Metaphors are words used for comparing one thing to another or expressing the characteristics of the object. The pairing of words creates a metaphor that shapes understanding and expectations. And this approach is equally effective in branding.

Every renowned brand owns its tone. It’s something to which brand is stuck for a long long time. whatever happens, this tone doesn’t change. This tone is nothing but a brand metaphor. This increases the intensity of retaining information in customers’ mind and enhances its recall value.

Metaphors are powerful communication tools in branding. They...

The Yin and Yang principle might be one of the oldest Chinese philosophies which found acceptance worldwide due to its rationale and practicality; and rightfully so. After all, opposites do attract and there is a little bit of good in every evil, right?When we try applying it in our lives, we see how it is not far from reality! But does it stay true to branding as well? It does become an interesting thought…

The Yin (or the black part) signifies the darker part of your branding. It may be a...

There was a time when people used to relate branding to designing. ‘The better your designs, the better your branding’ was the common notion amongst marketers. However, as branding evolved, they soon realized the importance of the words to compliment the designs. Today, words and content are equally, if not less, important in grabbing the attention of your customers. However, being a game of psychology, there are various tricks which a marketer can subtly use to attract clients; e.g., just using the right words. After all, isn’t it appealing to...

While young, I used to watch the popular show ‘Kaun Banega Crorepati’ (KBC). While seeing it, I used to wonder – are those questions really worth the price tag??

Most of the initial questions were so easy. They made me feel that winning the game was a child’s play. Also, I remember feeling SO frustrated when those sitting on the HOT seat gave stupid answers to silly questions. I so wanted to tell them (as if they could hear me) that they were completely off beat!

Keeping the frustration aside, let us...

Ever wondered why companies today are a really stressing into getting that perfect website for their business? Is it just because everyone else is doing it? Or, is it because the website has become one of the most crucial tools for any brand’s identity? The answer definitely lies somewhere near the latter one.

With its growing importance, today, it is imperative to maintain a good website which can represent your brand and tell your customers exactly who you are. Here are a few dos and don’ts for you to consider before...