There are several areas that fall under this area, and we have tried to answer the ones most commonly asked. If you do not find what you are looking for, please either contact us directly at 9122 4040 6767 or email us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it . Alternatively we encourage you to also answer the four short questions in the client information sheet. Our team will respond to you within 4 hours.
- My customer is not responding to my brand
- This is generally a problem related to two main aspects – either a fatigue with not enough excitement or losing relevance. The Consumer HAS to be constantly excited. This can be achieved through Branding – an all round connect. DY Works advises its clients to enrich the brand meaning and vocabulary and take it out to the audience in the most compelling manner.
- My customer does not “need” me
- This usually occurs when the brand is not tracking its consumer sensibilities diligently. The brand begins to lose relevance and the consumer often finds relevance elsewhere, and not necessarily with competitive products. E.g. Kodak, the market leader in photography did not adequately see the impact of mobile phone cameras, and was not quick enough to act and offer relevant solutions to its loyal customer base, lost tremendous equity and value in the bargain
- The brand experiences very few repeat purchases
- This is usually associated to perceived value in the eyes of the purchaser. The consumer is willing to pay the price of gold for brass – but will not even pay the price of brass for gold; developing key perceptions are critical. DY Works helps you in creating, and influencing both expectations and perceptions of the brand.
- My brand is not salient enough
- This occurs usually when there are skewed spends in communication – too much money on advertising – and too little on the product saliency (many herbal brands are a victim of this) or alternately too much money on packaging and too little on other branding or communication (many cosmetic brands are a victim of this). DY Works helps you achieve a fine balance in all aspects of the brand through effective branding
- How do I manage my brand?
- Increasingly with shorter brand cycles, employee and agency attrition, brand dilution occurs rapidly. Brand management support is now being sought as an outsourced service. DY Works offers brand neutral and media neutral custodial and management services customized to suit the brand or client needs.
- How do I control brand communication efforts?
- Depending on the size of the communication spread there will be different solutions. However, a communication audit is the starting point to assess message coherence, medium cohesiveness and consistency over time. (DY Works often does this stage as a free service to its clients.) Through this process DY Works offers media and budget neutral solutions to the brand or firm
- How do I maintain a consistent brand message?
- This is amongst the biggest challenges that growing brands face. With different partners managing different mediums – the original message goes through Chinese whispers – diluting brand impact successively. DY Works as a media and budget neutral partner appreciates this, and captures the brand communication by creating a Brand Style ©. There is no easy way to counter this other than a strong focus, and rigor to ensure enforcement of the Brand Style©. Amul and Fedex are great examples of Brand Style, which not only leads to effective brand engagement but also saves considerable costs.
- Where do I find brand custodian services?
- Please see how do I manage my brand.
- How do I manage a multi brand strategy?
- Multi brand strategy is usually managed through three main approaches, House of Brands, Branded House or A Hybrid. There are limitations in all. DY Works proposes solutions based on the individual client situation. This is a strategically important engagement
- How do I make my brand penetrate every aspect of my organization?
- Well established companies face this issue more often than the younger ones which are more agile, responsive, and perhaps more manageable. Either way there is no taking away from the fact that leadership drives brand penetration. DY Works fiercely believes there are no bad Soldiers - only bad Generals. DY Works has a well-tested Internal Branding Program, through which it captures and provides tools for leadership and management to communicate more effectively. This leads to higher motivation levels raising both productivity and service standards.
- How do I renew brand vigor?
- Every brand needs to be invigorated and refreshed sooner or later. Especially in these days of short brand cycles and fickle consumer mindsets – the brand needs to reinvent itself. However an important aspect often missed is the invigoration of the brand team itself. DY Works helps them see the world through new eyes – with an experience of rejuvenating over 200 brands DY Works rejuvenates brands setting them on a new growth trajectory.
- My brand strategy is not working.
- Usually there is no one reason for a strategy to be ineffective. DY Works with its considerable experience will audit the approach and make simple comparisons to demonstrate the status, and based on original intent help the client arrive at the new approach/strategy. Please see brand strategy above.
- How do I make my brand and company relevant for the next 20 years?
- This is a relatively easy one, and can only occur by revisiting your brand purpose or brand vision. Once that is reviewed and re-laid, a new positioning will emerge ensuring consumer relevance for maybe even 100 years. Ex. Functional benefits will need to be converted to emotional ones, and emotional benefits be elevated into other aspects.
- How do I raise my service standards?
- Well established companies face this issue more often than the younger ones – which are more agile responsive and perhaps more manageable. Either way there is no taking away from the fact that leadership drives brand penetration. DY Works has a well-tested Internal Branding Program, through which it captures and provides tools for leadership and management to communicate and increase efficiency more effectively. This leads to higher motivation levels raising both productivity and service standards.
- How do I raise my motivation standards?
- Well established companies face this issue more often than the younger ones which are more agile, responsive, and perhaps more manageable. Either way there is no taking away from the fact that leadership drives brand penetration. DY Works has a well-tested Internal Branding Program, through which it captures and provides tools for leadership and management to communicate and increase efficiency more effectively. This leads to higher motivation levels raising both productivity and service standards.
- How do I wipe out competition?
- This is a situation often faced by DY Works clients. The only answer is to make the competition irrelevant by setting high and unique standards for the brand; Gillette does this most effectively. DY Works will assist you in establishing this first as an internal credo – and then lay a roadmap to the game changing strategy for your team.