Character is action – Using what your brand does to define what your brand is

There is a truism that is often quoted in screenwriting: “character is action, not dialogue”.

For example, if you want to reveal that a junkie is addicted to drugs you don’t have him say “I’m so desperate for drugs I’ll do anything”, you put the drugs at the bottom of a blocked toilet, have him fish them out and swallow them.

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You know you’re a junkie if…

Character is action is also true in real life. When an on-hold message says “your call is important to us” but you’re still on hold 20 minutes later, that not only shows your call isn’t important, it also shows the people on the other end of the line are either happy to lie to you or delude themselves into thinking that no one will care about their lack of service.

This is why one of the first things any organisation should do when they’re thinking about brand development is audit how they act internally and externally, and how those actions appear to the people who see them. These actions do more to define how the organisation is perceived and what a brand currently stands for than any strategic business plan with overarching values and goals.

At Shabbadu, we like to start every brand development project with a Communications Audit and a set of workshops with our client’s front line staff. It allows us to capture and define every significant action taken on behalf of a brand. Are they positive or negative? Desperate or confident? Caring or selfish?

By capturing a snapshot of what an organisation does and how it does it, we give our clients a strong understanding of what their brand really stands for and what they might need to do differently to live up to the promise of their brand. It also gives us a great foundation to develop brand assets that make sense of the way their organisation acts.

This means you should end up with a brand that strengthens what it stands for in a natural, self-sustaining way, no matter what twists and turns the script takes.

Emojis: Linguistic evolution? Or stupid, bastardised Internet glitter?

Every generation bastardizes the language. It’s happened since forever. So really it should come as no surprise that the emerging rebellious youth, armed to the teeth with unlimited data caps and early-onset thumb arthritis, are helping to steer the vernacular into wondrously new, if head-scratchingly confounding, places with ‘emojis’ (winking smiley face).

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The ‘Call an ambulance I’m having a stroke’ emoji.

The evolution of language is a natural, beautiful thing. It helps shape a generation’s identity and date stamps the zeitgeist, and hopefully, as a result, we progress as a society. Cultivating new ways to communicate helps us form bonds with our peers and gives the ‘cool kids’ a sort of shorthand to help them decipher who’s in and who’s out. But above all, it’s supposed to make communication easier.

Yet, I can’t see ‘emojis’ helping ‘us’ achieve any of these things.

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I don’t know either TBH.

They distract, confuse, obfuscate, but most mischievously of all, potentially purport to dumb us down. Try finding the ‘emoji’ equivalent of distract, confuse and obfuscate, for instance. “Um, ok, well I’ve got a woman shrugging her shoulders…will that do?” No.

‘Emojis’ are the linguistic equivalent of glitter: nice in theory and can clearly serve a purpose, but once unleashed now inhabits every crevice of our existence and is seemingly impossible to get rid of. I can’t seem to shake this nagging feeling that they’re some big, dumb ‘so bad it’s good’ joke that people began using ironically. Only it’s been going on for so long now that everyone seems to have forgotten the punch line, walked the chicken back across the road and are now happily drinking in a bar with a horse, a tiny man with a piano, and various men of cloth.

maxresdefaultDon’t get me wrong; ‘emojis’ have their place as hieroglyphic hashtags to be used after the main event to highlight your point (ok signing hand) or provide a witty rejoinder (poo with eyes (hilarious)). However, plonk them in the middle of a sentence in place of an actual word and leave the reader to decipher your message at your own peril.

So are ‘emojis’ here to stay, or will they be banished to the cultural wilderness like Hammer Pants, tamagotchis and wine cooler?

I guess only (clock face) will (person whispering into their hand).

5 tips from Albus Dumbledore that I used to get a great job

Two rather important things happened at work last week. Firstly, my boss wrote a lovely article about my efforts to get a job at Shabbadu. Then I came out of the cupboard under the stairs to my workmates as a massive Harry Potter fan. So, I’m responding to one with a nod to the other for everyone who has asked for more info on my modus operandi. (Bear in mind that this is coming from a sample size of one. I’m not an expert. This is just what worked for me.)

“The wand chooses the wizard, Harry”

Work out who you want to work for. You can choose your employer in the sense that its up to you where you target your campaign. Employers don’t come and look for grads. You have to make yourself known to them, and the way that you do this needs to be magical – in other words, you really need to stand out.

“It matters not what someone is born, but what they grow up to be”

If you come from a rural town, like I did, you may think that the big smoke is impenetrable. It isn’t. Whether you grew up in the ‘burbs or you’re from a recently discovered tribe in the Amazon basin, it’s what you take on board as you grow that makes you the person you are. By all means, a degree matters, but it’s your personality and that will get you hired – you need to fit in with the team to become a part of something long-term.

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“It is our choices that show us who we really are, far more than our abilities”

What choices have you made that signify you’re the person for the role? Think about experiences that have proven challenging or where you’ve learned something valuable. Tell these stories at your interview. Others may have the same degree – but you’re the only you. You’ll know you’ve found the right job when you can be yourself and not compromise your personality. You’ll also be happier overall.

“Of course it’s happening inside your head Harry, but why should that mean it is any less real?”

You need to have a solid understanding of your goals before taking any action. You need to steer your ship in the right direction, and this doesn’t have to be literal. Once you know where you want to be, starting acting like you’re there. I’m not saying fake it to make it, I’m just saying that your identity is of your own making.

“Don’t count your owls before they are delivered”

If you’re a graduate, you probably suck a bit. Either way, your seniors are definitely better at what they do than you. Which is why you need to open your ears and listen to them. If someone is willing to teach you, don’t take it for granted. Don’t ever think you’ve hit the big time. And never stop learning.

If you’re waiting to graduate before looking for a job, what are you studying for?

I’ll just leave this here for anyone currently studying with a view to working in a graduate position in the New Year.

A few years ago, from out of nowhere we received a request from a young lady who wanted to spend a week with us on placement during her (uni) school holidays.

We had no idea who she was at the time but she had clearly done her research before she called and when she spoke she was polite and keen. This was quickly followed by an email, which, surprisingly, contained no spelling mistakes and no obvious grammatical errors.

We made the necessary arrangements, made some space in our (then) small office and spent what we thought was a relatively low-key week with her in tow. At the end of the week, she thanked us very much for her time and all we’d taught her and sincerely stated that she wanted to work somewhere like Shabbadu when she graduated – we thought she was joking.

A year and a bit later I received an invite to attend her graduation. Unfortunately I was unable to attend as it was on a Friday evening during the ‘Christmas rush’. Still, within a fortnight she had requested an hour of my time to take me out to lunch as a thank you for all the advice and motivation we’d given her during the preceding few years.

When we met up she presented me with a 38-page bound document all about how she still really wanted to work at Shabbadu. It detailed the starting salary she was after and a list of all the things she could now confidently bring to the role. I was blown away. The amount of effort was astonishing. Yet there was no gimmickry or stunts involved. She simply set herself a goal, worked out a way to reach that goal, and did everything she could to achieve it.

Thousands of advertising, design and marketing students will graduate in the next few months. If you’re one of them and the place you want to work at doesn’t know your name, what the hell are you waiting for?

P.s: That girl’s name is Leah. She’s our graduate hire and she’s going to be an absolute gun. You might be too, but who’s going to give you the chance to prove it?

In defense of puns

Ah, puns. The copywriter’s equivalent of the dad joke. Harmless, chuckleworthy, eye-rollingly good plays on words that make us expel air out of our noses at a rate faster than normal for at least one breath.

I will admit I love a good pun and even kind of like a ‘bad’ pun. Good on them for having a go, I’ll think to myself. See, when you’re coming up with headlines for things, you try to find ways to highlight the stuff you’ve been told to highlight. You need to make a connection between the product and the potential consumer. Why not draw on common ground with a few well-placed words that have a smile-inducing double meaning?

But I’m not in the majority here. Some people hate puns, or deride them as ‘cheap’ and ‘easy’. They say ‘there’s no such thing as a good pun’ and spend inordinate amounts of time attempting to create a gem before reverting to a tried and true “more than just a…”, “we’re for…” or new favourite “welcome to…”.

As such, advertisers of a certain chip colour have been reticent to deploy puns in their mass-market communications. This week, a few would argue we’ve all been witness to front row seats as to why.

Woolworth’s ‘Fresh in our memories’ campaign drew a strong reaction, and deservedly so. The internet responded as the internet does and amongst the swathes of digital disbelief and virtual hand-wringing someone somewhere pointed out that one of the worst things about this misguided use of the word ‘fresh’ was that is was a pun.

Great, I thought. Another thousand lashes for the fly-ridden dead horse of pun hate. But as a staunch defender of the play-on-word, I feel a need to intervene.

‘Fresh in our memories’ was not a pun. I appreciate that this makes as much sense as saying water is not a liquid, but lets look at the actual facts. Yes, it has a double meaning, but only because of the association the Woolworths brand has with the word ‘fresh’. If it was a true pun, the fresh would refer to the people in our memories being either crisp like a spritzed iceberg lettuce or somehow dressed like the Price of Bel Air. It’s also neither smile-inducing nor giggle-worthy in any way. And the only air that would be expelled from one’s nostrils upon reading it for the first time would be from indignant anger, not some beige variety of pleasure.

Not a true play on words. Not funny. No nostril air.

Three strikes you’re out = Not a pun.

The internet will move on by the end of the week. But brands will be more cautious as a result. Knuckles will be rapped and contracts will be reviewed. And standing in the line-up with the guilty parties will be the pun. A case of mistaken identity in the wrong place at the wrong time. Unfairly judged for a crime it did not commit and I for one feel sorry for them. So now it’s not so much that every pun is a bad pun, they’re all just poor puns.

Sorry. I couldn’t help it.

How to brief a creative person ~or~ Making sure you get what you deserve.

Briefs are like design books. Most creative people love receiving them, but they don’t read them much: they flick through them for vague inspiration before running off in the direction their heart/gut tells them to go.

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But don’t let that dissuade you from writing one, because they’re massively important. Not just to guide the creative process, but to also help solidify your own thinking beforehand. Plus, when push comes to shove, it will be the lighthouse everyone looks to when they’ve all (yourself included) lost their way.

There is no ‘one’ perfect way to brief. Every advertising agency has a different template. But there are a few signposts you need to lay down to ensure the end result is right.

First of all, and this is the hardest part of the process, get rid of any preconceived notion of what the end result will look/sound/feel like. Just forget it. It will cloud the way you brief and it will cloud the way you respond to the work.

Step 1: Define what you want to achieve: Are you looking to build awareness? Are you having a sale? Are you launching something new? Whether you’re fulfilling a function or aiming for double-digit growth, put it down on paper and share it.

Step 2: Define the parameters: Who is the target audience? When do you need it by? If you’ve already booked the media, what’s the schedule? What’s your production budget? All these things will be factors that will affect the outcome. If you have the information, it’s best shared with those that need to know from the very start.

Step 3: Set the tone. If you’ve got an established brand this will be a walk in the park. If you’re starting from scratch it’s a process that really needs to take place separately. If you don’t know how your brand speaks to its audience, you really shouldn’t be advertising until you do. Taking the time to create one not only helps focus your communications, but can increase your effectiveness exponentially.

Step 4: Define how you will measure success. Separate from Step 1, this is more about what you want the target audience to think/feel/do once they’ve seen this piece of communication. Is it even measurable? If so, it’s good to set a target for the creative to aim for.

No offence, but this isn’t what success looks like to normal people. 

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And despite all this required information, try to keep it short and sweet.

But what about the ‘Unique Selling Point’, or the ‘Single Minded Proposition’? These are ‘nice to haves’ but not essential. Besides, if you’ve got people writing those things for you, you don’t need to learn how to write a brief.

So there you have it. In short, know what you want to achieve, define the parameters, set the tone and define how you’ll measure success.

Start with these steps and an open mind, and your creative suppliers will thank you for it.