Geetanjali Kaul, G Caffe CEO & Creative Director

Make a branding wish in 2020

There are two very important words that take us on this journey we call success, one is Branding and the other is Advertising (read Marketing). I’m still waiting for the time when people can differentiate between the two or should I say three. This whole year has gone by and I’m struggling to teach people the difference between Branding and Marketing. Often mistaken to be the same.

Well when you launch a product or service you need a lot of branding to take it where you want it to go. Marketing and Advertising come way later. It’s amazing how brand owners or start-ups can plan their rise even before they start. I do appreciate their vision that’s what gives wings to their business but the impatience is so overpowering.

I’m sure the other people in my profession agree totally to what I’m saying. Continue reading Make a branding wish in 2020

Startups & Branding

One fine morning, sitting over coffee on a white sofa in a posh building in Gurgoan, I met a very interesting lady in her 40s. I somehow liked her instantly.

She asked me, “What do you do?” I told her, “I have a creative agency …do Branding.” And then I asked her too, “Well, what do you do?” She replied, “I’m into advertising.” “Oh cool, so we are in the same line. Great.”

With this, we got off chatting…

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Next she told me how she started working in 1999 after stepping out of some big institute and worked for other people till she created her own company under the name of ‘White Ink‘ which went dormant after she got married and had kids.

She revived it later around 2012 or so and since then she has never looked back. She also opened a design store of her own in the name of ‘India Design Store’. Now she is handling two big impressive clients. [Dates which she mentioned may differ as I was high on coffee!]

I was hearing her talk in awe. She did a lot in these years and managed to establish herself well.

Then it was my turn… as she asked me, “What about you? What kind of clients do you have?”

Well, I did not have big names or 20 years behind me. I contemplated if I should make a story or tell her the truth? She was a stranger after all and what difference would it make! But, then, I wanted to be honest, so I told her the truth.

“I started picking things about five years ago but technically ventured into branding two years back. I’m helping small businesses grow and I’m myself a startup… and the clients we handle aren’t so well known at present. Then, we also design national Hindi fortnightly Buland Prajatantra and enrich its content. Besides, we also take up website development and social media campaigns.”

13781973_1068167439937619_7257486377479006680_nI told her the truth as it is! “…the whole point is… the big names in the market don’t need me as much, right now. Those raring to go are much comfortable with us, and together we are creating… what they want. My aim has always been to bring out honest and hard working people doing creative works. And, I’ve been good at this, always.”

She was happy to hear my happy housewife turned entrepreneur (if I call myself) story. We both had smiles and a new friendship to carry home. Obviously, we exchanged numbers and checked out Facebook accounts, the first thing as we got home.

To more work and new friends! Cheers.