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Customer service is the new marketing. – Derek Sivers

customer-service02

Marketers burn the midnight oil to boost their sales. They try every trick in the book, but don’t pay attention to the oldest trick – Customer Service.

In today’s competitive environment there’s little to choose between products and services, and Customer Service is what adds teeth to the marketing.

With over three decades of Brand Building behind us, we help brands across domains to add colour, life, and meaning to their brands, and stay ahead in competitive markets.

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Be Yourself, Everyone Else is Already Taken. – Oscar Wilde

brand-be-yourself

A lot has been written about emulating success stories, a lot has been advised about taking a leaf out of other’s pages, and it’s always tempting to copy-paste someone else’s achievement.

The truly successful brands look around, absorb, but eventually become not what others are, but what they want to be.

They define their differentiation.

With over three decades of Brand Building behind us, we help brands across domains to add colour, life, and meaning to their brands, and stay ahead in competitive markets.

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Unless you have absolute clarity of what your brand stands for, everything else is irrelevant. – Mark Baynes

brand-stands

We see many brands pursuing a please-all agenda, a good for everything approach, and landing nowhere to go.

If you are sure of what you stand for, there is still a possibility of it not reaching the customer as clearly as you would like. But if you are unclear, it is a non-starter.

Evaluation. Introspection and Direction define your Differentiation.

With over three decades of Brand Building behind us, we help brands across domains to add colour, life, and meaning to their brands, and stay ahead in competitive markets.

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Differentiation

i-am-different

They laugh at me because I’m different; I laugh at them because they’re all the same. – Kurt Cobain

People don’t spot similarities and ignore. They note something unique, and pay attention.

In this crowded world, bursting-at-the-seams markets, a unique product or service appears like a breath of fresh air in a dry dull and hot weather.

How to spot your differences? Which ones to back? That’s differentiation.

With over three decades of Brand Building behind us, we help brands across domains to add colour, life, and meaning to their brands, and stay ahead in competitive markets.

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A brand is the set of expectations, memories, stories and relationships…

brand-expectation

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. – Seth Godin

You cannot build a brand overnight. It is a set of mental dots that consumers join in their mind. These dots are the stories they have heard, their experiences, and the expectations they have built around the brand.

At the crucial juncture of making a choice, all these stand up, to be counted and either make or break your brand.

Brand Building: Castles in the sky, brick by brick.

With over three decades of Brand Building behind us, we help brands across domains to add colour, life, and meaning to their brands, and stay ahead in competitive markets.

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Your brand is a promise to your clients…

brand-is-a-promise

What if you went to your favourite restaurant and kept your fingers crossed hoping they serve you a good meal?

What if you had to say a prayer before you opened a product hoping it is as good as the last time?

What if you keep guessing each time before using a service as to how it will deliver?

These would defeat the very core of what branding is all about.

You may try a brand on the influence of its collaterals, someone’s recommendation, or just a hunch.

But you will continue to patronize the brand only if it consistently delivers a certain quality, or is dependable.

Every brand defines its standards. And attract people to whom those standards matter. But they don’t matter occasionally but consistently and they expect a certain set of deliverables that match their expectations.

Good brands therefore are not brilliant one day, and average the next. They are as good as they are. Consistently.

With over three decades of Brand Building behind us, we help brands across domains to define their brands, deliver consistently, and stay ahead in competitive markets.

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“Unless you have absolute clarity of what your brand stands for, everything else is irrelevant” – Mark Baynes

absolute-clarity

There are three types of people: Those who make things happen; those who watch things happen; and those who wonder what happened.

Everyone has understood that building a brand is imperative. And many have joined the brand wagon.

However only a few have defined their brand. What it is? What it stands for? What it delivers? To whom?

And without that clarity you are just playing a blind game hoping the cards are in your favour.

Good brands build with clarity. With conviction. And with consciousness.

Every plant needs different inputs, and maintenance to blossom. And brands need appropriate inputs and handling to flourish.

And the starting point is clarity.

With over three decades of Brand Building behind us, we help brands across domains to define their brands, bring clarity in their approach, and stay ahead in competitive markets.

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If you’re your authentic self, you have no competition – Scott Stratten

authentic

The digital world has dissolved all boundaries. You now have access to the whole world, and the world to you.

Information is a click away, and so are ideas. You get live updates on anything you wish to track and people are keeping a tab on you as well.

Essentially everyone is living and operating in glass houses, with virtually no secrecy. You want to know, and be known, and the world thinks the way you do.

The challenge however is to stand out in this maze of sameness. There is so much to see, that you see nothing.

Unless it is worth seeing. It is worth your time and attention. It is not that crowd of sameness, but something that strikes as different.

Each brand has to define, implement, and pursue something so unique that it doesn’t beg, but commands attention.

And successful brands are those that search that uniqueness within them.

No wonder they are genuine, authentic, and have virtually no competition.

With over three decades of Brand Building behind us, we help brands across domains to discover their strengths, strategize their uniqueness, and stay ahead in competitive markets.

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Your brand is what other people say about you when you’re not in the room – Jeff Bezos

what-other-people-say-about-you

Whether you call it diplomacy or hypocrisy, people don’t like to be unkind to others. In their presence.

You will find them nodding in agreement or smiling in support, even when they don’t believe in you, or what you do.

So, you may come back elated after a pitch, feeling you have cracked it. Or grow in confidence when you see a sea of smiles around you.

But these same people have a different tale to spin, as soon as you leave the room.

So, what’s your real brand? What people say in front of you, or what they say behind your back?

You can live in a fool’s paradise if you believe that your brand is what people say in front of you.

Good and successful brands are spoken of well in front or behind someone’s back.

Because that’s what’s the true opinion of people.

So good brands have their ears to the ground. Listening closely to what people are saying, behind them, as that will propel them forward.

With over three decades of Brand Building behind us, we help brands across domains to plan, build positive brands that are well judged, and stay ahead in competitive markets.

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Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition– David Aaker

spirit-and-a-soul

Imagine thousands of products – all the same.

Imagine a fleet of services – nothing to separate one from another.

Imagine a sea of people – with identical features.

We live our lives consuming a variety of products and services. And what adds colour are the choices they offer. Within the same price vertical too there are choices, and we make those choices as per our preferences.

These choices are offered by way of brands. Brands add life, colour and personality to make them real and help you decide which wins your patronage.

So, it’s a double-edged sword. Branding helps you distinguish yourself from the others. But there has to be something distinguishable about you.

These are the brands that make the process of selection, making tough choices, so enjoyable. Because they don’t offer run-of-the-mill generic products or services, but add life of their own to make brands come alive in the minds of the customers.

With over three decades of Brand Building behind us, we help brands across domains to add colour, life, and meaning to their brands, and stay ahead in competitive markets.

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