Iconic brands are companies that know how to pull out all the stops when developing a relationship with their target audience. What sets them apart from standard companies is their ability to stay true to their story. As per Govind Rai, Co-Founder & CEO of Insomniacs Digital Pvt. Ltd., in today's digital age, shaping the future starts with how you present yourself online – today. "The iconic brands make a distinctive effort to connect with their customers and generate affinity in their target audience, offline and online."
"In residential and commercial real estate, premiumisation thrives on aspiration, allowing branded players to leverage value and command higher premiums. A strong brand not only drives better margins but also ensures long-term sustainability in the market," said Rai.
Chandan Kar, Partner, NeoLiv, stated, "We are still building our vision, a team of professionals driven by a shared dream to create something truly transformative. Unlike in the past, where billion-dollar organisations were primarily built by large families, we are pioneering a new model by integrating global learning with deep-rooted Indian expertise. As India's only integrated fund and development company, we have combined equity funding with development to redefine the industry, ensuring that our brand evolves in alignment with what consumers truly believe in."
The future of real estate will be defined by service excellence, where trust, expertise, and customer experience will set premium brands apart. A brand is built when people trust you, whether you capture the trust through advertising first or by proving your product; the key is to build something believable and sustainable, explained Chandan Kar.
Elaborating on how his website's theme of "infinite possibilities" aligns with his actual work and value proposition, Amit Goenka, MD & CEO of Nisus Finance Services Co Limited, said, "We began our journey in 2013-14, navigating a chaotic and uncertain financial landscape filled with NBFC failures, demonetisation, RERA, and IBC. Born in a VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) world, we embraced infinite possibilities, constantly pushing boundaries, reinventing ourselves, and evolving from a standard credit lender to a leader in distressed assets, expanding from four cities to 11, and growing beyond residential into all asset classes, proving that true success lies in limitless exploration. For instance, we don't just provide capital, we solve problems with innovative, customised financial solutions that optimise cash flows and create sustainable value. Our approach goes beyond individual projects, addressing challenges at an enterprise level to unlock 'infinite possibilities' for long-term growth."
Successful real estate brands maintain financial discipline, strategic leverage, and a clear long-term vision. While some players struggle with fragmented assets and inconsistent financial structures, established brands create trust through standardisation and careful planning, according to Goenka.
Explaining why her website highlights the importance of partnerships or collaborations, Priya Mathias, Executive Vice President & Head of Marketing and Communications IndoSpace Development Management Pvt. Ltd., said, "B2B real estate, especially in the industrial and logistics space, deserves its share of the spotlight. With 50+ parks and 60 million square feet across India, we differentiate ourselves not just through infrastructure but by offering services that help businesses scale and thrive. True premium comes from long-term value, going beyond just the physical space to deliver exceptional support, seamless service, and a legacy of trust that sets us apart in a competitive market. Our brand philosophy, Linking the Limitless, is about connecting today's potential with tomorrow's possibilities, always from the customer's perspective. A lasting legacy is built through strong partnerships with customers, investors, bankers, and, most importantly, our people, and that's the message we strive to communicate."
B2B real estate, especially in the industrial and logistics space, deserves its share of the spotlight. True premium comes from long-term value, going beyond just the physical space to deliver exceptional support, seamless service, and a legacy of trust in a competitive market, said Mathias.
Vishal Sharma, Chief Sales & Marketing Officer, Raymond Realty, articulated, "Since 1925, Raymond has led with innovation and a customer-first approach across industries, whether lifestyle, apparel, FMCG, engineering, or real estate. Even as newcomers to real estate in 2019, we set our benchmarks, challenged industry norms, and proved our commitment by becoming the only brand in Maharashtra to complete a project two years ahead of the RERA schedule because true success lies in going beyond expectations. After careful deliberation, we built on our 100-year reputation of trust, craftsmanship, and excellence, setting a new benchmark where quality wasn't just a differentiator; it became an expectation. From delivering a massive 42-story, 14-acre development ahead of schedule to redefining lifestyle standards, we've navigated high customer expectations, market leadership, and the power of social media, proving that success comes from believing in the brand, putting the customer first, and always doing the right thing."
Success comes from believing in the brand, putting the customer first, and always doing the right thing. The biggest challenge in building a brand is striking the balance, convincing customers that they are offered value and luxury homes that truly deserve a premium, said Sharma.
Speaking on what sets BCD Group apart, Angad Bedi, Chairman & MD, BCD Group, said, "BCD Group has operated behind the scenes for 70 years, but in the last two years, we have stepped forward as a brand, evolving from a B2B construction company into a recognised name in real estate. With a legacy of delivering 150 million square feet for others, we are now applying our expertise to build better, stronger, and faster for ourselves, ensuring quality and trust remain at the core. Real estate isn't just about selling a product, it's about upholding the highest standards of trust, financial integrity, and execution."
The key is maintaining a strong parent brand while strategically branding each vertical. Rather than confusing customers with separate entities, ensure brand continuity, linking trust to the parent company while giving distinct identities to verticals, allowing each to thrive while reinforcing the core brand's credibility, said Bedi, BCD Group.
Govind Rai concluded, "In residential and commercial real estate, premiumisation thrives on aspiration, allowing branded players to leverage value and command higher premiums. A strong brand not only drives better margins but also ensures long-term sustainability in the market."
INGREDIENTS OF AN ICONIC BRAND
By demonstrating high governance standards and consistently delivering on promises, brands can build long-term credibility and stand apart in a competitive market. As Amit Goenka states, "With market consolidation, brand ethos is becoming crucial. Customers are wary of new players and past failures eroding trust. Fast and reliable delivery, real-time project updates, and full transparency, through live feeds, material showcases, and open data, are key to gaining confidence."
According to Angad Bedi, timely delivery is everything in real estate. "When customers receive their homes with quality and financial security, price becomes less of a concern, and success follows naturally."
For customer satisfaction and trust, customer experience is a prerequisite. Priya Mathias shared an example, "From aerial and drone surveys for real-time project updates to the Falcon app for quality and safety, along with 24/7 customer support through automation, we have not only built infrastructure but also elevated the entire service ecosystem."
Chandan Kar agreed, "When people think about buying a home or office, they first consider their capital, location, and long-term lifestyle. Recognising this, we built our approach around Capital to Customer, ensuring financial credibility by raising our own equity fund and securing SEBI approval. This strategic move not only gave us financial strength but also positioned us as a trusted corporate brand in real estate, a shift that was unimaginable a decade ago. Looking ahead, we believe that the future of real estate will be defined by service excellence, where trust, expertise, and customer experience will set premium brands apart."
Angad Bedi shared his experience of brand building in keeping with diversification, "I've spent years analysing this challenge, and the key to building a memorable brand is maintaining a strong parent brand while strategically branding each vertical. Rather than confusing customers with separate entities, we ensure brand continuity, linking trust to the parent company while giving distinct identities to verticals like Edu City for student housing, Vana Prastha for senior living, and Blue Nine for worker accommodations, allowing each to thrive while reinforcing the core brand's credibility."
Vishal Sharma added, "Brands aren't built through advertising; a great ad can never fix a flawed product. True branding starts with a strong idea that solves real customer problems, followed by innovation, customer-first strategies, and continuous improvement; advertising should come last, not first."
IN A NUTSHELL
- Successful real estate brands stand out by maintaining financial discipline, strategic leverage, and a clear long-term vision.
- A strong brand not only drives better margins but also ensures long-term sustainability in the market.
- True premium comes from long-term value, going beyond just the physical space to deliver exceptional support and seamless service.
- The biggest challenge in building a brand is convincing customers that they are getting value for money.
- A brand is built when people trust you and the key is to create something believable and sustainable.
