A great brand does more than draw attention, it conveys a message to audiences that, when done correctly, personifies a business and tells the public who they are and what they do. But when a brand’s public identity does not align with what customers actually encounter, they risk not only disappointing the public but eroding their trust.
I was reminded of this branding phenomenon on a recent trip to Northern India. Often referred to as The Pink City, our destination was one known for elegance, craftsmanship and royal lineage called Jaipur. While beautiful, the views were far from the bubblegum palette one might imagine. Its historic buildings are more of a warm ochre tone accented with delicate white striping.
In this case, the city did not disappoint. While it may not have lived up to the color scheme,there was a level of extravagance and detail that only a place called “The Pink City” could offer. The actual experience was rich, full of culture and far more memorable than we could have expected. The true danger in branding is not when it exaggerates a detail, but when it sets up an expectation that reality cannot deliver.
Branding is a company’s way of setting expectations. It is the first impression prospective clients will have of the business and the key to engaging them further. But branding that strays too far from the truth can quickly backfire. Customers may not expect perfection, but they do expect honesty and transparency.
Three Ways to Align Your Brand with Reality
Jaipur reminded me that a brand doesn’t have to be literal to be powerful. But it does have to be honest, intentional and met with an experience to back it up. Consider the following:
• Remember where you came from: Jaipur wasn’t built for tourism, it was built as a city of artisans, visionaries and royals. In fact, the buildings were painted pink in the 1870’s to welcome Queen Victoria of Britain. Its palaces and polo grounds were more than decoration, they exhibited purpose and pride. And that legacy still lives in every carefully maintained facade and handcrafted experience to this day. The strongest brands know their roots and honor them. Rather than chasing trends, they build on identity that evolves with modern needs. Businesses that remain connected to their origin story often find deeper engagement with their audience.
• Plan to deliver: From the extravagant greetings of leis with fresh flowers and bindis, to the perfectly manicured gardens where peacocks roamed freely and the immaculate corridors lined with jewelry stores and a rare bookstore, our arrival at the RambaghPalace in Jaipur was fit for royalty. In business, your customer experience must live up to the story you tell. Too often, business leaders focus on building a brand story, without a plan to execute as advertised. A brand should be reflective of the businesses values and the experience they plan to offer.
• Consistency builds credibility: Throughout Jaipur, from the outskirt of the city to thepalaces and the rooftop views, the symbols of royalty and hospitality never wavered. The architecture told the story of Jaipur’s history and the service and people reflected its pride. Branding requires the same kind of consistency. When every part of a business, including the website, social media presence and staff training, is consistent with a brand and its values, it fosters trust among the public, aiding in business growth and retention.
Don’t Tell the Best Story, Deliver It
It is tempting as business leaders to create the most compelling brand story possible. But storytelling only works if the experience supports it. If Jaipur had relied on the color palette alone, our group would have likely been left underwhelmed. Instead, we left inspired by a city that delivered a royal experience only somewhere known as The Pink City could offer. So, make sure your branding aligns with what your business actually provides and let the value your business brings speak for itself.