A Beginner’s Guide to Creating a Cohesive Brand Identity

Avishek Mazumder
Jul 1
3 min read

Remember "Jugaad" Doesn’t Work for Branding

You’ve got a great business idea, a killer product, or a unique service. But in a market as crowded and dynamic as India’s, how do you stand out? Your brand identity isn’t just a fancy logo—it’s your business’s personality, reputation, and trust factor rolled into one.

Whether you’re a startup founder, a freelancer, or a small business owner, building a cohesive brand identity is non-negotiable. It’s what makes people remember you, choose you over competitors, and keep coming back.

So, let’s break it down—no fluff, just actionable insights tailored for the Indian market.

Define Your Brand’s Core (Before Picking Colors & Fonts)

Before diving into design, ask yourself:

Why does your brand exist? (Beyond "to make money"—think impact.)

Who is your ideal customer? (Urban millennials? Small-town entrepreneurs?)

What makes you different? (In India’s price-sensitive market, "cheap" isn’t enough—what’s your real edge?)

Your brand should reflect Indian sensibilities—whether that’s trust (think Tata), affordability (like Patanjali), or premium appeal (like Titan).

Visual Identity: More Than Just a Logo

Indians are visual consumers—think of how Amul’s mascot or Flipkart’s vibrant branding sticks in memory. Here’s how to get it right:

Colour Psychology: Choose Wisely

Saffron, Green, Blue = Trust, heritage (used by brands like Airtel, State Bank of India).
Bright hues = Energy & affordability (think Fevicol, Cadbury).
Pastels & gold = Premium appeal (seen in brands like Tanishq).

Stick to 3-5 colours—too many, and it looks like a Holi mishap.

Typography: Fonts That Speak Your Language

Sans-serifs (like Lato, Poppins) = Modern, tech-friendly (used by Swiggy, Zomato).
Serifs (like Playfair, Noto) = Traditional, reliable (good for finance, education brands).
Custom Devanagari/regional fonts = Great for hyper-local appeal.

Imagery: Authentic & Relatable

Use visuals that resonate with Indian audiences—whether it’s:

Real people over stock models (like Mamaearth).
Cultural motifs (FabIndia’s aesthetic).
Bold, vibrant graphics (like Chumbak).

Brand Voice: How You Talk Matters

Should your brand sound:

Friendly & colloquial? (like Dunzo’s "Karlo yaar" vibe).
Professional & authoritative? (like HDFC Bank).
Warm & trustworthy? (like Tata’s tone).

Pro Tip: Mix English with regional phrases if it fits your audience (e.g., "Aapka swagat hai!" in a modern brand).

Consistency Across Every Touchpoint

Indians engage with brands across various platforms, including WhatsApp, Instagram, kirana stores, and billboards—so your branding must be seamless everywhere.

Social Media: Maintain uniformity in filters, fonts, and tone.
Packaging: Whether it’s a luxury box or a street-side packet, make it recognisable.
Customer Service: Train your team to reflect your brand’s voice.

Example: Zomato nails this—whether it’s their app, ads, or X (formerly Twitter) humour, the vibe stays consistent.

Adapt & Evolve (But Don’t Rebrand Every Year)

Indian markets change fast—what worked in 2020 may not work today. Keep an eye on trends, but don’t lose your core identity.

Test small changes (like tweaking ad visuals).
Listen to customer feedback.
Refine—but avoid total overhauls unless necessary.

Final Thought: A Strong Brand Builds Trust

In India, where word-of-mouth and reputation matter more than ads, a cohesive brand identity isn’t a luxury—it’s a necessity. It’s what makes a street vendor trust a new UPI payment app or a homemaker pick your detergent over Surf Excel.

So, take the time. Build it right. And if you need expert help? Well, you know who to call.