OneTree Guide: Secrets of Branding ROI
Praveer Shukla is an advertising and marketing professional with 35 years’ experience in India, Hong Kong, the US, and Oman. His clients have included Dupont, ITC WelcomGroup, ITC Golf, Uncle Chipps’, DCM,Escorts, Star TV, Rajasthan Tourism, Kashmir Tourism, The Oberoi, Milkfood, HM The Sultan of Oman, HH Mahesh Maharishi Yogi, among others.
He is sharing some of his “secrets” here and introducing his company, Onetree Content.
There’s a practical reason why we exist at OneTree Content. But before that, some quick facts from the Canadian Council of Small Business and Entrepreneurship:
- 85 million businesses start up annually.
- 64 million small firm deaths in 4 years.
- 16 million shut down in the very first year.
- Sad truth – most entrepreneurs will never get to see their dreams come true.
- In fact, in the next 10 minutes, as you read this, 1,522 new businesses will have downed their shutters for the last time. Talk about love’s labour lost.
Here’s my personal take on the business of entrepreneurship, as I’ve seen it over 40 years.
1. Its a winner-takes-all-world – so listen up.
Especially, if you’re a start up, an entrepreneur, or an SME, listen to experienced people, whether it’s professional groups or forums, your investors, mentors, or coaches. That way you won’t have to re-invent the wheel. And, when you fail – make no mistake about that, you will, at different stages – the people you listen to can be the difference between being stuck with failure and moving on to the next level in your enterprise. And, most importantly, you’ll cover the distance between Idea to Revenue in a much shorter time!
2. Money doesn’t buy products or services. People do.
Know your customers. At OneTree Content, we perform due diligence to know your service and your products cold. We get to know your customers like we know our own parents. We also get to know your product’s positioning in relation to your competitors—without repeated explanation from you which burns up your time and budget.
You’re thinking ROI = Return On Investment, right? Our take on this as specialists in market communications, is different. Unlike earlier times, today, a brand is not recognized by its trademark, mission statement, logo or slogan. That kind of branding went out of the window around the time that electricity was discovered.
Our kind of branding is recognized by the kind of conversations or content that our specialists create about your company, its products, its world, the people who use it, and also, the people who do not use it.
These are conversations that enliven, delight, and empower users. They’re created with authenticity, to communicate the uniqueness of a product or service. By participating and engaging in these conversations, customers are created and references are freely provided by them to other potential customers.
At OneTree Content, our version of ROI is this: Return On Imagination.
Talk with us. You’ll enjoy the conversation! That’s why we created the company!