There is a lot of difference between running a business and building a brand.

As a business, there are completely different metrics that demand your brainpower – the Capex, Opex, cost of capital, statutory filings, taxes and finally Net profit. Here, turnover and EBITDA are vanity and Net profit is sanity. You run a business like you run a machine. For a business, if you have a model that works, then you keep the machine running and optimize for cash turnaround and ultimately the Net profit. It is analytical and in black and white. Here you train people for the work that is expected of them and stay methodical.

Building a brand on the other hand is operating in a gray area, it is sentimental and operates with vision and creativity. It is all about increasing your reach on social media, deciding on organic growth Vs ads, keeping a pulse on what’s trending and what might work, and turning customers into advocates for your brand / products. It is like raising a child in your vision, which also comes with having to deal with critics. Cash fuels this exercise but ultimately there is no real calculation for ROI.

Building a brand comes with challenges only a brand owner can handle and in doing so, build a foundation of brand values (and not use a template). There is no MBA jargon here but pure effort, dedication and love.

We at The Festive Store have a vision to build an imitation jewelry brand with customer experience and quality at the very center. We want our customers to be our advocates, and to do that , we envision gaining their trust through the quality of our products, and efficiency of service.