“Branding? Let’s do that once we grow bigger.”
That’s the line I’ve heard in at least 80% of my meetings with MSMEs.
So I usually ask:
“And what if you don’t grow bigger because you’re not branding?”
That usually gets the room quiet.
Here’s the truth most growing businesses overlook—branding isn’t the reward after success, it’s the reason for it.
CONVERSATION --
Founder: "We’re not ready for branding. We need more sales first."
Me: "And what’s driving your current sales?"
Founder: "Good product. Word of mouth."
Me: "Great. But how do you scale word of mouth when no one remembers your name, visuals, or story?"
Founder (pauses): "Fair."
Why does branding matter more now than later?
Because it helps you:
Get remembered before you pitch
Charge better margins without haggling
Spend less on ads and get better returns
Attract better partners, talent, and investors
Avoid sounding like everyone else in the market
And no, it’s not about making your logo fancy.
Branding done right means:
- Saying one clear thing, again and again
- Showing up consistently, whether it's on packaging or Instagram
- Making people feel something when they interact with you
Real Talk
A small B2B tools company added a one-line promise to their email signature and catalog:
“Tools that work as hard as you do.”
That one line led to three distributor inquiries—without changing the product or pricing.
It’s not magic. It’s clarity.
Bottom line?
If you’re running a growing business, ask yourself:
“What are we known for?”
If the answer is fuzzy, branding isn’t a side project—it’s your next growth move.
Because in today’s market, your brand is working even when you're not.
Make it count.
Curious about how branding really drives business?
Follow #Garginomics — a column packed with bold, bite-sized truths and brand strategies that actually work.
Because business growth isn't luck—it's branding done right.
Gargi Sarkar is not just a brand strategist — she’s the mind behind brands that people remember. As the Founder & MD of RA Brand Consultant, she leads a creative consultancy known for blending strategy, creativity and results.
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of IMPACT Weekly Magazine.
