The 5th episode in the webinar series on "SME Branding" was done in association with Indo American Chamber of Commerce (IACC). This programme discussed the methods of creating a Brand Identity. Mr. Venu Gopal Nair, Chief Executive Officer, Ideascape Communications spoke on the subject and Mr. Karnvir Mundrey, Founder & Chief Ideation Officer, Atharva Marcom moderated the session. Mr. Venu Gopal Nair spoke on the importance of customer insights in branding. He is of the opinion that a brand should know exactly what the customer is looking for and should target specifically. He gave various case studies to demonstrate the successful ways companies have adopted to reach out to the market. Companies need to realize that there would be a change in the market and adopt new methods to speak to their customers. He also spoke about a few tips for better copy writing. Mr. Vivek George, Manager, World Trade Center; Mr. Riyaz U.C., Chairman, IACC and Mr. Sandeep Raj, Coordinator, World Trade Center also spoke.