Branding expert: give clients 'an experience they can't get anywhere else'

In her presentation on brand building for SME's by Somdatta Acharya, founder and director, ThinkTag cautioned printers that clients would stay with the printer if the service support was perfect.

The firm which is a consultant to GP Offset and Vakil & Sons said the dynamics of building a B2B brand is different. "In a B2B space, proximity to the customer's personality, company culture, the customer's markets and where the customer is driving business will open the door to a company's mind with logic," she said.

"If you give people an experience they can't get anywhere else, they won't go anywhere else."

Somdatta Acharya also told the 15 STB members to work backwards – find out what print buyers don't like about printers and then make sure the printer's experience solves the problem.

She said sales people generally do a majority of the talking and very little listening, but it should be the other way around.

"If you want to change the margin, change the experience," she said.

Herein she emphasised that the traditional ink on paper print module is changing, and print firms need to re-examine new market trends and be able to provide a solution for it.

The monthly STB event was held on 7 November at BMPA's office in Mumbai.

After the branding session, Faheem Agboatwala, chairman of STB presented a rivetting user-friendly session on how a print firm should cope with client complaints. After which, there was a short session by Milap Shah of PrintStop on why and how an Indian print firm should create a mobile-friendly mobile website.

The BMPA Secretariat in Mumbai hosts monthly STB sessions which are educational and help printers grow their businesses; and their mindscape.