Authored by: Anuj Mundhra, Founder, Chairman & Managing Director, Nandani Creation Limited (Jaipur Kurti)
New Delhi [India], November 13: A customer browses a 15-second clip of a block-printed kurti, clicks on the link and completes the payment in under two minutes. A week later, she receives a package with fabric that doesn’t match what was shown in the video. She places the blame on the brand, not knowing that she might not even have bought from them.
India’s booming D2C fashion market is facing a silent crisis. With a wide range of ethnic apparel, accessories and casual brands now reaching customers outside metro areas, customers are quick to purchase on impulse. This means they rarely take the time to check that they are buying from the correct brand. This can result in customers purchasing from an almost identical brand name.
Brand Identity vs. Brand Name
A lot of founders view brand identity as just creating a cool name, logo and social media username. However, brand identity should encompass the entire experience a customer has with your brand. This includes the colour scheme, caption tone, packaging and response speed.
If the brand identity is based around the brand name, then it is very vulnerable. A similar brand can easily create a similar name by changing one letter, adding a suffix to the end or using a very similar logo. However, they will struggle to replicate the consistency of behaviour that has been built up over years.
The Trust Economy
Imposters don’t have to invest in building trust. Instead, they’ll copy the catalogue style, offer the same discounts and create the same customer service tone. Customers are then left feeling that they’re not receiving the same experience as the original brand.
This hurts both parties. Customers lose not only money but also trust. And the real brand suffers from a bad reputation for failures it didn’t cause. In a world driven by reviews, one negative review can overshadow the great work you’ve done over the course of a year.
Creating an Identity That Is Difficult to Copy
There are a few ways brands can protect themselves:
1. Be Transparent with Verifiable Information
Include the official website, social media handles and contact information on all your packaging, invoices, inserts and customer communications. This way, any customer who knows where to look can verify the brand’s authenticity within seconds.
2. Create a Unique Sensory Identity
Unique packaging and unboxing experiences, a distinctive colour or tag design, or a memorable catchphrase can help customers recognise your brand. While imposters can copy these features, the more specific and consistent you are, the easier it will be for customers to identify when something isn’t right.
3. Educate Your Audience
Occasionally create content explaining how to identify official pages, verified accounts or authorised sellers. This makes your customers your first line of defence and builds confidence rather than causing worry.
4. Create a Distinct Customer Service Identity
Delivery timelines, return policies and response tone can all become part of your brand identity. While imposters may be able to copy your product images, they’ll struggle to replicate reliable customer service.
5. Explore Legal Solutions
Registering trademarks and reporting impersonation to platforms can be useful, but these measures take time. They work best when combined with visible branding and customer education.
What Consumers Should Look For
To ensure they are purchasing from a trustworthy brand, consumers can adopt a few simple habits. Check whether the social media handle matches the official brand website, look at recent customer reviews and be cautious of unusually steep discounts. If an offer seems too good to be true, it is worth verifying before making a purchase.
Emerging Trends in the Industry
As more and more brands enter the market, instances of similar brand names are likely to increase. Brands with clear identities and promises that are consistently delivered will be better positioned to succeed.
While anyone with a design tool can copy a brand name, they cannot replicate the reputation built through consistency. Branding is evolving rapidly, and having a clear brand identity helps consumers make quicker decisions about which brands they can trust. Ultimately, this identity must be built carefully and should reflect the quality and experience of the product itself.
(The article has been published through a syndicated feed. Except for the headline, the content has been published verbatim. Liability lies with original publisher.)