‘Decoding’ Starting Up with Vani Kola: Chapter 5 – Building a brand and customer trust

Think of how iconic brands have seamlessly integrated themselves into our everyday language. When someone says, “I’ll Dunzo it to you,” or asks, “Did you Xerox?” they’re not just referring to a service or product—they’re invoking the essence of an entire category.

Building a brand is not just about creating a recognizable logo or a catchy tagline; it’s about forging a deep connection with your customers. Brands like Dunzo or Xerox didn’t achieve this by accident. They built trust, solved problems, and became synonymous with the actions they represented. This level of brand association is what every startup should strive for: to not just sell a product, but to own a piece of the consumer’s mind.

Take Intel’s success story as an example. Despite being a B2B company, Intel’s genius move of branding their processors with the “Intel Inside” campaign ensured that consumers associated better quality and reliability with devices that carried their chips. By compelling OEMs to highlight Intel in their marketing, the brand achieved widespread consumer recognition and trust in an otherwise behind-the-scenes industry.

However, it’s important to note that the success of a brand doesn’t always translate into the success of the business. Xerox, a name synonymous with photocopying, is a prime example. Despite its iconic status, the company struggled to adapt to technological advancements and market changes. While its brand remained strong, its business performance faltered, highlighting that branding alone cannot sustain a company without strategic adaptability and execution.

In our fifth edition of ‘Decoding’ Starting Up, we discuss how first-time founders should think about building a brand and customer trust. The journey of brand building is long, yet it is one of the most rewarding investments you can make for your startup.

A strong brand is more than a differentiator - it becomes your identity, your commitment to customers, and the anchor that keeps your company grounded as it grows. Many startups fall into the trap of thinking that branding is something they can figure out later. However, those who prioritize it early often find themselves better equipped to face market competition. Brand building is not just for established players—it is the foundation on which long-term businesses are built.

Some of our portfolio companies like Cult, Myntra, Bluestone, and Dream11 have demonstrated the power of branding in creating distinct identities that resonate with their audiences. These brands succeeded by creating unique identities that resonated deeply with their target audiences and delivered on their promises. Founders who are deeply passionate about their products often translate their core values into a brand identity that connects with customers. This authenticity and alignment of values are what create lasting relationships and build enduring brands.

Another aspect we wanted to highlight was how founders should think about spending money and resources on brand building. Firstly, it’s important to understand the difference between branding and marketing. Branding is about creating a lasting impression and a unique identity, while marketing is about promoting that identity. Both are essential, but they serve different purposes and require distinct strategies.

Take Nike, for example. The company spent only $30 to create its iconic logo, yet it invested millions into crafting the experience and ethos that define the brand today. The “swoosh” became a symbol of athleticism, perseverance, and inspiration not because of expensive advertising campaigns alone but because of consistent storytelling and delivering on customer expectations.

This is a critical lesson for startups: a memorable brand is built through intentional, long-term investments in what makes your company stand out.

Many startups make the mistake of pouring money into flashy campaigns without understanding what truly resonates with their audience. While marketing can generate short-term attention, branding builds lasting loyalty.

Spending on branding should focus on elements like refining your messaging, designing a distinctive customer experience, and ensuring consistency across every customer touchpoint. These investments pay off by creating a connection that transcends a single transaction.

Founders must be strategic about allocating budgets for branding. Begin with small, impactful initiatives that align with your company’s values and grow your investment as you gain traction. Branding isn’t about spending the most money; it’s about making the right choices. Every dollar you spend should contribute to strengthening your brand’s story, building trust, and creating an emotional connection with your audience.

Lastly, remember that branding is a long-term commitment. Unlike marketing campaigns, which can show results quickly, brand building takes time to mature. It requires patience, consistency, and a deep understanding of your customers. Focus on creating a brand that people trust and relate to, rather than one that simply grabs attention in the short term.

The Power of Brand Loyalty

A well-built brand fosters loyalty, turning first-time customers into repeat buyers and advocates. Consider Apple: its customers don’t just buy products; they buy into a philosophy of innovation, design, and excellence. This is the power of branding—it’s not just about selling a product; it’s about creating an experience that customers want to return to again and again.

However, brand loyalty requires constant effort, from delivering on your promises to exceeding customer expectations. Loyalty is earned through consistency, transparency, and authenticity. Founders must remember that a single negative experience can undo years of trust, so every interaction matters.

As Jeff Bezos famously said, “Your brand is what people say about you when you’re not in the room.” Ensuring those conversations are positive is the ultimate test of your branding efforts.

Building a brand is a marathon, not a sprint. It requires clarity, patience, and unwavering commitment to your core values. A strong brand is not just an asset; it’s a legacy. It shapes how the market perceives you, how customers connect with you, and how employees rally behind your vision.

For first-time founders, prioritizing brand building is not optional—it is essential. So, as you embark on your entrepreneurial journey, ask yourself: Are you building just a product, or are you creating something that will stand the test of time?

When done right, your brand will not only elevate your startup but will inspire the trust and loyalty that fuels long-term success. Start today, and let your brand be the voice of your vision.