The Most Impactful Leaders in Brand Consulting

www.insightssuccess.com VOL-06 | ISSUE-13 | 2023 The Most Impactful Media and Tools Understanding the Role L LE EA AD DE ER RS S of Social Media in Brand Marke?ng in Brand Quali?es and A?ributes Consulting Traits of Leaders in Brand Consulta?on Kristy Guo Founder/President/ CEO/Director Signature Global Network PTY LTD Navigating the Businesses Towards the Horizons of Success

Brand consulting is the compass that guides your business towards success

Brand consulting is the compass that guides your business towards success Brand consulting

Integrated Fundamentals and the Prospects of Guaranteed Advancements n the ever-evolving business arena, consideration of This creates a scenario to boost its marketing resources and business consultation services can provide immersive capitalize on the operational staff. Business consultants with I benefits leading to the enhancements of the operations specialization emphasize enhancing the day-to- fundamentals of business development. As these services day business processes; it also assists companies in fiscal provide valuable insights into the aspects of development, matters by improving business processes that ensure the incorporating strategies that allow the business to create an best outcomes cost-effectively. effective plan to generate and widen the revenue streams altogether while simultaneously cultivating loyal customers. Prominent business consulting companies provide valuable insights based on the consultants’ experience to support the Companies of all sizes—large, mid, and small-cap can assortment of the undertaking and incorporation of best leverage the novelties that business consultants offer as they industry practices, eventually boosting the growth hold enough information about the emerging trends of the outcomes. marketplace. These professionals comprehend the aspects with the essential data about the information of the market Embracing the journey of such prominent leaders in the where the agency operates. When a company hires a business consulting niche, Insights Success features the consultant for the applicable enterprise, they are skilled in enthralling stories of “The Most Impactful Leaders in the discipline and subsequently have substantial Brand Consulting.” Flip through the pages and indulge information from the various subjects. yourself in the odyssey of excellence that embarks upon the fundamentals of assured growth. By comprehending all the crucial fundamentals and a stable angle of what your competitors and how other businesses Have a Delightful Read! are operating, a consultant will make sure to point out the failings of an enterprise and make sure a higher competitive facet scales the growth of your business to greater heights, exponentially. Editor’s Editor’s Among all other steps, a business consultancy agency Abhishek Joshi N o t e N o t e commences its operations with the discovery phase, where the goal is to learn the client’s business. This leads to developing an in-depth comprehension of the company Abhishek Joshi through which the professionals offer solutions while capitalizing on new opportunities.

Contents Cov Story 16 Christie Lawler Offering Transparent Marketing Support 08 24 Sachin Pradhan The Passion for Innovation and Quality; Driving Start-Ups to Eternal Success A r t i c l e s Media & Tools 20 Understanding the Role of Social Media in Brand Marketing Ky Ky Guo Guo Qualities and Attributes 28 Traits of Leaders in Brand Navigating the Businesses Towards the Consultation Horizons of Success

Editor-in-Chief Merry D'Souza The Most Deputy Editor Executive Editor Assistant Editor Impactful Abhishek Joshi Jenny Fernandes Anish Miller L LE EA AD DE ER RS S Art & Design Director Associate Designer Visualizer David King Ankita Pandharpure Revati Badkas in Brand Consulting Senior Sales Managers Business Development Manager Sihanee M., Rouniyar A. Tim, Saurabh Mane Marketing Manager Sales Executives Company Name Featured Person Brief James M. Haris, James Miller Christie is a Beverage marketing and strategy expert. Christie is adept in multiple areas of sales, marketing and communications CJL CONSULTiNG Technical Head Business Development Executives Christie Lawler with a significant focus on beverage R&D, sales and cjlconsults.com Founder & Owner promotion. Expert event creator and manager. She is also Jacob Smile Steve, Joe skilled in cultural development programs and training. Gonzalo Brujo is a visionary and accomplished executive, Technical Specialist Digital Marketing Manager holding the position of CEO at Interbrand. With his strategic Dominique T. Prachi Mokashi leadership and deep understanding of branding, he leads the Gonzalo Brujo Interbrand way in shaping the success of interbrand.com. Under his CEO interbrand.com guidance, Interbrand continues to be a prominent player in the branding industry. Research Analyst SME-SMO Executive Frank Adams Sagar Lahigade Howard leads siegelgale.com in helping clients create Siegel+Gale meaningful and impactful brand experiences. His visionary Howard Belk siegelgale.com leadership and commitment to simplicity have solidified CEO Database Management Technology Consultant Circulation Manager Siegel+Gale's reputation as a trusted partner in the industry. Stella Andrew David Stokes Robert Brown Kristy is a very enthusiastic and significant female leader, sales@insightssuccess.com Signature Global Network Kristy Guo well-known for her passion, positivity and unique personality, signaturegln.com CEO June, 2023 which brings light, power, and energy to people’s lives. Sachin is an Accomplished Operations Director with extensive VM Sachin Pradhan strategic and operational experience gained in the global retail, Restaurant Consultants Operations Director food & beverage and franchise sectors. Follow us on : www.facebook.com/insightssuccess/ www.twitter.com/insightssuccess vmrestaurantconsultants.com We are also available on : Copyright © 2023 Insights Success, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from Insights Success. Reprint rights remain solely with Insights Success.

Kristy Guo Founder/President/ CEO/Director Signature Global Network PTY LTD Ky Ky Guo Guo Navigating the Businesses Towards the Horizons of Success In the realm of branding, the true measure of success lies in crafting a brand that is not only irreplaceable and unique but also deeply memorable. C o v e r S t o r y

The Most Impactful Leaders in Brand Consulting n the ever-evolving landscape of the business world, How do you stay current and updated with emerging brand consulting plays a crucial role in shaping a trends in branding and marketing? I company's image and reputation. A comprehensive brand strategy can help businesses set themselves apart Staying current and updated includes: from their competition and build customer loyalty. By aligning innovation efforts with their business strategies, Ÿ Running regular and valuable events helps to engage Have a conversation companies can promote alignment among diverse groups with your target audience, provide value and establish within an organization, clarify objectives and priorities and your brand as a thought leader in your industry. with the client, deep help focus efforts around them. This is achieved by Ÿ Conducting interviews with experts allows you to tap visionary leaders emerging to drive companies toward into their knowledge and insights, providing valuable dive into their needs, success. content for your audience and enhancing your brand's then make a credibility. One such influential figure is Kristy Guo, Ÿ Collaboration with like-minded individuals or customized strategy Founder/President/CEO/Director of Signature Global businesses opens up opportunities for innovation, Network PTY LTD. With a deep understanding of the resource sharing and expanding your reach to new for their unique sector it operates in, Kristy has consistently demonstrated audiences. brand. her expertise and leadership abilities, guiding the company Ÿ Expanding your network and reaching out to more to new heights. Under her guidance, Signature Global people helps to build relationships, gain referrals and Network PTY LTD has emerged as a prominent player in increase brand visibility. the industry, leveraging innovative strategies and a Ÿ Continuous learning is essential to stay updated with customer-centric approach to deliver exceptional services. industry trends, acquire new skills and adapt to changes, ensuring your brand remains relevant and competitive. With an unwavering commitment to excellence, Kristy has established a strong reputation for the company, fostering How do you work with clients to identify their unique valuable relationships with clients and partners alike. Her brand identity and develop a strategy to promote it dedication to driving growth, fostering collaboration and effectively? staying ahead of industry trends has positioned the company as a trusted and reliable partner in the realm. At Signature Global Network PTY LTD, our approach begins with fostering meaningful conversations with our We at Insights Success interviewed Kristy about her clients. We believe in taking the time to deeply understand consistent efforts at the consultancy supporting brands their needs, challenges and aspirations. By engaging in maintaining using place in the respective market. these discussions, we gain valuable insights into their unique brand and business objectives. Let’s dive into the insights of the interview! Armed with this knowledge, our team of experts crafts a Can you tell us about a project or campaign that you led customized strategy tailored specifically to their and had a significant impact on a client's brand? requirements. We don't believe in one-size-fits-all solutions; instead, we take a meticulous approach to create a Ÿ SGNC 2023–SGN NETWORK CONFERENCE comprehensive plan that aligns with their brand identity and 2023: This conference united everyone who attended the resonates with their target audience. Our dedication to conference to become sisters and brothers as well as personalized strategies ensures that our clients receive the long-life friends. utmost attention and care, resulting in impactful and Ÿ SGN’s brand: We were featured by multinational media successful outcomes. and magazines, which helped our members to be visible and accessible to more audiences and business How do you measure the success of a branding opportunities too. campaign, and what metrics do you use? Ÿ SGN’s own Marketing Service: SGN’s own marketing creative services and training helped SGN members and In the realm of branding, the true measure of success lies in some non-members to understand more about branding crafting a brand that is not only irreplaceable and unique and the importance of branding. To stay on top of the but also deeply memorable. world and trends.

The goal is to create an identity that resonates with the Ÿ Let your happy clients be your sales. success is to take action and get started. Many people target audience profoundly, forging an emotional have great ideas but fail to execute them. Don't let fear connection that transcends mere transactions. How do you tailor your approach to branding and or self-doubt hold you back. Embrace the mindset that consulting to meet each client’s unique needs and goals? nothing is impossible and take the first steps towards When clients are drawn to a brand without feeling turning your vision into reality. pressured or sold, it signifies a powerful brand presence. Tag different clients with different needs. Set up a clear Ÿ Think more of giving than gaining: Instead of solely This is achieved by focusing on building authentic SOP guide for various kinds of clients. One-on-one call focusing on personal gains, successful entrepreneurs relationships, understanding the needs and desires of listens to individual clients. often prioritize giving value to their customers and customers, and consistently delivering exceptional clients. By understanding the needs and desires of your experiences. By prioritizing these elements, a brand can What, according to you, could be the next significant target market, you can create products or services that establish itself as a trusted and sought-after entity, ensuring change in your sector? How is your company preparing address their pain points and provide solutions. A long-lasting customer loyalty and sustained success. to be a part of that change? mindset of service and giving will ultimately lead to long-term success and customer loyalty. How do you approach managing and motivating a team Change is always ongoing. We embrace innovation and new Ÿ Stay focused and avoid distractions or doubts: to deliver exceptional results for your clients? change along the way. We are always ready for new Entrepreneurship is a challenging journey that requires challenges or change, as that’s where the opportunities perseverance and focus. It's crucial to stay committed to We are one and love each other. At SGN, we love our staff, come from. your goals and avoid getting sidetracked by distractions or doubts. Develop a clear vision for your business and and each staff is our family member. We love each other, consistently work towards achieving it, even in the face and it is the love that carries us on daily. Where do you envision yourself to be in the long run, of setbacks or obstacles. and what are your future goals foryour company? Ÿ Embrace the new and change: The business landscape Regular catch-up and team building, as well as training, are is constantly evolving, and successful entrepreneurs all part of the reasons why our team are motivated and Everything is related to PEOPLE. It’s all people’s business. automatically deliver great service. Our hearts are in one. embrace change rather than resisting it. Stay updated As the business owner, we are in the infinite game, and the with the latest trends, technologies and consumer key to winning the game is to keep going. Do not compare How do you ensure that your client’s brand messaging is with others; focus on our clients, and they will bring more preferences. Be open to adapting your business consistent across all channels and touchpoints? opportunities upon their demands. strategies and processes to stay competitive and seize new opportunities as they arise. The consistency is maintained through the following: The goal of the company will be to run different divisions Ÿ Never too late: Entrepreneurship is not limited of various types of networking and marketing. But one to a specific age or stage in life. It's never too Ÿ Ensure they are on all social media and use ADS thing is common, keep serving people. late to pursue your entrepreneurial dreams. smartly. Whether you're fresh out of college or have Ÿ Help clients to manage their accounts. Keep guiding In the world of business, it all comes down to people. Every decades of work experience, leap and start them. aspect, every interaction and every success is rooted in the building your business. Age should never be a human connection. As business owners, we are engaged in barrier to pursuing your passion and creating a Can you describe your process for developing a an infinite game where the key to winning is perseverance successful venture. comprehensive brand strategy, from research and and continuous improvement. Rather than comparing Ÿ Serve people: A key principle of successful analysis to implementation and evaluation? ourselves to others, our focus should remain on our clients entrepreneurship is to serve people. and meeting their needs. By prioritizing service, our Understand the needs and desires of your Not a comprehensive strategy but some key points I would company aims to operate diverse divisions in networking target audience and focus on creating products like to share: and marketing, all with the common thread of serving or services that genuinely benefit them. By people at their core. putting the needs of your customers first, you Ÿ Research does not need to be perfect; once you started, can build a strong reputation, develop loyal it will be perfected along the way. What would be your advice to budding entrepreneurs customer relationships and create a sustainable Ÿ Collaborate with people. who aspire to venture into the dynamic and ever- business. Ÿ Be Confident and expand your network. evolving business arena? Ÿ You do not need to get everyone to love you; 1 good, Remember, these are general guidelines, and every high-quality client is better than 1000. For budding entrepreneurs who aspire to venture into the entrepreneurial journey is unique. It's important to Ÿ Exchange values – stop focusing on money; focus on dynamic and ever-evolving business arena, here is an combine these principles with your own creativity, values. elaboration on the advice provided: adaptability and determination. Keep learning, seeking Consistent brand building. Never stops building up your mentorship and refining your skills as you navigate the brand. Ÿ Get started: The first step towards entrepreneurial dynamic and ever-evolving business arena.

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The Most Impactful Leaders in Brand Consulting Christie Lawler, Founder CJL CONSULTiNG Christie Lawler Offering Transparent Marketing Support Having a clear understanding of the market to build Another experience was seeing a brand/label I had created relationships and partnerships to help you from ideation to sitting on an airport kiosk shelf 12 years after I had created development, ChristieLawler heads from the forefront as the name, formatted the branding, and trademarked the IP. I the Founder of CJL CONSULTiNG. have seen this work too many times to count over the years, Christie brings award-winning design, photography, but I was traveling with my family on this particular trip mixology, and ideation to the table without the high costs and my kids saw my work. We went to grab a coffee while usually incurred by outsourcing to a third party. waiting for our flight, and I saw "my brand." I told my We caught up with Christie and talked about her oldest son I had produced that concept and lightly explained professional journey. what that meant. What made me get all the feels was his response. "Wow, Mom! That's so cool. Does that mean we Below are the highlights of the interview: get it for free?" I laughed and explained it further, but having the ability to show my children my work from Can you tell us about a project or campaign that you led before they existed was a whole moment for me. And I am that significantly impacted a client's brand? grateful for it! We aim to change the conversation with every new brand or How do you stay current and updated with emerging program launch we produce for our clients. Our trends in branding and marketing? commitment is a 10% increase in category YOY sales, as that has been a consistent minimum increase for all our Aside from attending industry conferences and events to clients when they sign with us and complete their programs. continue growth and education – I think I subscribe to every niche publication available for our industry. But that isn't Outside of that, when I see my work out in the world, I where I glean most of my knowledge. I learn from those have always experienced such pride in seeing my work in around me every day, often in unexpected ways. And by fruition. I imagine it's a similar feeling for an engineer that, I am referring to hidden genius, unique talents, looking at the structural blueprints for their vision of a brilliance, and stunning creativity. I have the significant structure or a photographer when they realize that they just fortune of existing in the realms of other people's brilliance. captured "the perfect shot' and they know they can mentally Therefore, I can access information that benefits our clients relax for a minute while they bask in the glory of their art, in ways they wouldn't otherwise find accessible. their message, and identity. It's all about what you want to We ensure that our entire team put out into the world in a raw and vulnerable way. How do you work with clients to identify their unique brand identity and develop a strategy to promote it knows our customers' brands as well One of my favorite memories of a few of my "formal effectively? as they do, and then we activate for introductions" into my career was walking into a massive them as though we are speaking as national chain with my husband decades ago – after work Our clients are unique; therefore, each approach to serving their core demographic. (and well before we had kids) – and seeing the menu I had their needs is new and customized. We take their data and worked on for months sitting on our table as we sat down. It extrapolate it to speak to the terms their partners need to was an unforgettable rush, and I knew then that I wanted to better understand their brand – and where their brand truly do what I loved and share what I loved with others if they lives in their zone of genius. And then – put, but not simply would listen. executed – we activate their combined brands as precisely June 2023 | 16 | www.insightssuccess.com June 2023 | 17 | www.insightssuccess.com

people you're with, you will never work a day in your life. I have yet to find a male CEO with this mindset – but it's My work life is a dream. And it's a dream I want to share their loss and my gain as I see it. and spread with everyone in my life. So, I'll keep working on that goal… How do you ensure your clients' brand messaging is consistent across all channels and touchpoints? What would be your advice to budding entrepreneurs who aspire to venture intothe dynamic and ever- We make a point of integrating ourselves fully with every evolving business arena? client's brand practices. We spend time in their establishments and dive into their reporting and data. We Always follow and trust your gut. Don't let anyone tell you ensure that our entire team knows our customers' brands as what you can do isn't possible. You are unique, and your well as we can, and then we activate for them as though we skills are your intrinsic value. People who say you can are speaking as their core demographic. This is not always never do it, say that because they know they can’t and it’s a easy – some companies are hyper-protective of their data self-defense mechanism. Ignore the noise and follow your and brand information. And that makes total sense. But instincts! they're only hurting themselves. Why bring on a partner to serve as an outside advocate for your business and give them little to no access to your needs and information? That's fine – but from experience – we see a lot warmer response and much larger growth from our clients that pull back the curtain and work with us as a collective partnership. We lead the horse to water, encourage it to drink, and show it where the spring is – but the horse makes its own decision at the end of the day. How do you tailor your approach to branding and consulting to meet each client's unique needs and goals? and strategically aligned cohabitants to create the it done and get it right. We put our personal lives first, experience they want to develop or an environment where knowing that the work must get done on time no matter Similar to the previous question, our approach is unique and everyone wants to go. what. tailored to each client. So, while a few things may remain similar, everything at its core is different. Our clients have The more our clients allow us to integrate into their teams, We communicate. We allow for daytime facials and hair no standard playbook, as we are as unique in our approach the better their results – and we're talking about millions in appointments. As a company – we promote doing the as they are in their identity. We dive in with our initial sales differentials when we know what is happening. We are "weekend" stuff and tasks during the workday so that process gathering all the data and the analysis for a few helping them in their process. weekends can be spent doing anything other than mundane months to draw comparisons. Sometimes it takes weeks… errands. What a concept! sometimes, it takes months. It depends on the client's How do you measure the success of a branding infrastructure and how much reporting data we can access campaign, and what metrics do you use? The conventional work model in the U.S. was not built with in our process. the female in mind – much less the working mother – of Since we handle the reporting when given access, we know which population, I am a member. Want to have lunch with Where do you envision yourself to be in the long run, the results. We aim for a 10% increase when implementing a friend that lasts three hours on a Monday? Do it! I need a and what are your future goals for your company? a new program in YOY impact. But that is a minimum. We checkup, but I could also use a root touch-up. Yep – go for have seen a 20% to 30% YOY increase in profits and sales it. I suffer the outrageous notions of working until my dying from our clients after implementing a strong core program breath. I love what I do. I am blessed to have managed to with us for their systems. We are 80% female, meaning nail and hair appointments, create lasting impacts and lasting, true friendships. I will massages and facials, groceries, housekeeping, and run this company and the causes I care about until I am How do you manage and motivate a team to deliver childcare drop-offs/pickups… there is nothing we don't physically unable. exceptional client results? handle. But as long as we give each other the grace to manage it all – no one loses, and we all get the work done And as essential as that is – or as crazy as it sounds – I fully The "Golden Rule" is our operating standard. That's it. because we have an open policy and pick up for each other. subscribe to the mantra that if you love what you do and the Simple and easily defined. We share a common goal… get June 2023 | 18 | www.insightssuccess.com June 2023 | 19 | www.insightssuccess.com

Media and Tools Underanding the Role of S So oc ciia all M Me ed diia a in Brand Marketing n today's digital age, social media has emerged as a Instagram powerful platform for brand marketing. With billions I of active users worldwide, social media offers Known for its visual appeal, Instagram is an ideal platform businesses unparalleled opportunities to connect with their for showcasing products and building a visually appealing target audience, build brand awareness and drive brand image. Businesses can use Instagram Stories, IGTV engagement. The vast reach and accessibility of social and influencer partnerships to reach a wider audience and media platforms have transformed the way businesses drive engagement. approach marketing, allowing them to leverage the power of digital connectivity to maximize their brand's visibility Twitter and impact. Twitter's fast-paced nature makes it perfect for real-time This article explores the role of social media in brand engagement and brand building. Businesses can share marketing, focusing on the various media and tools updates, participate in trending conversations and use available to businesses to maximize their marketing efforts. hashtags to expand their reach and connect with their target audience. Harnessing the Power of Social Media LinkedIn The Evolution of Marketing LinkedIn is a professional networking Traditional marketing approaches have transformed platform that enables significantly with the rise of social media. Today, businesses to target a specific businesses can directly engage with their audience, audience, establish thought bypassing traditional intermediaries. Social media allows leadership and engage in for a two-way communication channel, fostering brand- industry-related discussions. It consumer interaction like never before. is particularly effective for B2B marketing and recruitment efforts. Platforms for Brand Marketing Tools for Effective Brand Marketing Facebook Content Creation and Curation With billions of monthly active users, Facebook remains the leading social media platform for brand marketing. High-quality content is the backbone of successful social Businesses can create dedicated brand pages, share media brand marketing. Businesses can utilize various tools engaging content, run targeted advertisements and leverage to create visually appealing graphics, videos and written Facebook groups for community building. content. June 2023 | 20 | www.insightssuccess.com June 2023 | 21 | www.insightssuccess.com

Additionally, content curation tools help gather relevant and Analyzing Performance and Optimization engaging content from across the web to share with the audience. Social media platforms provide comprehensive analytics tools to track performance metrics such as reach, Social Media Management Platforms engagement and conversions. By analyzing these metrics, businesses can identify successful strategies, optimize their Social media management platforms, such as Hootsuite and campaigns and make data-driven decisions for future Buffer, simplify the process of managing multiple social marketing efforts. media accounts. These tools allow businesses to schedule posts, monitor engagement, analyze performance metrics The Future of Social Media in Brand Marketing and effectively manage their brand presence across various platforms. Continued Evolution Influencer Marketing Social media is an ever-evolving landscape, with new platforms and trends constantly emerging. Businesses must Collaborating with influencers who have a significant stay updated and adapt their strategies to leverage new following in a specific niche can amplify brand reach and opportunities and technologies for brand marketing success. credibility. Influencer marketing platforms help businesses identify relevant influencers, manage collaborations and Emergence of New Platforms and Technologies track campaign performance. As technology continues to advance, new social media Leveraging Social Media for Brand Marketing Success platforms and technologies are likely to emerge, presenting businesses with exciting opportunities for brand marketing. Building Brand Identity Platforms such as TikTok, Clubhouse and Snapchat have already gained significant traction among younger Social media enables businesses to cultivate a unique brand demographics and their potential for brand marketing is still identity through consistent messaging, visual elements and being explored. Additionally, emerging technologies like brand personality. By leveraging the power of storytelling, virtual reality (VR) and augmented reality (AR) have the businesses can forge emotional connections with their potential to transform the way brands engage with their audience and establish brand loyalty. audience, offering immersive and interactive experiences. Engaging with the Audience Social media has revolutionized brand marketing by providing businesses with unprecedented access to their Social media facilitates direct engagement with the target target audience. Through platforms, businesses can connect audience through comments, direct messages and with their audience, build brand awareness and drive interactive features. Businesses can respond to customer engagement. By utilizing the right tools for content inquiries, gather feedback and build meaningful creation, social media management and influencer relationships, fostering a sense of community and customer marketing, businesses can maximize their marketing efforts. loyalty. The key lies in understanding the power of social media, building a strong brand presence, engaging with the Targeted Advertising audience and continuously adapting to the evolving digital landscape. With social media as a cornerstone of brand Social media platforms offer robust targeting options that marketing, businesses can effectively navigate the digital allow businesses to reach their ideal audience. Through age and create lasting connections with their customers. demographic filters, interests, behaviors and custom audience targeting, businesses can ensure that their brand message reaches the right people at the right time. - Muskan Kapoor June 2023 | 22 | www.insightssuccess.com

The Most Impactful Leaders in Brand Consulting Sachin Pradhan Sachin Pradhan The Passion for Innova?on and Quality; Driving Start-Ups to Eternal Success n the emerging world of business, a professional who Amalgamating these attributes with a Midas-touch of specializes in guiding businesses and organizations in brilliance for emerging brands and scaling these I building and enhancing their brand identity, reputation, establishments to greater heights, Sachin Pradhan excels and market presence, exhibits his sheer excellence in as an epitome of excellence in the modern business arena. understanding the target audience, analysing market trends and developing strategies to create a distinctive brand that Let’s delve into the odyssey of an adept leader and explore stands out from the competition. the facts of eternal success. Evolving with the emerging advancements, Franchise Impactful Projects Consultant works on conducting market research, identifying the strengths and weaknesses of a brand, and Sachin’s career started with working for different providing recommendations to improve brand positioning, organizations across various industries, including airlines, messaging, and visual identity. IT solutions, retail, warehouse retail and well-known food and beverage brands like Starbucks, Cold Stone Creamery, In addition to the expertise in branding, these consultants Tim Horton’s and Ice Cream Lab. Having spent over 30 are skilled communicators who can effectively collaborate years in these industries, he decided to use his knowledge, with cross-functional teams and stakeholders to ensure that experience, expertise and learnings to help individuals and brand objectives are aligned with business goals. They also entrepreneurs who aspired to start their own F&B ventures stay up-to-date with the latest trends and technologies to but lacked adequate experience and were looking for ensure that their clients stay ahead of the curve in their consultants. respective industries. Then, Sachin realized that most of the consultants were charging exorbitant fees but lacked practical experience in running F&B operations. Hiring expertise from different areas, such as project creation, P&L planning, accounts and budgeting, conceptualization, market research, positioning For aspiring entrepreneurs, I and brand design, among others, did not affect the fact that they didn’t have practical experience. recommend conduc?ng thorough market research, a SWOT analysis, Thus, he decided to start his own brand consultancy and forecas?ng business expenses business and offer his experience at a nominal fee. Sachin while understanding the was open to offering only one area of expertise as some investment structure needed people only needed help with a specific task. Over time, Contact number: 00971501416849, Sachin Pradhan before launching any he helped clients develop locally grown brands like 00971502127700 Voyage Café, 60 Degree by Melt, Café N Acai and Opera?ons Director business. Email:sachin.pradhan@vmrestaurantconsultants.com Bastani Darvish. June 2023 | 24 | www.insightssuccess.com June 2023 | 25 | www.insightssuccess.com

On the side, Sachin, along with his partners, opened their building a strategy around it is understanding the storyline This needs to happen right at the beginning of the brand He also adds, “Other awards and rewards/remuneration own venture, VM Restaurant Consultant and Avid Vibes of the brand. launch. As only then the image would get carried forward. just add more value to it.” Retails Food Management Services. Commenting on the Initially, this can be done through Social Media channels same, Sachin says, “We are coming up with food brands like Ÿ How the thought of that brand started? and News articles. However, the most important part of Future-proofing Strategy Indian Momo Company and V’s Foodie Corner. We are also Ÿ What was the thought process behind the idea of one’s business is employees who carry the brand vision to planning to launch our own retail products on shelves starting the brand started? each and every customer. Food & Beverage, QSR and the Fast-Food industry are full across India and then expand to international markets Ÿ What positioning the client is looking at? of constant changes. For instance, F&B business evolves soon.” Ÿ What is the competition available in the market, and Brand Strategy Process when the market trends changes and technologies evaluate how is your product different than theirs? very often. Staying Ahead: Branding Trends Ÿ What is the USP of your brand? To develop a brand strategy, the process needs to start with pre-brand launch market research. Once the required data is The packaging, health & hygiene standards and people’s To keep himself updated with the emerging trends in Once we have gathered this information, it becomes easy to gathered, a detailed SWOT & analysis is carried out. eating habits everything keep evolving all the time, and the branding and marketing, Sachin constantly undertakes a lot build a strategy to promote the brand effectively in that only way to manage it is to be updated on all these changes of social networking on platforms such as LinkedIn; he particular market.” While pointing out the process steps, Sachin explains, and keep innovating and evolving with these changes. attends a lot of forums based on branding and marketing “Based on SWOT & Analysis, we need to work out the st topics to constantly keep him updated on various franchise Brand Consistency: Strategies and Techniques business forecast for 1 five years to understand the ROI, Supporting this philosophy, Sachin expresses, “Keep platforms. Food Cost, Gross Profit & Net Profit indications; this will yourself updated on new technologies and techniques to For any new brand entering a new market, the most also help us to estimate CAPEX and Operating implement the ones that will help grow your business.” Sachin also keeps himself updated on current developments important thing is to educate the employees and customers. Expenditures, which help us in planning the fund’s like what new brands are entering in market, what is the According to Sachin, this includes: management, cash flow and managing the profitability for a Future Aspirations current trend, and what is the most effective marketing successful business.” strategies are in trend in the market. Ÿ “The purpose of the brand Discussing the growth vision of the company, Sachin Ÿ The vision of the brand Customized Consulting asserts, “We want our company to grow as a market leader Ÿ What is the aspiration behind the brand launch and one-point solution to F&B entrepreneurs, investors and Brand Campaign Metrics Ÿ What is the mission, brand USP, quality and customer Branding & Consulting depends a lot on the client’s budget, interested franchises. service where brand positioning also plays an equally significant The following parameters can measure the success of a branding campaign. Ÿ How are you different from your competition?” role. Sachin affirms, “When you understand the unique He also adds, “My organization wishes to aim at innovating needs and goals of the client, only then it becomes possible new brands and helping the loss-making brands to make Ÿ Return on investment (ROI): Measures the profit for you to tailor your approach.” their business profitable; we want to assist with Hiring, generated by a branding campaign relative to the Training, Sourcing, accounting, auditing, Strategy investment made. Based on this information, what kind of branding will bring Planning, setting up processes, Assist with marketing, New Ÿ Return on ad spend (ROAS): Measures the revenue the best results is determined. Brand Launch, the conceptualization of new brands, in generated by a branding campaign relative to the cost of Short, A-Z solution in F&B retail business.” advertising. Team Motivation Ÿ Conversion rate: Measures the percentage of website Navigating Entrepreneurship visitors who take a desired action, such as making a Managing and motivating a team to deliver exceptional purchase or filling out a form. results is a skill. There is a common feeling that motivation For aspiring entrepreneurs, Sachin recommends conducting Ÿ Cost per lead (CPL): Measures the cost of generating is directly linked with monetary rewards. In reality, it has thorough market research, a SWOT & analysis, and one lead through a branding campaign. absolutely no connection; however, it does add an forecasting business expenses while understanding the Ÿ Cost per acquisition (CPA): Measures the cost of additional benefit. Real motivation comes from making investment structure needed before launching any business. acquiring one customer through a branding campaign. your team excited to be able to sell the product. Many new entrepreneurs jump into businesses without Ÿ Website visits: Measures the number of people who visit proper investigation or long-term planning, which can lead a website during a branding campaign. Shedding light on team motivation and engagement, Sachin to losing interest and running out of funding. Ÿ Website visits by traffic sources: Measures the number explicitly states, “Educate them on what is the product, of website visits generated by each source, such as what are the benefits of the product, who is the real client Neglecting marketing and social media campaigns and organic search, social media, or paid advertising. for the product, when your team is equipped with all this failing to evaluate the business regularly can hinder growth. knowledge selling becomes easy and which in return, Consulting with experts and making informed decisions is Brand Strategy develops confidence and the team feels motivated to give crucial, especially for inexperienced entrepreneurs. It is their best and at that time what work as Miracle is instant important to understand the need for evolving and On the topic of brand identity, Sachin states, “The first recognition or Pat on the back.” innovating the business over time and not solely relying on important thing in understanding the brand identity and its initial success. June 2023 | 26 | www.insightssuccess.com June 2023 | 27 | www.insightssuccess.com

Qualities and Attributes Traits ofLeaders in Brand Consultation n the dynamic world of brand consultation, effective Effective Communication and Collaboration leadership is paramount to success. Brand consultants I Clear and Concise Communication play a crucial role in guiding businesses to develop and strengthen their brand identities. Their leadership skills enable them to provide guidance, strategic insights, and Leaders in brand consultation excel in communication, innovative solutions, ensuring the success and growth of the conveying complex ideas and strategies in a clear and brands they work with. Effective brand consultation can concise manner. They possess exceptional verbal and help businesses build a powerful brand that resonates with written communication skills, enabling them to articulate their target audience, drives engagement, and ultimately their vision, build consensus, and guide clients and team leads to business success. From strategic thinking and members effectively. effective communication to empathy and adaptability, these traits enable leaders to provide valuable insights, inspire Active Listening teams, and drive transformative brand strategies. Effective leaders in brand consultation actively listen to This article delves into the traits of leaders in brand clients, stakeholders, and team members. By understanding consultation, focusing on the qualities and attributes that diverse perspectives and actively seeking input, they foster set them apart. an inclusive environment and make informed decisions that align with client objectives and market realities. Strategic Thinking and Vision Collaborative Approach Strategic Mindset Brand consultants understand the value of collaboration. Leaders in brand consultation possess a strategic mindset, They foster a collaborative environment where ideas are allowing them to analyze market trends, identify shared, and expertise is leveraged across diverse teams. By opportunities, and develop innovative brand strategies. encouraging collaboration, leaders can tap into the They have a keen ability to see the bigger picture and align collective wisdom and creativity of their team, resulting in brand objectives with long-term business goals. innovative and successful brand strategies. Forward-Thinking Vision Empathy and Emotional Intelligence Successful leaders in brand consultation have a vision for Empathetic Understanding the future. They anticipate industry shifts, consumer behaviors, and emerging trends, enabling them to guide Leaders in brand consultation demonstrate empathy, placing brands towards relevance and sustainability in a rapidly themselves in the shoes of their clients and target audience. evolving marketplace. This empathetic understanding allows them to create brands June 2023 | 28 | www.insightssuccess.com June 2023 | 29 | www.insightssuccess.com

that connect deeply with consumers, evoke emotions, and Strong Analytical Skills establish meaningful relationships. Data-Driven Decision Making Emotional Intelligence Leaders in brand consultation possess strong analytical Emotional intelligence is a key trait of successful brand skills, allowing them to gather and analyze data to inform consultants. Leaders with high emotional intelligence are their strategies. They can draw insights from market attuned to their own emotions and the emotions of others. research, consumer behavior analysis, and competitive This enables them to navigate complex client relationships, intelligence, helping clients make data-driven decisions. manage conflicts, and inspire teams to perform at their best. Ability to Interpret and Apply Insights Adaptability and Flexibility Brand consultants have the ability to interpret complex data Adaptability to Change and translate it into actionable insights. They can identify patterns, trends, and opportunities, guiding brands in The brand landscape is constantly evolving, and leaders in making informed decisions and optimizing their brand brand consultation must be adaptable to change. They strategies. embrace new technologies, consumer trends, and industry shifts, and help their clients navigate through change Ethical Conduct and Professionalism effectively. Their ability to adapt allows them to stay ahead of the curve and deliver impactful brand strategies. Ethical Decision-Making Flexibility in Approach Leaders in brand consultation uphold high ethical standards in their work. They prioritize honesty, integrity, and Leaders in brand consultation understand that every brand transparency, ensuring that client interests are always at the is unique, and a one-size-fits-all approach is not effective. forefront. Their ethical conduct builds trust and credibility They possess the flexibility to tailor their strategies and in the industry. methodologies to the specific needs and goals of each client. This adaptability ensures that brand strategies are Professionalism customized and effective. Brand consultants demonstrate professionalism in their Expertise and Continuous Learning interactions with clients, colleagues, and stakeholders. They maintain a high level of professionalism in their Subject Matter Expertise communication, appearance, and conduct, representing themselves and their clients in a positive and professional Successful leaders in brand consultation possess in-depth manner. knowledge and expertise in branding, marketing, consumer behavior, and industry trends. Their domain expertise Leaders in brand consultation possess a unique set of traits allows them to provide valuable insights, make informed that set them apart. From strategic thinking and effective recommendations, and guide brands towards success. communication to empathy and adaptability, these leaders guide businesses towards success by developing Commitment to Continuous Learning transformative brand strategies. By embodying these qualities and continuously honing their skills, brand Brand consultants are lifelong learners. They stay updated consultants inspire teams, build meaningful client with the latest industry trends, emerging technologies, and relationships, and drive brands towards long-term growth best practices in branding. By continuously expanding their and relevance in an ever-changing marketplace. knowledge base, leaders in brand consultation provide clients with innovative and cutting-edge solutions. - Muskan Kapoor June 2023 | 30 | www.insightssuccess.com

Brand Consulting unlocks the hidden potential of your business and amplifies its impact.

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The Most Impactful Leaders in Brand Consulting

The Most Impactful Leaders in Brand Consulting

Presentation Transcript

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