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October 2020

Brand Consultation And Advertising Agency Defined

Brand Consultation And Advertising Agency Defined Moshi Moshi

People often confuse branding with advertising and vice versa. The line between the two services is blurred in the eyes of the general public. The two may closely work together, but they are separate and distinctive services. Brand consultation stays by the motto of studying the minds of the target audience first and then trying to position the brand in the right manner. They can do so by taking advantage of the strengths of the brand and the weaknesses of competing brands.brand consultation

Brand Consultation 

Brand consultants try to first understand the nature and objective of the company. They meet the representatives from the company and have several rounds of discussions. They understand the entire history of the company right from vision, mission, short-term goals, long-term goals, USP, brand strengths, brand values, target market, and target customers. After they have gained a thorough understanding of the company, they move towards the process of strategizing. 

Instead of directly communicating your brand’s features and benefits, a brand consultant helps in aligning your brand’s unique value with those people most important to its future, a.k.a. your customers. The brand consultancy also helps companies think through their brand challenges and struggles by making strategy based brand decisions. 

brand consultation

Advertising Agency 

An advertising agency, on the other hand, is a professional service dedicated to providing their clients with marketing and merchandising advice. Advertising agencies are hired to conceive and produce commercial messages including radio, TV, outdoor, internet, print, etc., for their clients. The agency provides a third-party perspective on the selling of the client’s goods or services. They can be hired for producing single commercial messages, or to create a complete 360º ad campaign. 

The typical clients that partake in business with ad agencies are businesses, corporations, non-profit organizations, and Government agencies. 

Advertising agencies now have evolved into companies that provide so much more than just ads. They have ventured into full-service agencies that provide a comprehensive menu of services, including branding, direct marketing, social media marketing, sales promotion, package design, product placement, media planning and buying, traffic, event planning, public relations, and sports marketing. 

There are a few key elements that distinguish the two services. 

Branding is Strategic and Advertising is Tactical

Brand consultation largely involves the development of a brand plan or the creation of a blueprint that will drive the brand strategy. They focus on building businesses and brands for long term goals. Brand consultation has a more holistic approach when compared to advertising. To further understand brand strategy, watch our video where we give you our take on it. 

Ad agencies focus on the implementation of strategies and plans. For example, if a brand already has a set image created by brand consultation, advertisers can then use that image as the basis for the brand’s media plans, ads, product design, etc.


Since there are several levels of hierarchy and experts in advertising agencies, the clients generally have to communicate with a set of employees for different requirements. The presence of bureaucracy and inflexibility in their business models can make it frustrating for the client because a lot of time is consumed in this process. 

But in a brand consultancy, a client has one point of contact, who is usually a consultant. This communication structure is not only a convenient option for clients, but it is also very helpful in efficiently achieving goals. 

Area of Expertise 

Brand consultants tend to have expertise in several disciplines. They are trained advisors with experience in several fields who build a broad view of the client’s business and its strategic challenges. Since they have expertise in several fields, they can solve broader business problems. They carry out an audit for your business, industry, systems, processes, and stakeholders. Brand consultants may also assist companies with strategies to improve research and development, sales, production, supply chains, operations, customer relationships, and retention strategies.

Employees at advertising agencies, in contrast, have expertise in a specific field. These agencies consist of creative individuals that excel in creating brand-building ideas, taglines, copywriting, etc. They come up with creative campaigns that quickly catch the attention of the masses. Television, radio, billboards, websites, etc., are used to push these campaigns in order to reach as many people as possible. Ad agencies are rarely asked to provide technical consultancy that may be outside their immediate area of expertise. 

brand consultation

In Conclusion 

With the above attributes, we understand the major differences between advertising and branding. These distinctions can be useful for brands that are looking to hire a consultancy or agency for their business needs.

Advertising agencies and brand consultants both support design and communication. But their main focus on brand strategy differs by either developing the brands or refreshing them. They are equally responsible for the success of those brands at the end of the day. 

When it comes to advertising agency vs brand consultants, brands must look at what their business really needs assistance with. Once they have pinpointed their concern, they can then hire either of these services.

Colour Psychology in Branding and Marketing

Colour Psychology in Branding and Marketing Moshi Moshi

Marketing is an art of persuasion that influences the buying decisions of consumers. The most common influences are the subtle visual cues of the arrangement of colours and placement of products in the shop. Research has shown that these visual cues have an impact on the buying decisions of consumers. With the help of colour psychology in branding, several companies have been able to construct a strong visual impression on consumers. But colour psychology must be used appropriately, otherwise, it can confuse and further damage your brand’s image. As per research, you can increase your brand recognition by 80% if you effectively use colours in marketing and logo design,

Colour Psychology in Branding

Below are some colours and how companies have used them to influence a consumer’s product and brand impression. 

Use of colour psychology in branding 


Red is known to evoke strong emotions and increase appetite. It symbolizes love, passion and intensity. Red is often used in marketing for increasing the heart rate of consumers and targets impulsive shoppers. For example, Coca Cola ads make subtle use of the colour red to make the consumers excited about the beverage. 

As the colour induces urgency, it also stimulates hunger in consumers. Several restaurants and fast-food chains make use of this colour to attract more consumers. Brands such as McDonald’s, Heinz, Burger King use the colour in their logo and company theme. 

Colour Psychology in Branding


This colour is symbolic of health, serenity, and tranquillity. It denotes nature, reduces signs of depression and represents growth. Marketers use this colour to make consumers feel relaxed and calm. Green denotes fertility, so many marketers use this colour to attract eco-friendly consumers to their stores. 


The colour blue is usually associated with water, it curbs appetite, and represents serenity and calmness. It is known for increasing productivity and creates a sense of trust with the brand. 

In terms of shades, dark blue is often adopted by tech and motor brands. This shade of blue is associated with intelligence, reliability and confidence. Light blue shades are commonly used in healthcare and medical brands as it indicates cleanliness and safety. Some of the brands that use shades of blue are Facebook, LinkedIn, Intel, and JP Morgan. 


This colour is best associated with royalty, wealth, and success. Purple is often used by cosmetic brands for anti-aging products. It is also used in creative companies because the colour signifies mystery, creativity and innovation. Purple is not used excessively because it can easily distract consumers. Craigslist, Yahoo, and Cadbury are some of the brands that use purple in their logos. 


One of the best colours for mass marketing is grey. Grey is typically viewed as emotionless and neutral tone colour. It helps brands look sophisticated and established. It is most famously used by companies such as Apple and Mercedes. Marketers choose this colour because it is timeless and futuristic.

How to choose brand colours 

Colours convey important details very quickly. A strong and immediate impact through colours can accelerate your business’s branding efforts.

The colour scheme you select will play a key role in designing your website, logo, and brand theme. Using a specific set of brand colours will create a unified brand image, making it memorable and recognizable. 

Establish your brand identity

In order to create the perfect brand colour, you must first create a unique brand identity. It is essential to identify your brand values so that you can associate that with a colour palette. 

An easy method to do so is by listing out adjectives that best describe the characteristics of your brand. Several colour spectrums can be found online that connect adjectives with their corresponding colour. 

Identify colour meanings

With the help of colour psychology in marketing, your brand can understand what each colour means and signifies. You must note that colours don’t have an innate scientific meaning. But when different colours are combined together, they evoke certain feelings and emotions which the brand can make use of. 

For example, several fashion brands use colours such as red, pink, and orange because these colours denote confidence, passion, and excitement. These colours spark the given emotions in the minds of consumers which makes them purchase from these brands. 

Find inspiration

Before finalising a brand colour, you must look for colour inspirations, research on competitor’s colour palettes and understand colour combinations. The brand colour that you choose must differentiate you from your competitors. You can also make use of colour palette generators online and seek inspiration for interesting colour pairings. 

Pick your primary and secondary colours 

The primary colour you choose will always be associated with your brand. A single primary colour is always preferable because it will represent the company ideology. Several businesses choose a unique shade of a specific colour to stand out from other businesses. 

Secondary colours are usually 2-3 colours that work along with the primary colour. These colours compliment and highlight the primary colour. There are 3 colour scheme options that can be used to select secondary colours. 

Analogous colour schemes are close variants of the primary colour you choose. So if your primary colour is green, you can use similar tones of green found in blue and dark green.

Monochromatic colour schemes are tints and shades of the primary colour. If your primary colour is red, then the secondary colours will be wine red and orange-red. These schemes are used to enhance and accentuate the primary colour. 

Lastly, Contrasting colour schemes are a selection of colourful and complementary colours paired with the primary colour. These colour schemes create an attractive array of colours for a modern and retro look. 

Importance of colour in advertising 

Colour psychology in branding is essential to any business. One of the first subconscious decisions that a consumer makes is selecting a product or brand based on its colours. The following are some reasons why you should pay attention and select the right colour for your brand. 

Emotions in colours 

There are several emotions that come along with colours. When a consumer looks at colours, they subconsciously relate it to emotions without any realization and influences their buying decision.

Colour psychology in marketing is useful because certain shades of colours look more sophisticated, elegant and superior than other shades due to cultural contexts. Your brand can thus hike up the price of the products because consumers think that they are worth more money. 

Hence, these emotions must be seen as an added advantage since it costs nothing and acts as a free marketing tool.

Colour Psychology in Branding

Consumer conversion 

If you are a start-up, then you have to attract consumers to your brand. Before spending capital on persuasive marketing strategies and promoting your products, you can influence the consumer’s buying decision by selecting an appropriate colour. Several studies have indicated that the colour on a brand logo first attracts consumer attention. Your brand can then select a colour that is more exclusive than generic brands in the same sector. By effectively using your brand colour, you can provide consumers more than what the competitors offer. 

For example, if you own a sustainable cosmetic brand, you will know that makeup brands use colours such as red, pink, or orange. In order to stand out, you can add colours with shades of green. This will give an impression to your consumers that your brand is eco-friendly and conscious about the planet, and thus build a positive brand image. 

In conclusion 

By using colour psychology in branding, your brand can increase sales, distributions, reliability, and customer loyalty which are important for the growth of your business.
In the coming years, businesses in every sector are bound to become more competitive in order to survive the cut-throat competition. Colour psychology in branding is used by several industries like real estate, retail, auto-manufacturing, restaurants and more.

Why is color important in branding?

Colours is very important in branding and marketing as it is where the clients make their first impression. Colors are most than just a visual aid because it conveys emotion, feelings and experiences.

What colors are best for branding?

1. Red 2. Blue 3. Yellow 3. Orange 4. Green are some colours which can be use for branding.

How do I choose the right brand color?

1. Read about color theory, to understand the meaning of different colors 2. Identify what your brand is all about 3. Check your competitors, so you don't look same 4. Create and test a colour palette across all touchpoints 5. Always create brand guidelines, so your brand looks same all the time.

Web Stories to Find Space on New Google Discover Update

Web Stories to Find Space on New Google Discover Update Moshi Moshi

Google Discover Update

In one of its recent blog posts, Google announced the inclusion of web stories- previously known as AMP stories, as a new feature in Google Discover update for all Android and iOS users. Google called these web stories on Discover to be an immersive experience that contains within itself some of the best visual content from across the world directly on the top of the “Discover part of the Google app.”

This Google Discover update is currently available to users in the United States, India and Brazil and Google said that it “intends to expand Web Stories to more countries and Google products” in the future.

The current consumption of these web stories is 800 million people per month.

Google Discover Update

To browse these stories, one has to simply tap on a story on the shelf and the screen changes to a full- screen mode. One can just swipe left or right or click and reach a completely different web story carousel. In India, the Web Stories will be available in Hindi and English.

Why is it useful?

The content of the Web Stories on Discover can be created by anyone whether a creator or a publisher. And the person who posted the story will have a full charge over it. As Google said, “Story authors are in full control of monetization, hosting, sharing and adding links to their Stories” One can also share these stories in the form of a link on other platforms and browsers. This makes these stories different from other social media platforms. Thus this Google discover update will lead to increased traffic offering a very large audience for the story publishers and creators.

Google Discover Update

Google also collaborated with many diverse groups of publishers from the US, India and Brazil to work on the visual and immersive stories.

How does it work?

As per Google data, more than 2000 publishers have already given out Web stories on Discover, that are indexed by Google. With the right technical knowledge, coding stories is easier but to make this process smoother for other users, Google has released extensions to make it user- friendly in the new Google Discover Update. For example, You can just drag and drop a Web Story editor for WordPress and use the default template to insert your content. Web stories can also be created within minutes using the features from MakeStories and NewsroomAI.

A guide on how to create these Web Stories successfully can also be found on the website and on YouTube.

Things to keep in mind

Google has also released a policy page for Web Stories on Discover. The stories you create need to follow the Google Discover norms. In case of violation, the stories can get permanently removed, especially from the richer experience section. Copyrighted content is a strict no. Usage of less number of words is advised. Use animated and visual content. Very low-quality images will not be accepted as it kills the immersive story experience of the users. Other such tips and rules can be found on the Web Stories policy page.

Here’s How to Set up Google Web Stories-

Here is a guide on how you can set the web stories to appear on Google.

Where to find these stories

  • On Google Discover App- Web stories appear on the Discover app in Android and iOS in the United States, India, and Brazil like a carousel on the top of the feed
  • On Google Search– When someone types something, the related web stories appear in a grid view from various publishers. This feature is only available in the US.
  • On Google Images- Web Stories appear in images as well with a web store icon.

Getting started

There are two ways to get started-

1-The first option is for the people who want to create stories without any coding and are comfortable using default templates. Click on any Story Editor Tools and get started.

2- The second option is for the people who are into coding and are familiar with creating AMPs. Make sure you use the Chrome Developer Tools for smoother functioning.

You need to have a valid AMP for the story to give the best experience to users and adhere to policy norms.

Use the Web Stories Google Text tool, the URL inspection tool to check validity.

Verify metadata

For your web stories to appear on Google, you need to provide all the metadata. For this refer to the full list of metadata. Make sure your story appears the right way in the Web Stories Google Test tool and fulfills all the required fields criteria.

Monitor indexing

After verifying and posting, make sure to check whether the story is indexed by Google or not. For this, click on the Index Coverage Report or Sitemaps report. In case the story is not indexed, add your URL directly to the Sitemap. Also, make sure that the URL is not blocked by the Googlebot

Get ready for a visually wholesome experience with this Google Discover update.

Digital Marketing Case Study: Ministry of Ayush

Digital Marketing Case Study: Ministry of Ayush 1200 675 Moshi Moshi

How Moshi Moshi created India’s Biggest Video Blogging Competition for ‘My Life, My Yoga’ campaign that reached 350 million viewers and received 37000+ entries The Ministry of Ayush, in collaboration with The India Council for Cultural Relations (ICCR), launched an online campaign for International Day of Yoga on 21st June 2020. The campaign titled ‘My…

The Power of Branding

The Power of Branding Moshi Moshi

A company thrives only when it has been branded in the right manner. The power of branding plays a crucial step in any business. Without strategic branding, we would not be able to differentiate a Starbucks from a Cafe Coffee Day. They would all be generic cafes in the eyes of customers.

power of branding

The brand of a company can be its name, colour palette, slogan, tagline, visual identity, and most importantly, its logo. Studies have even shown that a consistent colour palette increases brand recognition by 80%. So, companies can create a brand identity by just using the same colour palette.

power of branding

Elements of Branding 

It is important to have a strong branding strategy that will help guide your brand towards the direction of success. Here are a few elements of branding that must be taken into consideration while you plan your branding strategy. 

1. Define your brand

One of the first things that you must do is define what your brand stands for. The way you brand your company will create brand recognition, confidence, and trust. If you convey what your brand delivers, then customers will come to you with certain expectations. As a company, it becomes your duty to fulfill these expectations of your customers. 

When you define your brand, you make a promise to your customers. You can use slogans and taglines to convey these brand-defining messages. Take the example of Coca-Cola. When we see any visuals from the brand, we know exactly what their beverages are. We immediately remember the taste and feel of their products. The company has done a good job in defining its brand as the “real thing”. People still prefer to have Coca-Cola over a Pepsi because it delivers the customers’ expectations from the beverage. Their tagline “Taste the Feeling” still resonates with customers due to the power of branding. 

2. Identify your target audience

In order to formulate an effective branding strategy, you must identify your target audience. Knowing your target audience will not only help you create the right kind of content for your brand, but it will also help in effectively reaching customers who too may be interested in your product or service. 

A well-defined target audience will help you identify your customers’ demands. For example, if you are running a cosmetic brand, then knowing the current needs of the market can help you expand your business. If customers are looking for cruelty-free or vegan cosmetic products, then you can initiate a new product category that meets the needs of the customers. This way, you can increase your profits and at the same time, brand yourself as a company that engages in ethical product practices. 

3. Stand out from your competitors

Yet another important role of branding is knowing what differentiates your company from your competitors. You will need to ask yourself questions such as, “Which of my products and services are better than my competitors’?” or “What is my brand’s USP?” 

When you offer a product or service that is “branded” and well-known, then you can charge more for the said commodity. This is why companies such as Coca-Cola price their beverages at a higher price than other generic beverage companies. It is because there is a demand for Coca-Cola that stands out amongst its competitors. 

This demand is created due to the trust that grows amongst customers. They keep coming back because they already know the taste, feel, and experience of the beverage. Having a quality product or service is needed in order to stand out in the market. 

Importance of Branding 

power of branding

1. Creates loyalty

Brand loyalty is created in the minds of customers because of good branding. With consistent branding, loyal customers become the local spokesperson for your company. If your company ever faces difficult times, these customers will support you by spreading positive messages about your establishment. They will bring in new customers and help increase the overall brand identity of your business. 

2. Clarifies brand identity and creates focus 

Another power of branding is that it helps position your company to win. Your company’s brand identity becomes like your statement of purpose because it describes who you are and what you promise to provide to your customers. Anything that does not align with your brand identity can be discarded or repositioned. This brand identity helps you and your organization stay on target and not move in circles. 

3. Branding will guide advertising and marketing

If you don’t have a well-defined brand identity, it will be almost impossible for you to know what to say to your customers. Branding helps companies recognize the language, tone, voice, and personality associated with the company. Without these elements, you may be advertising to no one in particular and seeing what works. But the problem is that marketing and advertising company is not cheap. Big budgeted firms shell out lakhs and crores of rupees on ads with no clear brand strategy or emotional trigger. This is hands down one of the biggest damages that companies face. 

With the power of branding, you can reach out to specific, niche customers who will be interested in your product or service. Put in the effort to understand your customers and their emotions. Use that to guide every single marketing strategy from thereon. The return on investment will show sooner than later. 

4. A compelling brand attracts top talent

Today’s job market is highly competitive. Several mid-size firms post job openings and receive very few or no applicants. Existing employees in these firms have to work twice as hard in order to achieve organizational goals. 

But there are often a few companies that never have any issues in finding the right candidates for job positions. These are well branded and highly credible companies in the market that everyone wants to be a part of. These companies always “win” and every applicant wants to be a part of a company that is reputed and is known for achieving big goals. Applicants will always be attracted to companies that do good work and look good on the resume. 

If you actively participate in branding your company as a highly reputable firm, then you will never face any issues in acquiring the best talents. Highly experienced and skilled applicants will flock towards your direction and help you grow your business. 

In Conclusion 

Now that you have understood the power of branding and the benefits of branding, you must understand that branding is more than just a marketing practice. It is a procedure that requires attention and discipline. You will have to give equal parts importance to leadership, planning, direction, communication, etc., in order to create a perfect branding strategy. So reach out to a branding company in India like ourselves and make the best of your business. 

Does branding really matter?

Great branding make any company more desirable to its target audience. Having a strong brand works to build customer recognition.

When should you do branding?

When you just established a business, it is the best time to start the branding. It will help to attract your ideal customers.

What is the purpose of a logo?

It is a combination of both text and visual, it represents your business and tells people what your business is all about.

What are the most famous brands?

Apple, Google, Coca-Cola, Microsoft, Starbucks are some popularly known brands.

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