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.

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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).

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?

Ripping off the brand-aid ~or~ saying goodbye to an old friend.

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I buried an old friend today. Or, if you want me to turn down the melodrama a notch, I signed off a new logo for Shabbadu. While it was an absolutely necessary thing to do,  it was one of the hardest things I’ve had to do.  And here’s why.

1. I liked what we had. 

Call me an old fuddy-duddy, but I didn’t actually hate what we had before. Mainly, because I created it. Sure, I have no design training or skill, but that didn’t stop me when I was all excited about my new business seven years ago. And it took me ages! Well, ok, it took about 20 minutes. Still, I thought it was unique and special, and it did the job.

2. It’s a big investment.

Rebranding costs a lot of money. And it’s not just designers fees, you change one thing you’ve got to change everything. And you’d better change it all at once too or else. Bah! Too hard. Can’t I just get away with my old tracky dacks, I mean logo, for another few years?

3. I’m not the best judge of art direction/design.

I think the saying is ‘pearls before swine’. Despite my years of experience in advertising, I’ve always been a ‘I don’t know much about art but I know what I like’ kind of copywriter. Which is fine when you’ve got a talented, understanding art director by your side, but it’s a different kettle of fish when a) you’ve got to brief the thing in, and b) when you’ve got make a decision at the end of it all.

Basically, I found myself thrust into the role our clients find themselves in more often than not. Suddenly, I had to be making calls on stuff I really didn’t feel qualified to make calls on. At least not with any authority or accuracy. And, I wasn’t entirely convinced we needed to be changing anything in the first place. But I was lucky. I had a team around me that I trusted, and my designer provided enough evidence of industry and support to make me feel comfortable with their suggestions.

Emotions aside, the time was right for a new logo for Shabbadu. The business I began seven years ago is worlds away from the one we are today. One of the key differences is I’m saying we, instead of me. Suddenly, it’s not just about what I like. Breathe, Chris. Breathe.

We’ve all been guilty of being hard on clients for umming, ahhing, and rejecting perfectly good work for seemingly no reason. This experience will hopefully colour these situations for me in the future. I’ll be more understanding and appreciate that while we might just think of it as another chance to move the brand forward into a new and exciting future, for our clients it might represent the nadir of an existential crisis where they begin to question all manner of things about their life, past and present.

Still, onwards and upwards.

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