Who do you write for?
"Branding is always about the audience. Your customers, the people you're serving."
There have been plenty of occasions when I'm so caught up on an idea being cool or fun to do, I forget about whether it will actually serve the purpose of the people I'm writing for.
This idea goes beyond the branding and marketing function, but Neha put it to me best late last year.
"Vikrant, don't only write for the people living on Cuffe Parade. Our user base comes from Dadar and Andheri also."