The real reason people choose you before they even know you

A few days ago, I was walking along the beach with a close friend.

We were starving.

The kind of hungry where even cardboard starts sounding edible.

Our only mission?

Find a place that served solid South Indian biriyani.

We walked and walked — eyes scanning every restaurant sign like we were contestants on a survival game show.

And then we saw them.

Two options.

Side by side.

One had this bright, confident board that proudly read:
Dindigul Thalappakatti Biriyani.

There was a guy outside, waving at strangers like they were long-lost cousins finally showing up for dinner.

The vibe?

Warm. Inviting. Alive.

The other place?

A spot called Biriyani Dhaba. The board was faded. Lights flickering like they were on life support.

The guy behind the counter looked like he’d rather be meditating in the Himalayas than serving biriyani by the beach.

Now, I want you to guess where we went.

No points for the right answer.

Because the truth is obvious.

We picked the place that felt right —
before we even tasted the food.

That, my friend, is branding.

Most people think branding is about logos, colors, and fancy Instagram grids.

Or they believe it’s something you do later, once you’ve “made it.”

Wrong.

Branding is what makes a stranger say “Yes” — before they even experience your product.

It’s not decoration. It’s persuasion. It’s what makes someone choose you over the 27 other options they scroll past daily.

So, what does “good branding” actually mean?

Let’s break it down.

Brand Identity — How you look

If your business looks like it’s been through a recession and a breakup, you’ve already lost the game.

Your brand identity is your suit at a wedding.

Show up in pajamas, and no one takes you seriously — no matter how great your personality is underneath.

This doesn’t mean you need a ₹5 lakh logo.

It means your first impression needs to say:
“I care.”

Because if you don’t look like you care, why should anyone else?

Brand Messaging — What you say

Words are like spices in biriyani.

Too bland? Forgettable.

Too loud? Overpowering.

The right words, though?

They make your audience stop, smile, and lean in.

Would you rather hear “Dinner’s ready” — or “The feast begins at sundown”?

Words carry energy.

Use them like they matter.

Brand Positioning — Why you’re different

Here’s the brutal truth:

If I can’t tell why I should pick you in five seconds, you’re invisible.

What’s your edge?

Fastest delivery? Boldest flavor? Loudest vibe? Softest touch?

Pick your difference.

Own it like Thalappakatti owns that quirky little wave at the door.

Brand Strategy — How it all works together

Branding isn’t random.

It’s not glitter on a logo.

It’s not about “being on all platforms.”

It’s making sure your look, your words, and your edge tell one clear story.

Not three confused WhatsApp forwards smashed together.

When your identity, message, and positioning align, something beautiful happens:

Your brand starts feeling like a person.

A person people actually want to invite into their inbox, their home, their wallet.

So here’s my question to you:

Are you the forgettable Biriyani Dhaba of your industry?

Or the Thalappakatti that makes people cross the street just to get a taste?

You don’t need to be big to be bold.

You just need to show up like you matter.

Because you do.

If this hit home, I’d love to hear from you.

Reply and tell me:
What’s your biriyani moment?

What’s that one thing that makes people pick you before they’ve even tried your product?