Essential Branding Tips for Every Business

Branding Isn’t Just for the Big Guys

Too many entrepreneurs believe branding is a luxury reserved for global giants. Ambi Parameswaran busts this myth:

“Whether you like it or not, you are a brand.”

If customers call you “BMV Masala” instead of Banwari Das Manoharlal Vittaldas, that’s your brand identity already in action. The challenge isn’t creating a brand — it’s managing and amplifying it.

Takeaways:
• Identify your brand name — Use what customers already recognize.
• Leverage your packaging — Your pack is a free billboard. Put the name prominently.
• Test small — Use posters, local newspapers, and radio before TV.
• Anchor product focus — Promote your top-selling SKU first, not all 25 products.

Archetype 1: From Bhopal to Balaji

A masala manufacturer in Bhopal thought branding was too expensive. Ambi advised starting small: one town, one product, local marketing, freshness claims.

Why it worked:
• Clear product hero (e.g., sambar powder)
• Tactical local advantage (“from our plant to your house in a week”)
• Step-by-step expansion to nearby districts

Balaji Wafers did the same — starting with one cinema in Gujarat and expanding town by town.

Archetype 2: Kid Toy Startup

Educational toy makers face a different challenge — convincing mothers, not children.

“Their product cannot be sold in stores. The consumer is buying more toys online.”

Winning moves:
• Dual approach: B2B kits for schools + B2C via Amazon
• Collaborations with “mom bloggers” for credibility
• Recognizing school sales take time; pivoting toward faster B2C growth

Archetype 3: The Skeptical B2B Marketer

B2B companies often underestimate branding. Thermax, once unsure of marketing’s value, learned otherwise after commissioning independent research:

Findings:
• Customers rated them nearly as high as L&T
• Their negative self-image came from only hearing complaint calls
• Rebranding from Wanson to Thermax led to award-winning campaigns

Lesson: B2B buyers are still human decision-makers. Brand image matters — even for industrial boilers.

Marketing Lessons from McKinsey & Co.

People think McKinsey doesn’t do marketing. Ambi disagrees:

“They spend a big amount on marketing, but their marketing is different.”

Their playbook:
• High-quality publications (McKinsey Quarterly)
• Research whitepapers
• Exclusive CXO-level seminars

The Non-Negotiables in Marketing Mixology

Before you rush to market:
1. Know your customer — Build a vivid mental picture.
2. Know your brand’s job — What problem are you solving?
3. Set guardrails — Avoid random “moment marketing” that confuses your audience.

Blind Spots of Fortune 500 CMOs

Even giants fall into complacency. Some haven’t done updated consumer research in a decade.

What’s changing:
• Moving from Consumer Research to Consumer Insights divisions
• Initiating proactive studies on emerging demographics (e.g., silver generation)
• Combining traditional research with digital review mining

AI in Branding — The New Power Tool

“Treat AI as your management trainee without any attitude.”

Practical uses:
• Draft minutes, but cross-check for context errors
• First-pass data gathering & brainstorm partner
• Mandatory inclusion in brand presentations (e.g., Nestlé)

Watch-outs:
• Privacy concerns on uploading sensitive data
• Guard against over-personalization that creeps out consumers (Tesco pregnancy case)

The Five Myths of Branding (and the Reality)

Myth	Reality
Branding is for big companies	Every business is a brand, whether you control it or not
It’s too expensive	Start with packaging, posters, and small tests
It’s too complicated	Focus on your top product & local market
It’s long-term only	Feedback and returns can start day one
No financial returns	Done right, branding drives sales and loyalty

Final Word

Branding is essential for everyone. It applies whether you’re a Bhopal spice seller, a toy startup, a B2B manufacturer, or a Fortune 500 CMO. The scale, channel, and tactics may differ. However, the fundamentals of knowing your customer remain universal. You must define your brand’s job and guard its values.

“Whoever you are, wherever you’re coming from — there’s a Balaji Wafers story waiting to happen.”