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By:

Divyaa Advaani 

2 November 2024 at 8:58:38 am

Your First Impression Is Delegated

A prospective partner called your office last week. You do not know his name. You were not told he called. The phone rang four times before it was answered, he was asked to repeat himself, and he was promised a callback that arrived two days later as a message with no greeting. He formed an opinion of you in under three minutes. You were not in the room, and you will never know that opinion existed. Most founders believe their personal brand begins when they walk into a meeting. It does not....

Your First Impression Is Delegated

A prospective partner called your office last week. You do not know his name. You were not told he called. The phone rang four times before it was answered, he was asked to repeat himself, and he was promised a callback that arrived two days later as a message with no greeting. He formed an opinion of you in under three minutes. You were not in the room, and you will never know that opinion existed. Most founders believe their personal brand begins when they walk into a meeting. It does not. It begins at the first point of contact, and in any business of real size, that point is almost never the founder. It is the assistant who manages your calendar. The sales executive who sends the first proposal. The person who handles your WhatsApp, the receptionist, the coordinator who confirms the meeting. These people speak for you every day, in your name, using your reputation, and most of them have never been told what that reputation is supposed to feel like. Many are loyal, hardworking and capable. That is not the issue. The issue is that nobody ever showed them what a first impression of this founder should feel like. Here is what a prospective client experiences. They do not separate you from your team. They cannot. To them, the speed of a reply is how seriously you take them. The tone of the first email is the tone of your leadership. A proposal with a spelling error, a late response, a careless "will check and let you know" becomes evidence about the person at the top. If this is how the organisation presents itself while trying to win my business, they reason, this is how it will treat me once I have signed. And they never tell you. They simply go quiet. The deal that stalls after a promising first call. The partner who becomes "busy". The client who chooses a competitor and offers a reason that has nothing to do with the real one. Across a year, that is every enquiry that stalled, every proposal left unanswered, every introduction that never became a meeting. This is a personal brand problem, not a staffing one. A founder can spend years refining how they present in a room and still lose the room before they enter it, because the impression was formed by someone else, in a conversation the founder was never part of and never heard about. The founders who avoid this are not the ones with the most polished staff. They are the ones who have made their brand legible to the people around them. Their team knows how the founder speaks, what the business stands for, what warmth looks like in a reply, how a delay should be explained and how a client should feel in the first thirty seconds. The team is not following a script. They are carrying a standard, because someone took the time to define it. When did you last experience your own business the way a stranger does? Not a test call arranged with your team's knowledge. A real one. Send a first enquiry from a number nobody recognises. Notice how long it takes to be answered, what the tone is, and whether you would want to do business with whoever replied. Then ask yourself honestly whether that person sounds like you, and whether you would be proud to be represented that way. If the answer is uncomfortable, it is worth acting on now. Every week of that experience is a week someone forms a verdict about you without your knowledge. Your personal brand is not only what you say. It is everything said on your behalf. If you have a suspicion about how your business is being experienced before you ever walk in, that suspicion deserves a direct, focused brand consultation, not a casual chat. Book yours here: 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.)

Congress tries a ‘third’ hand

Dec 24, 2025
3 min read

New Delhi: The BJP latest manoeuvre in elevating Nitin Nabin as the party’s national working president has had consequences in Maharashtra’s two biggest cities - Mumbai and Pune. The result has left the Congress party in a curiously ambivalent mood: quietly pleased by the opportunities created, yet wary of the turbulence ahead.


In Maharashtra, the immediate beneficiary of the BJP’s move is Eknath Shinde’s Shiv Sena. The BJP’s organisational signal has strengthened its hand in the forthcoming elections to the BMC, Asia’s richest civic body, and in Pune, the state’s second city. For Shinde, whose legitimacy still rests on a contentious split with the party founded by Bal Thackeray, any reinforcement from the BJP’s formidable machine is welcome. For Uddhav Thackeray, who leads the rival Shiv Sena (UBT), the message is ominous. His party, once the natural custodian of Marathi pride in Mumbai, now faces the prospect of being squeezed between a BJP-backed Sena on one side and a revived Maharashtra Navnirman Sena (MNS) led by his cousin, Raj Thackeray, on the other.


Shotgun Alliance

That pressure has forced Thackeray into an awkward embrace with his estranged cousin. A reunion of the Thackeray clans, long rumoured and often aborted, has unsettled Thackeray’s MVA ally - the Congress. Signals from the party’s high command suggest a calculated distancing from Shiv Sena (UBT), particularly in Mumbai, where Congress leaders are exploring arrangements with smaller parties rather than committing to a Thackeray-led front.


In Pune, the party’s pragmatism is even more pronounced. Quiet efforts are under way to entice Ajit Pawar’s NCP, currently aligned with the BJP, into a tactical understanding for the civic polls. Control of the municipal corporation, even without ideological harmony, is the immediate prize.


For the embattled Congress, the civic polls offer a chance to do two things at once. First, by keeping a degree of separation from the Uddhav–Raj combine, it can strengthen its own organisational sinews, which have atrophied after years of playing junior partner. Secondly, it can allow the BJP–Shinde Sena and the Thackeray cousins to polarise the Marathi vote between them, leaving Congress to position itself as a ‘third pole.’


Such a strategy is particularly tempting in Mumbai. A tie-up with outfits like Prakash Ambedkar’s Vanchit Bahujan Aghadi (VBA) could help Congress consolidate minority, Dalit and tribal voters, constituencies it believes are more reliably mobilised without the ideological baggage of Thackeray’s Sena (UBT). Severing or loosening ties with Shiv Sena (UBT) would also simplify Congress’s messaging ahead of assembly elections elsewhere. In states such as West Bengal and Tamil Nadu, where polls loom next year, the party has historically preferred alliances that allow it to emphasise secular credentials and oppose the BJP without accommodating overtly Hindu nationalist partners.


Mixed Signals

The Congress’ internal signals, however, are mixed. When talk of a Thackeray reunion resurfaced, Maharashtra Congress leader Vijay Wadettiwar publicly welcomed it, arguing that Raj Thackeray’s limited but distinct vote share could help consolidate Marathi sentiment. Mumbai Congress chief Varsha Gaikwad was more circumspect, hinting that alliances with parties prone to street-level militancy deserved scrutiny. Wadettiwar swiftly clarified that decisions would rest with the party’s senior leadership, underscoring the centralised nature of Congress’s calculus. In Pune, meanwhile, senior leaders are reportedly engaged in discreet conversations with Ajit Pawar, whose defection from his uncle Sharad Pawar’s NCP last year still reverberates through state politics.


The outline of a broader strategy is becoming visible. Congress appears content to let the BJP and Shinde’s Sena draw on non-Marathi and anti-dynasty voters, the Thackerays appeal to wounded Marathi pride while it quietly rebuilds among minorities and lower-caste groups.


Mumbai Approach

Mumbai’s demography lends some plausibility to this approach. Alongside its Marathi core, the city hosts millions of migrants from Uttar Pradesh, Bihar and Jharkhand, a constituency that has increasingly gravitated towards the BJP. Raj Thackeray’s strident rhetoric against North Indians, once electorally potent, now risks narrowing his appeal and complicating Uddhav Thackeray’s efforts to broaden his base.


None of this guarantees success for Congress. Playing the ‘third pole’ is a delicate art. Yet, the Congress, struggling for survival, has few illusions about sweeping victories. Its aim, for now, is more modest – it is to survive, to remain relevant, and to exploit the cracks opened by its rivals’ rivalries. In Maharashtra’s civic chessboard, that may be advantage enough.

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