Building a brand: Why it’s not just for big companies

“Your brand is what other people say about you when you’re not in the room.”
— Jeff Bezos

Imagine two small businesses selling similar products in your town. One has clear packaging, a meaningful name, and always delivers with polite service and a thank-you note. The other has a generic name, changes its packaging often, and communicates in a confusing way.

Which one do you trust more?
Which one would you recommend?

That’s branding in action.

It’s how your customer recalls you after their first experience. Even in a local market, this memory matters.

Then what is it that takes building a good brand or how do you build a brand that resonates with many.

For building a brand, you need to sort three Cs - Clarity, Consistency, and Credibility

Clarity – What exactly does your business stand for?

Clarity means being crystal clear about what your business offers, why it exists, and what makes it different. Customers should be able to understand your business in one sentence. Too many companies try to do everything for everyone — this creates confusion and dilutes your identity.

Example:
Although now a national brand, Paper Boat began with a simple, crystal-clear promise:
“Traditional Indian drinks, lovingly packaged for the modern lifestyle.”

They didn’t try to compete with colas or juices. They focused on local favorites like aam panna, jaljeera, and chhaas - and they stuck to that niche. Their clarity helped them stand out in a saturated beverage market.

Why it matters:
When your message is clear, your customers:

● Know what to expect

● Remember you easily

● Can recommend you to others without confusion

Clarity Tip: Write a one-line brand promise. Ask 5 people unfamiliar with your business to read it. If they can explain what you do in their own words, you're on the right track.

Consistency – Are you delivering a uniform message across platforms and interactions?

Consistency means using the same brand name, tone, colors, and messaging everywhere - from your packaging to your WhatsApp display picture to your social media bio. A customer should get the same experience whether they see your business card, talk to your delivery boy, or scroll through your Instagram.

Example:
Bare Necessities, a zero-waste MSME sells eco-friendly products like bamboo toothbrushes and metal straws. Their tone, color palette, social media presence, website, and packaging all reflect their sustainability values.

Even their invoice is made from recycled paper — it all feels cohesive and intentional.

Why it matters:

● Repetition builds memory

● Consistent visuals create brand recall

● Trust grows when the experience feels familiar

Consistency Tip: Make a “brand basics kit” — include your logo, color codes, tagline, packaging template, and a short elevator pitch. Share it with anyone who promotes or represents your business.

Credibility – Does your branding reflect the trust you want to build?

Credibility is about living up to your brand promise. It’s not just about looking good - it’s about backing it up with honest delivery, reliability, and professionalism. A business that promises “pure and handmade” but delivers mass-produced items loses trust - and that’s hard to rebuild.

Example:
Vahdam teas sells Indian teas globally with a strong claim: “Farm-fresh teas, direct from source.” But they go beyond just claiming it:

● They show plantation sourcing locations

● Share lab test reports and certifications

● Package everything with the grower’s story

Why it matters:

● Customers return to businesses they trust

● Online reviews and word-of-mouth matter more than ads

● Credibility is the foundation of loyalty

Credibility Tip: Back every brand claim with proof - use testimonials, product photos, founder stories, transparent pricing, and after-sales support. Let your actions speak louder than your tagline.

Don’t wait until you become “big” to build your brand. Branding is what helps you grow from small to stable, from known to trusted.

Your product is the foundation.
Your brand is the bridge.

And if you're a small business in Assam - or anywhere else - your story, your values, and your identity are your brand’s biggest assets.

So don’t just make great products.
Make sure people remember who made them.