Beyond Products – Avinash Chandra: Building Futuristic Brands for the Present Times

Avinash Chandra
Avinash Chandra

What sells? A product or a brand.

Looking back at the start of my adventure into brand development, I remember a time when the conversation was all about the product. ‘Here’s what we sell, and it’s the best out there’—that was the mantra. But, standing at the cusp of a global marketplace revolution, where a click brings the world to your doorstep, I asked myself, ‘Is a great product all it takes?‘ It became clear that survival and success in this boundless market demanded something more—building products and brands. Brands that resonate, embody values, and traverse the sands of time, touching hearts across generations,” says Avinash Chandra, Founder and CEO of BrandLoom Consulting.

This pivotal realization hit him hard during his tenure as the marketing lead at several MNCs. With over two decades of soaking in marketing, the insights and experiences Avinash gathered fuelled his conviction. It was time to shift the paradigm to focus on crafting brands that not just exist but live in the minds and lives of people. That’s how BrandLoom came into being. “Our mantra? Building brands that are not only profitable but have a sustainable, emotional appeal. And that’s been our speciality ever since,” claims Avinash.

At the core of BrandLoom lies a simple yet profound belief: branding isn’t just a business strategy; it’s an art that touches hearts and minds. It’s about creating something that resonates on a deeper level and stands for more than just a product or service. “Our guiding star?” To forge brands that are seen, heard, felt, and remembered. Brands that echo through time, embodying values and emotions that connect on a universal scale.

This philosophy is woven into the fabric of everything we do. From the drawing board to the digital world, we ensure that our brands speak the same language, offering a seamless, timeless experience.” It’s about creating a holistic ecosystem where brands live, breathe, and thrive in the consumer’s consciousness, says Avinash.

In a nutshell, their success is driven by a relentless pursuit of emotional resonance and timeless appeal. He insists, “We don’t just build brands; we craft legacies that embed themselves in the very psyche of the audience.” That’s the BrandLoom difference:

Enduring, Engaging, and Ever-Evolving

In the ever-shifting sands of brand development, staying stagnant is not an option. Avinash adds that at BrandLoom, they’re committed to the mantra of ‘timelessness through innovation.’ The digital age has transformed customer expectations, with technology reshaping how brands are experienced and societal shifts redefining what consumers demand from them.

Their approach? A relentless pursuit of innovation. “We’re not just observers; we’re pioneers, constantly experimenting with cutting-edge technologies and integrating them into our strategies. We aim to craft brand experiences that are not only unforgettable but deeply resonate with our audience, ensuring they return for more.”

Staying ahead means being in a perpetual state of learning and adaptation. Avinash adds that they immerse themselves in global trends, draw inspiration from brands worldwide, and cultivate a culture of experimentation within the team. This isn’t just about keeping up; it’s about setting the pace. By welcoming new perspectives and pushing boundaries, they ensure their clients receive forward-thinking, impactful solutions. BrandLoom isn’t just about adapting to change; “We’re about defining it, ensuring that every brand we touch not only survives but thrives in the dynamic landscape of today and tomorrow,” says Avinash, for whom leadership is not about being at the helm but being in the heart of action, leading by example, and prioritizing active listening.

A Leader in the Heart of Action

At BrandLoom, they’ve cultivated an environment where every voice is valued and every opinion considered. This open-door policy fosters a culture of mutual respect and understanding, helping us navigate challenges collectively and celebrate achievements with genuine appreciation.

Avinash says, “Our approach to team building is deeply rooted in communication and shared vision. Regular engagement and targeted training ensure that every team member is aligned with our core mission and values, fostering a unified drive towards excellence. It’s about creating a sense of belonging, where everyone is committed to the collective success of our endeavours.”

Leadership development within BrandLoom is organic yet intentional. Avinash says they empower their team members with autonomy to lead projects, experiment boldly, and collaborate across departments. This enhances interpersonal dynamics and accelerates personal growth, enabling the team to evolve into well-rounded leaders. This strategy enriches their skill sets, boosts confidence, and ultimately elevates the quality of the client deliveries, laying the foundation for lasting partnerships.

Avinash’s leadership style is about nurturing a culture of empowerment, collaboration, and continuous growth. “It’s how we turn individual potential into collective power, driving BrandLoom forward.”

Truly Client-Centric Approach

The essence of brand development lies in seamless operations and enhancing the business ecosystem and industrial efficiency. That is why, according to Avinash, balancing operational efficiency with client satisfaction is an art, one that requires patience and adept negotiation skills. In the creative realm, there’s often a disconnect between what’s crafted and what’s expected—what seems revolutionary to the creator might not resonate with the client, and vice versa. Bridging this gap is crucial for progress and requires a harmonious blend of vision and pragmatism.

At BrandLoom, our client-facing teams excel as skilled intermediaries. They’re the linchpins in our operation, ensuring a seamless flow of ideas between our creative minds and clients. Their role is multifaceted: they advocate for the creative integrity of our team while helping clients see the value and potential of our proposals. By providing detailed project plans and insights into our creative process, they foster patience and openness, setting the stage for a collaborative and fruitful partnership,” reveals Avinash.

These teams also play a crucial role in translating client visions into actionable insights for their creatives. This dual understanding enables them to devise solutions that meet and exceed expectations without compromising their creative essence. “It’s a delicate balance, but one that we navigate with care and precision,” says Avinash with pride.

Techno Touch Point

In this era where technology reshapes every touchpoint between brands and consumers, Avinash and his team at BrandLoom are at the forefront of the digital revolution. Their commitment to innovation means constantly exploring and integrating emerging technologies to redefine brand experiences.

Leveraging AI and machine learning, they delve deep into understanding audience behaviours and expectations, crafting brand messages that resonate and engage on a profound level. These insights empower them to create highly personalized and impactful brand narratives.

In their quest to offer unparalleled brand experiences, they’re harnessing the potential of AR and VR technologies. These tools allow them to craft immersive experiences that captivate consumers, fostering a deeper connection with their clients’ brands. It’s about transcending traditional engagement methods to create memorable interactions that leave lasting impressions.

Moreover, their mastery of the latest digital marketing technologies ensures that their clients’ brands remain vibrant, dynamic, and ahead of the curve. Avinash states, “We’re not just keeping pace with digital evolution; we’re setting the trends, ensuring that our clients always lead the pack in a constantly evolving digital landscape.”

A Holistic Culture of Perpetual Learning

The workforce is the cornerstone of any successful organization. Avinash, too, says that they understand that their strength lies in their people— “Their creativity, strategic acumen, and relentless drive are what set us apart. We’re committed to fostering a culture where growth, skill development, and empowerment are encouraged and ingrained in every aspect of our operations.” Here’s how Avinash makes it happen:

*Skills Development: Under Avinash, BrandLoom leadership champions a curiosity and continuous learning culture. He says, “Our team is encouraged to explore new horizons, embrace experimentation, and learn from every experience.” This approach not only enriches their skill set but also fuels their passion for excellence in their work.

*Openness: Transparency and open communication form the backbone of their organizational culture. They value constructive feedback and encourage the team to voice their ideas and concerns. This openness ensures everyone feels heard and respected, fostering a collaborative work environment.

*Collaboration: Given the interdisciplinary nature of their work, fostering strong, cross-functional teams is crucial. They promote a spirit of collaboration where team members and managers work closely, supporting and inspiring one another to create something truly exceptional.

*Empowerment and Appreciation: They empower the employees by entrusting them with responsibility and the autonomy to shape their work. This empowerment boosts confidence, fosters a sense of ownership, and builds accountability. “Celebrating achievements and recognizing hard work is part of our ethos, as we believe in uplifting and inspiring our team at every step.”

At BrandLoom, “We’re not just building a company; we’re nurturing a community of leaders poised to shape the industry’s future.” Their personal and professional development commitment ensures that BrandLoom remains a beacon for talent, innovation, and excellence.

Shining Amidst Adversities

However, the most important part of every successful journey is how the challenges are encountered. Facing adversity head-on is where Team BrandLoom truly shines, and their work with an exotic vegetable startup stands as a testament to their ingenuity and resilience.

The challenge: Transforming the mundane perception of vegetables into something unforgettable.

Avinash recalls, “We embarked on this journey by weaving an emotional brand narrative that tapped into the power of nostalgia, creating an instant connection with the audience. Selecting a name and designing a logo that perfectly captured the essence of this story, we crafted an identity that was not just seen but felt.”

But they didn’t stop there. Understanding the importance of informed choices, they launched an educational campaign highlighting the superior benefits of their client’s vegetables compared to traditional organic options. This strategic move enlightened the audience and positioned the brand as a leader in its niche.

The result: Upon its launch, the brand made waves, quickly carving out its space in the market. This success story is a prime example of how BrandLoom’s creativity, strategic thinking, and unwavering determination can turn even the most challenging situations into opportunities for triumph.

Championing a Winning Together Strategy

Avinash’s experience in the brand development niche has made him a stalwart amongst his peers. To those venturing into the dynamic world of brand development, his foremost advice is: Stand your ground as strategic partners, not just as executors of your clients’ wishes. It’s crucial to remember that while clients bring their vision to the table, they may not always have the clarity or perspective on how best to bring that vision to life. If you believe a client’s request doesn’t align with effective branding principles, it’s your responsibility to voice your concerns. The goal isn’t to oppose but to guide towards more impactful, audience-centric solutions.

Divulging his plans, Avinash says that looking ahead, BrandLoom aspires to continue shaping the brand development sector in India with innovation, integrity, and insight. “Our vision is to deepen our impact, not just by expanding our portfolio, but by nurturing a community of conscious, connected, and transformative brands. In essence, we’re not just developing brands but crafting legacies that contribute to a more dynamic, diverse, and thriving business ecosystem.”