To stand out, one must differentiate. You might have a great product but not a perfect one. The cherry on top is down to 5 key things, and the department store Harrods has this on lock. In the marketing context, these 5 key things are known as the 5 senses.
I have worked for Harrods three times during my studies, and each time was a blessing. But the last time I worked at Harrods, I was also doing my masters and paying my tuition fees at the same time. Till this day, I have never achieved what I achieved then, it was so stressful yet super rewarding when I graduated. God is great!
During my studies I decided to base my Dissertation thesis on Harrods, with the question, “How does Harrods use Experiential Branding to enhance Consumer experience?” to conclude:
Harrods = BLISS:
B – British … heritage meets cutting edge
L – Luxury … is the new premium, it’s not always expensive
I – Innovation … is always at the forefront of retail trends
S – Sensational … the greatest store on earth
S – Service … to make every customer feel special
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.
The key to branding is the story, a story that resonates and speaks volumes. A story with a melody and a rhythm that ignites the public. The story is the key to the consumers heart, and your brand must require affection, this my friend must be an obsession.
The remedy to a successful brand is its story, believe me. I said it once and I’ll say it again … it’s a marketing crime if your brand doesn’t have a story. Once the consumer understands your story, they will understand your purpose.
If you truly want to manifest a successful brand, if you want to form a connection with your customer then explain your vision, your ‘aha’ moment, the moment that triggered the action to create what you have created.
And please dream, everyday day think about what your next step to be, but don’t think and talk too much, rather act – have a just do it approach! Good luck everyone, oh … if you need Brand Consultancy then do see our price list, to be honest we’re kinda good at what we do, so give us a Moo!
I was 10 years old, and prior to arriving in London from war torn Kosovo, my dad (a music teacher) taught me how to play a melody no longer than 40 seconds. I thought I’d enter the primary school talent show, and to my surprise – I won! Walking home, I felt proud and couldn’t wait to tell my parents.
This story resonates with two kinds of people in this world – Dreamers & Realists, of which I’ve been in both sides of the spectrum. You see, there are those who dream, the artists, the actors, the painters, the ones that cannot follow the rules and create their own rules. Then there are the Realists, the critical ones, who work hard, are critical towards dreams and hopes as their primary aim is to work, always do the right thing – which to an extent I do not disagree with.
Being part of the music industry in my late teens up to my mid 20s – I was a creative dreamer and wanted to be the next record label guru, the next number 1 producer – you name it – I thought about it. The problem with this mentality is ego – you see, you start to forget your loved ones and only care about yourself and that next number 1 hit. So I gave it all up, and instead got my masters in Marketing.
University life taught me to be critical, however it also taught me that you can channel your creative energy elsewhere in other forms of art – such as writing, creating brands, consulting and much more. The Arabs have a proverb – it goes like this, “music is food for the soul” however I tweaked it to, “patience is food for the soul” which was in sync with what I was going through. Not only was I studying, but I was also working at the most stressful but highly rewarding department store – Harrods.
If I can rewind time and give my young self advice, it would be this – the key to success is balance. Hence why I live by my quote, “be Creative … act Critical”
Steve Jobs said you must connect the dots backwards to go forward, and this is our ethos. You must be the action to pollinate dreams, however it takes collaboration of talented individuals whom each posses key strengths in their desired field. We do not see the World in black and white, what if we live a life where each person is a unique colour, and each colour is used to create a beautiful picture. Yes, this is the aim. You see, when talent is woven with collaboration you are sure to infuse each project with synergy, creativity, and make a positive impact.
Ideas move Mountains, however then come the critical steps. That is why I always say, “be Creative … act Critical.” If every talent is an ingredient, then together by collaborating we can create irresistible projects. We are Art driven, because we believe it is potent to life. Crazy people changed the World, shaped culture, impacted design, technology, or sport … and we belong to that circle.
I’m simply an instrument to improve Humanity, are you?
It was a year ago that I decided to start this project, and with it criticism has surfaced, however there has also been positive feedback. Some people cannot relate to the product, but this is not about what colour you are, rather it is about showing the power of togetherness, peace, and unity.
I have therefore launched the following project and other products will be in the pipeline, please visit UnityStates.com or feel free to share this with your friends.
Until next time,
Thank you for your Eyes 🙂
Our aim is to nurture brands that can capture the hearts of people. To some, our ideas can sound crazy but to truly make a difference … you must be able to creatively visualise change in this World. What starts as an idea, we develop into a blueprint and eventually plan a critical strategy.
Don’t be fooled by the cow and the slogan, as we truly aim to milk every brand. There is a paradox to this meaning, and the one that makes you laugh is not correct. We get the best out of every idea – maximum efficiency. However a genius once said, “it takes a village to build a brand,” therefore all parties are ingredients to an irresistible recipe. One disadvantage to our creativity is financial capability, but our hearts are rich in ideas … ideas that can improve lives.
It’s easy to criticise but can you create?