India Inc looks to ‘brand custodians’ to tell compelling stories

Modern-day storytellers bring a diverse set of skills to the table, incorporating multimedia elements, digital platforms, and interactive content to enhance the storytelling experience. (Illustration by Suneesh Kalarickal)

Amid rapid advancements in social media usage, India Inc is increasingly recognising the need for a fresh approach to storytelling. This paradigm shift has led to a growing trend where not only established corporations but start-ups too are enlisting the services of modern-day storytellers as brand custodians.

Staffing companies are witnessing a surge in demand for these roles ranging from 19 percent to 50 percent. The hunt for experienced storytellers is becoming invaluable with fresh talent having a fair share in demand. Besides, there are 3.25 to 4 lakh active talent with roles of brand custodians spread across India Inc, most of them concentrated in IT/ITeS and Internet companies.

The Tata Group, the Adani Group, and the Godrej Group have formal roles of brand custodians and chief brand officers. While the concept of a dedicated formal position is still evolving in the Indian start-up scene, some start-ups including Zomato are embracing associated roles of brand manager to safeguard their brand identity.

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To be sure, the role of brand custodians revolves around safeguarding and nurturing the core identity of a brand, ensuring its consistent representation across various platforms. Unlike marketing, which often concentrates on short-term goals like sales or public relations (PR), which manages the brand's reputation reactively, brand custodians engage in strategic, long-term planning.

They focus on crafting a cohesive narrative that aligns with the brand's values and vision, going beyond immediate objectives to anticipate market trends and evolving consumer expectations. Brand custodians also play a crucial role in cross-functional collaboration, working across departments to maintain brand integrity in all aspects of the business, from product development to customer service.

The soaring demand

There are several skills that a brand custodian possesses such as brand development, brand management, brand strategy, brand marketing, brand architecture, corporate branding and employer branding, to name a few.

According to the data gathered by specialist staffing company Xpheno for Moneycontrol, there are roughly 3.25 lakh brand custodians currently working under this broad spectrum and experienced a growth of 19 percent over the last 12 months with 216 active job openings currently.

“The roles and titles in the realm of brand custodian have been rapidly evolving and hence experienced professionals in this space have also been experiencing significant growth. The 19 percent growth in talent volume associated with notable growth in compensation packages has made this space attractive for brand and comm specialists,” Anil Ethanur, Co-founder of Xpheno told Moneycontrol.

The why behind the growth

Brand custodians act as the architects of a brand's story, responsible for weaving a compelling narrative that not only reflects the company's heritage but also resonates with the values and aspirations of today's consumers. Their task is to bridge the gap between the past and the present, creating a cohesive and relatable storyline that captures the essence of the brand.

“For large legacy brands, the change is a strategic imperative born out of necessity. The sheer scale and visibility of these brands make them more susceptible to scrutiny and the changing expectations of a diverse customer base. As such, the role of brand custodians becomes crucial in aligning these behemoths with contemporary values, fostering relatability, and maintaining relevance,” said Sekhar Garisa, CEO of job portal foundit.

The significance of this role becomes even more pronounced in the context of start-ups aiming to make their mark in a competitive market. As these emerging businesses strive to establish their identity and gain consumer trust, the guidance of experienced storytellers becomes invaluable.

By leveraging the expertise of brand custodians, start-ups can drive narratives that separate them from the competition, often large companies, and connect with their consumer directly and that too on a deeper level.

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“Younger brands are indeed recognising the value of brand custodianship. They see storytelling as a powerful tool to differentiate themselves in a crowded market….Zomato, Zerodha, and Lenskart are examples of brands where the CEOs have played the role of brand custodians and shared the journey of their brand with the larger community,” said Amandeep Kaur, Founder & CEO of Phoenix TalentX Branding, a digital employer branding consulting and advertising agency.

Rising demand for adjacent roles

The evolving landscape of storytelling in the business world is not just about crafting a good tale; it's about creating an authentic and resonant experience for consumers. Modern-day storytellers bring a diverse set of skills to the table, incorporating multimedia elements, digital platforms, and interactive content to enhance the storytelling experience.

Hence, a brand custodian’s job is not limited to a person or department. It needs a wide set of creative people to come up with an everlasting strategy of making a mark in people’s minds irrespective of them being or not being direct consumers of the product.

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According to data shared by staffing firms and job portals, there are certain job roles which run parallel, if not under, brand custodians. This includes brand manager, marketing manager, digital marketing manager, product manager, creative director/ manager, brand strategist, PR manager, and employer brand managers among others.

For new hires, experts say, the paradigm of one-size-fits-all marketing veterans is evolving. Companies now seek brand custodians with diverse backgrounds and experiences.

“Candidates who excel in digital marketing, social media and data analytics are highly valued. Age bracket is less of a factor, as long as they understand consumer behaviour and adapt to the digital world. A big shift in hiring brand custodians is the focus on diversity and inclusion (D&I),” said Aditya Narayan Mishra, MD & CEO of CIEL HR, a consultancy firm.

Companies actively look for candidates from various cultures who can create authentic stories that connect with the company's values and resonate with a wide range of consumers, he added.