Ep.97-Authentic Branding That Lasts

Authentic Branding That Lasts: A Conversation with Roop Creative's Puja Malhoutra I had the absolute pleasure of sitting down again with one of my favorite branding experts and visionary women in business, Puja Malhoutra. She's the founder and CEO of Roop Creative, a strategic branding agency that’s all heart and hustle—and like many of us, she’s a proud corporate dropout who turned her side gig into a thriving business. Together, we dove into the real deal behind brand packages, rebrands, and how to ensure what you invest in actually reflects who you are—and who you’re becoming. From Corporate to Creative: Puja’s Leap of Faith Puja's journey started with a corporate career in branding—but something was missing. Nine years ago, she followed a deep knowing that small business owners deserved the same branding clarity and timeless identity as big corporations. That’s when Roop Creative was born. Instead of just focusing on colors and logos, Puja built a process rooted in self-discovery, strategy, and sustainability. She wanted entrepreneurs to walk away with something they were proud of—not confused by. What a Real Branding Package Should Include Here’s the kicker: not all branding packages are created equal. Too many entrepreneurs receive 100-page decks and still walk away asking, “But what did I just pay for?” Puja broke down what a strong brand package should include: Brand voice and tone Mission statement and messaging Visual identity: logo, colors, fonts Brand archetypes and long-term vision A discovery process that digs deep—not just what’s trendy It’s not about being trendy—it’s about being timeless. Empowering Clients at Every Stage Puja’s agency has evolved to meet clients where they are. Whether you're just starting out or ready for a full rebrand, Roop Creative offers: Semi-custom brand kits with a discovery workbook Website intensives Full done-for-you brand strategy and design Puja empowers entrepreneurs to take ownership of their brand—because the truth is, relying 100% on others can leave you stuck if a partnership ends. And let’s be honest, we’ve all been there. The Psychology Behind Branding Branding is personal. That’s why one of Puja’s signature questions in her discovery process is:"If your brand was a vacation spot, where would it be?"Because where you find peace often reflects your values—and your brand should feel like home. We also talked about the fear and shame around outgrowing a brand. Spoiler alert: outgrowing your brand is a milestone worth celebrating. Strategic Branding for an Exit Plan Thinking long term? Puja advises naming your business something that isn’t tied directly to your personal name if you’re planning to eventually exit or sell. It helps future owners feel connected and keeps your legacy alive—beyond your name. Real Talk: Saying “No” and Knowing Your Worth Puja shared the story of the first time she turned down a client who didn’t value her work. It was scary—and liberating. It’s a reminder to all of us: saying “no” can be the most profitable decision we make. What To Do After You Get Your Branding Package This is where the magic happens. Puja recommends: Updating your website, social graphics, and templates Uploading your brand guide into ChatGPT to help write aligned copy Letting AI assist, but making sure your voice shines through Your brand package should work for you. It’s a launchpad, not a PDF to sit in your inbox. Final Takeaways Branding isn’t just visual. It’s emotional. It’s strategic. It’s how your future clients feel when they land on your page. And that’s what Puja and Roop Creative deliver—clarity, confidence, and cohesion. So whether you’re just starting out or thinking about a rebrand, let this be your sign to go deeper, not wider. It’s not about being loud—it’s about being clear.