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?”
Words, written or spoken are sacred. “Patience is food for the Soul” … how powerful are words. “Be an instrument to improve Humanity,” how effective are words. “The currency of this World should be kindness,” – words are paramount.
When I sit down with a client, I act as a Scientist. Firstly, depending on the business (in recent cases it has been restaurants) I pick out buzzwords or keywords that are in sync with its direction. Then, I carefully tailor the words around the vision of the client because I believe that words can blossom your brand. When carefully woven, they can be potent in creating vibrancy around your story. They can enhance, ignite, and harmonise your brand.
Why can’t Art be infused in Marketing? As a Brand Consultant that is my aim, I want to paint a picture to my clients through vocabulary that to some may seem to be different but to set/create trends one must be unique. Because words, when seasoned perfectly can create irresistible flavours. There is a growing appetite for creativity and with every client we aim to plant a seed that will grow and eventually drive the brand to success.
I leave you with a sentence I wrote whilst travelling in the beautiful Swiss Alps, “Words are melodies to branding and the magnet of a brand is belief.”
Are you like me? When I first visited Paris I was amazed at the subtle yet rich brands such as Louis Vuitton, Cartier, Chanel, Yves Saint Laurent, Balenciaga … the list goes on. Some, I cannot even spell but I know how to pronounce them. I found something however that took me a while to realise, the key to their branding is simplicity. Yes, Simplicity!
My first ever book that I read was How to Think like Leonardo Da Vinci and the very human who was part of the Renaissance period said, “Simplicity is the Ultimate Sophistication.” It was evident this is true when I read another book by Ken Segall (the right hand man for all matters Marketing to the legendary Steve Jobs). He stated that Apple were all about simplicity, I found this outstanding, but when one thinks in clarity … the iPhone has only one button at the front (everything is done via the touchscreen) I am not counting the volume, on/off button because that is standard in all phones. Even my two year old cousin used to play angry birds when the iPhone 4 was in its heyday.
So, be it Creativity, Design, or Branding everything should be simple. But by simple I mean the one that touches the 5 senses, be slick, attractive, and worthy of a purchase. Yes, that is the secret everyone however it is the most complex thing to accomplish.
For a chef to create he/she must taste. As simple as it sounds, it is rather true. However that is just one of the 5 senses. To be potent, you must allow the customer to fully indulge each senses. Only a polished brand has this ability, and believe me it can take years and tears, unless of course you already know the secret. The equation you see below is the alchemy to a successful brand, it will create ripples of positivity, and keep everyone happy – from staff to shareholders. I should really write a book on this, but being one that likes to share knowledge – here it is.
Last night I had a conversation with someone close to my heart and perhaps my biggest critic. I was adamant that my point of taste being the road to success is correct, yet his view complemented mine with another sense … feel. Take for example the hospitality industry, in specific fancy restaurants – they truly first and foremost rely on feel. These are not my words, rather they are his – who has (may I add) been in hospitality for over 15 years, “feel is so important, when you are living in a city such as London, you are faced with daily challenges, you are not on holiday mode and it all begins with feel. From the cutlery to the glasses, quality of the napkin, all the way to the feel of the table/chairs.”
Feel must be conditioned in the brand DNA, feel leads the path to taste, without feel we will not enjoy the taste. In short, feel fuels taste … irresistible taste that is. Now you can poach my thought or you can ignore it, but if you truly understand branding, you should keep this in mind: Success = Feel + Taste
A few months ago, I was reunited with an old friend, “just come over and see what I am doing, maybe you will learn a few things or two,” he said. He was also the catalyst in making my decision to start a masters.
Flashback to 2011 and he had just stepped foot into the country, my parents invited him over for dinner at our London flat. He asked me why I am not considering doing a masters since I had yet to find a marketing job with only a Bachelors. So I decided to start!
Fast forward to 2015 and his persistence did not stop, in what is probably the most difficult market – Switzerland, He had settled well and started his own construction, scaffolding, and consulting company Lika. After a short trip to the UK, I told him that it would be an honour if I were to create a slogan that not only reflected his company but also himself, and so the slogan … QUALI+Y was born.