Branding Strategies for Startups

We've invested in 35+ health companies in India and these are some observations on what works (and doesn't). If you're a founder building in health and planning to raise funds, these notes are for you. 1) Trust is the only moat in preventive health. In healthcare, people don’t buy products. They buy trust. Preventive health is not an impulse purchase. Unlike sick-care, preventive health requires behavior change, which Indians resist unless they deeply trust the source. So, before you raise money, ask yourself: -Do people trust you enough to pay upfront, or do you need constant marketing? -Is there real evidence that your intervention works—or is it just another diet plan, gadget, or wellness promise? If you don’t have a strong, organic trust loop, raising VC money won’t help. Money can buy ads, but it can’t buy credibility. 2) Distribution is your Intellectual Property. In preventive health, distribution is the product. Without it, you’re just another marketing agency. India is filled with "next-gen" fitness apps, ayurveda solutions, and longevity programs—most fail because they don’t solve the hardest problem: distribution. You should only raise money when: -You have a low-CAC, high-retention acquisition channel—word of mouth, organic virality, or a B2B partner who does the heavy lifting. -You don’t rely on Google/Facebook ads to acquire users. Most preventive health startups mistake marketing for product. 3) Your real product is the outcome. Preventive health isn’t about engagement, it’s about results. Indians don’t pay for health advice—they pay for outcomes. If your model is content-based or habit-driven but lacks measurable outcomes, you will struggle to justify raising any money. Before you raise money, prove: -Measurable outcomes: What % of users improved their health? - Behavior stickiness: How many users are still with you after 6 months? Is this a short-term motivation spike or a lasting habit? -Revenue beyond one-time purchases: Subscription, long-term engagement, or ecosystem lock-in. The worst mistake you can make is optimising for likes, shares, time spent, instead of real-world health results. 4) You should only raise money when you’ve proven at least one of these: Distribution: You’ve hacked a scalable way to acquire patients/customers without burning money on ads. Clinical Efficacy: Your product has regulatory approval, proven clinical outcomes, or strong signals of delivering outcomes.  Network Effects: Your product becomes more valuable as more people use it. 5) In India, you’re not fighting incumbents. You’re fighting inertia. Unlike in the U.S., where insurers or employers drive adoption, in India: -Hospitals are conservative and slow-moving. Selling to them takes years. -Doctors are overworked. Adoption needs to be frictionless. -Consumers pay out of pocket. If you need to educate them, your CAC will kill you. Hope these notes are useful. Good luck to all building in Health in India.

When a soda brand does what even global giants couldn't: Conquering 3 continents with zero celebrity endorsements. Most brands spend millions on star power. Goli Soda? They spent zero on celebrities and everything on strategic brilliance. Here's how they cracked the international code: 1/ The Rebranding Goli Soda → Goli Pop Soda - Transformed a local nostalgia product into a global brand - Maintained emotional connection - Created universal appeal without losing roots 2/ Innovation as Their Only Marketing They didn't sell a drink. They sold an experience. - Redesigned packaging that tells a story - Engineered a unique pop opener mimicking childhood memories - Created a sensory journey in every bottle 3/ Expansion Strategy: Pure Genius - Partnered with Fair Exports - Secured placement in international retail chains like Lulu Hypermarket - Exported cultural heritage, not just a beverage Entrepreneurs, take note: Your local innovations aren't limitations. They're your global competitive advantage. What overlooked local product do you think could be the next global disruptor? #global #indianbrand #strategy

India’s ₹12,800 crore wellness industry is being disrupted by free park meetups. Across India, people are trading fitness apps for early morning run clubs and outdoor yoga classes. This movement toward what experts call "analog wellness" is changing how brands connect with consumers. I visited three such communities last week, and I liked the diversity of participants and their loyalty. Many attend 3-5 sessions weekly and bring friends consistently. What's driving this movement? 📍 India's health and wellness market has exploded to ₹12,800 crore ($1.5 billion) in 2024, with the industry showing a 5.3% annual growth rate (IMARC Group, "India Health and Wellness Market Report 2024"). 📍 India’s wellness tourism market alone is projected to reach $21.3 billion by 2025, growing to $41 billion by 2030, reflecting Indians' rising preference for experiential wellness (FICCI–EY Wellness Report, 2023). 📍 While digital fitness platforms are growing, a recent OnePoll survey found 56% of respondents prefer group workouts, with over one-quarter specifically wanting to exercise with others rather than alone (OnePoll/Zepp Health, 2023). Smart brands are already capitalizing on this trend: ➡ Decathlon hosts free weekend hiking groups that build community while showcasing their products (Decathlon India Events Page, 2024) ➡ Local athleisure brands are sponsoring neighborhood sports leagues instead of paying for Instagram ads (Business Today, "How Homegrown Fitness Brands Are Winning," Feb 2024) ➡ Several fitness chains report that their outdoor bootcamps generate significantly more word-of-mouth referrals than digital offerings If I could give one piece of advice to wellness brands right now: 👉 Stop thinking about customers as metrics and start creating physical spaces where people can truly connect with each other. In our hyper-digital world, the simplest human connection, like sweating next to a stranger who becomes a friend, might be the most valuable offering of all. Have you attended any offline wellness communities yet?

Most companies fail at brand strategy. They treat it like an art project. Your brand is not marketing fluff. It's a precise economic engine that blends expression with rigor, emotion with facts. And it's your biggest lever for profit. Master this system and you influence market perception and unlock value. Here's the Playbook for building a great brand: - Define The Economics: Widen the gap between what customer think your product is worth and what it costs you to produce it. This is the financial imperative. - Differentiate With Purpose: Claim the market whitespace. This is what your brand *is* and what your competitors are *not*. - Forge The Foundation: Build identity, prove benefits, sharpen positioning. This is the 'why' behind your company that must be relevant for your key consumers (and your to employees!). - Execute With Precision: Own your digital space and deliver tangible assets. This is how you sustain your brand and produce the reasons for people to believe in your brand. - Embrace Evolution: Deploy an intentional brand architecture, drive smart growth, and revitalize when necessary. Anchor in Analytics: The analyst is the objective guardian, fueling every step with data. Brand strategy is not art alone. It's disciplined science. Blend them to earn more profit. Art+Science Analytics Institute | University of Notre Dame | University of Notre Dame - Mendoza College of Business | University of Illinois Urbana-Champaign | University of Chicago | D'Amore-McKim School of Business at Northeastern University | ELVTR | Grow with Google - Data Analytics #Analytics #DataStorytelling #Brand #BrandStrategy

One of the most important lessons I’ve learned from building businesses in Saudi Arabia is the power of what I call glocalization, which is the art of blending global strategies with local market insights. For brands to thrive in today’s interconnected world, they need to balance the strengths of global expertise while staying deeply connected to the local culture. Here’s how glocalization can help create a brand that resonates with Saudi consumers while positioning it for regional and global growth: 𝟏. 𝐊𝐧𝐨𝐰 𝐘𝐨𝐮𝐫 𝐌𝐚𝐫𝐤𝐞𝐭: Saudi Arabia is undergoing a rapid transformation, but local values and cultural nuances still drive consumer behavior. Understanding these insights allows you to tailor your offering to meet local expectations while leveraging global best practices. 𝟐. 𝐋𝐨𝐜𝐚𝐥 𝐎𝐰𝐧𝐞𝐫𝐬𝐡𝐢𝐩 & 𝐀𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜𝐢𝐭𝐲: When I worked at Majorel and now with X-Shift, we focused on embedding our brand into the local fabric by being authentic and owning our Saudi identity. Localization is not just about the translation of material to Arabic, but about relevance and creating real connections with consumers. 𝟑. 𝐀𝐝𝐚𝐩𝐭 𝐆𝐥𝐨𝐛𝐚𝐥 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐞𝐬 𝐭𝐨 𝐋𝐨𝐜𝐚𝐥 𝐍𝐞𝐞𝐝𝐬: Don’t just import a strategy. Make it yours. While global frameworks provide a solid foundation, they need to be adapted to fit the unique needs of the local market. Successful brands take the best of both worlds. 𝟒. 𝐏𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐟𝐨𝐫 𝐑𝐞𝐠𝐢𝐨𝐧𝐚𝐥 𝐆𝐫𝐨𝐰𝐭𝐡: Once you’ve built a strong local presence, you’re ready to scale. By aligning your brand with local needs, you set yourself up for expansion into regional markets with similar cultural touchpoints then later realize your global ambitions. There’s no universal formula for success, but the key is finding the perfect balance. My experience building businesses in Saudi Arabia has taught me that success comes from creating something that truly resonates with people where they are, all while thinking ambitiously. When you master this balance, you build a brand that is not only deeply connected to its local roots but also flexible and ready to thrive on the global stage. What strategies have you found most effective in balancing local relevance with global ambition? Share your thoughts in the comments! #business #global #local #growth #KSA #SaudiArabia

What Indian B2C Startups mean these days - We built for Bharat. Now we’re building for Berlin, Boston, and Brisbane. Haha, but here’s what no one tells you - going global as a B2C startup is about playing a new game, with new rules, new users, and new expectations. Let me break it down👇 1. The Indian Diaspora Most global B2C wins from India began with the Indian diaspora. They're early believers, not just because they “get” your product, but because they want to relate to your success. Think of them as your beachhead. 2. CAC Abroad In India, your CAC was ₹30. In the U.S., it might be $30 and still no conversion. So what do you do? → Content. Community. Culture. → Build for virality. Make sharing the default. → Borrow trust. Partner smart (local influencers, diaspora events, or even local startups). Zerodha didn’t go global. But if they did, they’d write Reddit posts before running ads. Awareness is the key. 3. Localise the Emotion. Americans don’t “recharge”. They top-up. UAE users don’t use UPI. They want Apple Pay. The colour red means urgency in the West, not celebration. Local is the intention. → Local pricing → Local UI flows → Local pain points 4. Charge What You’re Worth An edtech app can be freemium in India and premium in Canada. Same content. Different context. Why? Higher ARPU. Better payment infra. 5. Growth Hacking > Growth Spending Real hacks that work: - Referral loops (Dropbox is the best example) - Geo-targeted influencer drops - PR tied to diaspora festivals - Soft-launch + cohort testing before you burn ad dollars If you’re spending >$1/user and don’t know LTV yet - pause. Iterate. 6. Don’t underestimate brand love. In B2C, brand is the moat. Make users feel seen. That’s why Truecaller became global. Not because it had the best tech, but because it solved everyone’s pain and felt like a friend doing it. You need to add a soul to your brand. 7. AI-first? Then Trust-first. If you’re building an AI-powered consumer app: → Show what the AI learns → Let users “tweak” their experience → Use AI for localisation, not just recommendations Reminder: Bias and bad UX scale faster with AI. Tread carefully. Your Indian B2C brand can win globally. But you have to re-earn every user, every market, every time.

Building a Brand in the Digital Age: Key Strategies for Startups 🚀 Hi everyone! Ankita here, sharing some essential branding strategies for startups navigating our digital-first world. In today's crowded space, strong branding isn’t just an asset—it’s crucial for standing out, building trust, and driving growth. Why Branding Matters In a world flooded with options, effective branding helps your startup connect, build loyalty, and grow. Here’s how: 🌟Craft Your Brand Story A compelling story makes a lasting emotional connection with your audience. Brands with strong narratives see increased loyalty. Tip: Share behind-the-scenes moments and customer testimonials. 🌟Use Data-Driven Marketing Data insights let you understand your audience better, boosting effectiveness. Companies using customer data can increase profitability by 10-15%. Tip: Utilize tools like Google Analytics to tailor your strategies. 🌟Invest in Visual Branding Consistent branding enhances recognition. Professional visuals, from logos to websites, are essential. Tip: Create a style guide for colors, fonts, and elements. 🌟Embrace Social Responsibility Consumers lean toward brands that share their values. Aligning with social causes can drive loyalty. Tip: Be transparent about eco-friendly practices on your platforms. 🌟Leverage User-Generated Content (UGC) Encourage customers to share experiences with your brand, boosting authenticity and engagement. Tip: Use branded hashtags and UGC campaigns. 🌟Optimize for SEO Strong SEO improves visibility, especially as 75% of users don’t scroll past the first page of search results. Tip: Integrate relevant keywords into your content. 🌟Engage Actively with Your Audience Building a community requires real interaction. Responding to comments fosters trust. Tip: Use polls, Q&As, and live chats to connect and gather feedback. 🌟Monitor Brand Health Tracking metrics like awareness and loyalty helps inform growth strategies. Tip: Use surveys and brand tools to keep tabs on audience perception. 🌟Moving Forward Digital tools give startups unique branding opportunities. By focusing on these strategies, we can build brands that connect, engage, and thrive in today’s landscape. Let’s share ideas on enhancing our branding in this digital age! 💡 #StartupBranding #DigitalMarketing #BrandingEssentials

3 Brand Building Tips for Founders At General Catalyst, I work alongside visionary entrepreneurs building businesses and culture-defining brands. Here are the top three tips I share most often with them: 1. Don’t Let the Tail Wag the Dog  Your brand exists to accelerate your business, not the other way around. Before you think about taglines or tactics, ask: - What do we stand for? - Who are we here to serve? - What outcomes define success over the next 1 - 5 years? Only after the business strategy is clear should you build the marketing and comms roadmap. Strategy first, brand second.   2. Steal Your Own Words The best brands repeat themselves relentlessly. Your website copy should match your pitch deck should match your social posts should match your stage presence. There’s no marginal benefit of slightly different language. But there is a high cost of inconsistency: confused customers and diluted impact.  - Define your core language (mission, purpose, tagline) and stick to it. - Change it only with intention, and curb the desire to rewrite the About page at 11 PM just because. 3. Never Stop Testing Consumer preferences shift fast. Marketing needs to shift faster. Treat every campaign like a product test: A/B everything, measure ruthlessly, kill what doesn't work. - Take creative risks with new formats and channels. - Let engagement data, not opinions, guide decisions. The founders who master these fundamentals build brands that compound over time. What’s your top tip for building a memorable brand?

The ₹1,000 Cr D2C Formula – How brands like Mamaearth & boAt Lifestyle scaled FAST A few years ago, I had a conversation with a founder who wanted to build the next big D2C brand. He had a great product, decent traction, and was doing ₹ 10- 15L in monthly revenue. But when I asked him, "What’s your growth strategy?" — he went silent. This is where most D2C brands fail. They focus too much on the product and forget the engine that scales brands to ₹1,000 Cr+. Look at Mamaearth, boAt Lifestyle, SUGAR Cosmetics, and Plum—they all cracked one thing: They didn’t just sell products. They built a SYSTEM for rapid scale. Here’s the ₹1,000 Cr D2C formula I’ve seen work over and over again: 1️⃣ Right Product, Right Market Fit Mamaearth doesn’t just sell skincare. They sell toxin-free, safe products for moms & babies. BOAT doesn’t just sell earphones. They sold a lifestyle. Lesson: Your product should be positioned to solve a specific problem for a specific audience. 2️⃣ Performance Marketing Mastery BOAT spent ₹60 Cr on influencer & digital ads in a single year. Mamaearth used UGC & influencer-driven ads to scale their CAC profitably. Lesson: D2C is a numbers game. If you don’t know your CAC, AOV, LTV—you’ll burn cash. 3️⃣ Owning the Distribution Game SUGAR Cosmetics cracked quick commerce (Blinkit, Zepto) while boAt Lifestyle dominated Amazon & Flipkart. Mamaearth built a hybrid strategy—D2C + Retail expansion for sustainable growth. Lesson: Scale needs multiple distribution channels, not just Instagram ads. 4️⃣ Branding That Sticks "Crack the Code" by BOAT. "Goodness Inside" by Mamaearth. They built brands that connected emotionally, not just through discounts. Lesson: If your brand doesn’t create an identity beyond sales, it won’t last. Now, here’s the real question: Which of these strategies is your D2C brand focusing on? Scaling to ₹1,000 Cr isn’t luck. It’s a formula. And the best part? It’s repeatable. If you’re building a D2C brand and want to scale, drop a comment or DM me—let’s talk growth. #D2C #StartupGrowth #BrandBuilding #PerformanceMarketing #EcommerceScale #Entrepreneurship

Most people approach brand marketing like amateurs. Fix it by doing these 3 things: [1] Focus on Long-term Value: - Stop chasing short-term wins with heavy discounting. - Invest in consistent messaging across all channels. - Build brand equity by creating emotional connections with your audience. [2] Differentiate with Meaning: - Clearly define what makes your brand unique. - Communicate the value prop that sets you apart, not just the features. - Align your brand with the deeper needs of your customers, beyond the product. [3] Build Patience into the Strategy: - Resist the urge to pivot with every new trend. - Nurture your brand positioning over time; consistency leads to recognition. - Be patient—building a brand that commands premium pricing requires time and trust. Most people mess these up. They focus on short-term promotions and undercut pricing, hoping for quick sales. Wrong. Brand marketing is about creating long-term value that drives growth without constant discounting. If you're struggling to build a lasting brand & want to grow your revenue without racing to the bottom, reach out to us at David & Who to increase your brand’s perceived value. Let’s build your brand together. #marketing #business #entrepreneurship