Remembering Gandhi - The personal brand beyond compare

The concept of branding is relatively new, probably just under five decades old. Within the study of branding, the concept of personality or personal branding is less than three decades old. It has only been in the last two decades that researchers have started diving deeper into understanding how personality brands get defined and understood, why they are important. Today, there are numerous experts selling the magic potion that can convert you into a powerful personal brand. 

Well before all this brand debate, Mahatma Gandhi built his unique image as a leader who transcends borders. 

Gandhi built a unique brand that continues to be very relevant today. This was not an accident. As any good brand, Gandhi did not start by becoming active in the media. He did not look at external manifestations but went deep inside to define what he needed to stand for, in order to help his fellow citizen achieve freedom from their colonial rulers. He drew inspiration from various global thought leaders but did indeed craft a unique internal core to the ‘Brand Gandhi’.

The next vital step was to ensure that Brand Gandhi presented itself to Indian citizens in an acceptable manner. To achieve this, Gandhi used several powerful semiotic codes that included the simple dress (of a farmer), selective use of colours, the use of music, the chakra, the Ashram branding and more.

 In his own words “During the Satyagraha in South Africa I had altered my style of dress so as to make it more in keeping with that of the indentured labourers, and in England also I had adhered to the same style for indoor use. For landing in Bombay, l had a Kathiawadi suit of clothes consisting of a shirt, a dhoti, a cloak and a white scarf, all made from Indian mill cloth. But as I was to travel third class from Bombay, I regarded the scarf and the cloak as too much of an encumbrance, so I shed them and invested in an eight to ten annas Kashmiri cap. One dressed in that fashion was sure to pass muster as a poor man.”

 He understood the power of communication. And the importance of what we today call ‘own media’. He launched several publications and wrote tirelessly in English and Gujarati. 

As a result of a perfect blending of the internal code and the external manifestation, Gandhi managed to capture the imagination of his fellow citizens, who were ready to follow his lead on the freedom struggle. Gandhi created several powerful campaigns that managed to galvanize the nation, just as brands create campaigns to motivate consumers. 

The global stature of Gandhi the brand was further strengthened by the phenomenal success achieved by Richard Attenborough’s Gandhi. To be fair, Mahatma Gandhi was a global figure / brand well before the movie became a global hit. 

Innumerable leaders around the world have adopted Gandhi’s philosophies in their own campaigns. Brands and famous personalities too have tried to adopt Gandhi for their purposes. These have misfired at times. 

We are celebrating the 157^th birth anniversary of Mahatma Gandhi. United Nations recognizes October 2 as the International Day of Non-Violence. 

Brand Gandhi will continue to live on in our hearts and minds.

(Adapted from ‘All the World’s a Stage’ by Ambi Parameswaran.)