By Kaustubh Mishra
In today’s age we give a lot of emphasis to branding, some of the biggest brands like Coca Cola, McDonald's have been getting astronomical valuations of their brands, and rightfully so. One of the major aspects of branding is the promise a brand holds and how it delivers, so while McDonald's is about consistent quality at reasonable prices, Volvo invokes the feeling of security. What about Hinduism and its components?
Hinduism has been one of the oldest practiced religions in the world and has consistently proved its relevance in modern times too. In the older texts like Veda and Puranas, we see a lot of wisdom which is being used in today's world, albeit with different names. At the core level, Hinduism cannot be classified as a religion per se, it's basically a way of life and how to live it by applying predefined beliefs which in turn triggers preconditioned behaviors, which has been duly documented in the Vedas and Puranas.
Out of the Holy Trinity of Gods, Brahma is known to be the creator. Let us see if the promise it holds also remains true to its purpose. Now let's look at the various brand elements of Lord Brahma:
Brand Name - Brahma itself means ultimate reality or the knowledgeable one. He is also known as Swayambhu, i.e. the self-born. The brand name thus is quite consistent with the purpose, because not only the creator has to be self-born but there can't be a creation without knowledge.
Brand Characters - The wife of Brahma is Saraswati, who herself is the Goddess of wisdom, a primary requirement for someone creating the world. She gives the knowledge to Brahma to assist in the process of creation. The vehicle of Brahma is the Swan, who, as per scriptures, can separate water from milk, and again is the bearer of great knowledge.
Brand Symbols - While most Hindu Gods are seen with different weapons in their hands, Brahma has a book (Vedas), a vessel with water, a Laddle (used to make offerings in a Yagna) and a rosary. Thus Brahma carries the symbols of knowledge and creation in his hands with his four faces looking at all directions.
Brahma is also shown to have a long white beard, a sign of experience and asceticism, qualities required for someone's tasked with creating universes and even time. He is said to have written all the Vedas, made all Raga & Ragini's, thus creating knowledge and arts in the world.
While this is not meant to be an in-depth analysis of the brand elements of Brahma, which would need a lot more space and time, through this we can see that every symbol and character that is related to Brahma had knowledge, wisdom, and creation at its core. The promise has been consistent and so has been the delivery.
Brahma defines the concept of "brand inception" - how beliefs are created, how forms are acquired over a given period of time, how a brand extends from a culturally familiar intuitive space to the wide customer mindset. The challenge will be always related to the creation of the very best brand management practices that are grounded in our rich repository of stories and rituals. Undoubtedly, Brahma is the ground zero, the point of origin, to reckon with.
About the Author and Publication:
This is 1st in a series of articles exploring branding in Hinduism, by Kaustubh Mishra, Founder at iRideGear. Kaustubh is all heart & energy, whose passions include motorcycle riding, writing, teaching, and brand consulting. He has 15+ years of experience in automobile, banking & fashion industry. He can be reached on firstname.lastname@example.org