How Leadership Influences a Brand's Identity For Consumers Your adoration and repurchase rate towards a brand or a product, by and large, is influenced by the face associated with it. For me, it's the face of a leader

By Paromita Gupta

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.


One of the things I want to purchase is a Mahindra Thar. Nope, not a Jeep, a Suzuki Jimny, or a Land Rover Defender, but a simple-sweet-sexy Thar. Now, 70 per cent has got to do with its design, durability, and travel-friendliness. But the rest 30 per cent? That's for none other than Anand Mahindra.

No, you do not get to be snarky about what I wrote (or what you just read). If one can buy Hyundai simply for the sake of Shahrukh Khan endorsing it or Emami Navratna Cool for Amitabh Bachchan, I can certainly cite my reason as a justified one. Also, the fact that Mahindra has headed the vertical and knows what went into building it is a cherry on top for me.

Still, have your doubts? What do you think of Ratan Tata? Or the brand Tata? The Tata Group, its verticals, and its products are built on trust and fairness. And such value and spirit have led to it being a global dominator with a loyal target audience.

Your adoration and repurchase rate towards a brand or a product, by and large, is influenced by the face associated with it. For decades before, actors played the biggest role in influencing customers towards a brand or a product. However, a few family conglomerates broke through the traditional narratives and were prominent not because of a celebrity face associated but by the face of a leader.

My TED talk is not just based on the leadership of corporate giants; it stands to be true for the latest phenomenon that has shaken the Indian marketplace- startups. The biggest case study for it will be Shark Tank India. Eight brands and two seasons, Shark Tank India with Aman Gupta, Amit Jain, Anupam Mittal, Ashneer Grover, Ghazal Alagh, Namita Thapar, Peyush Bansal, and Vineeta Singh gave a new definition to what it meant to be the face of a brand. Overnight, these individuals transformed from just being founders to the face Indian households associate with the startups. Case in point, prior to season one of the show, for me, Lenskart was a brand Katrina Kaif endorsed with the 3D-try on service. Post January 2022, most customers or just the general public will associate the eyewear company with Bansal rather than one of its brand ambassadors- Katrina Kaif, Alaya F, Kiara Advani, Karan Johar, or Bhuvan Bam.

"To assess the viability of this point, one doesn't have to look further than the fact that founders, CEOs and company heads have regularly taken to representing their brands in ads and marketing campaigns. Popularised by Dharmapal Gulati featuring in MDH's ads for the longest time, we've seen many prominent examples over the years, with the trend spiking in popularity recently with Vineeta Singh making an appearance in her brand, Sugar's ad, and Anupam Mittal in's, among others. It becomes a truer, more authentic form of influencer marketing when the brand leadership interacts with their audience through such channels," notes Shradha Agarwal, Co-founder and CEO, Grapes.

The new age of entrepreneurs are not required to just have the business capacity but also have to adapt to becoming more prominent through its brand image in an ocean of startups and competitors.

Just like I credit Mahindra's business and leadership acumen for my desire to buy Thar, maybe this generation will credit an influential leader for their sought-after products.

Wavy Line
Paromita Gupta

Features Writer

Covering news and trends in AI and Metaverse segments. An avid book reader running her personal blog on the side. You may reach me at 

Related Topics


4 Lessons from the GOAT MS Dhoni

MS Dhoni is by far one of the most influential sportspersons and captains. He has been a role model for many in sports, professionalism, personality, leadership and more. His journey is nothing short of inspiring as he hailed from a middle-class family and worked his way to the top. There are several lessons to take away from his journey.

Money & Finance

How Much Cash Do You Need for Your Business's Safety Net?

A healthy business has a healthy cash flow, but what do you do when you hit a dry spot?

Starting a Business

How Dairy Farming Made Me a Better Tech Entrepreneur

Here's how working on a dairy farm contributed to my success as a technology entrepreneur.


How Early-Stage Investors Decide Whether to Invest in a Startup

Having a validated product or service and demonstrating market traction are essential for attracting early-stage investors. Startups are more likely to attract investment interest if they can demonstrate early consumer adoption, revenue growth, or partnerships with significant players in the industry.


Surprise Attack: Ashneer Grover Returns To Television With Roadies

Ashneer Grover, the former managing director and co-founder of BharatPe, caused quite the stir among his fans over the weekend when the promo video of Roadies 19 was released.


You Have to Lead Yourself Before You Can Lead Others — How to Master the Art of Self-Leadership

As entrepreneurs, we can get lost in the demands of the business and need to remember to take care of ourselves. However, self-care is crucial in self-leadership. When business leaders don't practice self-care, they become overwhelmed and burnt out, which means a decrease in productivity, creativity, and overall happiness.