Ashwini Nair, Founder, The PeopleCo
Ashwini Nair is a gold medallist in Psychology and alumna of the EPM programme at IIT-Bombay.
From knowing the pain points to solving them, from building strategy to implementing them, from using analytics to get insights to modifying the process to bring results, there’s a lot that goes into building a successful brand.
In today’s episode of TBCY, we have the founder of PeopleCo, Aswini Nair to share some insights on digital marketing, building the right strategy, identifying and solving the clients’ business needs.
About Ashwini Nair
Ashwini Nair is a gold medallist in Psychology and alumni of the EPM programme at the Indian Institute of Technology, Bombay with 14 plus years of experience in brand development and marketing communications. She is the founder of PeopleCo. She works on brands which includes strategy, experience, design and digital.
What made you start the People company?
PeopleCo was founded by Ashwini with the intent to use her 17 years of experience in brand communication and strategy to solve the pain point of agency-client interaction. Ashwini says that PeopleCo works more like a communication solution partner than an agency. They look for the problems of organisations. They understand their clients’ businesses and then make the strategy and then provide solutions. They take active participation in creating a brand experience since “brands are not created in silos, they are an entire ecosystem”.
What do you think goes into building a successful brand?
Aswini highlights clarity and consistency as the main factors that lead to brand success. Clarity implies what the brand is about, who they are targeting and consistency in giving customer experience.
“If you keep clarity and consistency at your core at every point of time, it enables you to connect with your audience in a way that builds authentic relationships and eventually leads to success.”
What differentiates brands that build a name for years and brands that disappear very quickly?
Most brands start well but lose momentum after a point and thus fail. For Ashwini, consistency is essential.
“With everything in life, if you do not put consistent effort, it will lose momentum and fizzle out.”
Plus, brands must evolve with time to cater to the evolving needs of their audience. When they stick to their tradition, hold strongly to biases and do not adapt, then they are sure to be doomed.
Ashwini Nair is a gold medallist in Psychology and alumna of the EPM programme at IIT-Bombay. She brings with her 17+ years of experience in Brand Strategy and Customer Communication having worked with multinational advertising and marketing organizations across retail, fashion, lifestyle, and social impact. She draws on this expertise to help businesses identify a unique proposition, define their brand, and align communication strategy to deliver a cohesive customer experience that culminates in positive business impact.