Let’s play a little thought experiment: If branding were a person, how would you describe its personality? What traits make a brand unforgettable?
If branding were a person, they’d be an enabler- someone deeply passionate about enhancing the lives of those around them. The kind of friend who holds up a mirror to your peculiarities, encourages your hobbies, remembers your allergies, or helps you style yourself for a special occasion before nudging you on stage. Branding would be both a listener and a storyteller, a memorable presence in any room, eager for meaningful conversations. They wouldn’t capture attention by being the loudest but by being the most themselves. A great brand is unforgettable because it finds common ground. It reaches into people’s innate desire for connection, meeting them halfway. Functionality is essential, but it’s not enough - memorable brands align with people through style, ethics, aspiration, nostalgia, and more. When a brand succeeds in evoking a consistent and powerful feeling, it becomes truly unforgettable.
Branding is everywhere—from the sneakers we wear to the coffee we drink. What’s one brand (past or present) that you think has nailed its identity, and why?
Godrej comes to mind - it’s one of the few legacy brands that is highly diversified and yet has managed to hold on to an essence across categories for more than 120 years. The iconic cursive logo is an enduring word mark, and its presence on a product now successfully feels like a stamp of reliability - whether it’s a lock, soap or the now eponymous Godrej steel cupboards. The fact that the logo has remained largely untouched, apart from colour changes, is a testament to its endurance
How do you stay confident in your creative voice in an industry that feels oversaturated?
Personally, the most reassuring thing I learned early on is that confidence is muscle memory - it’s built through repetition, not something you’re just born with. Young creatives shouldn’t expect to feel inherently confident in every situation. It takes failed experiments, dabbling in different mediums, crashed files, nerve-wracking first pitches, and plenty of awkward first attempts before you can even begin to compare your competence with others. One thing that helps is documenting your progress. Looking back at the tangible proof of your evolution is far more reliable than your self-perception at the moment. Creativity is inherently fluid, and I’ve found that flowing toward what genuinely excites me rather than sticking to one fixed approach keeps me engaged. Being medium-agnostic has allowed me to stay true to my artistic voice rather than getting stuck in expectations or industry noise.
How can creatives use social media to build a brand without losing their individuality?
Many of my fellow creatives and I often talk about how much we miss the old Instagram - when people posted whatever they liked, creating a vast, unfiltered image bank of their world.
The current social media expectations are undeniably overwhelming, but one thing I learned while living and working in New York is that the open mouth gets fed. Having an online presence is important, but it should be in a form that feels sustainable to you.
If structured content works for you, there are plenty of blueprints out there to follow. Alternatively, you can simply decide what your profile will feature, post consistently for a while, then assess, adapt, and repeat. There’s no single formula - just what feels right for you.
I also love creatives who write. It’s a great way to reveal your thought process and approach to your practice because no one else has lived your exact life or sees the world the way you do. Writing gives depth to your work and helps build a brand that feels truly personal.
