Delhi 5th
July 2025 : In a compelling online interaction with corporate communication
professionals and students pursuing branding and communication, Pavan Kaushik,
a veteran with over 35 years of experience in both government and private
sectors, shared a candid insight - “Companies fail to align internal
stakeholders in brand building. That’s the real reason most brand strategies
don’t survive beyond presentations.”
Known for his deep
understanding of communication strategy, he emphasized that brand building
isn’t just a marketing or corporate communication function—it’s an
organizational mindset. A brand is defined not just by what it says externally,
but by what it believes and practices internally.
“Employees,
vendors, suppliers, and even investors are too often treated like
back-benchers. They’re kept out of the brand conversation and only pulled in
after campaigns have been launched. This is a mistake that can cost brands
dearly”, he says.
According to Pavan
Kaushik, a brand is built through consistent experiences at every touchpoint.
And that consistency is only possible when all stakeholders—not just
marketers—understand, believe in, and live the brand values. These internal and
associated players, he said, are the brand’s true custodians—they protect its
reputation in tough times and become its loudest advocates in good times.
“The most
successful brands aren’t the flashiest—they’re the most consistent,” he
explained. “Consistency happens when everyone, from employees to partners,
shares a clear understanding of the brand’s core values and objectives.”
Pavan Kaushik
outlines three key principles for achieving this alignment. (1) Internal audiences
come first – Without employee belief, customer trust is hard to earn. (2)
Communicate values, not just instructions – Brand values should be reflected
across every department, from HR and finance to operations and procurement. (3)
Involve all stakeholders – Vendors, suppliers, investors, and interns must feel
like part of the brand’s journey, not outsiders.
When asked how
junior professionals can contribute, he encouraged them to speak up:
“Start where you
are. Ask questions. If something doesn’t align with the brand, highlight it.
Real brand custodians are often found in cubicles, not boardrooms.”
His message is
clear: Brands don’t fail in the market—they fail from within. Without alignment
and belief among internal and connected stakeholders, even the most well-funded
brand strategies can falter. However, when organizations empower their people
and partners as front-line brand advocates, they create a network of loyalty
and resilience.
A noted
storyteller, Pavan Kaushik’s influence spans media, development, and corporate
sectors. He has written over 3,000 scripts, more than 500 radio and TV
programs, and authored popular columns and two acclaimed books—“Me Within
Myself” on motivation and “We All Have Zinc in Our Lives” on the role of zinc
in the economy and health.
He has also led
several pioneering social campaigns – (1) “Khushi”, which supported nutrition,
education, and healthcare for underprivileged children across over 3,000
centres in Rajasthan. (2) “Sakhi”, which empowered rural and tribal women by
creating self-sustaining product clusters and in-house markets. (3) “Be Safe
Zindagi”, which directly engaged thousands of mineworkers and their families on
industrial and road safety practices.
Recognized by Thinkers360
Global for excellence in communication and strategy, he was awarded “CSR Person
of the Year” (2018) by the India CSR Leadership Network and honoured as a Role
Model in Corporate Communication and PR by the Top Rankers Club.
His work continues
to be acknowledged by The Times of India, India Today, Zee News, and the Public
Relations Society of India for its lasting impact in communication, strategy,
and social change.