The most important difference between successful and unsuccessful companies is that the successful ones have been able to create one or more brands out of their products, services, and solutions. Brand building, branding, and brand management are crucial to every enterprise’s long-term success. In fact, some brands have been synonymous with the very product, service, or solution they provide.

In this ever-evolving branding landscape, few individuals have navigated the terrain with the acumen and vision of Ram Gudipati.

As the Founder and CEO of Brand Harvest Consultancy Pvt Ltd, his journey spans over 17 years of shaping powerful brand identities across diverse industries. Recognized as a pioneer in brand strategy development, Ram’s influence extends far beyond crafting logos and slogans; he guides companies towards unveiling their authentic essence and translating it into a compelling narrative that resonates with audiences.

From Advertising to Consulting 

Ram’s early career witnessed him traversing the dynamic world of media, honing his skills in communication, storytelling, and understanding consumer behaviour. This unique background informs his approach to branding, where he emphasizes the power of emotional connection and strategic storytelling in capturing hearts and minds.

In his early days of advertising at Ogilvy and Mather, Ram had the fortune to work on a brand called Orange (a telecom brand, erstwhile Hutch). The brand was designed and developed by Wolffolins, UK, a global force in strategic brand consultancy and design. Orange allowed him to look at the inception of a brand and how the brand was conceptualized for a category driven by the need for connectivity and enabled by technology. “At Ogilvy, we followed the brand ethos to the core,” he says. The outcome was the communication that was simple, child-like, unintimidating and honest. It was driven by an advertising ideas but inherently built on the merit of brand philosophy.

“This learning has stayed with me till date. Naturally, I chose to step into the fundamentals of creating or refreshing brands with a different perspective–more strategic, less tactical, create long-term value versus short-term campaigns,” says Ram, who stepped out of advertising after gaining over a decade of experience. He adds, “I also knew my limitations and therefore chose to target audiences not among the mainstream corporates but focus on family-owned business houses where I found my niche.”

Building a Legacy of Branding Excellence

With over 150 projects under his belt at Brand Harvest, Ram has established himself as a trusted name for companies seeking to build, revitalize, or reposition their brands. From multinational giants to budding startups, he has collaborated with a diverse clientele, consistently delivering innovative and result-oriented solutions.

When we complimented him that Brand Harvest has emerged as one of India’s most innovative brand development companies, Ram says, “I would not use the word innovative. I would say purposefull. We start with a deep dive into understanding the customer’s business, the category, the drivers of growth, the triggers, motivators and barriers and the competitive framework. How is the brand perceived among various stakeholders, for B2B, B2C or even D2C segments?”

This innate understanding is strategic and anchored in the category and consumer truth. Ram furthers that at Brand Harvest, rationality drives their thinking. “Having said that, we value and understand the merit of emotional payoffs when it comes to brand building,” he asserts.

When we stated that the brand development landscape is continuously evolving, how do they ensure that Brand Harvest remains adaptable and ahead of industry trends, providing innovative solutions to their clients? Ram agrees, “Yes, you are right, but what has remained true is that there are opportunities for the business/brand to tap into.” There are pain points to address across every category and every segment of consumer or customer profiles. Therefore, what was relevant a decade ago might not be today, and it’s important to understand the changing landscape of not just branding but what’s moving the business from point A to B becomes very important. With this understanding, you will become relevant; when a brand is relevant, you have the audience’s attention.

Ram’s leadership style is often recognized as a driving force behind Brand Harvest’s achievements. Shedding light on his leadership and team-building approach, he says, “Our team has remained consistent for over a decade. From a leadership point of view, I think the team is looking for someone who can provide the larger picture for a given opportunity at hand. How do we approach this task, what needs to be done, and so on? At Brand Harvest, we work collaboratively and always keep the client’s interest in mind.” Once this is attained, the team owners are to shoulder the responsibility. This ability to distinguish and keep the client at the heart of their business perfectly aligns with the entire team. Ram adds, “Our culture is open and friendly, making working every day for the team less of an effort.”

Beyond Projects, a Philosophy

Ram’s philosophy transcends beyond brand-building. He champions the idea of brands as living entities, evolving alongside their audiences and contributing positively to the world around them. This is evident in his commitment to sustainable brand practices and social responsibility, encouraging companies to align their branding with their core values and purpose.

Also, Ram believes that the essence of brand development lies in seamless operations and enhancing the business ecosystem and industrial efficiency. To balance operational proficiency with clients’ expectations, Ram says that there are typically two stages in almost every assignment they undertake–the thinking part and the doing part. “We have always experienced that clients are very reasonable in timelines as long as they find that meaningful. Since our focus is project-based assignments, we map milestones and stage-wise deliverables and provide detailed Gantt charts to adhere to. Sometimes there are challenges, and as an agency, we understand when to burn the midnight oil and when to wind up on time.”

In the realm of brand development, technology plays a pivotal role in enhancing efficiency. Accepting it, Ram says their focus has been on the fundamentals when it comes to branding, rebranding or creating a new brand. He cites, “Take, for example, a visual identity development. It was to be dominated by how the identity would appear in print and today; it’s largely driven by digital appearance. How is my logo appearing on an IOS or Android app is important? Also, given that the digital environment is largely visual or video-driven, we look at creating content keeping the changing environment.” Keeping it light, with snippets of visually rich information. Besides, leveraging technology plays a very important role in the design and development of dynamic websites; therefore, keeping abreast with the latest platforms becomes important.

The workforce is the cornerstone of any successful organization. In regards to fostering a culture of growth, skill development, and empowerment among his employees, Ram says they are a learning organisation, and that is one thing that has not changed since their early days. “We encourage our people to take short-term certification courses, be it online or offline, to keep the learning curve moving. We dedicate one day in a month to collectively look at best practices in the industry globally.” There are many inspiring pieces of work within the creative world from which you can learn.

As a leader in India’s brand development sector, Ram and his team have faced many challenges. However, their resilience and ingenuity helped them overcome them all. Ram recalls, “Brand Harvest began in 2007, and the 2008 crisis saw us going down, but we held ourselves tight to overcome. This was followed by the real estate category going through a slump during 2014-17. We reduced our dependency on this category.” The pandemic was no exception either.

A Guiding Light for Aspiring Brand Builders

Ram’s experience in the brand development niche has made him a stalwart amongst his peers. He says that brands and branding will remain no matter how technology evolves. “My advice to youngsters aspiring to enter the branding niche will be to pay attention to the fundamentals, and you will find that the outcomes will be naturally aligned to the client’s needs. Keep it simple. It cuts across the clutter.”

Further, recognized as a thought leader in the industry, Ram actively shares his knowledge and expertise. He regularly conducts workshops, seminars, and webinars, mentoring aspiring brand professionals and guiding them on their journeys.

Finally, looking to the future, Ram divulges his vision for Brand Harvest: The opportunity in India for branding is massive. However, a large community of clients who are entering the fold needs to be educated about the importance and merits of investing in branding. “I think if we can build thought leadership in how branding can be leveraged to accelerate growth, then we have an audience for the future, too,” he concludes.

Ram Gudipati is more than just a brand consultant; he is a visionary leader, a passionate storyteller, and a force for positive change in the world of branding. His dedication to his craft and commitment to empowering others solidify his position as a true pioneer. You can connect with him at +91 9323174028 or ram@brandharvest.net.