By Prataya Sarkar
Dranding Consulting is a brand consultancy firm based in Saligao that assists enterprises in developing brand strategies for their brand. The company was established in response to a common challenge faced by its co-founders, Katya Cordeiro and Floyd Tavares, in their previous roles as marketing professionals in the corporate sector. They realized that businesses often struggled to find a comprehensive branding solution that integrates all aspects of marketing, including advertising, digital marketing, and social media. In response to this, they founded Dranding Consulting to provide businesses with a cohesive brand plan to support their growth objectives.
About the Founders
Katya and Floyd, the founders of this unique venture hold years of experience working in various marketing and advertising firms.
Katya holds an MBA in marketing and has years of experience working in the IT industry. She has held prominent positions in the brand and marketing departments of major companies such as Vodafone and Kotak Mahindra Bank and has a broad range of experience in both B2C and B2B marketing environments. During her tenure at Vodafone, she advanced from Brand Management to Revenue Management, giving her a unique perspective on the impact of branding on a business’s financial performance. She has also worked with well-known brands, including Bisleri, Standard Chartered, and National Geographic, during her time in the world of advertising.
Floyd holds a natural aptitude for marketing. He completed his MBA from the Goa Institute of Management. He has a proven track record of building brands, both offline and online, and has kept pace with the evolution of marketing channels and consumption trends. His expertise in this field was recognized early in his career when he was named “Most Influential Young Leader” by the World Marketing Congress.
The team at Dranding Consulting comprises seasoned strategists, designers, editors, and innovators with over 25 years of combined experience and a passion for brand building. Their innovative approach to branding leverages the latest marketing strategies to drive business growth and support brand acceleration.
Services Provided
The company is committed to the belief that branding holds the key to driving business growth. To that end, they offer customized solutions that help clients transform their brands and achieve their goals. Their portfolio of brand-building services includes Brand Consulting, which is specifically designed for businesses with no or low brand value. This service covers all aspects of brand building, from developing a brand persona, look, feel, and voice, to establishing marketing channels and optimizing sales operations to achieve business objectives.
Additionally, Dranding offers the Brand Leap Program, a time-bound brand-building solution for medium-scale enterprises that makes branding accessible to businesses of all sizes. In addition to Brand Consulting, the company also provides Content Creation services, recognizing that content plays a crucial role in today’s market and focusing on creating content that is both relevant and engaging.
The Company’s USP
At Dranding Consulting, the team serves as a trusted business partner to their clients, working as an extension of their company. They differentiate themselves from traditional advertising agencies and PR firms by focusing on mid-sized businesses with a solid foundation, rather than solely on start-ups or large-scale enterprises. Their approach to branding and marketing is outcome-driven and holistic, filling a gap in the market for businesses looking to grow and scale.
Challenges Faced
At the onset of Dranding Consulting, Katya and Floyd encountered skepticism from prospective clients regarding the services they offered. However, their successful delivery of results for their initial clients quickly transformed Dranding into a valued business investment. Despite facing challenges in educating prospects about their distinct approach to branding and marketing, Dranding has continued to thrive, attracting a diverse global clientele from the medium enterprise sector, spanning industries from education, hospitality, healthcare, IT, and real estate.
To address misconceptions about the services provided by them, Dranding Consultancy has focused on educating clients about the benefits of their holistic approach to branding and marketing and has become selective in choosing clients they can add value. Their early success was largely due to word-of-mouth referrals, and they are now leveraging technology to simplify branding and make it more accessible to digital enterprises.
Floyd and Katya both emphasize the importance of viewing branding as a long-term investment, rather than a one-time expense. By seeking the expertise of branding professionals, businesses can experience sustained growth and success. They advise businesses to focus on being present in the minds of their customers and emphasize the transformative power of a strong brand in driving success.
