How to build a memorable brand (Lessons from Sholay)

How to build a memorable brand_Lessons from Sholay

A Few days back, when I was surfing Amazon Prime with my 13-year-old niece Aarya to find an interesting movie to watch, something nostalgic happened.

As we scrolled through the screen, "Sholay" appeared, and Aarya promptly exclaimed, "Let's watch Sholay again!" The first time she watched this iconic Indian movie, she was just 5 or 6 years old.

Aarya, the drama queen of our house, had a remarkable talent for enacting the entire movie with my dad as Gabbar and me as Basanti. She even took on the roles of GP Sippy, Jai, Veeru, Thakur, and all the other characters. For a few months, it became a routine for my dad to play Sholay with her.

When Aarya suggested we watch "Sholay" again after so many years, I was pleasantly surprised. I asked her, "Do you remember this movie?" She replied, "Of course, I remember the plot, some dialogues and most of the characters.”

But the story doesn't end there.

On the other side, I was in search of a compelling topic for my first article, one that delved into the fascinating world of branding and its impact on the human mind. What other example could be more fitting than the timeless classic "Sholay"?

There is no doubt that this movie is a masterpiece of Indian cinema. From its nomenclature to its logo, music, action, and even the rolling end credits, everything about "Sholay" is etched vividly in my memory, but I never knew that it had the same impact on Gen Alpha.

Sholay" is a classic for multiple reasons. Even though people label it as a masala film, there was a lot of intellectual work and thinking that can be seen to make it memorable.

Don't believe me?

Close your eyes and think about Jai.

What comes into your mind?

The blue jacket and trousers or the mouth organ?

Well, this is just one example of crafting a memorable persona. Now, let's dive deep into the Brand Building Principles used in SHOLAY.

The Power of well-defined characters

Picture this: "Sholay" without its iconic characters. It's hard to imagine, right?

Well, that's precisely how your brand works. Your brand is like your movie, and your characters are your products or services. Each character in "Sholay" has a distinct personality, background, and role to play, making them memorable and relatable.

In the world of branding, your products or services need a strong and unique identity. Just like Gabbar Singh is unforgettable because of his ruthless demeanor, your brand should stand out in your industry. Whether it's through a catchy logo, a memorable tagline, or a unique product feature, your brand's identity should be unmistakable.

Let's understand this with an example:

I'm a companion of athletes, sports enthusiasts, and the fitness freak community. I stand for kindness, openness, and confidence. I'm a winner, friendly, adventurous, competitive, dynamic, and clever.

Guess the brand name!!!

Oh... is it difficult? 🤨

C'mon "JUST DO IT"

Did you able to guess? 🤔

Well, this is branding.

Crafting unique brand persona

Now, let's talk about personas. In "Sholay," every character, be it side characters like Angrezo ke zamane ke jailer, Soorma Bhopali, Mausiji, Sambha, or any other character of the film, they all have a unique persona that defines their actions and reactions throughout the story.

Jai is the calm and collected rebel, Veeru is the jovial jester, Thakur is the wise old man seeking justice. These personas create a rich tapestry that keeps the audience engaged and made their characters memorable.

Similarly, your brand should have a well-defined persona. Are you the innovator who's always pushing boundaries, or are you the reliable and trustworthy friend? Define your brand's persona and make sure it aligns with your target audience's values and needs. This consistency in character is what builds trust and loyalty.

The Voice and Tone

"Sholay" isn't just about visuals; it's about the storytelling, dialogue, the voice, and the tone. Each character has a distinct way of speaking that adds depth to their persona. Gabbar's menacing dialogue delivery sends shivers down our spines, while Jai's calm and measured words reassure us.

In branding, your voice and tone matter just as much. The way you communicate with your audience should resonate with your brand's persona. If you're a high-end luxury brand, your communication should reflect sophistication and elegance. If you're a fun and youthful brand, inject humor and energy into your messaging. Consistency in voice and tone helps your audience connect with your brand on a personal level.

Why "Sholay" is Timeless

Now, let's address the elephant in the room – why is "Sholay" still the most memorable movie in India? It's because it brilliantly combines all these branding principles in storytelling. The well-defined characters, unique personas, and compelling voice and tone create an emotional connection with the audience. That, my friends, is the magic of effective branding – it's memorable, relatable, and leaves a lasting impression.

Your brand can achieve the same timeless appeal by following these principles. When people connect with your brand on a personal level, they become loyal advocates. They remember your brand, recommend it to others, and keep coming back for more.

Conclusion

So, as you embark on your brand-building journey, remember to ask these questions to yourself:

👉 Craft well-defined characters (products/services/organisation) with market research

👉 Develop unique personas (brand identity) for brand positioning

👉 Master your voice and tone (communication) for brand building

In doing so, you'll create a brand that, like "Sholay," stands the test of time and captures the hearts of your audience.

In the world of branding, your story is your biggest asset, and with the right storytelling methods, your brand can become a legendary blockbuster!

Hope I have shared some useful insights.

Do watch this space for my next blog on festive branding.