simple data binding to datagrid not happening

i have an datagrid i am trying to bind an value to label which is under datatemplate but no binding is happening her. ?

 <sdk:Label  DataContext="{Binding CompanyName}" Width="50" />

i have an column which is above datatemplate there the values are getting binded.

<sdk:DataGridTextColumn  Header="CompanyName" Binding="{Binding CompanyName}"/>

but in controls inside data tempalate values are not getting binded. image field is getting binded with image source what we have specfied.

what is the issue happening here no data binding taking place . help me out

thanks in advance prince

the issue was the the option what i was using for binding for label to bind we have to use this property. Content="{Binding CompanyName}"