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By:

Divyaa Advaani 

2 November 2024 at 8:58:38 am

Being Liked Is Not Branding

AI Generated Image Think of someone specific you met in the last six months who seemed genuinely interested in connecting further. The conversation was warm. There was energy in it. They said all the right things — let us stay in touch, I would love to explore this further, I will reach out next week. And then they did not. Not because they were rude or dismissive. Not because something went wrong. But because by the time next week arrived, you had simply faded. This is one of the most...

Being Liked Is Not Branding

AI Generated Image Think of someone specific you met in the last six months who seemed genuinely interested in connecting further. The conversation was warm. There was energy in it. They said all the right things — let us stay in touch, I would love to explore this further, I will reach out next week. And then they did not. Not because they were rude or dismissive. Not because something went wrong. But because by the time next week arrived, you had simply faded. This is one of the most quietly expensive things that happens to accomplished founders — and almost none of them know it is happening. Being liked is not the same as being remembered. Being remembered is not the same as being recalled at the right moment. And being recalled at the right moment is the only version of any of this that actually creates business. The gap between a pleasant first impression and a phone call that begins with "I immediately thought of you" is not filled by warmth or competence or even a genuinely great conversation. It is filled by a personal brand strong enough to occupy a specific, distinct place in someone's mind long after the meeting has ended. Here is what most founders are not told. When someone leaves a conversation thinking "what a lovely person" they have given you a compliment. When they leave thinking "she is exactly the person I would call if I ever needed to solve this specific problem for someone I care about" they have given you a business. The difference between those two outcomes is not how much they liked you. It is how clearly they understood what you stand for and who you are for. Most accomplished founders are genuinely likeable. Many are impressive. Very few are specific enough to be recalled at the moment an opportunity arises. They exist in the minds of their network as pleasant, capable, talented — and entirely interchangeable with the other pleasant, capable, talented people those same contacts met last month. That interchangeability is costing you more than you realise. Every time someone in your network encounters an opportunity that should be yours and instead recommends someone else — not because they like that person more, but because that person's name surfaced first and most clearly — your brand has failed at its most fundamental job. The founders who get called first are not always the most qualified. They are the most memorable. Not memorable in the sense of flashy or loud or relentlessly present online. Memorable in the sense that when a specific need arises, a specific face and a specific name and a specific value proposition surface together, clearly and immediately, without the contact having to work to reconstruct who you are and what you do. That kind of memorability is not an accident of personality. It is the result of a personal brand built with enough clarity, consistency and intention that it leaves a distinct impression rather than a pleasant but general one. It is the difference between being someone people enjoyed meeting and being someone people think of when it counts. Think about your own network right now. When an opportunity arises that is perfect for you — do the right people think of you immediately? Or do they think of you eventually, after they have already recommended someone else, and feel a pang of recognition that they should have called you first? If it is the second — your brand is not broken. It is just not specific enough yet. And that is entirely fixable. I work with founders on exactly this — building a personal brand clear and consistent enough that the right people think of them first, not eventually. If you are ready to stop being the person people liked and start being the person they call, book your consultation call with me on this link: https://www.calendly.com/divyaaadvaani/founder-brand-audit — Divyaa Advaani, Personal Branding Strategist (The author is a personal branding expert. She has clients from 14+ countries. Views personal.)

Ballot Quake

May 4
2 min read

The keenly-contested state elections in four states and a union territory witnessed mandates that have taken a tectonic turn in West Bengal, Tamil Nadu and Kerala. The voters here have delivered verdicts that have completely upended entrenched narratives and redrawn the Indian political map with unusual force.


The most dramatic upheaval unfolded in West Bengal, where the Bharatiya Janata Party pulled off what once seemed improbable: dislodging Mamata Banerjee and her All India Trinamool Congress after 15 years in power, proving the exit polls, once again, poor prophets.


West Bengal’s mandate is a decisive repudiation of an incumbent long accused by its critics of presiding over a climate of relentless intimidation and patronage.


The BJP’s campaign driven by Prime Minister Narendra Modi was notably disciplined. Rather than personalise the contest, it hammered away at the TMC’s governance failures, namely Bengal’s unemployment, the sheer absence of industry and an egregious appeasement of Muslim minorities, including Bangladeshis and Rohingyas, which snowballed into a palpable security threat.


Episodes such as the horrifying Sandeshkhali incident and the R. G. Kar Medical College rape-murder case carried out or under the patronage by TMC henchmen became lightning rods, crystallising a broader sense of grievance against the TMC, and a sense of betrayal among voters who had voted Banerjee in power with the expectation she would undo the damage done by the erstwhile Communist regime.


Equally telling was the collapse of the Trinamool’s long-favoured ‘outsider’ narrative. For years, the party portrayed the BJP as ‘alien’ to Bengal’s culture. This time, the BJP met symbolism with symbolism even as they chipped away at the charge of cultural intrusion. Meanwhile, the Trinamool’s virulent attacks on the Election Commission of India, exemplified in the unsavoury Malda hostage incident during an SIR exercise, and the uncouth defiance of its leaders, backfired spectacularly.


Tamil Nadu saw another seismic shock in a state long dominated by the Dravidian duopoly, with wildcard entrant, actor Vijay and his fledgling Tamilaga Vettri Kazhagam, rewriting the script. Defying expectations, the TVK emerged as the single-largest force, unsettling M. K. Stalin’s Dravida Munnetra Kazhagam.


This was no mere splash. Vijay’s campaign fused star power with strategy: vast fan mobilisation, a deliberate refusal to ally with established parties, and a relentless pitch for ‘change’ aimed squarely at anti-incumbency sentiment. Digital outreach allowed the party to tap into a younger electorate less beholden to Dravidian loyalties.


In Kerala, the tremor was ideological as the defeat of the Left Democratic Front by the Congress-led United Democratic Front signals the eclipse of the Left as a ruling force anywhere in India - a remarkable turn for a movement that once shaped the republic’s intellectual and political vocabulary given that since 1977, communists have governed at least one Indian state.


The mandates were a reminder that no citadel is impregnable. India’s voters have spoken with unusual clarity. The message is simple: adapt, or be swept aside.

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