Branding and communication
Say what you do in one line a buyer still remembers after the meeting.
When a business describes itself the way its competitors do, buyers compare on price. These articles cover positioning, the value proposition, the company profile and the case studies that give a buyer a reason to pick you.
129 articles, written for owners and sales heads.
Start here
The three to read first.
Brand positioning: a practical guide for SMEsPositioning is the one sentence a buyer would use to explain why they chose you over the other quotes. Here is how a small business finds that sentence.
How to create a clear value propositionA clear value proposition names the buyer, their job to be done, the result you produce and the reason to believe it, tested on real customers.
What should a good company profile include?It needs registration details, capability with numbers, the people, proof of similar work, and the documents a purchase or tender team will ask for.
Every article
All of them, newest first.
Showing 12 of 129 articles to explore
- Branding and communication
Tax receipts, FCRA and registrations: how an NGO should present credentials without overclaiming
Donors look for registrations before they give. This post shows how to state what you hold in plain words, what to avoid implying, and how to get your adviser to confirm the wording.
5 min read · 12 Oct 2026 - Branding and communication
Marathi for dealers and English for Mumbai buyers: setting the reply language by enquiry
How a Maharashtra business that sells to Marathi-speaking dealers and English-speaking Mumbai buyers marks each enquiry's language when it arrives, saves it on the contact and sends it to the right person.
6 min read · 10 Oct 2026 - Branding and communication
How to read a case study and spot the ones that prove nothing
Before you trust a case study from an agency or supplier, check the starting position, what was changed, who measured the result and whether the customer can be named. A six-question test.
5 min read · 8 Oct 2026 - Branding and communication
How to turn client work into content without breaking confidentiality
Write the lesson, not the case. This post gives a three-level rule for what you may publish about client work, a permission message to send, and a before-and-after rewrite.
5 min read · 6 Oct 2026 - Branding and communication
What a campaign key visual is, and how to tell if yours works
The key visual is the one master artwork a campaign is cut from. Its only real test is whether it survives a square crop, a newspaper strip, a bus panel, and being seen in black and white.
7 min read · 21 Sept 2026 - Branding and communication
Tamil advertising creative: what actually changes
Tamil writes one way and speaks another, and the script cannot tell a b from a p. Both facts decide your line, your voice artist and the spelling of your own name.
8 min read · 21 Sept 2026 - Branding and communication
Speaking, podcasts and panels: which visibility is worth your time
Some invitations to speak flatter you without reaching anyone who buys. This post gives a four-question test, a comparison of stage, podcast, panel and webinar, and a rule for saying no.
5 min read · 21 Sept 2026 - Branding and communication
Regional video advertising: plan the languages before the shoot
A film is the most expensive thing to redo in another language, so the language decisions belong in the script and on the shoot day. Get them wrong and the second version costs as much as the first.
7 min read · 21 Sept 2026 - Branding and communication
Marathi advertising creative: what actually changes
Marathi uses the same script as Hindi, which is why so much Marathi advertising is really Hindi advertising. A Marathi reader can tell in one line.
8 min read · 21 Sept 2026 - Branding and communication
Malayalam advertising creative: what the language does to your layout
Long words that will not break, two versions of the script, and a buyer whose family may be deciding from the Gulf. Malayalam work changes the layout, the media plan and the phone number.
7 min read · 21 Sept 2026 - Branding and communication
How to write an advertorial
Paid space that reads like the paper wrote it. That is the whole value and the whole risk, and the label at the top is not negotiable.
8 min read · 21 Sept 2026 - Branding and communication
How to write a radio script
A spot is heard once, by somebody at the wheel who cannot look at anything or write anything down. Time the words with a stopwatch, not on the page.
7 min read · 21 Sept 2026
The full list of 129 articles, titles only
- A brand story for a 20-year-old family business without sounding like a museum
- A capability deck for a manufacturer: what goes on which slide
- A messaging framework on one page: who we help, what we do, why believe us
- A photo and video routine for a machine shop that does not look staged
- A social media policy for staff: what employees can post about the company
- Advertising in Telugu: translate the call and the offer, keep the spec terms in English
- Airport advertising in Bengaluru
- Answering in Assamese, Bengali and Hindi across the Brahmaputra and Barak valleys
- Answering the questions first-time electric vehicle buyers ask
- Authorised service centre or independent garage: how the customer compares them, and how to position yours
- Before-and-after photos as proof: how to take and use them
- Bengali on the call and English on the website: making both say the same thing
- Brand activation in one locality: what a small business can actually do
- Brand architecture for a company with several products or divisions
- Brand consistency audit: ten places your business looks different from itself
- Brand positioning: a practical guide for SMEs
- Brochure or catalogue: what to print, what to keep digital
- Brochures and replies in Hindi for buyers across Uttar Pradesh: write it from the counter, then test it on a dealer
- Building trust through case studies and thought leadership
- Case studies and references US buyers accept
- Case studies for automation companies: what to include without naming the client
- Case studies for businesses that cannot name their customers
- Case studies for logistics: how to show reliability without inventing numbers
- Case study or testimonial: which one convinces a buyer
- Close-up photographs and 360 views for small, shiny products
- Compliance-aware advertising for regulated professions
- Construction progress updates as a sales tool for a running project
- Corporate profile vs company brochure: what is the difference?
- Do you need a personal brand if you already get work by referral?
- Do you need a rebrand or just a better logo file? A decision guide
- Employer branding or recruitment advertising: which do you need first?
- Enquiries arrive in Tamil and nobody writes back properly: six replies and a handover rule
- Fake and unfair reviews: what a business can do and what it cannot
- Founder-led marketing for an owner who hates being on camera
- Handling a customer complaint in a trust trade so it does not become a review
- Handover day and snag lists: how the first week after possession shapes your reputation
- Hindi advertising creative: what changes and what stays
- Hindi, Punjabi and English: choosing a language for each Delhi buyer
- Home decor product photography: show the piece in a room your buyer actually lives in
- How a firm can help its partners build personal brands without losing control
- How customer case studies help businesses generate sales
- How to adapt a campaign into Indian languages
- How to adapt one campaign across media
- How to advertise to affluent consumers
- How to advertise to airport travellers
- How to advertise to fathers
- How to advertise to Gen Z
- How to advertise to luxury buyers
- How to advertise to senior citizens
- How to advertise to working women
- How to ask a customer for a case study without awkwardness
- How to ask for a review at the end of a home service job
- How to brief a logo designer so the first round is usable
- How to build brand awareness
- How to create a clear value proposition
- How to decide what you want to be known for, in one sentence
- How to design a hoarding that works
- How to design a newspaper advertisement people actually read
- How to design BTL and activation material that works at the stall
- How to design bus advertising for each panel
- How to design metro and transit advertising
- How to get quoted in the press as an expert in your field
- How to handle bad employee reviews online
- How to launch a new brand
- How to make a cinema advertisement for a small business
- How to measure brand awareness advertising
- How to measure whether your employer branding is working
- How to name a business in India: checks before you fall for a name
- How to onboard a new hire so they tell others it was a good move
- How to read a case study and spot the ones that prove nothing
- How to review advertising creative without wrecking it
- How to run an employee advocacy programme without forcing people to post
- How to show results and outcomes honestly when advertising an institute
- How to turn client work into content without breaking confidentiality
- How to use case studies across your sales process
- How to write a bio that does not read like a CV
- How to write a case study when the customer will not let you use their name
- How to write a customer case study that a buyer believes
- How to write a job post that attracts the right applicants in India
- How to write a press release that a local editor will print
- How to write a radio script
- How to write an advertorial
- How to write an employer value proposition from what your team says
- Malayalam advertising creative: what the language does to your layout
- Marathi advertising creative: what actually changes
- Marathi for dealers and English for Mumbai buyers: setting the reply language by enquiry
- Marketing a wealth management firm inside the rules
- Mistakes that damage a personal brand and how to repair them
- Odia on WhatsApp: replying in the buyer's language outside Bhubaneswar
- Online reputation management: what to do when a bad review ranks first
- Patient testimonials: what a clinic can and cannot publish
- Personal brand or firm brand: which to build first
- Photographing clothes on a budget: models, flat lays and what each one shows
- Photos, video and menus: the assets a hospitality buyer scrolls first
- Press and local media for an NGO: how to get a story covered
- Product photography and video on a small budget: shoot what buyers ask about
- Professional credentials and licences: how to show them so buyers trust you
- Public relations for a small firm: what is newsworthy and what is not
- Public relations tips for yoga practitioners, teachers and studios
- Reaching clinicians without making claims: what a device brand can say about its product
- Regional video advertising: plan the languages before the shoot
- Replying in Malayalam when the enquiry started in English
- Replying to a bad workshop review in public
- Selling across states when the buyers speak different languages
- Selling regional foods online: the story that makes a buyer pay more
- Speaking, podcasts and panels: which visibility is worth your time
- Stories that sell: how to tell a customer story in a sales meeting
- Tamil advertising creative: what actually changes
- Tax receipts, FCRA and registrations: how an NGO should present credentials without overclaiming
- Testimonials and case studies for closing: when to send which, and how to ask
- The candidate experience: ten moments where a good applicant gives up
- Video and photos of your work: what a trade should capture on every job
- What a campaign key visual is, and how to tell if yours works
- What a client checks before hiring a firm over a freelancer
- What a professional should post and what to keep private
- What candidates check about a company before they accept an offer
- What employer branding means for a company of fifty people
- What goes into a brand guidelines document an SME will actually open
- What goes into a case study a purchase manager will believe
- What personal branding is for a professional who sells their own time
- What should a good company profile include?
- What to check with your compliance adviser before you publish any financial marketing
- What to spend on branding first when you cannot afford an agency
- Why dentists need personal branding
- Why good candidates ignore your job post
- Wording a warranty or guarantee that the customer believes and you can keep
- Writing a product catalogue a purchase engineer will keep
- Writing an NGO impact report that donors and CSR teams read
- Writing for Bhojpuri, Maithili and Magahi speakers without losing Hindi buyers
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