1. IN SIGHTS
Brand VAULT
Back to the Future
Indian businesses need to brand themselves better, as they
did in the past
[ Vikram Sood ]
We are a country of, for and by entrepre- understands us. Centuries of foreign rule have
neurs running small businesses everywhere. We not taken away our need to belong and be with
are a country of 90 lakh SMEs and family busi- each other. For an avid traveler, it must be obvi-
nesses. And yet, no Indian brands are sweeping us ous—in India, unlike anywhere else in the world,
off our feet. When an emotionally-charged coun- you don’t even die alone.
try flocks to see Bollywood, cricket and TV serials,
why aren’t we fans of an Indian brand? Let’s begin Bigger, better
by asking the right question. Is building a company So, how is it that market leaders here are non-
the same as building a brand? Isn’t it true that you Indian brands? Maybe we got so busy quick-fix-
had a Mercedes parked in your mind long before ing a broken country post-independence that we
it was parked in your garage? And I am sure you forgot to build it with a vision. We became great
know people who love more than a dozen other at jugaad, but forgot we need to build something
companies like them. But wait a minute. Are they bigger, which outlasts ourselves. For a 5,000-year-
only companies? Aren’t they personalities? Don’t old civilization like ours, a few hundred years is
they stand for something which means more than ignorable. We were known by our products all along
the product you eat, drink, hold or drive? the Silk Route once; we never faltered on quality
and always delivered the same experience.
Understanding needs Indian brands were synonymous with exotic
Brand building creates the financial benefit of back then. And if you see today, we are as exotic
a constant and early image building, creating a once again—for investments, new products etc.
clear value proposition, consistent branding, a The world may call us an emerging economy but I
designed user experience at every touch-point feel we are a re-emerging economy.
to delight your consumer. Who doesn’t like being And if companies are to park their businesses
treated well, and who won’t pay a little extra for in people’s minds, they need to stop thinking like
that? Indian business owners look at branding and quick-fixing companies. We need to strategically
marketing as expenses, though every successful re-think every think, and take sure steps towards
owner says brand value makes a lot of difference scaling up and creating loveable brands. Branding
when you negotiate retail shelf rates and space, makes good business sense as it helps scalabil-
or command higher value in exports, or sit with ity and ensures a business outlasts the current
confidence when looking for funding to scale up. generation and lasts many quarters.
But making a brand means commitment, struc- We need to build the biggest powerhouse of
ture, growth, scalability and order. In certain ways, brands for the next century from India—but in
it also means standing up for something, stick- the right way. Over the course of the following
ing by it and fulfilling your promises as you scale articles—I will share the things needed—mile-
up. Which is what every Indian wants—someone stones and pitfalls on the road to scaling up your
they can depend on and trust. It is part of our SME or family business from the perspective of
family and values system, it’s in the nurturing branding and integrated marketing.
relationship of parents and children, aunts and
uncles who want to see you married and settled. Vikram SooD is the Co-Founder & CEO of
Deep within us is the need to find someone who And Then Consulting
Intelligent Entrepreneur  January 2013 29