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Speak and Be Heard: Techniques for Amplifying Your Emerging Brand’s Message

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The bustling landscape of today’s business world requires countless brands vie for attention, the ability to articulate a compelling message is paramount. For emerging brands seeking to carve their niche in the market, mastering the art of communication is not just a skill; it’s a strategic imperative. 

Given below are a set of techniques that can help amplify your brand’s message and ensure that your voice rises above the noise.

1. Craft a Distinctive Narrative

Every brand has a story waiting to be told. However, the way you tell that story can make all the difference. Crafting a distinctive and authentic narrative sets the foundation for how your brand is perceived. Start by identifying the core values that drive your business and weave them into a compelling story that resonates with your target audience. This narrative should be more than just a marketing pitch; it should be a journey that customers want to be a part of.

2. Know Your Audience Inside Out

Understanding your audience is the linchpin of effective communication. Take the time to conduct thorough market research and create detailed buyer personas. What are their pain points? What solutions are they seeking? Tailor your message to address these specific needs, and your brand will automatically become more relatable.

3. Embrace Visual Storytelling

In a world dominated by visuals, leveraging the power of visual storytelling is essential. Invest in high-quality, consistent visual elements that reflect your brand identity. From your logo to your social media posts, each visual component should contribute to the larger narrative. Infographics, videos, and aesthetically pleasing images can captivate your audience and enhance the memorability of your message.

4. Harness the Power of Social Media

Social media is not just a platform for sharing; it’s a dynamic tool for brand building. Choose platforms that align with your target audience and create engaging content that encourages interaction. Respond promptly to comments, participate in relevant conversations, and use social media as a two-way street for communication. The more genuine and interactive your brand is, the more likely it is to be heard.

5. Consistency is Key

Building a brand is akin to building trust. Consistency across all communication channels is crucial for establishing trust with your audience. Whether it’s the tone of your content, the frequency of your messages, or the look and feel of your visuals, maintaining a cohesive brand image fosters familiarity and reliability.

6. Collaborate and Network

Building a brand is not a solitary endeavor. Collaborate with influencers, partner with complementary brands, and actively participate in industry events. Networking not only expands your reach but also provides opportunities to amplify your message through trusted voices in your field.

7. Emphasize Value Over Promotion

While promoting your products or services is essential, emphasizing the value your brand brings to customers is equally important. Educate your audience, solve their problems, and position your brand as a valuable resource. This approach not only fosters goodwill but also establishes your brand as an authority in your niche.

 Let Your Voice Resonate

In this competitive landscape of emerging brands, the ability to speak and be heard requires a strategic approach to communication. Craft a compelling narrative, know your audience, embrace visual storytelling, leverage social media, maintain consistency, collaborate, and emphasize value. By employing these techniques, your brand can rise above the noise and establish a clear, resonant voice that captivates and engages your audience. Remember, it’s not just about being heard; it’s about leaving a lasting impression that echoes in the minds of your customers.

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Indian footwear brand Campus expands rapidly, unveils 250th store in Pune

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Campus

The Indian footwear brand Campus achieved a significant milestone as it inaugurated its 250th store in the country, as stated by a company representative in a LinkedIn post on Sunday.

“Glad to announce that 250th Campus Exclusive store is now open to customers in Season Mall, Pune,” said Aman Bharadwaj, assistant marketing manager at Campus in his social media post.

In March, it was reported that Campus had introduced its 200th store. Now, in under eight months, the sportswear company based in New Delhi has expanded its presence by an additional 50 outlets.

Established in 2006 by Hari Krishan Agarwal as a lifestyle-oriented sports and athleisure brand, Campus embarked on its retail journey in 2017, gradually opening 35 brand outlets by 2020. In March 2022, the company celebrated a milestone by inaugurating its 100th exclusive store in Bandra, Mumbai.

The recently inaugurated store marks the eighth one in Pune and the twenty-eighth in Maharashtra, as per the information available on the website. Pune boasts the highest count of Campus stores within the state of Maharashtra.

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Mercer Street Hospitality unveils a new Bash Burger restaurant in NYC

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Bash Burger
Bash Burger

Mercer Street Hospitality has unveiled the launch of Bash Burger, a new restaurant situated in the Urbanspace Vanderbilt food hall, in close proximity to Grand Central Terminal within New York City (NYC).

Situated at 230 Park Avenue, nestled between East 45th and East 46th Streets, the latest Bash Burger establishment will present patrons with an extensive menu featuring favorites such as the BB Classic and Bash Burgers.

The Bash Burger patty from the restaurant brand is adorned with bacon onion jam, classic American cheese, and shaved pickles, all crowned with the legendary secret sauce of the brand.

The BB Classic burger is crafted with lettuce, tomato, and cheese.

Alongside its iconic burgers, the eatery will provide hand-cut fries, fountain drinks, locally brewed beer, wine, and craft cocktails.

The recently opened restaurant will provide guests with the options of dine-in, pickup, and delivery services.

Orders can be placed through a virtual kiosk, and seating in Urbanspace’s communal dining area operates on a first-come, first-served basis for customers.

Mercer Street Hospitality founder John McDonald said, “There’s a reason the Bash Burger has been coined ‘the champion of burgers’ all these years, so we couldn’t pass up the opportunity to give New Yorkers a dedicated space to order their favourite American classic.

“This Urbanspace location is the first outpost of more to come and we’re eager to watch what’s to come for Bash Burger today and in the future.”

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JM Smucker successfully finalizes $5.6 Billion acquisition of Hostess Brands

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Twinkies
Twinkies (Representative Image)

The JM Smucker Co has confirmed the completion of the acquisition deal to purchase Hostess Brands, the proprietor of the Twinkies snack cake brand.

In September, it was reported that JM Smucker entered into a definitive agreement to acquire Hostess for around $5.6 billion.

The agreement encompasses Hostess’ assortment of sweet baked snack items, such as Donettes, Twinkies, DingDongs, Zingers, CupCakes, and Mini Muffins, among other products. JM Smucker has additionally gained control of Hostess’ production facilities located in Emporia, Kansas, Burlington, Ontario, Chicago, Illinois, Columbus, Georgia, Indianapolis, Indiana, and Arkadelphia, along with a facility in progress in Arkansas and a distribution center in Kansas.

Around 3,000 employees are set to become part of the company following the recently concluded transaction.

Mark Smucker, chair of the board, president and CEO of JM Smucker Co, said, “We are excited to formally welcome Hostess Brands and for the tremendous opportunity we have with the combined capabilities our businesses offer”.

“Consumers’ increasing reliance on snacking to fit lifestyle needs and convenience choices has expanded the occasions where the category can deliver, and the sweet baked goods category is one of the largest and fastest growing in the industry. With the Hostess acquisition, we have a strong position in this highly attractive segment with popular brands that consumers love.”

Smucker added that the synergy of the businesses provides a “compelling platform” for sustainable growth, offering an expanded distribution model, a “robust” innovation engine and extensive manufacturing capabilities.

He concluded, “This is complemented by the strong retailer relationships in the grocery and mass channels we have at Smucker; along with our advanced commercial organisation, highlighted by our industry-leading consumer insights and marketing and our continuous productivity approach”.

The company will provide further information about the transaction’s impact on its financial outlook when it reports its second quarter fiscal 2024 results on 5 December 2023.

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Paris Baguette expands in the US with new Tennessee location

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SnackTeam
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Paris Baguette

South Korea-based café and bakery chain Paris Baguette is enhancing its footprint in the United States with the inauguration of a new location in Franklin, Tennessee.

The bakery chain entered into an agreement with Jim Osborn to establish its inaugural venue in the Tennessee region.

Osborn said, “When looking for the right franchise opportunity, Paris Baguette was the ideal fit because of its amazing product line, store design and proven response from communities throughout the US.”

Paris Baguette is renowned for its freshly crafted baked goods, encompassing a variety of breads, cakes, and pastries.

This year, the brand has set a goal to sign 160 franchise agreements and open 64 new cafés.

By the end of this decade, the brand envisions the opening of 1,000 new locations in the US market.

Paris Baguette chief development officer Eric Lavinder said, “We are thrilled to announce additional expansion within Tennessee. There’s a tremendous amount of opportunity in the bakery café space.

“No other bakery café franchisors are doing what Paris Baguette is on the same scale. Our ability to stay true to our bakery café roots while embracing aggressive expansion has garnered attention and that only serves to drive us forward.

“We want someone who is going to take the time to put the right staff members in place in their store and ensure everyone understands the most important person is the guest.”

Lavinder mentioned that the brand plans to sustain its growth in New Jersey and New York while also extending its presence to additional states in New England, such as Connecticut and Massachusetts.

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Bikano eyes 40% sales boost for Diwali with new exciting range of festive delights

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Bikano

Bikano, a renowned brand in authentic Indian sweets and snacks, is poised to enhance festivities with an exceptional array of delicious offerings. Ranging from the opulent “Royal” to the delightful “Dry Fruit Delight,” the regal “Shahi Nazrana,” the beloved “Anmol,” and beyond, Bikano has curated a collection of indulgent treats, guaranteeing a perfect selection for every budget.

The festive season brings forth joy and increased economic activity, and Bikano has been quick to adapt to changing consumer preferences. The remarkable 25% surge in sales from the previous year has established a strong foundation for the upcoming festive period, spanning from Rakshabandhan to Diwali. Bolstered by this success, Bikano is now projecting a remarkable 40% increase in sales this Diwali, emphasizing the brand’s dedication to meeting and exceeding the expectations of its cherished patrons.

Moreover, as a strategic initiative to effectively address the surging demand, minimize transportation expenses, and guarantee prompt delivery to Tier 2 and 3 cities as well as rural areas, Bikano has recently launched a cutting-edge facility in Greater Noida. This expansion underscores Bikano’s commitment to fulfilling the increasing demand and fortifying its presence in these vital markets.

Manish Aggarwal, director of Bikano, Bikanervala Foods, expressed his optimism, “This year, Bikano once again aims to illuminate households with our exquisite range of Diwali offerings. Each product has been meticulously crafted to bring joy and sweetness to the celebrations. We are confident that our diverse product offerings and pack sizes will cater to various festivities. We’ve witnessed a remarkable surge in consumer confidence and purchasing power, and with our expanded manufacturing facilities, we are well-prepared to deliver joy to every corner of the country.”

Kush Aggarwal, head of Marketing at Bikano, echoed the sentiment, emphasizing, “Diwali, the festival of lights, holds a special place in our hearts. It’s a time when families come together to celebrate love, prosperity, and togetherness. At Bikano, we take immense pride in participating in these cherished moments. Our extensive range of Diwali offerings is a testament to Bikano’s commitment to being a part of your celebrations. We’ve curated a diverse selection of products, ensuring there’s something for everyone. This year, we anticipate not only meeting but surpassing our sales projections as we continue to grow and expand our footprint both nationally and internationally. The love and trust our customers place in us inspire us to strive for excellence and deliver joy to every household. We look forward to participating in your Diwali celebrations and creating memories that last a lifetime.”

Bikano’s success has been built upon its unwavering dedication to quality, variety, and customer satisfaction. With a diverse range of offerings catering to every taste and budget, Bikano is ready to transform this Diwali into an unforgettable celebration of sweetness and togetherness.

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Bagline strengthens its retail footprint in India with a new store in Bengaluru

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Bagline

Bagline, a multi-brand bag retailer under the ownership of Brand Concepts Ltd., announced the opening of its latest store in Bengaluru. According to a press release issued on Friday, the new outlet occupies 600 square feet of retail space and is situated within the recently inaugurated Phoenix Mall of Asia in Hebbal.

“We are thrilled to bring another Bagline store offering our signature style and premium collections to the beautiful city of Bengaluru. Our unwavering commitment to delivering excellent products and exceptional craftsmanship is exemplified by our new store at Mall of Asia,” said Abhinav Kumar, chief executive officer of Brand Concepts.

The establishment provides an extensive assortment of luggage, handbags, wallets, and fashion accessories featuring renowned brands like Tommy Hilfiger Travel Gear, United Colors of Benetton, The Vertical, Sugarush, and Aeropostale.

The inauguration of this store signifies Bagline’s second presence in Bengaluru, following the initial establishment at Mantri Mall.

Currently, Bagline manages a network of over 35 retail stores spread across more than 20 cities in India, in addition to its online retail platform.

Established in 2007, Brand Concepts is a company based in Indore, specializing in the production and retail of bags, travel gear, and fashion accessories for both the Indian and international markets.

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India set to become a major manufacturing hub for global luggage giant Delsey Paris

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Delsey Paris

Davide Traxler, the global chief executive of Delsey Paris, announced that the European premium luggage brand is planning to establish India as a manufacturing hub. This initiative is a key component of the company’s global strategy to relocate 50% of its production away from Mainland China.

The French brand sees India as one of its rapidly expanding markets, contributing 5% to its overall revenue. With ambitious goals, the company aims to double this revenue within the next three years.

“India is one of the economies that we have very positive outlook for the next five years. We are all looking for what’s going to happen in the US, what’s going happen in Europe, but everyone seemed very confident in India. And that is very important because it’s such a huge population and a huge market. It is certainly a land where we want more presence, investing more and also sourcing more and purchasing raw materials,” said Traxler.

According to a recent Crisil report, the revenue of India’s luggage industry is projected to increase by 5% this fiscal year. This growth comes despite a challenging comparison to the previous fiscal year, which experienced a remarkable 40% surge. The rise is attributed to the increasing prevalence of hard luggage produced by the organized sector, coupled with sustained growth in tourism and corporate travel.

“There was a lot of concentration in mainland China, but we have moved about 50% of production and distributed it to other countries in Southeast Asia and India is part of this rebalancing of our production,” said Traxler.

The company stated that there has been consistent growth in travel over the past three decades, emphasizing the direct correlation between luggage demand and the frequency of people’s travel.

“India is doing well and overall the company is doing well. We have more than doubled the turnover in the past two years and India is part of this trend,” the executive said. Traxler said that the consumer has changed its approach towards the purchase of luggage.

“Consumers are shifting from a very practical and utilitarian touristic approach of a functional luggage to something that is more to a certain extent, an extension of their style. So, people are looking for the colour they like, for the shape they like,” he said. As a result, its best sellers that used to be black and dark grey are now ivory or green or brown. Delsey Paris has collaborated with United Colors of Benetton in the design of a co-branded luggage and travel accessory range. The products in collection will be sold via brands’ websites and through Benetton and Delsey Paris point of sales worldwide. “We will have more license agreements,” Traxler said.

The brand produces about four million pieces a year and in India it wants to ramp up the production gradually. “Potential of the market is huge in terms of sales and in terms of production. Initially, we will produce only for India, but the next step will be to export the products,” the executive said.

Traxler said the main challenge is restriction on travels, which is impacted by geopolitical elements. “There are more countries where people are not so comfortable to go. The richness of the past 20 years has been the amount of exchange, learning to know each other better and knowing to respect different cultures and to understand them. The less there is this exchange, the more incomprehension and lack of cooperation,” he said.

Delsey Paris markets its collections online and in over 6,000 shops in more than 110 countries.

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E-commerce skyrockets in India’s festive season: GMV hits $10-11 Billion landmark

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online shopping
(Representative Image)

The festive season sale sparked a much-needed surge in online shopping following a subdued start to the year in the first half. E-commerce companies and online brands reported a steady uptick in sales, with categories like electronics, food, grocery, and jewellery witnessing double-digit growth over last year.

Despite offline retail operating at full capacity, statistics from consulting firm Grant Thornton Bharat suggest that over 50% of total festive sales were generated through online platforms, compared to 45% in 2022.

Unicommerce, a platform assisting businesses in online sales, reported a 37% increase in e-commerce order volumes during this year’s festive season sale compared to 2022. In the realm of gross merchandise value (GMV), online retail witnessed a growth of 22%.

Reports from the industry suggest that the gross merchandise value (GMV) for the festive month is approximately in the range of $10-11 billion. A substantial portion of the increased value is attributed to the sale of high-value items, particularly in large categories such as smartphones and appliances. This growth was facilitated by financing options offered through marketplaces and partnering lending institutions.

GMV represents the total sales generated by merchants on an e-commerce platform, excluding discounts. The e-tailer earns a margin of 5-20%, depending on the category, which constitutes its revenue.

“This year, ecommerce is expected to account for more than 50% of all festive sales in India, up from 45% in 2022,” said Naveen Malpani, partner, Grant Thornton Bharat. “Online sales are expected to grow at 18-20% over the festive month of 2022 driven by around 140 million online shoppers making purchases during this period.”

Digital payment firms mirrored the sales patterns, with transactions witnessing an almost 50% year-on-year growth. Specific segments, including food and grocery, consumer durables, and jewelry, contributed significantly to this increase.

Started on October 8 this year, the festive season sales featured smaller sale events leading up to flagship occasions like Flipkart’s Big Billion Days and Amazon’s Great Indian Festival.

Information from the National Payments Corporation of India, the entity overseeing Unified Payments Interface, revealed a 71% surge in merchant transactions during September and October, totaling over 12 billion transactions. This represents an increase of approximately 7 billion compared to the corresponding period last year.

Most sellers and brands note that a substantial portion of the sales occurred within the initial two to three weeks of the festive season. Ganesh Sonawane, co-founder of the ergonomic accessories maker Frido, mentioned that sales remained robust until October 18, after which it returned to a more typical business pattern.

“First flagship sale and the last sale event usually drive most of the sales and that’s played out this year too. In this cycle, we have seen premium products doing better than relatively cheaper ones,” said an ecommerce merchant who sells across Flipkart, Amazon and other platforms.

The direct-to-consumer fitness brand Boldfit experienced a twofold increase in sales during this year’s festive months compared to the previous year. However, there were reports of ‘purchase fatigue’ among consumers starting from the third week of October.

Online shopping has become more enticing this year due to affordable credit, EMI offers, and deep discounts. Offline shopping has also demonstrated robust growth, although industry executives have noted that certain sectors have not performed as well.

“Electronics and jewellery grew by about 10% over last year, but lifestyle buying was muted, even showing degrowth,” said Rajeev Agrawal, chief executive officer, Innoviti Payments, which offers payment solutions to large organised retail stores.

Average ticket size of transactions went up, showing that the rich generally bought more premium products. Agrawal said that this year the average ticket size of transactions in the food and grocery category was up 14%, lifestyle was up 9%, electronics 8% and jewellery 4%.

“Similar to what we witnessed during the Big Billion Days this year, choices in smartphones, laptops, tablets and home appliances indicate a strong premiumisation trend pan-India,” said Arief Mohamad, vice president – customer growth and loyalty, Flipkart

Tier two and three locations showed promising growth for online sellers this year.

Amazon said 80% of their customers who shopped during these months came from smaller towns. Overall, 40 lakh new customers bought from Amazon this year, the company said. It also saw over 65% of its Prime membership holders who shopped in the festive period come from tier two and three towns.

Malpani of Grant Thornton Bharat said that smaller cities contributed to 80% of all festive sales on e-commerce platforms, up from 75% last year.

“The ecommerce platforms have made a concerted effort of regional language support, localised product assortments etc. to reach and serve consumers in these cities,” he said.

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Papa John’s brings ‘Pizza with Purpose’ to the UK with the debut of Shaq-A-Roni, partnering with Young Enterprise for youth empowerment

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Papa John's

Papa John’s ‘Pizza with Purpose,’ featuring the Shaq-A-Roni, has now made its debut in the UK.

The 15.5-inch pizza is crafted using Papa John’s distinctive never-frozen, six-ingredient dough. It is generously topped with tomato sauce, extra pepperoni, and extra cheese. After being baked to perfection, the pizza is sliced into eight foldable slices.

The creation of the pizza was a collaborative effort with basketball Hall of Famer, Papa John’s board member, and franchisee Shaquille O’Neal.

In the United Kingdom, Papa John’s has joined forces with Young Enterprise, a non-profit youth organization affiliated with Junior Achievement Worldwide, to champion this initiative. Serving as the official charity partner, Young Enterprise will oversee the direct distribution of funds raised in the market. Papa John’s commits to donating the equivalent of $1 from each Shaq-a-Roni pizza sold, contributing to Junior Achievement’s ongoing mission of fostering youth empowerment globally.

“We’re excited to launch the Shaq-a-Roni pizza on our menu made in partnership with our board member and long-standing franchisee, Shaquille O’Neal. The Shaq-a-Roni is one of the biggest pizzas on our menu, so we hope our customers will enjoy sharing the XXL slices with friends and family,” Rebecca Rose, Senior Director of Marketing at Papa Johns said.

For the last three years, Papa Johns has raised over $9m for community organizations through sales of the Shaq-a-Roni pizza.

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