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SAY MY NAME – What is a brand?

Baskar Sundaram
brand 1

Say my name is a new series from Baachu which aims to act as a step by step guide for successful branding.

Ep 1:

Of all the words we use, Brand is often overlooked and constantly evolving. The way brand behaves has changed drastically with the socio-economic and political systems over the time.


The first brands created were of places with something special to deliver (which still holds true)- Eg: Indian spices, Chinese lantern. They gave a sense of quality and trust to the consumers.

The first people to strategically use branding was in fact grazers marking their cattle for identification! Branding has come a long way since, to a time where branding makes or breaks a business.


So, what is a brand in the business world?

A search on the Internet gives the following diverse range of answers:

“A type of product manufactured by a particular company under a particular name”

“The name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers”

“It is the emotional and psychological relationship you have with your customers”

“It is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image.”

Each one of them is accurate and relatable but none of them, standing alone could define a brand successfully.

A brand is the personality of a business. It reflects the company’s attitude, principles, the promise they make, and they deliver.


What does the personality encompass?

Values of the company

Internal policies



The sense of trust

Visual branding

Customer relationship

Basically, it is everything the company is and the company stands for.

Stay tuned to this space every Wednesday to learn more about creating a brand, portfolio and its identities.

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