Why storytelling, focus, and trust matter in startup brand building

Branding is often an afterthought for startups, yet it can define their long-term success.

- Gaurav Laghate

Branding is often an afterthought for startups, yet it can define their long-term success. Harsh Pamnani, author of From Unknown to Unforgettable and senior director & marketing head at T-Hub, has spent years studying how Indian startups carve out unique identities in competitive markets. In this conversation with Mint, he shares insights on branding mistakes, cost-effective marketing strategies, and AI's growing role in startup marketing.

Edited excerpts.

What are the common branding mistakes startups make?

Many founders struggle to articulate why they started their business. Like those on Shark Tank, the most compelling startup pitches start with a strong narrative—why and how the company was founded and the problem it solves. This emotional connection is key for both investors and customers.