Beyond Products: How Brands Become a Part of Our Lives
- Subhro Sarkar
- Feb 15
- 3 min read
Think about your favourite brand for a second. Is it the perfume you wear every day, the bike you ride, or the coffee you swear by? Now ask yourself—what makes you loyal to it? It’s probably not just the product. It’s the feeling it gives you, the identity it helps you express, or the trust it has built over time.
This is the heart of branding. It’s not just about selling; it’s about belonging.
In the past 21 years in brand and marketing, and one thing I have realized is that the most loved brands don’t just cater to needs—they tap into emotions, culture, and even personal aspirations. So I decided to look at 4 key elements that iconic brands have always considered to carve out its own space both in the mind of the consumer and the market to establish its dominance and business growth.
1. Tradition or Modernity? Why Not Both?
India is a land of contrasts. Most of our grandmothers used to swear by turmeric milk for good health, while my colleagues now reaches for a protein shake. Great brands don’t pick sides—they bridge the gap.
Look at Patanjali—it took Ayurveda, something deeply traditional, and gave it a modern, mass-market appeal. On the flip side, Tata Starbucks didn’t just bring coffee culture to India; it blended it with chai, making it feel familiar yet aspirational.
2. Don’t Be Generic—Stand for Something
Brands that try to please everyone end up being forgettable. The best ones pick a perspective and own it.
Take Sugar Cosmetics—instead of just selling makeup, it speaks to women who are bold, independent, and unapologetically themselves. Or think of Royal Enfield—it’s not just about bikes; it’s about a lifestyle, an attitude.
A brand must go beyond the obvious. It’s not enough to say, “Our product is good.” The real magic happens when a brand says, “This is who we are. Do you see yourself in us?”
3. A Great Brand Can Cross Any Border
The best brands don’t have age, geography, or category limits. They are fluid.
Take Zomato—its marketing is hyperlocal in every city, whether in India or when they were operating in UAE. Yet, its brand humour and tone remain unmistakably “Zomato.” And then there’s Tanishq, which, while deeply rooted in Indian tradition, appeals to both an 18-year-old bride and her 55-year-old mother with the same grace.
The strongest brands know how to stay authentic while evolving with the times.
4. More Than a Product—A Feeling
When we pick up an Amul butter pack, it’s not just butter. It’s nostalgia.
When we buy a Nykaa lipstick, it’s not just makeup. It’s self-expression.
When someone invests in Taj Hotels, it’s not just luxury. It’s an experience.
The most powerful brands don’t just sell products; they sell stories, emotions, and aspirations. They understand that we, as consumers, want to feel something.
So, Where Does Your Brand Fit?
Your brand is not what you say it is; it’s what people feel about it.
So ask yourself:
Is my brand culturally relevant?
Does it stand for something meaningful?
Can it evolve across markets and generations?
Does it make people feel something?
If the answer is yes, congratulations—you’re not just selling. You are creating a brand people will love and remember.
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