Brand Marketing Wisdom From a Marathon-Running Dad

So, the other day during our weekly chat (yes, the one that usually turns into an hour-long life update), my dad suddenly goes, “Rachu, how do I get more followers on Instagram?” Now, this is my 60-something marathon-running dad we’re talking about. He runs a pretty cool runners’ club, and they’ve just started an Instagram page. But despite asking a bunch of people to follow, they’re still hovering around the 200 mark. And of course, since I’m the family’s self-proclaimed expert on “anything with buttons,” I knew this was going to be one of those conversations.

Like any other dead-tired-from-work person, I immediately shrugged off his question by tossing around some jargon like, “Well, you have to optimize your content, leverage your analytics, and build strong engagement…” You know, the usual stuff when you’re trying to avoid giving a real answer.

I’ll admit this: when it came to writing this blog about brand marketing, I couldn’t think of a better subject than my dad. Instagram and hashtags may not be his forte, but long before ‘likes’ and ‘followers’ were a thing, he was out there being a marketing ninja, in his own little ways. He’s a master of people, community, and motivation. Watching him build his runner’s community was a masterclass in itself. And honestly, brands – particularly small businesses – could learn a thing or two about building something authentic. There’s so much wisdom wrapped up in his approach. So the gyaan he usually gives me, I present it to you.

AT THE START LINE

Dad ran his first full marathon in 2016 at 56, while working in Muscat. But he didn’t just wake up one day and decide he’d run 42 kilometers. He’d run a kilometer or two, which somehow grew into 7, then 21, and before we knew it, he was clocking 36 km. Along the way, he’d chat up fellow joggers and walkers, becoming this friendly, wide-eyed, bright-smile guy who just wouldn’t quit running. Some were inspired—“If he can do it, maybe I can too!”—and others just… well, kept on walking.

Gyaan 1: Start small and be consistent

And that’s the thing—whether it’s running, building a brand, or starting a small business, you don’t start at the finish line. You build your way up. Just like Dad’s marathon journey, even if it feels small at first, consistency is the secret. For small businesses, this means focusing on delivering quality and engaging meaningfully with early customers.

Take BlissClub, for example. Instead of competing with global giants from day one, they focused on creating functional activewear tailored to Indian women’s needs. With consistent quality and customer-centric designs, they grew steadily into a trusted name.

The lesson? Whether you’re selling leggings, desserts, or high-tech gadgets, consistency is your best friend. Treat your first customers like gold—respond to their feedback, delight them with exceptional quality, and maybe even surprise them with a heartfelt thank-you message. Over time, these loyal customers will become your most ardent advocates, and that’s how you snowball into something bigger.

THE INITIAL SURGE

Along with running marathons, Dad’s also great at running his mouth (sorry, Dad). He was part of the Khimji Toastmasters club, and once he got hooked on running, that’s all he talked about. He’d tell anyone who’d listen how he started at 55, managed his cholesterol and diabetes, and felt younger and stronger. People at the club were motivated, inspired… and probably a little shocked. Soon, some brave souls started joining him, which led to the creation of his first running club—Khimji Toastmasters Muscat Runners (KTMMR for short, because that’s a mouthful). What began with Dad convincing one person to run with him grew to over 200 members in just two years.

Gyaan 2: Capture the power of word-of-mouth marketing

Word-of-mouth is marketing gold, especially for small businesses with limited budgets.

Take Avimee Herbals, started by 85-year-old Radhakrishan Choudhary and his wife Shakuntala. What began as a personal project to help their daughter with hair fall became a nationwide sensation. They created an herbal oil that was initially shared with friends and family. Its impressive results sparked word-of-mouth buzz. Now, their small venture receives around 200 monthly orders from across India.

This is the magic of word-of-mouth marketing: authenticity, quality, and genuine connections. Brands can create similar moments by focusing on delighting customers. Whether it’s an extraordinary product, personalized gestures, or going the extra mile to solve a problem, these efforts ensure that your customers become your loudest cheerleaders.

FINDING A RHYTHM

As KTMMR grew, Dad realized the name was not only a mouthful but also didn’t really scream “running club.” It needed a rebrand – something that captured the spirit of passionate runners building a community for health and joy. And that’s how Acers and Pacers was born. The goal? To step away from the Toastmasters image and focus solely on running and the happiness it brings. Their new tagline, “Run Beyond Limits” (crafted by yours truly), was all about proving that no matter your age or how out of shape you think you are, you can push beyond your limits.

Gyaan 3: Reinvent if and when necessary

For small businesses, rebranding or tweaking your approach can be a game-changer. Look at what Urban Company did. Formerly known as Urban Clap, they rebranded to Urban Company to reflect their global ambitions. The new name embodies versatility and resonates with international markets while staying true to its mission of delivering trusted home services.

It wasn’t a drastic shift, but a smart one that let them tap into a broader market while staying true to their essence. Reinvention is just that—adapting to what your audience needs without losing what makes you, you.

HITTING A WALL

Let’s fast forward 7 years – Dad’s retirement. He first moved to Mangalore, my maternal hometown, with all the time in the world to start a new running club. Sounds predictable, right? Well, not quite. He didn’t know Kannada (though he’s fluent in Malayalam, Hindi, Gujarati, and English), and connecting with people was harder than expected. Building a community in Mangalore wasn’t the same as in Muscat. After a few failed attempts to rally runners, he decided to stick to solo runs and picked up other hobbies—table tennis, and horse riding, and even tried learning Kannada (which lasted about five minutes).

But Dad didn’t give up. When he next moved back to Gandhinagar, his home ground, he gave the running club another shot. He had the President of a local community club blast a WhatsApp message to its 700+ members. Despite that, at first, just 8 people showed up. And of those 8, only 2 stuck with it in the first few weeks. Did Dad give up? No. Through word of mouth and sharing his own running story, he slowly built up the club. Today, the Capital Runners Club stands at 150 members.

THE FINISH LINE

Dad didn’t use any fancy marketing tools to build his community—he just followed his gut, told his story, and inspired people along the way. He always says, “It’s always a no until you ask,” and that’s basically his life motto. The only person he hasn’t convinced yet? Me. But in all honesty, the strategies he uses—building trust, motivating others, and creating a sense of community—are still relevant for any brand today. Sure, I’m the one with textbook marketing gyaan, but when it comes to real, down-to-earth marketing? He’s the OG. There’s always something new I can learn from him.