BRANDING – Part 7 – Science

Success is a science, and I am a Marketing Scientist, a Brand Scientist to be specific. It was during my GCSE exams that I first excelled in Science, my teacher at the time put a £5 bet on me by saying it would take a miracle to achieve anything above two C’s. Since I stepped foot in this city (London) I aimed to prove everyone wrong, with my friends I would do so on the football pitch, eventually reaching a fraction of semi-pro status. But this time, I had to prove my science teacher wrong. The exam results came out on a beautiful August day, and voila – I got my two B’s for science. Mrs Cook did keep her word, and gave me my deserved £5.

You see, Marketing is a science, once you figure out the analytics, connect the dots, be on top of your SEO, pinpoint your ads to your niche customers, then you will have success. Branding in particular is the deepest of the Marketing sciences, it’s guilty for brand growth, brand image and brand ethos – done in accordance to Marketing psychology. Branding is an ocean of knowledge that can create waves of success, if done correctly of course. Branding is the secret ingredient of Marketing, yes it’s only a portion of the topic but the recipe to success doesn’t exist without a great Brand ethos.

That’s why you should condition your mind with colours, logos, content, creativity, typography, art… the list goes on. I believe the modern day artists are Graphic Designers, for they just get Branding. I cannot draw but I’ve had many visions where I worked alongside designers to create successful logos. Branding consultants are visionaries, for they marinate ideas that can flourish in the near future. The melody behind marketing is branding, and the core of branding is emotional branding. To create brands that capture peoples’ emotions are the greatest of brands, hence when I created 4umum.com in 2012 I didn’t know how great it was. After years of solo social media promotion, we have just passed 48,000 views and nearing the big 50k. Not only did I create gifts for mother’s but I went deeper into the meaning and promised the profits to my dear mother, that’s why it’s called 4umum after all.

So I urge you all to sharpen your minds with branding and indulge in books, that’s how I did it. Books such as, “Who Moved my Cheese,” or “Edward de Bono’s Lateral Thinking,” to “Brand Positioning by Al Ries,” they all played their part in the enlightening process. Knowledge is a magnet to success, but there comes a time when you need to practice this new found knowledge. For example, when I first started consulting for restaurants and designing their menus plus websites, I would watch the epic Chef’s table on Netflix. I would be inspired by the dishes each chef would create, for they are the Leonardo Da Vinci’s of today, and every buzzword that sounded interesting, I noted down in my one page keyword. From flavour, to aromatic, irresistible, potent, pollinate, seed, cream to coated and poached, I wrote them all. And when I got my first restaurant as a client, I put those words into exceptional use by creating sentences such as, “the key ingredient to our success is delighting your taste-buds,” to the rather cool, “we answer your cravings,” sentence.

To conclude, Branding is also an art – a marketing art. Try to be creative in whatever you do, do not lose your artistic side. As my favourite author Paulo Coelho said, “there is a difference between being childish & childlike.” Childish is a spoilt brat whereas childlike is that creative, artistic, full of joy being. So please do not lose that creativity in you…

Long Live the Crayon Kids!

BRANDING – PART 6 – Copywriting

Words move mountains, and if you want your brand to succeed, you must condition the brand story with creative writing – otherwise known as copywriting. Writing good copy can be a challenge, but it’s instrumental you gather keywords and depending on the business or brand, you then link the buzzwords creatively. For example, let’s take the photobooth company I did content for; I wrote creative sentences like, “we zoom into your happiness,” or “we add colour to your occasion.” You see, the fun will never stop if you link words in a creative way. Another cool example I wrote copy for was a restaurant where the sentence, “we answer your cravings,” totally took their brand value to new heights.

I’ll tell you a secret, I’m a big fan of Gordon Ramsey and watched his Kitchen Nightmares show from the very first season. From the show, I would pick out food/cooking words – in a way I was stealing words from the main man Gordon himself, but when I had a restaurant as a client, I was able to write great copy! Hey, they say – great artists steal, but I doubt Gordon will be mad. By simply watching the show, I was inspired to write sentences like, “the key ingredient is delighting your taste-buds.” Another restaurant I designed a menu for happened to be in a resort located next a small waterfall, and I was able to use the location to my advantage by writing the following, “Qafa Resort has a melody of its own, enjoy your exquisite meal to the sound of mother nature.”

It’s easy brand enthusiasts, just think outside the box and great copy will flourish from your mind. On that note, this is where the blog ends.

Oh, and one last thing …

Thank you for your eyes 🙂

BRANDING – Part 5 – Swiss Made

Watches, they amaze me … and so does Switzerland. As a teen, I would visit my auntie with my brother every other year. Being a Londoner, I found the country strange. So many rules, from recycling to not being able to make noise after off-peak evening hours, or else face eviction from fellow Swiss neighbours. But all these rules is what makes the country boast an economy amongst the best in the World.

As a young university graduate, I wanted to know the secret to the “Swiss Made” formula. When you think of products from Switzerland, you think of luxury, advanced, tailored with precision – bold products with a high emphasis on quality, or QUALI+Y as I like to call it.

Let’s take watches as an example – there is three ingredients to a luxury Swiss watch: Design, Quality, and Typography. Design of course is critical, once your design is noticed by the masses and becomes in sync with the latest fashion trends, you’re onto a winner. Quality is obvious, but I bet typography raised your eyebrows. Yes, typography is the icing on the cake. If you look at all the biggest and most expensive brands, they all have unique typography, and they always mix it with another different font underneath. In graphic design this is called font pairing, or, fonts that marry with each other.

There you go people – the secret to a luxury brand is Design + Quality + Typography … thank me later!

BRANDING – PART 4

Firstly, branding does not change your brand, but your strategy. Secondly, we cannot stress how important the story is, as every story has its own unique roots. The best of brands create relationships with consumers, hence why the fuel of branding is emotions. Which brings us to the third necessity, Emotional Branding! EB is the cherry on top of the list we offer here at Moorketing because when a brand reflects love, only then can it escape competition. A brand must be fluent in loyalty, but this only happens when a brand is loved.

You may be thinking how? Well we cannot give away all the secrets, but, persistence is instrumental to a vision. Another key aspect is finding out what people think of your brand, find a way to dig into their gut feelings about your brand. Because for a brand to flourish, it must indulge and act upon customer feedback. Once you create this relationship with your customers, your brand in essence becomes part of their memory. That’s why a brand that is nostalgic, will always thrive.

Branding takes ideas, years, and in some cases, tears – but the good news is, we’ve been through all that hence why we’re referred to as Brand Scientists. After all, we believe that success is a science, and not only have we created brands, but revived them. I shall end with one of my favourite quotes, “it’s easy to criticise, but can you create?”

BRANDING – Part 2

The first step to branding is engraving belief. If you don’t believe the potential your brand has, then who will? You see, the destiny of a brand should be affection and that begins with you. You have to be the first person who will love your brand, as love is a brands best friend. The quest of a brand is love, whilst destiny – affection, I said it once and I’ll say it again. However, an idea is simply just an idea, but then you must garden your brand until it blossoms. 

For a brand to flourish, it must indulge and act upon customer feedback. On another note, a brand that is nostalgic will always thrive. Remember, persistence is instrumental to a great vision and it’s down to you to carry your vision forward. The road to a successful brand is differentiation. To enjoy the cream, you must satisfy your customer, it’s that simple. Things will get tough, however a brand must find its silver lining. The most successful brands are fluent in loyalty, as the bounty of your brand is customer loyalty. To enhance your brand, you must protect customer loyalty, it’s the core of your brand value. The ultimate fortune for a brand is brand loyalty. Your brand should be centred with love and coated with loyalty. 

A brand will only blossom when its purpose is sincere, so you cannot make things up. You must be original and genuine. A vital part of branding is emotional branding, how consumers become emotionally attached to products or services – such as apple. Your brand must have the ability of changing peoples’ lives. Story, purpose and love are the perfect ingredients to stir an affectionate brand. Note, brands have feelings too – they need love just like flowers need the sun. 

To conclude, your brand should be modest in expectation and honest in strategy. Whereas employees must harvest your secrets for brand longevity. Every brand must carry a scent of creativity. Ideas ignite brands, but only critical action makes dreams come true. Words can be just words but they can also be a melody to your brand, so take the above advice however you want it, but just remember emotional branding, google it at least … it certainly changed my life.

WORK

They say good things come to those who wait, I say “Good things come to those who Work.” Yes, we should hope and dream, but we must not sit and wait. If you have a dream, an ambition, a business plan – that’s just step 1 my friend. You see, everything creative starts with an idea, then come all the critical steps in achieving them.

Success is not a straight line, along the way there will be sacrifices. There will be many hurdles you must jump, but the finish line can only be reached if you carry on running – so don’t give up. Even if you have to work a boring 9 to 5, by all means do so. It would be great to have a mentor, but if you cannot find one, read books – autobiographies specifically. 

Carry on the good fight by continuously reminding yourself of where you want to be, be positive, and paint happiness. Paint happiness is a term I’ve coined, it simply means creating a picture in your everyday life, with each person you encounter daily being a unique colour. By using people as positive colours, you create this aura of optimism and thus your day will blossom. 

To conclude, I leave you with a short story from a man who managed the Spice Girls, David Beckham, Lewis Hamilton, Andy Murray and many more. I was working in Harrods and this man casually dressed walked up to me and asked where the Paul Smith section was? I replied and said, “are you Simon Fuller” amazed he said, “how did you know.” I told him that I had seen only one picture on the internet and had read his autobiography. Anyway he purchased the shoes, and eager to get advice, I asked – What’s the key to success. He said, “don’t talk about, don’t even think about it – just do it!” 

CREATIVITY

From my academic experience (amounting to 6 years) I have learned that being critical is not bad, unless when one is too critical then you ultimately doubt yourself. I am naturally creative and played the piano from an early age, so academic life taught me the other side, both of these were a blessing.

I came across Edward de Bono (considered by most a pioneer in creative thinking) and I learned through his lateral way that you can actually be creative in step by – critical-creative steps. I strongly believe this is a method for employees or entrepreneurs to live by, that is why … I always say,

be creativeact critical