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Effective branding is about much more than just making an impression. Here’s how to build your business by properly developing your brand.


6 min read

Opinions expressed by Entrepreneur contributors are their own.


As an , you are who you are because you’ve decided to separate yourself from the crowd. You’ve got a good idea that you think is either totally unique or can be done better by you than anyone else. But that’s rarely enough to see your entrepreneurial dream become a reality.

Branding can be the difference maker between having a good idea and actually making an impact with customers and the market. Your is the perception about you and your company that’s shared by customers, partners, peers and the marketplace in general. Your brand includes the characteristics, qualities and emotions that come to mind when an audience considers your product or services.

Imagine two call centers. In the first, you see smiles and concentrating faces, and overhear heartfelt efforts to help. There is a tangible buzz of hard work but also a feeling of energy and commitment. In the second call center, you see scowls, pained expressions, and eye rolls. Representatives carefully adhere to rote scripts, but their voices lack empathy and warmth. Despite frequent breaks and lags between calls, employees already seem exhausted halfway through the day.

Many would chalk up these differences to culture, the seemingly nebulous and hard-to-control factor that contributes to business success. Our work over the last three decades has centered on culture. We have developed effective tactics to align cultures and strategies and tap into the momentum that a culture can lend to any business effort. What has struck us, again and again, and what we’re sharing now for the first time, is the consistent gateway


The consumer price index(CPI)- based inflation came in at 6.7 per cent for August, from 6.73% in July, courtesy food inflation refusing to soften below 9 per cent.


India’s economy now struggles to cope with low growth and high inflation five months into the Covid-19 pandemic.


The has now remained above the upper band set by the Reserve Bank of India of 6 per cent for nine consecutive months, though not successively for three financial quarters yet. Core inflation, too, has been inching up in the pandemic era, approaching 6 per cent now, from 4 per cent earlier this year.


Experts said consumers would continue facing higher prices than the previous year due to supply and production bottlenecks as economic activity struggles to come back to normal. Nomura’s India Business Resumption index had hovered between 70 and 75 per cent


State-run firms have been the biggest wealth destructors in the last six years, despite operating in monopolistic or oligopolistic setups, asset managers said on Monday.


The government has been pressing citizens to pay taxes and be compliant, but they have very little to show regarding improved efficiencies in the companies they themselves own, the managers added.



“If you look at the biggest wealth destroyer over the last six years, it has been the government-owned companies… including banks, utilities, oil companies etc. While it is nice to tell Indians to reform, we also have to hold mirror in some of these,” said Anand Radhakrishnan, CIO of


Navneet Munot, CIO of SBI MF, said the PSU indices have been flat since March 2009, against a 5x return for many other asset classes.


Nilesh Shah, MD of


5 min read

Opinions expressed by Entrepreneur contributors are their own.


Cornerstone concepts act as the invisible structure for a letter. Like bricks, they build on each other and become a conversion machine for sales. 

You’ve probably heard that a persuasive sales letter has certain elements including headlines, emotional storytelling, fascination bullets, the lead, the hook, the “Big Idea,” the client’s belief matrix, and other factors that come together.

But between the layers of these elements, you’ll find 3 principles woven into every piece of hyper-effective sales copy.

They are picture, proof and promise.

These 3 cornerstones act as the critical backdrop to the canvas that you paint your message on. This message turns cold shoppers into your ever-expanding brand audience.

Related: The 6 Essential Components of Effective Sales Letters

1. Picture

Your sales letter should not be about what your product/service does or what it


Treatment for Covid-19 accounted for as much as 11 per cent of the total claims paid by insurance companies during the first five months of the current financial year, says a research conducted by Policybazaar.com.


The research further revealed that 89 per cent of claims during April 1, 2020 and August 31, 2020 were for other major illnesses, including cancer, heart problems, kidney and treatment.



Policybazaar.com, which accounts for about 10 per cent of India’s retail market, said the data pertains to April 1 to August 31.


The insurtech brand further said the increasing incidence of cases and the rising cost of treatment have been promoting more and more people to opt for health insurance in these uncertain times.


“As per Policybazaar data, Covid claims are only 11 per cent