Episode Transcript
[00:00:08] Speaker A: You are listening to the Brand Alchemy podcast with your hosts Jared Ascher and Jared Break, where we uncover the stories and truths of real entrepreneurs and their journeys of growth and brand transformation.
For more information, go to www.timelesscreative.com.
hello everyone. Welco. Back to the Brand Alchemy podcast where we uncover the stories of entrepreneurs who've transformed their visions into a reality. I'm Jared Asher Herring, joined by my co host, Jared Brake. Hey everyone.
[00:00:43] Speaker B: Jared here. Great to have you back for another episode.
[00:00:46] Speaker A: Each week we share the breakthrough moments, hard won victories and strategic insights that turn ambitious founders into market leaders. Did you know that according to Ahrefs, the leading search data center in the world, approximately 90% of web pages get zero organic traffic from Google, making them effectively invisible online.
So that means they're sabotaging themselves without them even realizing it. So that's a combination of poor SEO, unclear messaging, and it means that your competitors are actually stealing all the attention from you.
So this is where Jared and I come in. We're brand marketing architects and we help businesses just like yours claim your market share by creating a strategic SEO roadmap and website blueprint. In 30 days or less, we sit down and unpack exactly what your problems are. We diagnose the issues and put together a roadmap that helps you and your business create a pathway for more leads and more sales. If that's you, all you need to do is contact us. Thomas creative.com boardroom yeah, it's great to be back guys. Thank you for being here. And today we've got a very special guest by the name of Simon Drury. He is an authority in the employer brand EVP and CVP place. He's also the founder of Blanc Creative and a brand strategist who's worked with some significant organizations like Toll alliance and a lot of other companies that we can discuss today. So, Simon, it's great to have you here today.
[00:02:19] Speaker C: Great to be here. Thanks for having me.
[00:02:21] Speaker A: It's awesome. How's it going there in Sydney? Nice and cold for you?
[00:02:25] Speaker C: It's fresh, the sun's out, beautiful blue skies. I can't complain.
[00:02:31] Speaker A: Lovely, lovely. So for the audience that are tuning in today, Simon, tell us a bit about Simon Drury and of course belong Creative a bit about your background and I guess let's explore that, shall we?
[00:02:44] Speaker C: Yeah, absolutely. Happy to share. Awesome.
I guess as a kid I was really passionate about creativity and that's a thread through my whole life and I started drawing and painting. But there was this pinnacle moment where My art teacher at school said, you know, what do you want to do? And he mentioned this thing called graphic design. I said, what's that? He sparked something curiosity in me. So I found out about that. Ended up doing graphic design course at the University of Newcastle and it was great course, four years and the last year we actually had real clients, which was amazing.
And that helped me get my first job in advertising. So yeah, that, that's sort of what started. It worked in small, medium big agencies for a decade and then the GFC hit in 2009 and I got retrenched.
I remember feeling, how could they get rid of me? I'm their national creative director.
I really felt like I'd hit that pinnacle of my career and next minute I was on the couch crying, wondering how I was going to feed the family.
But myself and my wife Kiralee made the decision to back ourselves.
Personally, I felt like I had spent a decade in advertising and design and creative and I knew what I was doing.
So yeah, back to myself, created our branding consultancy and that was nearly 16 years ago. So that's the origin story.
[00:04:30] Speaker A: Fantastic. So 16 years ago, it's a long time. And that was the year that you started Belong Creative, was it, Simon?
[00:04:37] Speaker C: Originally it was called the Ideas Hatchery and we rebranded a few years ago.
But yes, it's the same business.
[00:04:49] Speaker A: Have you found since 16 years ago until present? I mean, obviously you know, the landscape for marketing, brand strategy, employer branding, it all changes sort of year on year. How have you found Belong Creative today and the work that you're doing with your clients today compared to when you first launched the Ideas Factory back in 2009? I think it was.
[00:05:15] Speaker C: You're right. Look, I think the fundamentals of branding haven't changed that much. I think it's more about how you're deploying and activating them. Definitely has.
But the core principles of it, representing who we are as a business, what do we stand for and how do we want to influence the hearts and minds of our target audience?
I think for me, branding is much more than a logo and a color palette. It's, it's a transformational business tool.
It can really help your customers or employees feel at home and that drives faster, easier attraction, you know, higher engagement, more loyalty, boost, advocacy. And these are all bottom line things that, you know, the CFOs are happy to hear.
So I think to answer your question, from a business, from a branding point of view, you know, I think I've, I've optimized and built on my core Knowledge over that time on what branding is and what it means to our clients.
But I have seen a lot of massive amount of shifts in more the, I guess the marketing of brands, you know from you know, back then when we started we were doing newspaper ads, you know and now it's, it's, you know, the tick tock ification of the world and social media, you know, is, is the platform for brands at the moment.
[00:06:55] Speaker A: It's interesting.
Yeah, it's quite a journey. And how have you found. You mentioned before and don't mind me asking here. So I'm. You've got your, your wife Kira Lee and your kids. I think you got two, am I correct?
[00:07:07] Speaker C: I got three. Three kids. They're teenagers so pretty busy household supporting them in their, their endeavors and they're a creative bunch.
Yeah. My wife's a very talented actress.
Yeah. My son is a playwright and he's hoping to become a director.
Wow.
My daughter's. Yeah, she's a great storyteller, very creative and so is my youngest.
They're sort of exploring, you know, creativity but you know, I just want to support them and you know, whatever, whatever they want to do. It's about exploring things at that, that age.
[00:07:53] Speaker A: It's a great creativity. Runs in the family.
[00:07:56] Speaker C: Yes, yes it does.
[00:07:58] Speaker A: And you're, you're an artist as well?
[00:08:01] Speaker C: Yeah, I love, I love painting so I do do a bit of oil painting, a few commissions every now and again. I don't have much time the business and home life but I do curate an exhibition at my daughter's school. They are an art and design school so they run this exhibition every year which is really cool where we invite parents and carers of the students who have that creative bench. It might be sculptors, painters, illustrators, graphic designers and they can exhibit their own artwork at the school's school's gallery, which is a real privilege to meet like other creatives and share our talent which for some it's what they do professionally but for me it's a bit more of a hobby at the moment.
[00:08:56] Speaker A: Fascinating in terms of. So just shifting gears back to the business belong creative. You know, I know you've got a certain process. You and I and Jared here, we've worked together for quite some time, Simon. So we understand from the inside out how the business, the brand, the ethos operates with its clients or your clients. So you want to share a bit about your special process, the MBB process as you call it, or the magnetic brand builder process. Explain a bit that about that if you can so your audiences can truly understand what this, how it's so unique, I guess.
[00:09:33] Speaker C: Yeah. Thank you. Yeah. So magnetic brand builder process, something that we've optimized over that 16 year period.
What I love about it, it gives a real clear roadmap for our clients.
They can really see what are the steps. So we have four phases.
Evaluate, calibrate, create and activate. And the clients can see what happens in each of those steps.
Importantly, they see the outcome of each of those steps.
You know, we've had some really positive feedback on the process as it gives that clarity to clients to understand what are they investing in, what is the deliverable, how will the project work?
So we love it because also from an internal point of view, it really gives clear structure and steps for us to follow.
Now that all sounds quite rigid, but it's not like we certainly have best practice steps and tools. But it might be that our client has already done phase one and they need us to do phase two and three.
So it's a great conversation starter to say, well, you've, you've already done this. How about we start at this step and we can break it down into smaller components. So it's flexible but very robust at the same time.
[00:11:06] Speaker A: Fantastic. And so the brands that you work with, I mentioned a couple of them at the very start of the introduction, but want to share some more about that because you've worked some pretty prolific multinational corporations and organizations. Companies share a bit about that and I guess how.
Well, yeah, share a bit about that as a starting point, please. Simon.
[00:11:29] Speaker C: Yeah, when I started out I was working with some brands that I knew, but when we rebranded as Belong Creative and I invested quite a bit into that, probably maybe 60 or 70,000 into a new brand new website and it really elevated our look and feel, our offering, our positioning, our cvp. So we've got eight reasons why to join up work with us and I felt that really helped us attract a much higher caliber client.
So it was a good process for us. Like as brand branders, we're probably bad at doing it for ourselves. But so going through the process was insightful for many reasons because I do think it's something then when I'm talking to our clients I say, hey, I've been through the journey myself with my own brand and I've seen the benefits of elevating our brand stature and speaking to a different type of client.
And since then we've been able to pick some of the, and work with some of the very best brands in Australia. Some of them Multinational on different types of value propositions, some customer value propositions, some employee value propositions.
And that's something we're very, very highly experienced at, is crafting those value propositions for these different types of brands in a way that builds transformation and builds belonging. Because that's, that's something I'd like to mention, Jared, is that's our purpose. Our purpose is, is to create belonging and I'm very passionate about that.
[00:13:36] Speaker A: Got you. So this, this idea of belonging, being that Belong Creative is tied to your personal identity. So I mean like it is for every brand, right? Or most brands at least.
How did this idea of belonging come about?
[00:13:52] Speaker C: It's a, it's a good question and I'll try and be succinct but essentially as a, as a kid we moved around a lot, so my dad was a high school teacher. We got posted in different areas, you know, and I had to say goodbye to best friends quite a bit.
And then that pattern of kind of having to move on happened quite a bit in my early career in advertising where, you know, there was mergers, acquisitions, there was a bankruptcy and I felt no sense of home, no sense of place, no sense of belonging. And it was really hard. At one point I actually remember holding back at this place I worked at where I didn't want to create those genuine social connections because I was scared of them being torn away from me.
Yeah, was an awful feeling of that fear kind of almost forcing me to retreat and be in myself.
And that's, that was not, not healthy.
And I think that was part of that excitement of creating Belong Creative that I was in control, that I could build a client base and a team of collaborators that I didn't have to say goodbye to, that I could, could nurture and create this sense of belonging for the team, for the clients, but importantly create belonging for their end customer or their end employee.
So that's where the idea of it comes from. But to be honest, if you look at when you create belonging in a business and in a brand, it actually has huge impact.
You get much higher productivity, better morale, higher happiness, less attrition.
It actually really helps the bottom line.
So it comes from this very heart led human place.
But what it delivers is very powerful from a business point of view as well.
[00:16:24] Speaker A: Absolutely. It's very, it's, it's quite deep, isn't it? It's very philosophical. But it's something true to you, Simon. It's something real and organic. It's not just manifested, it's something that you've as you've said, you've grown up with it and it's, you know, being, being sort of, you know, led around the country, so to speak, or up the garden path, whatever ways you want to look at it. Yeah, but, but at the end of the day, it's something that's real to you. And have you found, as a question now, have you found that the, that when you're working with your clients, your own employees and so on, that the work that you're doing with them, it's sort of, it, it travels through to the end result or for your clients, have you found that as well?
[00:17:05] Speaker C: Yeah, yeah. I'll, I'll share a really pivotal moment where I felt that I'd spent two years working for a client, Aveo. They're Australia's leading retirement village operators, some incredible people there. And we'd spent, we'd done research, strategy, creative and then activation. And it wasn't until probably right at the end where I was invited on a road show to go with the client and the client was sharing the, the EVP and the journey and the brand.
And we'd set up this really cool activation where the employees could come and interact with the new brand and choose words that really resonated with how they show up at work. And it just really hit me really hard in the heart. I actually got a bit teary because I could see the belonging happening right in front of my eyes and I knew at that point, yeah, that two year journey meant something because you can get metrics right, you can hear the results, that their costs have gone down, their attraction has gone up, their loyalty's gone up, their engagement's gone up. But when you see someone interacting with the brand and the joy on their faces.
Yeah, I'm getting a bit emotional now. Really matters, you know, rising. Right.
[00:18:34] Speaker A: So absolutely amazing. And I could imagine, you know, getting that, getting that feedback as well and hearing that the work that you're doing through your life's journey is essentially coming out of you, isn't it? As a strategist and helping organizations create that sense of belonging, I could imagine that it would be very powerful for the workplace and its people. So, yeah, thanks for sharing that summer. That's amazing.
[00:18:58] Speaker C: No problem.
[00:18:59] Speaker A: Yeah. Jared, have you got any questions you'd like to. Yeah.
[00:19:03] Speaker B: You mentioned a bit earlier about how exploring creativity.
I'm wondering, like, how do you do that with like, in the process of working with all brands, like, is that a kind of a straightforward process or do some brands that you have to work with like, do you have to dig a bit deeper or follow a different process?
[00:19:24] Speaker C: I guess we've got our own process in terms of ensuring that we're being.
What would I call, divergent in our creative thinking.
You certainly want to respect where the client's appetite for risk taking is in terms of creativity. And that's one of the first questions we asked. We've actually got a creativity barometer that we. We ask clients to actually say, hey, are you, you know, do you want an evolution or do you want a total revolution? And I choose kind of on a scale where their appetite is. And that in a way, Jarrah, that gives us permission on how far to push things by working with my team, we're always keen to have divergent thinking.
We often have designer battles where we have two separate design teams work on ideas separately and then come together and fight for their.
Fight for their own ideas. And we often get some exciting new thinking out of that process, which our clients obviously appreciate.
Yeah.
[00:20:34] Speaker A: Wow. Yeah.
Have you found Simon?
One of the things I've personally found, and Jared here as well, being that, you know, our business is more about marketing as it as much as not as your Belong Creative is more focusing on strategic branding. We're more about obviously marketing, but what we found is probably similar to what you would find, but I'd like to know. Know. So what we've. What we've discovered is when we work with certain clients, they always have this idea about what marketing or branding is and they have their preconceived conceptions and they might think they know what they're talking about, but sometimes they. We believe they don't. So have you found working with organizations of that size stature, that they come into working with you and Belong Creative and the team with a preconceived idea, or is it basically led by yourself and they're happy to engage that? How have you discovered that?
[00:21:34] Speaker C: Yeah, it really varies. Depends on the client. Depends on our actual direct contact at the client. Sometimes we get people that are actually very new to the concept of branding. They might not have never done it before, so they're often happy to be led by us. And look, there can be pros and cons with that.
You know that.
I would say the best relationships are when clients understand the value of branding, but they're not so knowledgeable that they feel like they've got to dictate how we do it.
You know, it's better to have a partnership where it's open, it's collaborative, it's honest, and our Clients inspire us with their objective, they push us and challenge us, but they don't dictate how we, how we work. And I find it's those relationships that actually get the best outcomes possible.
Yeah. So really mix like sometimes we'll be working with founders who are obviously or you know, juggling a lot of different priorities.
Sometimes with employer branding, we're working with people that have, you know, expertise in more like talent acquisition, but not marketing or branding.
And sometimes, yes, we work with marketing managers that the focus might be on driving sales but don't, might not understand the full value of the brand behind what your, your marketing is doing and the key messages. So I do, I do like that. And you've probably heard this analogy of, you know, marketing is asking someone out on a date, but branding is why you say yes. I think, oh wow, that's a nice, that's a good, a good one.
Yeah, keep it simple.
[00:23:45] Speaker A: Yeah, that's great. Have you found more of an industry related question now? Being that you have been in the industry for many, many years, you know, I'd like to understand from your perspective, how have you personally discovered or found the industry, how it's connected to modern day affairs or newsworthy affairs. Like obviously there's a lot of things around the world that's happening in terms of potential, you know, onset of war or there's the, you know, the idea of what people like to call the woke agenda. There's a lot of newsworthy things that come out. And my question is, how does, from your perspective, how does branding relate to those newsworthy news articles that are happening on modern affairs? In is there some sort of correlation as to how we strategically brand during these times or is there other ways to look at it?
[00:24:43] Speaker C: Yeah, I think, yeah, it does.
Like branding's, I guess, line in the sand where you're setting foundations.
And for me it's the difference between being consistent and coherent.
So a brand in my opinion should be coherent. So what that means is rather than consistent, which is exactly the same all the time, coherent means we know what we stand for, we know what we believe in, we know what our values are.
We can express that in infinite different ways and on different channels.
What that means is, is when there are issues that arise in society that allows your brand to reflect on what's our take on that issue.
And depending on the brand, should we make a stand, should we align with it, should we reject it?
Or for some brands they might ignore it. That could be, you know, their brand position.
So the brand is really Your lighthouse, it should guide you to then say whether we're in or out, depending on, on what those societal, you know, trends or issues are coming.
And then it becomes a marketing job, you know, from there is how do we express it and across what channels?
[00:26:17] Speaker A: Interesting. You know, one of the articles that you and I are working on recently, and I thought it might be the right time to mention this too, Simon, is the idea of when Trump came into power and how that affected, you know, markets, obviously, as a whole, around the world, but obviously different things.
So, yeah, obviously that's, that's something to note. Um, is in regards to, you know, the, the way that employer branding can be affected by certain types of related, newsworthy things at the time. Being Trump coming into power, have you, do you have any, any words on that, any thoughts on that that can help us unpack that further?
[00:27:00] Speaker C: Yeah, I think it's people want their brands, or people that feel connected and belong to brands, want their brands to act more human.
And that means taking a stand. That means having a say.
That means, you know, making some changes if, if it's core to the brand.
So when things like Trump come up.
Yeah, customers, employees want to know, where does the brand stand?
And I think that's a really important thing for brands to be transparent, even if they're not sure, you know, say that.
Say, say we're not sure where, where we're at at the moment, but this is where we're headed. I think too often brands stick their heads in the sand and, you know, they're, they're waiting, but that doesn't resonate with people that are connected to the brand.
Yeah.
[00:28:08] Speaker A: So now that we're talking about that and, and now if I just put you on the spot, if I can politely, of course, if that. If you had a real life scenario right now that was happening and you were asked to work with your Belong team, Blanc creative team, were asked to help them solve that problem. What would you do? How would you approach that?
[00:28:31] Speaker C: I think, you know, it's a, it's a, it's an interesting question that's coming up a lot lately. I think it's, how can brands be more fluid and flexible in a changing world, in a rapidly changing world?
And to be honest, I don't think there's a perfect solution to that. I think it's about being a little bit vulnerable and having some open, honest conversations and say, there's been some big topics, working from home, coming back to the office mandates, AI, you know, war, as you mentioned, and we're still recovering from COVID issues as well.
So I think brands can be more fluid by having. Using stories is a way to keep things fresh.
But we still got to be true to our core foundations, our purpose, our vision, our values. So often when we work with our clients, we go back to those business foundations. They're our bedrocks.
And that's not to say sometimes, you know, brands can have a bit of a crisis and they might need to reflect on those brand foundations and potentially change them.
But if you go back to your core, I think then there's the opportunity to look at your evp, your CVP and say, maybe we need to evolve this, maybe this isn't right for the market right now. How can we adjust it?
And that's a process of listening, talking, testing, validating and then communicating.
And I think for brands, the future is being more fluid with that process rather than saying it's set and forget for the next three to five years.
We need to be more nimble in, in that process, probably on a yearly, yearly basis, if not when, when needs arise.
[00:30:57] Speaker A: Very, very fascinating. Everything just keeps changing so rapidly, doesn't it?
Advent of AI and technology just changing and rapidly evolving year on year. Now it's, it really is hard to keep up. And brands are sort of, from what I've discovered and my research is discovering that big brands, corporate brands are struggling to keep up with it, not knowing how to adapt to the massive changes and innovation that's occurring in the world. So I think some are doing it quite well, but I think there is some struggles that are what are happening with some of the big corporates and their ability to adapt. And I guess the big ones, the ones that will adapt and grow and, and stay ahead of the game or the curb, are the ones that are innovating and, and re looking at their, their strategy or their brand strategy and saying what do we need to do to, to elevate and, and grow with this change?
[00:31:47] Speaker C: Yeah, I, I agree. I think a lot of board CEOs or C suites, I think they're got this huge integration challenge at the moment with AI and it probably means like, I think we're at this really interesting point where things like branding and marketing might just be on a little pause because they've got these operational huge decisions to make. Are we replacing talent with automation, AI or we complementing, augmenting, are we upskilling? These are massive decisions that C Suites are grappling with right at the moment.
And I think that, you know, I'm feeling it a little bit now in the market that I think once they're getting their head around what that looks like and then the communication sort of comes after it. So it's an interesting time, very interesting time.
[00:32:54] Speaker A: And, and Jared, we've got a lot of knowledge in this area of AI technology and so on. We work in this most days. So. Yeah, please share your ideas and thoughts here, mate.
[00:33:03] Speaker B: Yeah, I guess, you know, there's obviously ways that, you know, AI is emerging in the, in the marketplace and, and taking over different things, but I guess the thing that it can't, it can't really connect with like a human can at this point is hearts and minds. And I guess that's something that you touched upon earlier, Simons. So I'm wondering, like, you know, what is it that businesses need to know that are maybe listening to this today about that or that or that are missing or need to do more of, to connect with the hearts and minds from a human touch, Something that, you know, AI can't replace?
[00:33:42] Speaker C: Yes, thanks, Jared. I think that's a great question. And I think that hearts and minds is going to actually, actually be a bigger part of the future of brand and marketing, for sure. I think the potential is right with AI, it can generate volume, right. And I think it's that combination of quality and quantity, you know, and I've seen technology recently where, you know, the tech or the AI can tell you what headline imagery photography to use before you go to market. It's sort of almost like, well, forget the split testing.
We'll let AI tell you up front what your best ad is going to look like before you even go to market.
But then I was thinking more about that and, you know, we'll get to the point where there'll just be this huge volume of everything looking the same and everything looking average.
And the missing link is that ingenuity, that little weird quirk that humans are so good at, that's going to stand a brand out from the pack. And at the end of the day, you still need that human input. Can you put the heart and mind component in at the beginning and in at the end? And AI is I guess, just another tool, tool to help us be more effective, more efficient, but it doesn't remove that, that special spice that human creativity adds.
[00:35:28] Speaker A: Absolutely.
My, my thoughts here as well. Just to add to that is, you know, like you said, Simon, AI at the end of the day is just another tool.
But the tool can be very effective or, or can be somewhat useless depending on, on the, on the, the, the person or the, the mastermind behind the, the tool.
So for example, you know, if you programming something into a system like Claude or Manus or Chat, GBT or any of those systems to pump out a story and that story is only ever going to be as good as the program itself or the programming that's been been provided with. And it's the same with, you know, how we can leverage these tools inside a marketing campaign or an advertising campaign or writing a blog article.
You know, I've written, as you would know, Simon leveraged many blog articles in this area and leveraged the use of AI. But you can never write a solid blog article relying only on AI because the output is only going to be in my opinion, one dimensional. So you still need to have a, you still need to do your manual research, you still need to look at the market, you still need to give it ideas. But the way that that tools manipulated is such that you might spend say, you know, the initial 20% of time giving it ideas and those ideas come back to you and it summarizes or condenses those ideas into something that's unique and solid and then you start writing your content based off that. So and then from there you use it as a tool for editing and post editing and things like that. So I think that the tool itself is gonna, is highly valuable but I also know that it, it's not something that you can just rely on as a one stop shop because if you did that I think it's only going to compromise the output in my opinion anyway.
[00:37:26] Speaker C: Yeah, I totally agree. I think what's missing is that personal storytelling.
And look, you know, as humans we've done that for 30,000 plus years. You know, it's ingrained in us.
It's a way of, you know, engaging people and creating memorable moments that we can't forget. And it's storytelling that does that.
You know, if you ask AI to tell a personal story from a lived experience, they can't, you know, it's, they could share an average which again just, you can, you can tell it just doesn't have that beautiful personal, emotional, lived experience of a human being.
And I don't know about you, but when you read a blog that has that kind of content in it, you're, you're immersed in it, you're engaged by it and you take something out of it that's more than just content.
[00:38:28] Speaker A: Exactly. This, it's the story, isn't it Simon? And, and really that's what branding is, isn't it? Bringing you back To Brandy now it's about knowing how to create a story that engages someone as to why you are here and why you are in from a business perspective, why, why you're helping or people or why you're solving problems. And that story behind is what it magnifies the output and captivates its audience.
[00:38:54] Speaker C: Yeah, yeah, yeah. Stories are what makes brands more human.
And you know, the more human a brand is, the more relatable it is, the stronger you can create belonging and that has the connection, the bottom line boost in all those wonderful metrics.
But essentially, you know, what you're trying to do with a brand is not sell stuff. You actually want to create a community.
At the end of the day, if you can achieve that, then I think that's a much more powerful way and sustainable way of helping your business transform.
[00:39:42] Speaker A: I love it.
Well, Simon, mate, it's been really, really insightful today and I just want to say thank you for, for, for coming and sharing your knowledge and expertise here.
[00:39:53] Speaker C: Thank you. It's been a real privilege to share and yeah, loved your questions, guys. They're great.
[00:40:00] Speaker A: Fantastic. Jared, do you have any other insights or anything to share?
[00:40:04] Speaker B: Yeah, just to add to what you said. Yeah, it's been great to, to chat with you today, Simon. I guess, you know, for the people listening, you know, how do they reach out to you and what's the, what's the next steps for them to get in contact with you?
[00:40:17] Speaker C: Yeah, thanks, Jared.
Probably the website belongcreative.com you can see what the business does.
But I'm also on LinkedIn, so if you type in Simon Drop Brewery, I'll come up there. So that's a great way to connect with me as well.
[00:40:38] Speaker A: Awesome. There's actually one thing just on that note, Simon, for, for the audiences that are tuning in, you've got a, a tool that you can help businesses with the, the MBB tool.
And do you want to share a little bit about that? So help to. I guess for everyone that's listening, what value can you can bring to a business at least with the initial process of unpacking and so on?
[00:41:03] Speaker C: Yeah. Great.
So I guess that's for clients who maybe don't know how to articulate who they are as a brand or business.
Maybe they want to elevate their reputation.
Maybe they're blending in with competitors or not standing out.
Maybe, you know, there's mixed messages or they're struggling to attract the right customers or employees.
These are the problems that we help solve.
And now MBB process solves those Questions? It's an end to end process where we develop your value proposition and a brand and then activate it.
So from start to finish, we look after that whole process.
So from research in the evaluate stage, crafting your value proposition in the, in the calibrate phase to create your value proposition so you know what you stand for.
And then the create phase, we develop three creative concepts to bring your brand to life.
We validate and test.
And then the final phase is activate, which is where we bring it to life. We create video, graphics, stories, photography, copy, digital assets, websites, the whole kit and caboodle.
And then the next layer to that is then operationalizing your value proposition. This is really important where it doesn't just become, you know, a document left on the shelf. We actually embed your value proposition into your systems, into your leadership, into the hearts and minds of your employees and then empower them to engage customers as well and bring that community and create that belonging for your brand. So it's a very, very powerful process.
[00:43:17] Speaker A: Fantastic. Well, thank you for sharing that, Simon, and for everyone that is tuning in right now, as Simon said, you can go to either LinkedIn or his website, www.belongcreative.com and LinkedIn, type in Simon Drury and to get access to the MBB process. It's on his website and we'll share the link with you in this chat so you'll be able to see it for yourself. I think it's very valuable, especially if you're looking to evolve the brand and look at rebranding for the future.
So that's it for today, guys. I want to say thank you for being here again. Simon, it's been a pleasure.
[00:43:56] Speaker C: Thank you very much for having me.
[00:43:58] Speaker A: Thank you, Jared, for supporting us here, mate. So thanks guys and we'll see you on our next episode of the Brand Alchemy podcast. Have a great day.
You've been listening to the Brand Alchemy podcast with your hosts, Jared Asher and Jared Brake.
For more information or to request your spot as a guest speaker, go to www.timelesscreative.com.
