Rebranding Strategy: How To Make A Powerful Impression At Expo 2021 Dubai


Rebranding is the process of changing the image of an already established brand or an organisation. This marketing strategy involves changing the name, logo, or change in design or messaging. There are many reasons why a business might want to present a different brand image. Possibilities include repositioning the mission and vision of the company to reflect a change of focus, creating a unique identity to set it apart from its competitors, updating the image to appeal to a younger market or an entirely new target audience, expanding the business scope, and reflecting a significant merger or acquisition. Whatever the reason might be it is important to know why you are rebranding. Rebranding is a major undertaking, involving your customers, digital media presence, client, employees, and mission. The process is more likely to succeed if you have compelling reasons for the change.

Have A Comprehensive Strategy Before You Start

Rebranding is more than a buzzword, it is a series of small complex decisions. While initial plans may focus on tweaking the name, the process is likely to involve designing new logos, new website design and content, the branded products, the services you offer, and even the clients you pursue. To ensure the process runs smoothly without losing customers, have a strategy in place before you begin.


Plan for the changes that will need to be made along with which parts of your marketing and business strategy will be affected. Sharing the responsibility with a branding agency or designate members of your team will make the road from making design decisions to communicating with the public a lot easier.

Be Ready For Questions & Concerns

Rebranding is a hard change for both the company and its customer. To make the transition easier, communicate. Communicating with customers during a rebrand is key to maintaining existing client relationships. If customers are unable to understand the reason behind the changes, they may lose trust in the business, leading to a drop in revenue.


These concerns are prominent where a family business or a crowd favourite is involved. Partial or complete rebranding creates confusion among the existing customers that a family-owned business has been bought out or expansion means a degrade in quality. To preserve their trust, anticipate the questions and provide answers before the business is hampered. Social Media channels are a great way to announce, communicate, and keep the customers in the loop with the day-to-day activities of the brand.

Go Big! Publicize In Dubai Expo 2021

Communicating with your customers doesn’t have to be internal or private. Talk openly through social media, PR releases, or publicizing in a world expo to gain maximum recognition for your brand.


Whether you’re creating your brand from scratch or attempting to rebrand an existing one, you will likely find yourself struggling with an array of challenges standing between your company and consumer acceptance. It’s vital to create a campaign that details your rebranding approach. Putting together a carefully outlined strategy that is a mix of traditional and online resources is critical to ensure that you’re comprehensively reaching all the customers and rebranding your organization as effectively as possible. Trade shows are a great place to do this.

What Is A Trade Show Display Essential For Rebranding?

Understanding some of the key advantages that trade show displays can deliver can help you best leverage these live marketing tools for optimal rebranding success.


Customize However You Like: Trade show displays offer a company a huge advantage. You’ll have the opportunity to customize your exhibit however you want and per your rebranding efforts. This means that your design team can strategize the best way to showcase your new brand, select the highlight and focal point of the booth. If your brand is contemporary and minimalist your exhibition can include elements like shapes, solid colours, and structures that can capture the essence of your brand and enhance your new name.

It’s Free Advertising: Free? not exactly! The problem with most rebranding initiatives is that it takes so long to generate public awareness and gain traction within your business’ specific consumer niche. Luckily, with trade shows, you can always customize your exhibit, and unveil your new look to the perfect targeted audience. Participating in industry events like Dubai Expo 2021 means that you’ll have access to large groups of consumers within your targeted demographic. Best of all, the attendees have voluntarily participated in the event, so it will be easier for you to have a one-on-one conversation and they’ll be interested in what your new look (rebranding) has to say about your business.

Level Playing Field: Every rebranding effort strives to showcase the organization as a newer and better version to its counterpart, in short, a force to reckon with; trade show displays instantly help businesses of every size and scope do just that. Despite the size of your marketing budget or your annual turnover at trade shows like Dubai Expo 2021, you’ll not only be working your booth with the crowd, you’ll also be unveiling your new image while going head to head with your biggest competitors on a completely level playing field. It is the quality of your product and the agility of your service that can make all the difference.

A Fair Chance to Make a Great First Impression: In this oversaturated market, first impressions are the only way for the customers to judge whether they wish to be associated with you or not. Hence, for many exhibitors at a show, what their booth displays and what it conveys are their chance to make a great first impression with prospective clients. Having a customized stand, product samples, and impressive branding materials and a professional team can help you elevate from an average brand to an industry innovator and trendsetter.


For all the time and energy it takes to rebrand, it makes sense that a brand launch should be carefully executed for maximum impact. But too often companies are in a rush to unveil their new makeover to the world as soon as possible—or some are simply out of energy to do it right.

These unfortunate occurrences are the consequences of a poorly planned launch strategy that can negate the wise investment of a rebrand. Expo 2021 Dubai, a global mega-event is one such event that is brimming with new opportunities, connections, and experiences. The outbreak of coronavirus pandemic might have postponed it but it has also presented with you an opportunity to revamp and rebrand. By making your launch part of a larger story, planning it well in advance, and making sure that your new look is aligned internally and externally with your brand essence, you are certain to succeed.


If you wish to rebrand your own business whether it is a logo redesign, a website redesign, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the USA, India, Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.

Contact Us

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Also read: The Ultimate Guide to Successful Rebranding

5 Things Consumers Value Most In A Brand During Pandemic



With employees working from home and industries pausing operations, the COVID-19 pandemic has had a profound global impact. Overnight, business strategies and leadership were put to test as authorities announced lockdown as the only means to flatten the curve. Millions of people across the globe had to adjust to the new model of working from home to keep the operations afloat.

2020 has changed things for marketers and brands in a way we could never have imagined. The brands that were traditional marketing-oriented are also now moving progressively towards digital. Many companies adopted digital ways of working overnight. As the markets unlock, while we cannot predict many things, one thing is for sure that Digital is the way ahead – in terms of marketing and mode of work.


COVID-19 and its challenges are profound but not limited to a specific country or industry. Among many things, it has changed the way businesses function and operate, connect, and advertise. It has been more than 6 months since the lockdown was first implemented. After surviving the unprecedented times, now, the branding and marketing industry is all set to help the brands make their comeback into the markets. Brands are cautiously but progressively starting to confide in marketing again, embracing the changing times, brands are seen preparing for this new quarter ready with plans that help them win the customer’s confidence back.

Usually, wars, epidemics, and pandemics trigger recessions, slow businesses, and growth. However, the coronavirus pandemic is forcing every conglomerate to rethink and re-strategize. It is time we change the approach and embrace the importance of narrating a brand story, creating a unique image, and carve a niche with an empathetic yet positive brand voice.

In this article let’s discuss the intangible values a brand can provide to its customer to strengthen its brand image.

A Digital Bridge Connecting The Outside World

Situations like lockdown or work-from-home are strange circumstances, clouded by confusion and uncertainty, it craves the need for reliable information. As a brand, ‘informative’ and ’empathetic’ messages adhering to the latest policy change/update or adding value by replacing an in-person experience by a virtual interaction will always be remembered. Branding is not a visual element of a brand, it is also what and how you communicate your message.


For example One of the biggest fashion federations, FHCM’, hosted their first-ever virtual fashion week. Delivering fashion enthusiasts an immersive virtual experience. Collections were presented digitally and without audiences. They stayed true to their brand value but took a creative approach while respecting social distancing rules.

Communicate To Reduce Anxiety

Proactive communication from a brand’s end helps reduce the surrounding anxiety and gives consumers a greater sense of control. Airlines, hotels, and resorts who are at the forefront of the pandemic proactively inform their customers about refund, cancellation policies, updated sanitation and hygiene protocols to address the anxiety brought on by the current situation.


Traditional stores and e-commerce companies can reduce anxiety by providing greater transparency on the availability of stocks, social distancing measures, and delivery rather than taking orders and later cancelling them. Companies must ensure a clear and transparent communication to reduce further confusion and hysteria. One of the best ways is to release a formal statement and add it to your mobile app and website.

Promote Care & Wellness

In a crisis, consumers’ actions and decisions are guided by perceived risk. Especially in unprecedented times like ours, it is common for them to be anxious about their safety. As a brand, you must recognise the pain points and set up a clear yet empathetic channel of communication.


Food delivery companies like Zomato and Swiggy are attempting to reduce the risk of contamination through contactless deliveries, constant temperature checks while certain regional news channels are providing a live epidemic map to help people avoid areas affected by the spread of coronavirus.

In difficult times, it is crucial to transcend beyond your product/service and spread a message of compassion and wellness, showing your brand personality. Instead of promoting gyms and fitness classes, focus on values like wellness, resilience, and positivity.

These actions humanize your brand and shed a positive light, hence improving the perception of your brand.

Entertainment And Engage

One of the most substantial rises is witnessed in screen time. While some have gravitated towards traditional channels like Tv, others are surfing the internet for entertainment and engagement. Platforms like Amazon Prime which was once targeted towards the working professional are now focusing on every segment of a household during the outbreak.

For brands and OTT platforms it is an opportune moment to acquire new customers, tailor their offerings to the current times while testing new content to identify future consumption patterns. A delightful experience will ensure customers stay hooked. With digital being the future, brands that have invested in great content and user experience will stand to gain disproportionately.

CSR Is Not An Activity Rather A Priority

Customers value a brand’s ability to overlook its profit and help other people or society at large. Companies that link their vision, and mission to a greater good, provide this value to customers. This could be done by donating, crowdfunding, or asking for people’s help by digitally serving as volunteers. Even the simple act of applauding and supporting health workers holds meaning beyond the self.

With gloomy economic forecasts and thousands of layoffs in every sector of every industry, businesses and governments must consider whether their actions and communications deliver those types of value. If not, refrain from taking any action or releasing a formal statement, pretence will do more harm than good. Empty promises and fake concern will project negative impressions or, worse, make consumers even more anxious.


These difficult times shall pass too, and consumers will look back at these actions and remember those that stepped forward and helped – from a small restaurant that distributed free food to a Multinational Corporation that rose to the occasion and delivered on the challenging tasks.

Consumers will also remember the companies who treated their customers and employees well. In the middle of everything, we must not forget that we have a rare time frame where business is picking the pace yet not all-consuming. It is also an ideal time to think about rebranding and tailoring your brand to the changed times.

If you wish to rebrand your own business whether it is logo redesign, a website redesign, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specializes in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the USA, India, Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.

Contact Us

We are always available on

Want to get in touch over a call?

(+91) 97858 40004 , (+91) 99831 96932

The Ultimate Guide to Successful Rebranding



“Every success story is a tale of constant adaptation, revision, and change.” – Richard Branson

Running a business is difficult, branding is likely the last thing on your priority list. Rightly, it’s hard to sit down and flip through colours and fonts when you’re still trying to figure out the USP of your product, who your customers are, and where to find them. Plus, if you made creating an identity for your brand a priority, in the beginning, a slight change in your perspective or the business plans might make your initial branding strategy obsolete.


Branding like business grows with time. In business, you add new products, explore new markets, target new demographics, and want to pursue a new set of customers. All these developments require companies to come out with a rebranding strategy. Like a makeover, rebranding allows the product to be seen in a new light, tailored to the current business plan.

So, officially, ‘rebranding is the process of changing the corporate image of an organisation. It is a market strategy of giving a new name, symbol, or change in design for an already-established brand. The idea behind rebranding is to create a different identity for a brand, from its competitors, in the market.’

However, the true definition of rebranding is often misinterpreted. Rebranding is much more than a name change, redesign, or new logo. It is readjusting your company’s vision, mission, values, and market to the current reflection of your brand.


When Should You Consider Rebranding

  • New Locations – Rebranding is an ideal choice for your brand if you are planning to expand your product in domestic or international markets. Every city has its quirks and might not identify with your current logo, messaging, etc.
  • Market Repositioning – Brands are designed to connect companies with their customers, so if you are planning to reposition your business to target a completely new customer profile – whether through product, place, price, or promotion – your brand will need to follow suit.

    Example: Vicco created magic in the Indian market during the early 80’ and ’90s but over years with the same packaging and old customer base they became dated. But in mid-2019, by associating with Alia Bhatt and playing up the ‘natural’ aspect of its brand portfolio, they underwent a rebranding exercise in an attempt at connecting with a younger generation.

  • New Philosophy – Your company’s mission, vision, and values should govern every decision you make — including every business and brand decisions. If these building blocks are shifting and pivoting the direction of your business along with them, you’ll need to reevaluate your strategy hence your brand’s identity.
  • Mergers & Acquisitions – When two companies come together so do two brands. If your company was acquired or joined with another company, you can’t just let both brands battle it out. Rebranding helps find a new brand that reflects the new entity to prevent confusion and build trust.

When Should You Not Consider Rebranding

  • Attention – In difficult times when sales are floundering, or perhaps brand awareness efforts are going in vain, either way, jumping to rebrand is the wrong move. Following a trend can be beneficial because it shows you are awake in a sleeping industry, but it is also a dangerous game. Changes without backed by strategy might create short-term buzz, but won’t be able to sustain the sale. At worst, you’ll lose whatever brand recognition you had, setting back your sales and marketing efforts.
  • Boredom – People often consider rebranding because they’re sick of seeing the same logo, colour, font, and messaging every day. But what might make you feel restless and bored might resonate with your customers. It is the consistency that helps customers remember your brand.
  • Covering Up A Crisis – Rebranding as a response to persistent internal issues or fending off the bad press is a bad idea. Today’s consumers and employees are smart enough to see right through the act and recognize it for what it is – a cover-up.
  • Ego Boost – Rebranding is the fastest way to make your mark but that doesn’t justify implementing it. Visual elements are a major component in telling your brand’s story, but there are much better ways for the CEO to put their “stamp” on the company. Rebranding is costly and time-consuming, so they should answer important questions like does the company still match the brand personality and communicate its current position?


Total vs. Partial Rebranding

By this time, you must have figured out, if you should rebrand or not, if your answer is ‘yes’, the next question is to what extent. Complete or partial. For a better understanding, what’s at stake, let’s take a partial rebranding as a quick touch-up while the total rebranding as a complete makeover.

With the partial rebranding, you adjust the focus on your visual identity to suit the needs of the markets — as opposed to a complete identity crisis. While complete rebranding comes into play in cases of extreme shifts of a company’s mission, vision, and values. This option is suited to situations like mergers, acquisitions, and other similarly foundational shifts.

Rebranding is a powerful idea but it is important to understand that the more established your brand is, the more you have to lose.


Are You Ready to Rebrand?

Now that you know every pro and con that rebranding entails, it’s time to consider if and how you want to rebrand your own business. Whether you end up going with a logo redesign, a website redesign, refreshed messaging, or a complete brand makeover. Once you have determined the best strategy, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true.

Contact Us

We are always available on

Want to get in touch over a call?
(+91) 97858 40004 , (+91) 99831 96932

Why Do You Need A Brand Guideline?



Imagine you have a product with the potential to be a memorable brand. But for that, you need a perfect marketing strategy. A compilation of everything from email marketing and content creation to PPC and website design. While all the components are complex and crucial, they have to be connected to be effective – to be memorable.


That’s where brand guidelines come in – something that goes far beyond a logo or icon. It’s an investment to ensure that all your marketing efforts are working towards the common goal of gradually building up brand recognition among potential and existing customers. 

Brand Guidelines communicate a variety of things about your brand, both internally to your organization or business, as well as externally to your partners, affiliates, and the general public. It can range from the core values and vision to elements like colours, imagery, fonts, tone, and even the feeling you get when you see one of their ads. In a nutshell, brand guidelines ensure consistency and continuity with your brand’s visual identity and underpinning strategy.

Still not convinced? Here are 5 compelling reasons to have your own set of brand guidelines. 

Consistency Is The Key 

The key to creating a strong brand identity is consistency. Brand consistency is the pattern of expression that affects what people think about your company. The more consistent your messaging, the more consistent your branding. A harmonious correlation between words, design, or perspective helps clarify what your business stands for, allowing your business to communicate your purpose, personality, and promises. 


3 critical areas where brand consistency drive customer loyalty: 

  • Customer Experience – Providing a consistent customer experience fosters trust and confidence in your brand. 
  • Values – Backup your promises with actions. 
  • Brand Identity – Consistency in visual components make your brand recognizable and help you stand out from your competition. 

Example: The consistent red and white branding with the iconic cursive logo of Coca-Cola evokes the same feeling of positivity, authenticity, inclusiveness no matter where you are in the world. 

Recognize and Recollection 

According to a study by Nielsen, a global marketing research firm, “consumers only buy from a small repertoire of brands, and the average customer spends 13 seconds purchasing those branded items in store. In other words, when your customer scans the shelves, they reach for what’s familiar and they do it fast. This is known as ‘instinct buying’”. 


So, when you are looking for chips, you instinctively move towards the colourful packets of lays. You don’t check out the brand, you know the colour, size, and taste. That is why consistent brand recognition is so important. 

Brand guidelines help you deliver a cohesive brand experience, making it easier for people to recognize your value. When you consistently provide high-quality content, customers come to rely on you and—even better—seek out your content. They trust you will deliver what they want every time, and that trust is the basis of a long-term relationship. 

Adds Value 

When your brand’s identity is cohesive, the perceived value of the brand increases. Consistency allows your brand to appear more professional and reliable. By implementing brand guidelines, you ensure that you’re always putting out content you’re proud of along with maintaining the quality and integrity of your brand. 

Aesthetics Over Everything 

Clear communication and good design make your reader/viewer’s life a lot easier. Simple acts of alignment, data visualization, aesthetically pleasing colour, or readable typography help creators design content more effectively. Also, it shows your customers that you care about your brand and value their time. 

Apart from the visual aspect, an inconsistent brand experience not only weakens your marketing efforts – it promotes distrust among your customers. You can initiate the best social media marketing campaigns and a series of blog posts, but if they don’t align the body with values, it won’t resonate. 

Stay Focused 

While launching a new product or re-branding the existing ones, a brand can get stretched too thin. By implementing brand guidelines, you have a general direction and tools to effectively maintain consistency while increasing the quality of the content. Brand guidelines help you stay sane and aim your business’s interests with your intended audience. 

What is Included in Brand Guidelines?

Colour Palette 

For brand recognition, brand colours have to be simple and consistent. In the past, brands picked one or two colours but the present-day brands multiple color schemes to add vitality to their brand communications. 


Whatever the choice, it’s a good idea to make your core brand colors clear. Don’t forget to include the necessary hex codes, RGB values, and CMYK color codes to make sure your colours are presented consistently across media. Along with these instructions, you must mention the shade variations, and some do’s and don’ts. 


Choose typography that matches your brand’s visual style. It is one of those things that go unnoticed if it’s done well but sticks out like a sore thumb if it’s not. 


To enhance your brand experience, use a brand style guide to ensure you are using consistent typefaces and families, font sizes, and the hierarchy of the fonts across your collateral. 

Logo Design 

The logo is one of the most consistently visible parts of your brand. And how your logo should be displayed in different formats is an important part of your guidelines. A brand guideline should include size restrictions, colour combinations, and how your logo should look on different backgrounds making it tough to go wrong. 


It doesn’t hurt to give some concrete examples, making it dummy-proof. Here are some of the dos and don’ts: 

Brand Voice 

Brand voice refers to the words that your brand chooses to use to show your company’s values and personality. And the importance of having a consistent brand voice in your messaging should not be underestimated. 


It is crucial to spend some time finding the style that resonates with your audience and aligns with the personality of your brand. Once you have it figured out, ensure that it’s replicated across your channels. 

Skype has gone above and beyond in defining their voice–including a ton of dos and don’ts for grammar, punctuation, spelling, vocabulary, naming, and tone. 

Brand Story

Every brand is backed up by a compelling brand story. For those who are unfamiliar with the term, the brand story wraps up a company’s vision, mission, and core values. The best kind of stories add a dash of their personality. 


For example- Land Rover’s campaign video ‘ The Land of Land Rover’ offers a brilliant example and a reminder that the best stories are not your own, but those of your customers and your fans. Caring for those stories brings them to life and prioritizing them over your product message makes them iconic. 

Image & Data Visualization 

Imagery could include the style of photographs, colour, and content your company uses on website or marketing collaterals that contributes to the perception of your brand. 

A brand guideline creates a general guideline for imagery (photos, illustrations, charts, infographics, etc.) that are to be included in your brand’s promotional materials. 


A brand book is the physical manifestation of the living, breathing concept that is your brand. Without a guiding document, any brand can spin out into inconsistent chaos. In an attempt to slow that process, Marketing Departments often develop Brand usage guidelines. These guiding documents have a lot of names: Brand Book, Brand Guidelines, Brand Bible, Brand Usage Guide, CI Manual, Identity Guidelines, etc. 

Irrespective of several names, a brand guide’s sole motivation is to keep your brand identity consistent, recognizable, and still unique, even as several different minds work to develop content for your brand. Since a style guide defines a brand’s identity, it’s important to spend the time and resources to get it right. 

Get in touch with us, and we promise to build a style guide that helps you maintain a strong, cohesive, and distinguishable brand.

What are the 5 elements of Successful Branding?



The concept of Branding has been around since 950 A.D when to ‘brand’ meant burning a piece of wood. By the 1300s it was used to describe a torch, essentially a burning piece of wood that is to be used as a tool. By the 1500s the meaning had changed to a mark burned on cattle to show ownership. Over the years the method might have changed but the point of the invention remained simple – each brand was a distinct mark to help identify quickly – essential traits that are still common to modern logos.


Branding has broadened quite a bit since the word first came into use. Today, branding is more than its name, tagline, website, or logo. A brand is how you make your customers feel, and it’s built by taking a consistent approach across every interaction they have with your brand.

To make a great brand, five key elements are crucial: Purpose, promise, position, personality, and expression. It is important to know that your brand is the complete story of what you want to communicate about your business and the perception that you leave in the hearts and minds of your audience. That’s why before you start worrying about creatives, logos, or marketing – you must sit with your Branding Agency and get clarity on who your brand truly is.

Like Jeff Bezos, the founder and CEO of said, “Your brand is what people say about you when you leave the room.”


“Start by knowing what you want and who you are, build credibility around it, and deliver it online in a compelling way.” – Krista Neher

The first step towards building any brand is to define its purpose. Why do you exist? How are you different from others?

A good place to start understanding a brand’s purpose is through the author, Simon Sinek’s ‘The Golden Circle’. Let’s start! According to Mr. Sinek understanding the deeper ‘why’ your brand exists provides a solid foundation to build everything else — your ‘how’ (organizational culture, brand experience) and your ‘what’ (what products or services you offer).

For example, Tesla’s ‘why’ or the brand purpose is ‘to accelerate the world’s transition to sustainable transport’. ‘How’ they did it was by creating a culture of technology, design, and innovation fuelled by the ambition to move the world away from non-renewable fossil fuels. ‘What’ they offer is a series of well-designed electric vehicles, and energy storage systems to support them.


“Products are made in a factory but brands are created in the mind” — Walter Landor 

Brand Positioning according to Philip Kotler, father of modern marketing is “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”. In simple words, it is the part that describes what your company does, whom it caters to, what differentiates you from other competitors and what the consumer hopes to gain by using your product or service.

So, when developing your positioning strategy, there are 3 questions that you must answer to make your brand the ‘go-to choice’ instead of the alternative:

  1. What is the exact category that my brand falls in? It’s important to understand what market you are looking to dominate, where the opportunities are, and if there are any gaps you can fill.
  2. Who is my “best” target audience? Being a jack of all trades has never profited any business. You must narrow your target market down to your ideal customer and work towards understanding their specific needs and pain points.
  3. What is my USP? Ideally, every brand should deliver its unique story. To dominate a market full of similar products/services it is crucial to understand your strength or what is it about the brand that sets you apart in your industry?


“Your brand is a promise to your clients… a promise of quality, consistency, competency, and reliability” – Jason Hartman

After positioning yourself, the next step is to decide how you plan on creating value for your customer. Is it through excellent customer service or premium product quality? When it comes to building a brand, ‘the promise’ refers to the value that the customer can expect to receive every single time they interact with that company. In many ways, your brand’s promise is a direct extension of your positioning and the expectation that it sets.

For example, Disney’s promise is ‘creating happiness through magical experiences’. Apple’s ‘Think Different’ is arguably the most famous slogan of all time and the key to Apple’s wild success in the computer industry.


“If people believe they share values with a company, they will stay loyal to the brand.” — Howard Shultz, CEO of Starbucks

If your brand was a person- what human characteristics would you choose?

Elegant? Quirky? Serious

Brand personality is how your brand looks, speaks, behaves, and engages with the world. You can also consider your brand’s tone. A major section of a person’s personality is their story. Similarly, for a brand, the brand story builds credibility and adds value to a brand.

The brand story shows your company’s history and how it led you to where you are today. In most cases, it will help you connect emotionally with your customer and will distinguish you from the rest in a similar niche.

For example:

  1. Apple has a non-corporate, artistic, sophisticated, creative personality.
  2. Nike has an active lifestyle, and an inspirational, exciting, cool personality.
  3. Harley-Davidson has a macho, rebellious, freedom-seeking personality.


“Brand is just a perception, and perception will match reality over time.” – Elon Musk

After the groundwork is laid, this is where your logo, tagline, fonts, colour palette, and even your brand’s name come in. Your brand promise must be reflected through your brand expression. Your brand expression must support your brand positioning. The key to the success of a branding process is consistency. Consistency will always be challenging. However, the harmony between these tangible and intangible elements will help people remember what your brand really is.

A brand is more than a logo. It is a collection of expectations, experiences, promises, benefits, and identity symbols that deliver your brand’s story. In normal cases, a professional creative agency like Vowels Co. will help you strategically craft your branding, but we encourage discussions and it’s your brand.

When you learn that’s when the magic happens!

5 Key Reasons to Invest In Branding



“Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.” – David Ogilvy

The word ‘brand’ and ‘branding’ is thrown around rather liberally, but what does it really mean? Well, branding is the creation of a holistic symbol that identifies the product and differentiates it from all other similar products. However, the concept of branding—and the idea of branding oneself—can be swathed with uncertainty and can easily be misunderstood by businesses as a marketing gimmick. In reality, branding is one of the soundest investments any business can make—especially if it is in the midst of stagnant growth, dwindling profits, or even just a good old existential crisis.


Still not convinced about investing in branding? Here are 5 ways branding will positively impact your bottom line for years to come and yield exponential returns over the life of your business.

  1. You Know Your Customers

    Customers love brands. They recognise them, are surrounded by them, and they go into showrooms searching for one. There are several reasons for this behaviour, the perceived quality of a brand strikes an emotional chord with some and people subconsciously believe that brands make them become a better version of themselves.

    For sales, brand perception is one of the most important contributors to performance. Hence, brands like Apple or Nike persistently invest in branding despite the popularity to strengthen their market position.

  2. You Choose Your Customer

    A successful branding project involves rigorous market research that helps them create a buyer persona. Instead of trying to appeal to a wider audience, branding enables you to aim more accurately on customers who align with your company’s values, goals, and culture.

    This clearly defined customer personas enable you to craft messaging targeted at the right customers. This approach will lay a foundation for customer loyalty and later turn them into brand advocates. Happy customers will spread the word thus amplifying your ROI.

  3. You Command A Premium Price

    ‘A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is’. Solid branding gives you the authority to position yourself as an expert in your industry. By embracing your core values, you add authenticity which in return allows you to command a high price of your products and services, and it will also boost the price of your shares.

    Customer behaviour is one of the most important factors when it comes to any company’s commercial performance, and it has a direct impact on how the brand is perceived. The brands that resonate with customers and are able to justify their worth will always have an added advantage and command higher prices for their products or services.

  4. You Spend Less, Save More

    The world we know today is shaken by the coronavirus pandemic and the following economic crisis. In this financial crunch, many ventures are put on hold. What survives are strong brands.

    In trying times, it is wise not to waste efforts on a scattergun approach, an in-depth – understanding of your audience enables you to create highly targeted campaigns to your most valuable audience.

    Bold and reliable brand identity will increase the effectiveness of your marketing strategy because all your efforts will be seamlessly integrated. Engaging, innovative, and well executed-campaigns naturally generate interest and buzz. An organically discovered brand underpinning the authenticity of the brand and its message is capable of surviving potential hardships and economic turmoil.

  5. You Get More Sales

    In today’s oversaturated market where hundreds of competitors breathing down your neck, a well -defined branding gives your sales team the added advantage to close deals with ease. Products with a compelling narrative woven into their brand strategy is a powerful bonus.

    The perception of your brand will determine the behaviour of your customers, which in turn determines the way that your brand performs financially. The time and money that you invest in your brand and branding strategy today will build brand equity which will boost the value of your business and when the time comes, the brand itself will be a valuable asset.


Branding is not an overhead expense against your marketing budget, it is a spectrum that adds value, influences decisions, and answers the most crucial question “Why does your company exist?”.

It is a sum of all your attempts to create a persona for your business, and it may not be tangible but its impact is tremendous. Needless to say, only a synergy of branding and marketing will boost the visibility of your business and inspire loyalty and credibility in your customers.

What is Brand Valuation? How to derive Branding ROI


Are you a business leader who often perceives that establishment of a strong brand and consideration of brand strategies in the long-run, is a dispensable luxury?

Then, you are one of those CXO level leaders who believe initiatives for tactical marketing alone are sufficient and the return on branding does not interest you. Here is our cup of research through multiple sources on Brand Building and how it results in positive return through Intangible Asset creation in the Balance Sheet of the companies.


Marketing vs branding is often a hot topic of debate. While marketing may seem to yield results in the short-run, on the other hand investing in branding Strategy enables companies to achieve relatively higher Average Profitable growth in the longer run. Its truly said, “Marketing takes you from 1 to 100 and branding takes you from 100 – 1000. The multiplicity of the benefit with respect to time is inevitable”


Branding is one of the most important business tool that helps drive commercial value. Building a strong brand helps your products to stand out from your competitors’. The customers will choose your products more often, even at a little higher value, and at a lower cost of acquisition.

Cult-like customer loyalty, isn’t built in a day. It takes strong and consistent branding. It helps the brand yield greater revenue and profit margins more efficiently, year after year.

Moreover, branding helps increase employee retention. It helps attract new employees and keep existing ones motivated. This may create differentiation and help build company’s internal loyalties.

Studies have shown that whether your brand is B2B or B2C, branding’s ROI can be benefited from, again and again. This can also be inferred from the following compelling points.

Brand Value through Numbers

Based on Ocean Tomo’s 2017 study, a majority of S&P 500’s value transformed from tangible assets to intangible assets. Intangible assets also comprises of the brand value other than intellectual property rights like copyrights, patents and trademarks.

As can seen seen in the graph below, there was a jump of 67% in intangible assets of the value of S&P500, from the year 1975 to the year 2015. As per a study, “Comparing the 39 companies appearing on both the S&P 500 and Interbrand’s Best Global Brands 2016 suggests brand value may represent roughly one quarter or more of average Intangible Asset Market Value (IAMV).”


It now sounds convenient to define the “brand value”. In simple words, the way stakeholders perceive the company can be coined as company’s brand. Stakeholders here indicates the company customer, employee, key management or even competition.


Strong Brands and Market Performance

Now that we know the role of branding in the marketplace, it is equally important to understand how to capitalise the same by investing in branding. It’s rate of interest can be seen when we look at the market indexes of some of the strongest brands. We find that they tend to outperform consistently in each of the indices.


Strongest brands of the world are measured based on 10 factors as follows:

1. Clarity
2. Engagement
3. Commitment
4. Presence
5. Governance
6. Consistency
7. Responsiveness
8. Differentiation
9. Relevance
10. Authenticity

Kantar Millward Brown, international market research firm, defines strong brands in terms of:

1. Meaningful: these brands meet consumer’s expectations and necessities while appealing more and generating greater love amongst them.

2. Different: their uniqueness enables them to set positive trends and gives first mover advantage in the benefit of the consumers.

3. Salient: they tend to stand out and pop up in the minds of the consumers as the brand of choice for specific needs.


To calculate the isolated strength value of the brand in the consumers’ minds, a valuation tool named Milward Brown’s BrandZ™ is used. As shown below, BrandZ Strong & Innovative Brands Top 20 Portfolio value rose to 226 percent between the years 2006 and 2018, while there was just a 50% increase of MSCI World Index.

Prophet, the global consultancy, released an index of World’s Most Relevant Brands. It classifies brands as reliable, on the basis of the following:

1. Customer-Obsessed: the brands that create, invest and bring to market, based on meeting the customers’ needs.

2. Ruthlessly Pragmatic: consistent experiences lie at the heart of these brands. They ensure product availability whenever and wherever the customers need them, making their lives easier.

3. Distinctively Inspired: these brands fulfil a larger purpose, establish an emotional connection and earn consumers’ trust.

4. Pervasively Innovative: these brands bridge gap between consumers’ unmet needs and the products through innovation, by engaging with them in creative ways and pushing the status quo.

It is a known fact that world’s most relevant brands’ revenue growth outperformed S&P 500 average by 28%. It is evident that the most relevant and the strongest brands will outperform all the others who do not invest in or prioritise investment in branding as part of business goals.

Strong Brands and Premium Pricing

You are doing good business when your brand has the power of price determination, without losing customers to a competitor. Pricing power plays a very important role in evaluating any business and it is one of the most crucial components of rate of return of branding. Hence, strong brand are often the price makers in an industry.


Millward Brown’s study analysed consumer habits and found that on an average, strong brands can capture, thrice the weak brands’ sales volume. This is the power that the strong brands exercise over the market. The power here refers to the volume share prediction of a brand, based on predisposition of consumer to prefer one brand over the others. The study also concluded that these brands command a 13% price premium over the other brands.

Millward Brown believes that these conclusions are “all the more remarkable when you consider that consumers do not set the price for their purchases; it is the brand owners and retailers that do that.” Based on his definitions of a strong brand as different, meaningful and salient; we can conclude that a consumer pays the price that is reflective of how different, meaningful and salient a brand is to them.

Branding’s Long-run Value

Price premium commanded by the strong brands isn’t a result of short-run marketing strategies. Rate of interest of branding is often not appreciated because people access its value over a short-run, just like the marketing driven sales activation. It takes a longer period to accrue and access the brand value. The evaluation of brand building activities over six months show that they direct higher sales growth compared to short-run marketing strategies.


This can also be graphically observed below:

Marketing Activation efforts generate larger sales responses in the short-run of less than 6 months, compared to branding initiatives that are incremental. Marketing activations are easily measured and attributed because they are direct, immediate and significant; contrary to the branding activations. Sales spikes decay quickly once the activation is completed, and do not generate over-the-time momentum. They often recede to the baseline levels. In the short-run, marketing initiatives results outweigh branding’s, which are harder to measure. Establishing a link between sales and branding then becomes difficult. Branding awareness is built over a period of time. Unlike marketing initiatives, return on investment of branding has a cumulative effect. Long-run results and sales growth are dominated by brand-building activities, rather than repetitive marketing activations.


CEOs are often attracted by the immediate results of marketing activation and hence they overlook the value of the branding in the long-run. This mindset is often referred to short-termism, which dangerously leads to under-investment in efficient activations like branding. It is important for any brand to have a balanced approach towards both the initiatives. “Media in Focus”, is a comprehensive report that shows, to achieve optimal effectiveness, a company must invest about 60 percent of its marketing budget to brand building, and around 40% must be directed towards marketing activations.


It is now the role of CMOs to divert much-needed attention towards ROI from branding. This can be easily opposed by the default focus of CFOs and CEOs on marketing activations. CMO must be able to put a strong case in favour of brand building and its long-run benefits compared to marketing strategies with its short-run effects.


Sustaining a Valuable Brand

Branding shapes how people perceive the brand and that further instils their trust in it. Edelman Trust Barometer respondents believe that one of the main tasks of a CEO is to ensure that his/her company is trusted. Hence, branding becomes indispensable at the end of a CEO.


When branding is prioritised, behaviour of consumer decision making is deeply analysed. Implementing calculated strategies for branding to influence and attract consumer choices is equally important, then understanding your competitive advantage in the market over other competitors.

In order to increase the investment in branding, a business owner has the following options available:

1. Positively influencing the existing brand strength through price premium.

3. Shifting focus on unmet needs to capture the untapped market potential and hence repositioning their brand.

4. Interrupting the conventional brand category and diversifying the business model.

According to the Psychology of Brand Personality, the consumers perceive same personality traits in people as well as in brands. A good branding strategy capitalises on the same and tries to establish meaningful, strong and lasting relationship with the consumers. The emotional experience of stakeholders, at each time that they come in contact with the company, can then be defined.

It then helps build brand loyalty, positively shifts preferences and transforms consumer interactions from products to experiences.

It can be inferred that branding is one of the most crucial investments decisions that a company has to make. When people love a brand and relate to it, they are willing to pay more and go long extent, just to stay loyal to the brand. They gain from the emotional experience and not just the product. This can be observed in real life through the long miles people are willing to go and hours they are willing to spend and money they are willing to spend, to stand in queues at any Apple iPhone launch. This is reflective of their associated brand loyalty, other than just using the product.


If a company is looking for stable and long run impact and ROI of its product/services in the minds of people, strategic investment in the brand will enable it to yield the results. Strong, iconic companies like Apple, Starbucks and IBM are living examples of the impact of a good branding strategy. They utilise emotions and needs of the people to establish brand loyalty and further gain from it. In present scenario, brand owners in gulf areas are identifying branding as an indispensable part of any business to function and flourish in the long-run. Many established brands of UAE are focussing on strengthening the backbone of the existing companies through various branding solutions.

As highly said by Jezz Bezos, “Your brand is what other people say about you when you’re not in the room” its time that companies focus on Brand activations and understand brand value as a part of their business value proposition.The net present value of this investment must be projected and taken into consideration for any business decisions.

Also read – Tips to Hire the Best Video Creation Agency Available in the Market

Tips to Hire the Best Video Creation Agency Available in the Market


Planning to hire a product video production company? Looking for a reliable and creative animated explainer video production? Then reading this article would surely prove to be beneficial for all those online readers who are business owners and are planning on increasing their product’s value and attracting more attention of the customers. The mode of visual storytelling has come out as a powerful tool to grab the attention of consumers and clients of all ages, therefore, more and more business owners are hiring a popular product video marketing agency to make the best use of this advertising tool. Before we move any further there are three essential things that one must understand before going in for an animated explainer video production.


The following three elements are not only essential but extremely crucial for any commercial video product to become a success:

● The client or the business owner, who is planning on promoting his or her brand, product or launch a new product/service in the market, should know that any commercial video has only a span of 10 seconds to grab the attention of the viewer or audience.

● Another thing which every corporate house, multinational organisation or a small scale/large scale business owner should understand is that while creating an animated explainer video production, the director or the creative head should be extremely careful, because the first few minutes are very crucial for bonding with the audience.

● Thirdly, an animated explainer video which has a strong story base and is backed up with seamless editing and background score can be extremely beneficial for the business firm.

A brand or product usually needs a creative tem which can make a not very fancy video but make a video which can help the target audience understand the business and the services offered easily. An animated explainer video production was created to increase sales. Therefore the creative team of any product video production company should aim at not only increasing the sales but also give a higher level of revenue generated through the creation of the video product.


Here are some important tips to hire the best video creation agency available in the market-

● The company must have a team of professional video creators.

● It should guarantee the creation of 100% original explainer videos.

● The video product created should aim at increasing sales, promotion of brand name/ specific product or services. It should also be able to empower other marketing campaigns of the client’s business or company.

● The video content creation agency should be a storehouse of talent.

The video creation services in India are truly advantageous. They help other companies by raising their visibility over the internet and finally their brand value and name. These companies are in huge demand as their services are hired by most of the organizations. They offer high quality video and audio services along with the text and images marketing strategies. These strategies are applied to improve the brand name of the company and help them to connect with maximum customers in a very less time period.

Also read – What services do web designers and web developers offer? How to choose the right one?

What services do web designers and web developers offer? How to choose the right one?



In today’s scenario, business owners need to rethink daily. These aspects could be products & services, partnership and requirement of the customers etc. as far as technology is concerned it should be updated on a regular basis. Well, website development services are the combination of services which actually are achieved through the procedure of building, designing, optimizing & developing the client’s site.


Advantages of having a good web designers and web developers service providing company

Well, web development services are the key points as far as the faster communication and promotional campaigns of any organization are concerned. If your online business does not have this service then you are probably going to miss many benefits. Top international brands from different fields use these profitable services.
Let’s have a look at some advantages of web designing & web development services-

● An ideal web development organization offers business-oriented services. This USP (Unique Selling Point) enables its clients in condensing their marketing time and cost costs through being much closer to their end-consumers.

● A good Web development service enables online business owners in condensing marketing time cost through being closer to end consumers. By this , they could get better lucrative returns on investment.

● It enhances your business process effectiveness.

● This enables you in observing the enhancement of the productivity of your man power/ workforce as well.

● Simultaneously, it helps in increasing returns on investment.

● It helps businesses to build long-term, trustworthy & professional relationships with the clients.

● Its world-class web development service helps in lowering the not needed client relationship all the time.


How to choose the right one?

Web design & development are two sides of the same coin and therefore in order to create a good online venture get to the ultimate goal and edge of success, you most certainly require hiring the services of a certified firm, who are professional enough to do the job well. Yes, there are convinced pointers which needs to be followed to create the optimal selection of the web design & development company and a read through will most certainly going to help you in creation sure the selection is truthfully a commendable one. So, let’s check out positive factors which will ensure you have the best firm working for your website and a charming strategy which will surely get you noticed, worldwide.

Evaluate the portfolio for design & diversity

While looking at a company’s portfolio, make sure you look at the designs certainly and also take a peek at the varied work they have done. When you are taking both these aspects into account, you can surely access the ability of the company, in the designing framework along with the diverse variety of work which they have done, so far.

Experience is as important as expertise

The experience of a web design & development company is surely important but expertise also matters a lot. Therefore, you require having a talk with a team of designers and developers to create your online venture a winning success from all aspects. Speak to them, very clearly about your wants and requirements and be open to some kind of suggestions which is going to create your website look astonishingly wonderful and functionally great too.

Professionals and the perfect alignment

You must know that both web design & development holds an equal amount of importance for your website and therefore for this reason it is important that you opt for professional services of experts to get you the required benefits and make your online venture, truly stand out from all others.

Keeping these crucial points in mind and without any dilly-dally, make sure you hire the services of a well acclaimed web design & development company to do the job well and in perfect plan.

Also read – Creative Advertising Agency India Helps in Effective Business Promotion

Creative Advertising Agency India Helps in Effective Business Promotion



Advertising is a marketing activity to promote products & features with creativity. In order to shine among competitors, it is important to plan and develop strategic marketing planning. Hence, there are thousands of Creative Advertising Agency available in the market, but choosing the right one is a difficult task.

They operate with a simple motto i.e. they believe in doing their own thinking, planning, buying and production after analyzing the client’s requirements. They offer the best of services with their experienced and competent manpower which are adept in following latest digital techniques but also believe in doing so with their own creative thoughts.


When it comes to Creative Advertising Agency India, they are committed to applying innovative thoughts which ensure an eye-catching after effect. They treat their clients not on the basis of project costs but consider them as their partners. This helps in giving their best. These agencies provides a wide range of services-

● Marketing Strategy and Planning are very important and need to be done only after thorough consultation with the client.

● Creative communications and development helps in offering most effective marketing services to businesses and organizations.

● Media Planning and Buying is important to choose the right media or type of advertising. This helps in saving costs, especially for small businesses. The media plan needs to be done only after assessing marketing problems and then translating marketing requirements into attainable media objectives.

● Digital Marketing is the latest technique which all reputed advertising agencies follow for the best effect. It means promoting the brands with different digital marketing channels. Thus the company can reach its targeted group of consumers with less time.

● Direct Marketing is one strategy which is preferred by many businesses. This helps in instant feedback. Taking help of channel partners or agents can also prove to be helpful.

● Brand identity and design are aspects which need to be done with care. The advertising agency should apply its creative thoughts and unique ideas which will help in best designing.

Apart from these, Creative Advertising agency India also helps in effective sales strategy planning and its proper implementation. Product and proposition designing, planning and development are some other areas covered by these advertising agencies too. To know more about them, explore online.

Most Creative Advertising Services providers based in India have their own websites which offer detailed information about their range of services. You can even have a look at their completed projects which are also posted on the site. This way you can pick out the most appropriate agency which will do the best advertising planning for your business. Once satisfied, you can get in touch with the firm via a phone call or email.

Try them out and have a happy advertising experience.

Also read – What is the difference between brand identity and logo?

What is the difference between brand identity and logo?



At first glance, some people think that both logos and Brand identity are the same. But the fact is, although both Brand identity and logo may look alike, they are both very different in terms of designing mindset and required tools. So, what is the difference between a logo and a Brand identity? Well, here’s a quick guide that will give you a clearer picture of the difference between a logo and a Brand identity.


Let’s understand these terms in detail

What is a logo?

The logo is not just a symbol, it is designed by using text and images that show the business identify brands. Logo can be so much more! From being a cornerstone to your brands identify that helps customers understand what you are and what you do, this tiny image carries a lot of responsibility. Aside from looking visually attractive, the logo serves many dissimilar functions. The logo is the sign that represents your identity that is the marketing and branding tool for branding your business, marketing your website. Your consumers visualize your brand in the form of logo. Logo Company makes it easier for you to get expert services for customized symbols for your business branding or websites marketing that represents your company, website or your business brand.

What is Branding Identity?

Brand identity played a main role in communicating intentions. The significance of brand identity design may make value to the companies unbelievably. Therefore, they came out with an innovative symbol of their brand through logos. In no time logos became Brands forming an identity in between the public.

The brand design is an act that involves similar aspects. The brand identity design includes logo design, website design, brochure design, and identity card design of your business. There can be a lot of other things to develop, using multimedia, in order to make a strong identity for a company. Thus, it is significant to comprehend the market niche of a precise company. That’s what makes the genuine identity of a company, and an impressive brand identity design to compliment it.

Final Thought!

While the Brand identity is often used in logo design to create it more noticeable, both are technically completely different but if you are confused about which one is right for your business, website you need to ask yourself if this image simplifies your company motives.

Also read – Product Packaging Design Agency for the Sale of Your Products