While the brand buzz always steals the show, seldom do we know who are the people behind. While the direct business to consumer segments still has some touchpoints around, rarely do we see the brand wagons behind pioneers in business space, like financial solutions, legal and regulatory advisory, etc. Lex Witness gets into a conversation with Archana Venkat to know more about her journey so far while churning the brand sauce at her end.
Archana Venkat unearths competitive advantages and positions organizations for sustainable growth through strategic initiatives and innovation. She has previously set up teams and empowered them to achieve 20X RoI through brand building, innovation, enhanced customer experience, and strategic alliances and partnerships. She is a sought-after speaker on these topics and has been previously recognised as among India’s top 100 content marketers. She has previously worked at Deloitte, KPMG, and HP in leadership roles.
She is also passionate about empowering women to advance in their careers. She is the author of Seize Your Career, a book documenting women’s experiences in white-collar jobs. She has also developed a proprietary assessment-based framework for career management called the Happy Hexagon, which empowers women professionals to own their careers. In 2017 she founded the Women Leaders of Sarjapur Road (a Lean In circle) and regularly speaks and writes on issues impacting opportunities for women at the workplace and how they can effectively manage their careers.
At Deloitte India, my role was to build the Financial Advisory brand and lead the associated efforts specific to that business group. At Trilegal, my role would be to elevate the firm’s brand perception and brand experience and position it appropriately. There are synergies between my previous role and my current one. The ecosystem that both businesses operate in is the same – investors, Board members, CXOs, accountants, and lawyers – and I hope to leverage my experience effectively.
The shared ambition among the firm’s leadership and their sincere commitment to take the brand to the next level was very encouraging. Brand building and associated activities are usually seen as tactical by most organizations. It was refreshing to see that Trilegal doesn’t view it that way. All my conversations with the leadership to date have been about fulfilling a shared vision for the future. Also, the scope of the role allows me to work with high performing professionals who are willing to be a part of this journey.
Brand building will become extremely important for law firms in the future (if not already). Any firm that has grown significantly over the last decade and has developed strategic relationships with its clients is already on the path to building a brand (consciously, or otherwise). As the legal landscape evolves, clients will increasingly seek strategic legal advice. Being perceived the right way can help a law firm become a strategic advisor.
Formats and tools can be effective only when the message you intend to communicate is clear and relevant. Given the conditions we are operating in, digital communications tend to be the most preferred mode. However, being digitally effective is something that most businesses in the country haven’t perfected. Therefore, I believe that will become a key area of focus for brand-building efforts soon.
I am not qualified to address this question precisely. However, liberalisation can provide opportunities for upskilling and expose professionals (not only legal) to new ways of conducting business and providing advice. Specifically, in the context of brand building, it can help organizations improve their competitiveness.
www.grandmasters.in | 8 Years & Counting
www.rcls.in | 8 Years & Counting
www.itlegalsummit.com | 8 Years & Counting
www.bfls.in | 8 Years & Counting
www.maels.in | 8 Years & Counting
www.plcs.co.in | 8 Years & Counting
Copyright © 2020 Lex Witness - India's 1st Magazine on Legal & Corporate Affairs Rights of Admission Reserved
