Know all about Branding directly from the Brand Experts in Mumbai


IV. Phonethics



Phonethics started as a short form content company in 2006. Over the years, they have developed an understanding of how technology and content play together to tell a story. While the team has won several awards, they have also seen setbacks when their projects didn’t shape up as expected.

Mr. Saurabh Gupta, Founder and Managing Director of the company, takes a cue from the song – The Gambler.

‘You never count your money when you’re sittin’ at the table, there’ll be time enough for counting, when the dealin’s done’ – 

which implies that it’s important to be at the table till the dealing is done.

1. Importance of Color in Branding. Is it a very important relation to choose wisely?

Think of color as a literal translation of how you want your customers or partners to feel when they think of your brand or business. There’s a reason hospitals are blue – the color calms us, red signals draw our attention to them with certain urgency. For a small business, an unusual choice of color in branding and communication can help it stand out from the rest.

2. Does Branding help in getting user attention and help in increasing the market share? Example -Patanjali would have not existed without Branding?

It depends on what you think of as branding. In the case of Patanjali, it goes beyond the trademark and brand collaterals. The brand has a very clear stance that consumers understand and respect the brand which gradually drives large volumes of sales for Patanjali. While crafting your organisation’s branding, it is important to bear in mind that this (branding) may be the first (and in some cases the only) thing that your customers will see. It should help them understand what your business does.

3. What is the best way to Promote a Brand?

If you already have customers, the best way is to leverage those are satisfied with your service or product. Social media is a great way for small businesses to showcase happy customers. Think about small content pieces – videos, images etc. that help your customers understand your brand a bit better. Unlike other promotional mediums, the Internet allows for multimedia content distribution at almost no cost. Having said that, if you can afford it, hire an agency or a marketing consultant. They will bring insights from their experience across sectors as well as continuity for marketing activities that may be difficult for you to assure.

4. How do you recommend allocating budget for branding avenues – digital vs offline?

This depends entirely on the product / service. Social media and the Internet are available free of cost so I would recommend starting there. It is important to think of the message before choosing a medium. If you are opening a take-away then flyers are almost as important as your social page. Think about how people may discover your brand and then look at the most effective / affordable medium.


5. When should Branding be started for a new business?

When the business goes from being an idea in someone’s head to actually selling stuff.


6. With a limited budget what is the most effective way to reach your target audience and have them remember your Brand. Let’s say you can’t reach entire India with a budget of 50K so how a Small business with less budget can effectively implement branding. 

The Internet is great for low budget campaigns. Small businesses may not always need to reach entire India. If the firepower available is small then try to find a core group of influencers or customers who may have a ‘viral impact’ on your brand, and think of ways to reach them.

7. How to tell a great Brand Story?

Today, everyone is a storyteller. Open Snapchat or Instagram and you can see how people are telling some wonderful stories.

Telling a brand story is not very different from telling any other kind of story. Think about the conflicts [villain] that your brand [the hero] slays. What are the elements you like about films and stories? Chances are that those are the emotions and qualities that you would be most comfortable incorporating in your brand story.

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  1. Saswata Das January 10, 2017

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