emailers/greetings to your clients on various occasions, wishing them on anniversaries, communicating about offers, etc., are some ways to keep in touch with your customers and tell them that you remember and care about them.

4. How original are you? Originality leads to Credibility. The more original you are in generating ideas, concepts, content and campaigns, the more credibility and authenticity you will attract. So make it a habit to generate original stuff and position your Brand as a Market Leader.

5. Integrate Online with Offline Strategies: Being consistent across all mediums helps your Brand achieve its Objectives and the strategies prove to be effective. It also adds to the value and credibility of the Brand.The communication which is being used Online should be in proper synchronization with the Offline communication.

Good Habits make a good person and similarly Good Branding Habits make a good Brand. Certain things have to be practiced regularly so that your Brand remains at the top of your Customers minds or else in no time it would be replaced by your competitor.

This Article has been written by Mr. Apoorv Houzwala, a Brand Consultant and currently the Founder Director of Welworth3G Advertising (A Brand Consultancy Firm) and is a Consultant to Welworth Creative Media (A Media Consultancy Firm). He is an MBA in Advertising from Symbiosis International University and has worked with many Local, Regional, National and International Brands.

For any further info, kindly mail at [email protected]

To read more articles kindly visit welworth3g.tumblr.com  

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Why Digital Marketing is necessary for your Business?

As per facts and sources, India is the fastest growing Nation when it comes to adding Internet user base year on year. It means that every year more and more people are getting online, be it from Rural Areas or Urban Areas. And when Billions of people are on the Internet which belong to different age groups, demographics, different income groups, have special interests, then there are very high chances that your target audience is hidden amongst them.

If you do not have an online presence and if you are not using the right tools for Online Marketing, then you are losing on big opportunities for growth and business and your competition is moving ahead.

Following Points will explain why having an Online Presence is necessary:

1.      It’s about your credibility These days if you are not searchable online, people doubt your credibility. Customers usually search Primarily or Secondarily about the Company, its products/services, its associates, etc. online before making their buying decision

2.      Widen your reach Internet and the various platforms available on it give you the access to large number of audience without actually having to set-up a physical store

3.      Specific Targeting The Digital Media unlike Traditional Media gives you flexibility to choose your target audience who will be exposed to your campaign. Not only that, but it allows you to be more specific in terms of the age group, demographics, income, interests, etc.

4.      It’s for all Be it a start-up, a SME or an established Organisation, anyone can reap the benefits of the Online Medium. Companies just have to customize their strategies to suit their needs & budgets. Plus it is a very cost effective medium and that is the main reason it is preferred by many startups.

5.      Convenience Internet has become a synonym to convenience. Shopping, searching or researching for any information on internet is very convenient. Setting up an Online Store and proving services at your consumer’s door step without giving them the trouble to visit a physical store is the need of the hour.

So what are the most popular tools to market your Products/Services on the Digital Platform?

-  Website Having an Online Presence primarily means having a website. When online searches happen for product/service related to you or if someone is specifically searching for you, they need to be re-directed to a particular page where they have access to all the content and information about your company, products/services, contact details, etc.

-  Social Media Everyday we see or hear about a new social networking platform gaining popularity. But some platforms which are highly preferred by the Marketers for promotion of their Products/Services are: Facebook, Twitter, YouTube, LinkedIn, Pinterest, Instagram are among the popular ones.

- Search Engine Optimisation (SEO) You wish that when someone searches for you on a search engine (Google, Yahoo, Bing) and you are among the top search results that are displayed so that majority of the people visit your website and get converted. SEO is the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.

-  Content Marketing This is one of the most authentic and effective method of Marketing online. Content includes text/copy, graphics, audio and video. In Content Marketing, you make relevant, original & informative content and share it for free. You do not market or advertise yourself or your products. Rather you educate your customers and enable them to take their own decisions. For successful Content marketing, you need to consistently keep publishing content and that too original, informative & engaging content. You can do content marketing through Blogs, Newsletters or through using the social platforms.

-  E-mail Marketing Marketing through Email is much more than just sending emails to a set of people. A good email marketing strategy could work wonders whereas a random, un-organised e-mail marketing could be disastrous.

Digital Marketing has now been an important part in the Marketing Strategies of most of the Corporates. It is also the hot trend as it is a medium where the content and information is rapidly generated and becomes accessible to billions of people in a matter of seconds. So, if you have not thought about it yet, this is the time.

This Article has been written by Mr. Apoorv Houzwala, who is currently the Founder Director of Welworth3G Advertising (A Brand Consultancy Firm) and is a Consultant to Welworth Creative Media (A Media Consultancy Firm). He is an MBA in Advertising from Symbiosis International University and has worked with many Local, Regional, National and International Brands.

For any further info, kindly mail at [email protected]  

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Decoding the Myth: Branded Goods are Costly!

Many of us while making our purchase decision for a Product or a Service majorly classify them under Branded and Non-Branded or Local. Customers usually carry a very common perception that if it’s a Branded product it must be costly or let's put it this way that people mostly think that a Product must be costly because it is Branded.

Branded Goods are usually those Goods which are Manufactured and Marketed by a well-known Company and are distinguishable from others through Labels, Logos, Brand Names, etc.

What does it take to be termed as a Branded Product/Service?

There are some major factors that contribute in helping a Product/Service get the status of Branded Product/Service:

1.      Quality: This is the basic aspect in building a Brand. Be it a Product or a Service; its Quality plays a crucial role in building Loyalty and Trust among its customers. The Brand becomes stronger if it consistently provides the same or higher Quality

2.      Customer Satisfaction: When any Company takes care of its Customer, the Customer will take care of it

3.      The Story does not End with a Sale; it rather Starts with it. Customers will come back to you if you take extra efforts to know what/how their experience was while or after using the Product or Service and how it could be made better

4.      Developing a Mutual Relation: One of the Major Objective of the Company should be to develop a Mutual relation with the Customer by making them understand that both need each other

5.      Under-promise and Over-deliver: Companies which surprise their Customers with unexpected benefits/returns, get the most loyalty. In case of opposite approach, where a Company Over-promises and under-delivers, the Satisfaction Levels go down and Customers start losing faith in the Brand.

Apart from these above mentioned factors, Companies who’s Brands are Market Leaders continuously keep on investing time, money, resources and efforts in their Brands to provide the Best Quality and also Best & Unique Experience to their Customers.

And when it comes to after-sale services, any product or a service wins hearts of a Customer when they take extra care of what their customer thinks about them and is prompt in taking actions on any complaints. Companies keep on investing in their Brands to improve & stay on par with the Customer Feedbacks. Their approach is Customer-centric.

When we compare Branded Goods with Local/non-branded Goods, we can easily distinguish between them on the basis of Price. Branded goods will be costly as they will provide you good/unique experience and value. In case of Branded Products or services, your slightest of Complaints or feedbacks will be considered and taken care of. Whereas for non-branded items, Customer feedbacks/complaints are mostly ignored as they have been sold at very reasonable or discounted price.

This Article has been written by Mr. Apoorv Houzwala, who is currently the Founder Director of Welworth3G Advertising (A Brand Consultancy Firm) and is a Consultant to Welworth Creative Media (A Media Consultancy Firm). He is an MBA in Advertising from Symbiosis International University and has worked with many Local, Regional, National and International Brands.

For any further info, kindly mail at [email protected]  

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Kya aapke Brand me namak hai...?

Does your Brand taste good or is it just Bland? This is actually metaphorical. Like the Salt enhances the Taste of the Food, your Brand should enhance the experience of the Consumers or rather create a unique experience for the Consumer. And this not only applies to Brands in Food & Beverages Category but across all Categories. So, a Brand will leave a lasting impression on the consumers only if it provides a Unique Experience and it will satiate the needs of the consumers leading to Total Customer Satisfaction.

In my previous articles I have discussed about Aspirational Brands, Brand Investments, and Brand Audit. All these aspects of Branding work towards achieving one of the major objectives of creating a long lasting impression on the consumers.

Also in today's competition, creating a long lasting impression is difficult as the space in the minds of the consumers is already cluttered and impressions either fade away or are overlapped with other stronger experiences and impressions. Brands have to continuously keep working towards providing special and memorable experiences to the consumers to gain and retain the top position in their prospect's minds.

Once a Brand is successful in creating a great experience for the consumer, it automatically creates a long lasting impression in their minds. This leads in retaining the loyalty and helps in bringing back the consumer for a repeat purchase.

But not everytime a Brand is successful in creating a good experience or the experience may not be able to create such a strong or effective impression. In this case many Brands use the follow-up methods, feedback systems, after-sale service systems to create that extra impression which they failed to create previously. These strategies have to be devised, implemented and revised from time-to-time to maintain the top position in the consumers’ minds.

All the Marketing/Advertising/Promotional Efforts will go in vain if the Brand fails in satisfying the Consumer needs and is not able to fulfil the Promises it made while promoting itself. The value of a Brand increases only if the consumer is delighted with the Experience the Brand gave him/her and the word-of-mouth will follow which is a very strong medium that helps in elevating the Brand Image. Brands succeed when they Under-promise and Over-deliver and when they do the reverse their image takes a setback and it starts failing.

Experiences – be it good or bad; are always remembered and shared with others. They form the basis of taking the future decisions of whether to stick with the Brand or not. There may even be some cases where the Consumer/Customer who have had a Bad Experience might still give another chance to the Brand due to some past Good Experiences. Brands should be alert in knowing where they are failing or in case of any complaints by the customers and should be prompt in taking actions towards fixing it. Timely decisions help in saving the Brand Image and dilution. Let’s take the example of Cadbury’s Dairy Milk Chocolate. Most of us might be aware that some customers had complained about insects been found in the Chocolate. The Media also bought it up and there was a huge risk for the Dairy Milk Brand. But they were quick enough to fix this. They immediately roped in Mr. Amitabh Bachchan as a Brand Ambassador and showed him strolling in the Cadbury’s Factory showing how the Products are produced under strict quality control conditions. This immediate step helped Cadbury in retaining the Trust amongst its Consumers and thus saved the Dairy Milk Brand. People also gave it another chance as they previously had good experiences with the Brand.

Similar is the case with Nestle’s Maggi Instant Noodles Brand. It faced a ban from the Indian Government due to higher amount to Lead found in the Noodles which was above the permissible limits. But after some gap it did come back in the Market and is taking all the efforts to regain its position and image.

Thus, the Brands should focus on creating Good, Unique and Satisfactory experiences for their Consumers and always try and give something more than expected to maintain the Loyalty and to avoid losing the customer to the Competition.

This Article has been written by Mr. Apoorv Houzwala, who is a Brand consultant and currently the Founder Director of Welworth3G Advertising (A Brand Consultancy Firm) and is also a Consultant to Welworth Creative Media (A Media Consultancy Firm). He is an MBA in Advertising from Symbiosis International University and has worked with many Local, Regional, National and International Brands.

For any further info, kindly mail at [email protected]