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Rajive Dhavn is a seasoned brand consultant with over 20 years of experience in branding, digital marketing, and communication. As the CEO of What’s In a Name, he leads a cross-functional team of 24, focusing on nurturing brands and driving sales.
Specializing in digital marketing and building brands from scratch, Rajive emphasizes enhancing measurable Return On Ad Spend (ROAS) to help clients achieve their business goals. He has successfully implemented branding and digital marketing strategies for over 100 national and regional brands. In 2015, Rajive published his first business book, STFU – Start The F Up, further showcasing his expertise in the field.
Tell us about yourself and your previous jobs/ventures. What were you doing before entrepreneurship?
I embarked on my entrepreneurial journey in eighth grade, selling sauces and bakery items to local bakeries to support my family during challenging financial times. After completing my 10th grade, I faced financial constraints that prevented me from continuing my education, so I took a job as a helper at Zodiac, a men’s clothing store. Shortly before finishing my intermediate education, I joined GE Capital, and later moved to HSBC Bank, where I worked in various roles, including as a Process Trainer, for about three years.
Following my time at HSBC, I transitioned to Deccan Chronicle as a Sub-editor and Columnist before diving into the advertising industry as a copywriter. Unfortunately, my last position at an advertising agency was fraught with financial troubles, as the owners were consistently delaying salary payments. What began as days without pay turned into weeks, and eventually, after three months without a paycheck, I decided it was time for a change.
In 2010, at the age of 23, I took the leap to start my own advertising agency, despite having no money, experience, portfolio, office space, or employees—only a burning passion and determination to succeed. This marked the birth of What’s In a Name, an integrated branding and digital marketing agency.
In 2012, we expanded by launching a video production company called Namesake Productions, and in 2015, we opened a now-exited chain of salons named Just Flaunt.
To learn more about my journey and the work I do, visit www.rajivedhavan.com.
Can you describe your background and experience in brand consulting? What types of clients have you worked with?
I’ve had the opportunity to work with over 100 brands across a wide range of industries, from emerging startups to established enterprises. My expertise lies in both building brands from scratch and optimizing the visibility and strategy of national names. Across various sectors, I’ve helped businesses discover their unique value and effectively communicate it through tailored branding and marketing strategies.
What is your approach to developing a brand strategy?
My approach begins with understanding a business’s core values and long-term goals. It's crucial to identify the target audience and align the brand’s identity with their needs. A strong brand strategy requires competitive analysis, creative brainstorming, and a long-term commitment to consistency. I see every brand as a unique individual, each with its own personality and characteristics. The key challenge is to define and shape that brand personality in a way that truly connects with people. This process is rarely straightforward—it often involves experimentation until we discover the most authentic and impactful approach.
How do you determine the unique value proposition of a brand?
I work closely with clients in open discussions to understand their strengths and the competition they face. By finding gaps in the market, we create a unique value for their brand. If the brand doesn’t stand out enough, we help build a clear point of difference. This "secret ingredient" in advertising helps the brand stand out, even in a crowded market.
Can you provide examples of how you’ve helped businesses position themselves effectively in the market?
One of my recent clients is a silver jewellery brand we named Tyohaar. Naming a brand is more important than people think—it’s the foundation of the entire branding process. We identified two main target groups: younger brides-to-be and women in their 50s. The brand had to appeal to a premium but affordable market and remain neutral in terms of religion.
Through our research, we created a simple and emotionally powerful message. The campaign focused on "Emotions set in silver" and "Tradition weds Tyohaar," which connected well with the target audience, boosting the brand's visibility and positioning.
What market research do you typically conduct before developing a brand strategy?
We carry out both qualitative and quantitative research, including customer surveys (when necessary), competitive analysis, and a thorough review of market trends. We also map the customer journey to make sure the brand connects with customers in a meaningful way at every touchpoint. Our research covers industry standards, future trends, and customer behavior, helping us develop a well-rounded, data-driven brand strategy.
How do you approach the development of brand identity elements such as logos, colour schemes, and messaging?
We collaborate closely with our design and marketing teams to ensure that every visual and verbal element reflects the brand’s core message. Our creative process is grounded in research and design best practices, but we also believe in taking smart risks to stand out. When the category allows, we challenge traditional norms, pushing boundaries to create something truly memorable.
How do you identify and analyse target audiences?
We dive into data and research, along with client and customer conversations. Segmentation is essential – we create audience personas and craft messages that resonate with each group. Asking the right questions helps us understand what drives customers.
What strategies do you use to ensure brand consistency across different platforms and media?
We create comprehensive brand guidelines that encompass every aspect of a brand’s identity, from tone of voice to visual design. These guidelines ensure consistent representation across all platforms. While we encourage some creative flexibility when appropriate, we always remain true to the core essence of the brand.
What are common challenges businesses face in brand development, and how do you address them?
A common issue many brands face is not having a clear purpose or position, which can cause confusion and weaken their message. When a brand's identity isn’t clear, it can become harder for customers to understand and connect with it.
We solve this by simplifying and clarifying the brand’s main ideas. This helps refine the message, making sure that everything—from the logo to how customer service is handled—reflects the brand’s values and goals. The result is a strong, consistent brand that people can easily relate to and trust.
What digital marketing strategies do you recommend for a platform? What are your best practices for SEO and content marketing?
The strategy varies depending on the platform, but I recommend adopting a multi-channel approach. SEO is crucial for long-term growth; however, it demands patience and investment. If you're prepared to play the long game, the results can be substantial.
Content marketing across various social channels, blogs, and videos is also a vital strategy. Lo-fi content, particularly Instagram Reels, is gaining popularity, especially among lifestyle brands. A great example of this is "Country Delight," which has successfully leveraged a lo-fi content strategy, proving that high production value isn't always necessary to create a significant impact.
Additionally, paid advertising campaigns, retargeting efforts, and mobile optimization (AMP) are essential tactics to consider. In terms of SEO, I emphasize the importance of keyword research, creating quality content, and regularly updating older content to ensure it remains relevant.
How do you stay updated with the latest digital marketing innovations?
I stay informed by reading industry blogs, attending webinars, and connecting with other marketing professionals. Learning is a daily habit, and I love experimenting with new tools and techniques to see what works best for each client.
What social media platforms do you find most effective for reaching our target audience?
The most effective platforms are determined by your target audience. Instagram is perfect for brands that are younger and visually oriented, while LinkedIn excels in the B2B space. Facebook and YouTube offer versatility, catering to a broad spectrum of audiences. The crucial factor is to choose platforms based on where your audience is most engaged.
What tools and techniques do you use for tracking and analysing digital marketing performance?
I usually rely on tools like Google Analytics, SEMrush, HubSpot, and other tracking software. However, I always start with the basics, using Google Analytics to collect fundamental insights. Many businesses fail to leverage the wealth of data it offers. It's crucial to understand and learn from this data before investing in additional tools.
What advice do you have for scaling a platform or business?
Focus on improving what you do best before trying to grow. Once you have a strong base, use technology and create a good digital marketing plan to help you grow faster. Keep trying new things, act quickly, and learn from your mistakes. Also, don’t get caught up in numbers that look good but don’t mean much—prioritize building real connections and engaging with your audience instead of just trying to get more followers.
How do you ensure customer satisfaction and loyalty?
Achieving customer satisfaction and loyalty is more challenging today, but consistently providing value is essential. The fact that most of our clients have been with us for an average of 8 years shows we’re on the right track. Regular communication, being transparent, and actively listening to feedback are crucial for building strong, lasting relationships.
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