BRANDING

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!

PERSISTENCE

There is a recipe to success and it’s called persistence. However you must take calculated risks, don’t risk everything because you will actually loose everything. Everybody craves success, money or fame, but what they don’t understand is the struggle. The struggle is an ingredient to success, as success is not a straight road, there are many bumps, many holes and hurdles you must overcome.

One must first plant a seed with an idea, then harvest and water that idea until suddenly it slowly blossoms. And when it grows, it grows into a delicious product, whereby your customers can indulge, allowing you to relax and applaud your success. But to get to this stage, persistence must be your appetite. Plants wont grow unless you water them.

Persistence is truly the fuel to success, so don’t give up! You must be the action to pollinate dreams, bee, see what I did there. To conclude, dreams are just dreams without action. 

INSPIRATION

Hope, this very word has fascinated me ever since Year 9. Mr. Warwick, our english teacher gave us the task of analysing what is now my favourite film. It was about a man who was put in prison for a crime he did not commit. At first, he found it difficult adjusting to prison life but he never gave up on hope. Whilst he was inside he met a friend who was negative about hope. In the end he escaped from prison by digging his way out and his friend (having been released) found hope again. I watched the film countless times and I used it as an inspiration to my life. I have encountered many ups and many downs, but I always hoped, for hope is paramount to the journey (life).

I was in my first year of college sixth form, and suddenly my Dad was left paralysed. As a kid, I always wanted to be like my dad. He was a music teacher and a pianist who taught me how to play my first song. It was hard to accept that his condition had changed. I felt like my whole life had crumbled. All I prayed for is for him to walk again, I hoped.

After six months of rehab he was slowly improving, and after a year the therapy was a success to an extent. It meant that he was still going to experience slow reflexes throughout the left side of his body. I can never forget the time when I would motivate my dad to walk in the park. With a stick, hanging on to my arm whilst people would walk past. This would make me so sad, I just wanted him to walk again. A few years went by and he not only started walking but also driving.

The Shawshank Redemption is without a doubt my favourite ever film and it was a huge inspiration throughout my dad’s journey to recovery. Quotes like, “hope is a good thing, maybe the best of things, and no good thing ever dies” inspired me, along with, “get busy living … or get busy dying.” However the quote that changed my life is, “fear can hold you prisoner … hope can set you free.” 

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!” 

Dreamers vs Realists

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”

DOTS

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?

GIVING BACK

I was always a quiet child, but a very emotional one. They say the most emotional people are the most creative & that is what I’m doing … giving back. 

My mother is a special woman and the majority will say the same about theirs alive (or sadly not at present) but remember, one day you will have kids of your own. 

Coming from a humble beginning to becoming a masters graduate is not my accomplishment, but Hers. To conclude, this website is a gift to her … for all the care, struggle & endless Love. 

This is 4umum.com