Launching a new product or service can be confusing, and careful study of its market, consumer and environment is key to its success. DY Works associates with companies seeking to powerfully launch their brands. We deliver unique solutions with sustainable results. We launch products and services to enhance brand awareness, increase sales and build greater market share.
- How to I build a B2C brand after having a successful B2B brand or vice versa?
- The rules of engagement are very different in both cases. We begin with first reviewing the organizational mindset. It is imperative to begin by shaping and guiding management. Once this has been founded the crossover can occur with a grounded team, as was the case with Ruchi, Morepen, etc.
- How do I build a B2B brand?
- Building a B2B brand requires a completely different approach, simply because it targets at a narrow segment or often numerous segments. DY Works has analyzed the needs of B2B brand building and realized that it needs as many as 9 audiences. For instance addressing regulatory bodies or trade associations is an important ingredient in ensuring brand integrity. This approach provides a leadership stance to the firm, such as was the case with ABB, DAIWA Securities, Ruchi Soya, Morepen, etc.
- I am not certain my Brand Architecture is robust?
- Every maturing brand is faced with this dilemma. With DY Works experience of both cross-category and cross-geography understanding, we assist in creating a strategic architecture to help a brand squeeze the maximum from its core proposition. DY Works has successfully guided brands to exponential growth by embellishing the brand architecture e.g. FAL, Sunfeast, Nerolac, Pepsodent, Real Juice, Brown & Polson, Rex, Tarla Dalal, etc.
- Who is my competition?
- DY Works believes that a brand has to create standards for itself, and must keep raising the bar to remain a leading brand that is well ahead of “competition”. Competition is increasingly becoming irrelevant for a confident and leading brand. Having said that, DY Works supports brands and firms to identify competitive developments to stay ahead of the curve – and in fact lead the space through focus and rigor – the two most important aspects of brand development.
- Who should our communications be directed at?
- Very often every brand (firm, product or service) has to go beyond its consumer or employee to nine audiences identified by DY Works. For instance interest groups need to be communicated with as a part of your brand communication initiative.
- I need a logo
- The Logo is an ingredient of the Corporate or Brand Identity (Link to above question) System. It is the visible symbol of a company, firm, product or service’s promise. The logo co exists with five other aspects of the Identity that DY Works terms as The Active Identity©. DY Works has created active identities for Fair & Lovely, Dabur, Thapar Groups: Avantha, Sunfeast, Diabos, Quick Jet, Farmer brands, etc.
- I need help with my corporate/brand identity system
- We always point out to our prospective clients that Corporate Identity should NEVER be a cosmetic exercise. It has to represent the values, belief systems and the personality of the organization. It is the visible tip of an iceberg that has a huge foundation below. The CI system aligns the organization vision and values and is a thread that binds the communication internally and externally. DY Works has created over 20 large corporate identities incl. the multibillion Thapar Groups: Avantha, Nerolac, Dabur, Air India, Ghai Hotels, LifeCell, etc.
- I need help naming my brand
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A name is the only thing that remains forever. Our process ensures that the name selection is simple yet clutter breaking, distinctive yet objective and evocative while being relevant to the service or product history, values and benefits. DY Works has created memorable names like Sunfeast, Thapar Groups: Avantha, Dark Fantasy, Perfect Radiance, Lakme Beauty Salons, etc.
In case of product or service lines naming extends to the entire vocabulary, and sets a tone of voice providing a family feel to your brand range and architecture. Losing simplicity is the biggest threat to naming. - I wish to launch a new brand
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DY Works has created numerous brands ranging from new launches to creating sub brands and brand extensions. From thought to implementation, DY Works supports brand owners in bringing their brand alive in the marketplace and more importantly in the targeted consumer’s mind.
Our deep understanding of consumer behaviour provides the right foundation for your brand. Our belief is that a brand’s success lies in convincing consumers that there are meaningful differences in the product or service category, i.e. establishing clear perceptions of value and quality. This has led to DY Works highly successful launches of new Mega Brands like Sunfeast, Lakme Beauty Salons, Ayush, Aviance, Thapar Groups: Avantha, LifeCell, etc. - I need strategy for my product or service
- This is clearly the single biggest issue of any new or existing company. The challenge for a product or service to maintain relevance in the mind of new or existing consumers, and keeping employees motivated and passionate about every company, constantly needs the re-evaluation of company strategy. DY Works has partnered and directed company strategy for over a 100 companies. Specific case studies can be made available based on a client’s domain and needs.