The Great Brand Bloat

Ever notice how everything's trying to be a "brand" these days?

Your local chai wallah now has a Instagram-worthy logo, and the vegetable vendor down the street hands out business cards with QR codes.

We're drowning in branding soup!

Remember when businesses just... did business?

Now everyone's obsessed with their "brand story," their "brand voice," and their "brand personality."

It's like every corner shop thinks they're Apple.

News flash: You're selling vegetables, not iPhones!

Don't get me wrong – branding matters. (my career and livelihood depends on it)

But we've gone from "let's build trust with customers" to "let's create an immersive multi-sensory brand experience while buying pani poori."

It's exhausting.

Here's what's actually happening:

• Small businesses are spending more time choosing font combinations than improving their products

• Everyone's trying to be "authentic" – which is exactly as authentic as 1000 people saying "I'm unique"

• Companies are hiring "brand strategists" before they even have customers (Plot twist: your best brand strategy is having a good product)

The real problem?

We've forgotten that the best branding is invisible.

It's not about your fancy logo or your "mission statement" written in Sanskrit.

It's about what people say when you're not in the room.

Take our favorite street-side pani puri wala. His "branding" is simply: clean stall, consistent taste, and remembering regular customers' spice preferences.

No brand consultant needed.

Here's the simple truth: Your brand is just your reputation wearing fancy clothes. And like all clothes, less is often more.

What should you do instead?

1. Focus on your product first. The best "brand story" is a customer saying "This is really good!"

2. Be normal. Talk like a human. Stop using words like "disruptive" and "revolutionary" when you're selling samosas.

3. Let your work speak for itself. Actions > Aesthetics.

Remember: Parle-G didn't become India's favorite biscuit by having a fancy logo. They became legendary by making affordable, tasty biscuits that everyone loves.

The next time someone tells you to "build your brand," just focus on building something good instead.

Your customers will do the branding for you.

And if you're still confused about branding, just remember: Even a dog knows the difference between being stepped on accidentally and being kicked on purpose.

That's branding in its purest form – it's how you make people feel.

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