Why Personal Branding Matters

By Vishnu P M

Branding and personal branding can be understood deeply through the real-life example of my father’s tailoring shop, Super Tailors, located in Chokli in Kannur district, Kerala. Started in 1999, the shop has grown through trust, customer satisfaction, and a strong brand identity created over time. Customers bring their fabric and get perfectly stitched dresses based on the measurements taken by the owner, Mr. Ratheesh Babu, who is widely known as “Super Babu.” The name itself became a memorable brand—simple, unique, and easy to recall—and soon people began saving his number under this name and recommending him to others with the same identity. This shows how a meaningful and catchy name can naturally evolve into a powerful brand. But beyond the name, his personal branding is what truly strengthens the business. He treats every customer with respect, interacts with them like a friend, understands their dressing preferences, suggests styles that suit them, and maintains a warm and approachable personality. He provides free small alterations, minor repairs, and offers excellent after-service by re-altering dresses if the fit isn’t perfect. These gestures build emotional connections, trust, and comfort, encouraging customers to revisit and recommend the shop to their friends, families, and colleagues. The physical evidence also adds value—the shop is neatly furnished and air-conditioned, making it pleasant for workers and visitors. Tailors work openly in front of customers, which creates transparency and confidence in the service. Super Babu maintains a clean, formal appearance that enhances professionalism, and finished dresses are neatly arranged on hangers, properly ironed, and carefully packed for delivery. The friendly environment, organised workspace, quality stitching, and positive interactions together create a holistic service experience. From this small tailoring business, we learn that branding is not limited to a name or logo—it is shaped by every touchpoint, including behaviour, ambience, communication, and service quality. This case clearly shows how brand identity, personal branding, and customer experience work together to influence consumer behaviour, build loyalty, and create a strong and memorable brand..

A strong personal brand reflects your skills, values, and expertise. It allows people to understand who you are and what you bring to the table.

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