In Indian philosophy, karma isn’t punishment.
It’s consequence.
Not instant.
Not dramatic.
But inevitable.
Your brand works exactly the same way.
Every promise you make and quietly break.
Every shortcut you take when no one is watching.
Every time you over-sell and under-deliver.
Every time you choose optics over substance.
It accumulates.
Slowly. Silently. Ruthlessly.
Most people think branding is about logos, taglines, campaigns, colours, fonts, reels, and reach. That’s the costume.
The real brand is behaviour.
How you treat customers when the deal is small.
How you treat employees when business is slow.
How you treat partners when you hold the leverage.
How you respond when something goes wrong and there’s no legal obligation to fix it.
That’s karma in action.
You may fool the market for a while.
You may buy visibility.
You may manufacture buzz.
But eventually, the universe sends an invoice.
A great brand enjoys invisible tailwinds.
Trust arrives before the pitch.
Doors open before the ask.
People give you the benefit of doubt when you slip.
A weak brand faces invisible resistance.
Higher CAC.
Longer sales cycles.
Skeptical customers.
Talent that doesn’t stay.
Partners who hesitate.
Same market. Same product category.
Different karma.
And here’s the uncomfortable truth:
Your brand is not what you say on LinkedIn.
It’s what people say about you when you’re not in the room.
It’s not built in campaigns.
It’s built in choices.
Daily. Boring. Unsexy choices.
Do you optimise only for short-term revenue?
Or long-term reputation?
Do you chase applause?
Or earn respect?
Do you perform values?
Or live them when it costs you something?
Because karma has a long memory.
Markets do too.
The good news?
Karma compounds.
One honest decision at a time.
One aligned action at a time.
One moment of integrity when it would be easier to cut corners.
Over time, your brand becomes lighter.
Easier to carry.
Harder to shake.
So before your next marketing strategy, ask yourself:
If my brand were judged only by my actions – not my content –
what kind of karma am I accumulating?
And would I want to live with it five years from now?