Rasana Dangol's Secrets to Successful Branding

Rasana Dangol is an advertising professional with over 15 years of experience specialising in communication strategy and brand building. Her expertise lies in bringing a deep understanding of how to create impactful campaigns that resonate with audiences.

Born and raised in Kathmandu, Dangol’s career in media and advertising began out of curiosity and quickly evolved into a successful profession, where she discovered it to be a natural fit. Over these years, she has worked with a wide range of national and international brands.

Currently, Dangol is the Head of Digital Media Strategy and Content at V-chitra where she leads a team of talented professionals dedicated to brand building and marketing. She oversees the development and execution of innovative digital strategies to drive brand growth and drive business.

Dangol is also an avid film enthusiast. In this edition of Business 360, she shares her pick of top brands and why they resonate with her.

Top 3 brands

Livon: I’ve been using Livon for years and have worked with the brand for the past eight years. It holds a special place in my heart because it has to be one of the brands that taught hair acceptance; and that is quite hard to come by.

Pathao: Pathao has been a game changer and a life changer for many people.  This app has made life so much easier. I always refer to time as “pre - Pathao” and “post - Pathao”. Imagine how different things were before it existed.

Converse: I have always loved Converse. It’s a timeless classic that never goes out of style. Converse is my go-to shoe for any occasion, any day.

“Don’t be afraid to experiment. The world is versatile, the way audiences consume brand content and brand perception has changed.  Explore new avenues and try different approaches”

Your all-time favourite brand

It has to be Himalayan Java. It’s great to see a homegrown brand like Himalayan Java thriving and competing with international brands. It’s available everywhere, maintains consistent branding across its franchise chains, offers excellent customer service, and most importantly, has a fun communication and engaging social presence.

Do you think expensive is better?

Not necessarily. Though I agree that in most cases, expense comes at a brand’s value and trust, yet it’s not always a direct correlation.

How does advertising influence your purchase?

It definitely does influence my purchases. Being in the industry myself, I understand how it can create awareness and quickly convert people into considering a product if it’s relevant to their needs and lifestyle.

A company that has got its branding spot on

It’s Netflix for me. Regardless of its content, branding wise, it is just spot on. The way it has evolved with time, changing consumer behaviour, accessibility of technology, it is amazing. The most admirable aspect is how they have managed to use multiple touch points of consistent communication in different formats. Also, the regionalisation of communication, visual identity, and content selection are well executed. Be it outdoor advertising or social media, the brand tone is very consistent, very fun, and very user focused. It almost feels like the brand is talking to you personally. This level of branding takes time and work.

Gadgets you use

I am not a tech-savvy person and don’t always adapt to new technology quickly. I use a MacBook and an iPhone. These meet all my work and personal needs.

Functionality or aesthetics

I am a huge fan of functionality and comfort opposed to aesthetics in many aspects. But sometimes, I get carried away into choosing aesthetics and make impulse decisions.  Can’t deny that fact!

3 things brands can do to retain customers

Don’t be a textbook “brand”. Be a brand that is accessible to users/ consumers and builds a personal connection. Consumers admire and remember a brand that gives emotional payoff.

A brand has to evolve with time and technology because your audience do too. Brands have to stay relevant to growing new audiences and cater to their needs as per their preferences.

Don’t be afraid to experiment. The world is versatile, the way audiences consume brand content and brand perception has changed. Explore new avenues and try different approaches.

You would never buy a brand that

I love trying out new brands just because it’s new. I try out and explore new brands all the time. If I like something, I stick with it. If not, I move on.

A startup in Nepal that deserves recognition

Pretty Click: It’s a brand that stands out. Starting as an online-based cosmetic store and expanding to multiple locations across Nepal is truly commendable. The way it has grown organically inspires me. It was ambitious to launch a brand that offers quality products - both budget and luxury – accessible to Nepali consumers when the market was flooded with dupes and subpar items.

Online or offline shopping

I do a lot of online shopping. The amount of trust I have on online shopping is unimaginable. While I have had both good and bad experiences, I don’t allow the bad ones to deter me. I also shop offline when I have the time.

3 top online sites you use for purchases

• Daraz
• Pathao Food
• Many Instagram shops

One thing you would never buy online

It’s probably a laptop or high-value consumables.

A brand you would never hesitate to recommend

Mheecha is a Nepali brand that is super convenient, durable, stylish, and offers great value for money.

Would you ever buy a fake of your favourite brand?

No, I wouldn’t. However, I admit to having done so in the past. This comes from the huge aspirations people draw from the brands.