Authentic Branding in 2025: Sahil Gandhi on Connection & Evolution

1. How can brands craft authentic narratives that cut through digital noise and resonate with their target audience? 

In a world where information spreads in seconds, one wrong move can turn into a full blown crisis. Your brand is your blueprint. It should be real and clear. Today, people are drowning in digital noise, and that will not buy you an audience. Ditch the marketing fluff, your brand needs to bring something that actually strikes a chord. 

If you ask me how we can do that, I can give you three rules I share with my clients. Number one, drop the jargon and talk like a real human. Cut the corporate language and polished messaging. Just do the real talking. You don't want to sound like a robot, right ?

Secondly, own your voice. That very element is your brand’s face. If the consistency feels like a mismatched collage, people won't know what to trust. Lastly, and my personal favourite - make it about them. People are frivolously searching for a brand that gets them like their best friend. And just like that, share stories they can put themselves in. Remember, they're not looking for just ‘another’ one in the market. 

To answer this question, the solution is simple. When your brand sounds like a corporate memo, it tends to get ignored. Spill the real story, and people will listen. That’s how you stand out. 

2. What role do emerging platforms (such as metaverse, Web3, and AR/VR) play in shaping the next wave of branding? 

Honestly, Web3 and the metaverse aren't just futuristic concepts anymore. If you think about it, they're already shifting how we live, work and connect. When there’s a hype, there exists skepticism too. From what I infer, brands that sit back and wait will miss the moment. 

Leaders need to do a deep scan of their businesses and customers. They need to ask questions like Where Web3 can actually add value, or how businesses can thrive using VR, AR and collaborate seamlessly. This is an interesting fact - people are already socialising in virtual spaces, buying digital fashion and attending concerts in game worlds. 

If brands want to stay ahead and cut through, they need to experiment. They need to challenge Web2-era models. Maybe it’s productising virtual goods, expanding brand presence or offering enterprise services in the metaverse. Others might need to scale up infrastructure, from cloud to compute, and bring in fresh talent to make it happen. If you think the next wave of digital is coming, you’re wrong. It’s already here. We need to ask ourselves this question - are we ready for it ?

The shift is not about business or tech specs. It’s about the people. The next foundation for progress is being built, but brands cannot just go behind trends for the sake of it. Big changes need bigger perspectives. Think something beyond profit making, it should consider the real impact on society. 

So if you ask me - they need to build. Nobody waits for permission. 

3. How has consumer behavior evolved, and what role does personalization play in modern branding strategies? 

Gone are the days of the one-size-fits-all marketing strategy. People are not into just purchasing anymore, they love to engage. The way I see it - consumer behaviour has fundamentally changed. People expect seamless experiences, authentic interactions and expect brands to understand them on a personal level. 

If you thought personalisation is extra, you’ve got the equation wrong. It is essential. Customers want brands to anticipate their needs and not simply track them. The brands that master this trick aren't just selling their products/ services, they’re crafting a relationship that’ll last. 

I love how Netflix and Spotify do this. Their recommendations feel intuitive and personal. They feel right, and that’s personalisation done well. 

In a world where customer attention is scarce, the brands that go an extra mile to personalise will stand out. The rest will struggle to keep up, probably paying for more ads. People look into the relevance, and not into who’s making the most noise. Brands need to get this right- attention spans are shorter, expectations are higher. 

The bottom line? Generic won’t cut it. Brands that personalize will stay ahead. The early bird gets the worm – and in this case, the worm is customer loyalty.

4. How does branding differ in B2B vs. B2C environments, and what lessons can each sector learn from the other? 

In my opinion, branding in B2B and B2C is at the core about building trust and delivering value. While B2B marketing focuses on building personal relationships, B2C is all about transactional focus. 

Just to get the points right here- B2B is built on credibility, expertise and long term relationships. Buyers think and purchase. They’re focused on strategic decisions. The spotlight is on leadership, reliability and solving real business problems. 

Whereas in B2C branding, things come down to emotion. It’s about storytelling, relatability and making customers feel something. For example, I love how Nike makes me feel. ‘Just do it’ isn't just a slogan, it speaks to me. It pushes me to do a little extra. 

Interestingly, I think B2B brands can learn from B2C by becoming more human. Give it a strong brand voice, put in engaging content and use customer centric storytelling to set them apart in a sea of sameness.  

On the flip side, B2C brands should take notes from B2B for focusing on trust and long-term loyalty. While most B2C brands focus on chasing trends, the best ones build lasting relationships- just like B2B brands. 

At the end of the day, what matters most is about understanding how your audience makes decisions- and meeting them there. The takeaway? B2B can borrow emotions from B2C and B2B can borrow depth from B2C. It’s a great give and take lesson for branding. 

The goal should be the same. They should connect. They should add value, and stay relevant. 

5. How does the balance between organic and paid branding efforts affect a brand’s long-term success? 

Paid gets you seen. Organic gets you remembered. It’s as simple as that. Imagine you’re throwing a great party. You can rent the space, send out invites and fill the room. It’ll get you more attention. 

Fast forward to the next bit. Will people remember the conversations at the party? Will they come back next time? Will they tell their friends about it? That’s organic branding – the reputation you build after the whole party is over. 

The challenge is that you need to have both. Paid gets people to come for your party. Organic makes them stay, and come back. Brands that understand this concept play the long game. 

Paid branding helps you scale fast and is great for reach. But the moment you stop paying, the spotlight fades. Organic branding on the hand is built through content, consistency and trust. It’ll take time, but it compounds. 

Some brands blend both- which is a smart move. They pay to amplify, and go organic to sustain. The secret is to make sure that you’re paying to promote authenticity. 

In the long run, paid will win you clicks, but organic wins you hearts. That keeps the brands relevant. 

6. What are the biggest shifts in branding that businesses need to embrace to stay competitive in 2025 and beyond?

This is quite interesting. We’re all in 2025, and we no longer need the fluff. The game has changed. Branding is beyond visibility- it’s about relevance, speed and depth. 

Embrace co-creation if you need to stay competitive. Brands shouldn't just speak to their audience anymore. They need to build with them. User generated content, collaborative storytelling and communities are the new foundation. 

Winning brands respond fast, read culture in real time and pivot without losing their identity. Agility lies at the heart of consistency. 

People care about what you stand for. If your brand doesn't have a clear purpose, you’ll struggle to earn loyalty from customers who are younger audiences. They expect more. Set the bar high- one size fits are a thing of the past. Customers expect brands to read them like a book. AI , data and technology now enable real-time , tailored experiences. 

Brands need to think beyond today’s platforms and start building for where people are eyeing next. Branding is alive. If you’re not evolving. You’re falling behind. 

The relevant ones aren't afraid to question old books, they write entirely new ones.