What Does Your Brand Smell Like?

A BRAND?

A brand should be a clear statement.

Laser focused intent.

Not vague, unfocused or unclear.

Your brand must be consistent.

Your brand no matter what it might be must be CLEAR FOCUSED CONSISTENT. The focus on a brand or label is often the target audience or demo graphic - this is the tried and tested formulaic standard.

This is not clear enough. Your brand, label or 'signature' must personify what your business, product or service is.

Lets explore that notion in more detail : Personify

per·son·i·fy/pərˈsänəˌfī/

Verb:

Represent (a quality or concept) by a figure in human form. Attribute a personal nature or human characteristics to (something nonhuman). Your label must practically breathe. It must be 3 dimentional today. Its more than a notion of a type of person, of a particular age leading a specific lifestyle. That is very rudimentary and might have stood its ground in the less sophisticated past - as delightful and uncomplicated as they may have been. Although there are some very clear leads and exacting if not perfect examples that were set which I will address later in this piece, lets first explore the idea of your 'brand' personified. Is your brand a woman or a man, is it short or tall, muscular, fair, manicured? Does it sink or swim, is it rugged or refined, whats their garden like? Think about it. What would your brands rituals be? Up at 6am to work a farm or ski? Is it dutiful and kind? Is it sexy and svelte, chubby and cute. Where and how does it walk - or indeed strut? Perhaps it rides?  To have a totally Clear, Focused, Consistent vision you would want to entertain your labels diet. This may sound at first ludicrous but the more exacting you are with this the more precise your message will be and the more successful your marketing message will be. Ever met someone who is inconsistent, someone who cant hang their hat on one idea or thing...confusing isn't it? No matter how patient, kind and clever you might be it does your head in. Its hard work. What about the consistent person - what do they offer you? I am not talking about bland or boring - but you know who they are, what they are about, what motivates them what makes them shake! What makes them shake quake and want to copulate? You must know these things. Lets flick back to iconic 1970's advertising. What did this guy eat drink and do? I can tell you know he didn't use men's grooming products, would never even consider sushi, live in a modernist home or care what his postcode or zip code was. But we can imagine what is important to him and what his rituals might be... and... we can even imagine his smell! Earthy, sexy.  Get it?

:::What Was the Question?::: Desire to Attire!:::

The question I am going to pose may seem trite but it is actually very telling and can be surprisingly revealing.

A not often asked question provides a plethora of open information and most people have the answer at the ready despite being pretty unaware of the potent answer.

I have tried asking people I have known for a long time and thought I knew well and am often bewildered by their response.

I am a trained Fashion Designer with over 20 years experience in the business and have made many a bespoke item for clients.

So now I ask - if what would be your dream outfit? 'Dream' being the operative word - anything!

I have been knocked over by answers provided with much enthusiasm and detail and the answers were rarely standard. One short stout aging woman resembling a barrel wanted a tight red mini with a plunging neckline. One man wanted to be a knight, another young guy wanted to sport a top hat and tails and yet another guy to be sprayed silver and wear evening gloves and a sequin tube dress and yes he is straight.

Usually designer names never ever enter into it. The feel of the fabric the colour and shoes might.

So what might you wear to your own delight?

I have been lucky enough to be able to design and make myself pretty much anything I have wanted over the years which included some retrospectively 'daring' looks...ahem can we move on and never mentions the quasi Jeanie outfit I wore in 1987 to the Fashion Design Council event at the Palais Theater...yeah I rocked the full pony tail hair piece to the waist and all - oh well I was creative and it was the 80's so its all very much ok. Although I am kind of relieved I don't have photos.

Some people dig uniforms! I would be happy to rock this look any day of the week I mean these are power trippin' foxy ladies.

Now we all like uniforms... these are super supremo!

As a little girl this film and to some point now this film titillated and inspired me no end as did anything about trapese . I mean come on who doesn't want to be in on this action? Sequined corset sailing bravely through the air - God Yeah! Tony Curtis, Gina Lollobrigida and Burt Lancaster I mean look at these people - wow!
So go ahead ask your friends, ask some men, ask your Mum -  I assure you you will be surprised!

It all links to different things its not just about the Attire.  What do you desire as your definitive attire?

PARENTING AND BEING A CHILD 1970's STYLE

In the 70's being a child was an all together different experience than it is today.

Most families remained in the one family home their entire lives and we knew all the people in our street. Shops streets and neighborhoods quietly remained the same. It was a great comfort and to this day I am still assured by the few remaining details in my old neighbor hood that have been left unchanged.

Parents were different too...

Men's pants were unashamedly tight and high at was all at brow height as a small child and just too much to take in. It was unavoidable teachers rocked these pants too!

An innocent visit to the local super market or worse still your friends house was met with the unbridled breasts of your best friends Mum. Thin t shirts and areola were swirling about our innocent heads like looming balloons. It was all wrong.

Even Sesame Street wasn't safe.

Barbecues involved children playing with fire eating carcinogenic blackened meat, parents inhaling Viscount Cigarettes and swilling copious amounts of alcohol.

All this followed by bundling the gang into the family vehicle safety restraint free and if you were really lucky Dad was drunk and made the drive like a visit to Luna Park - flying over railway lines and ditches the car becoming semi airborne was a thrilling treat, Mums near naked boobs slamming you in the temple. You would go home to no air conditioning in summer sleep in the back yard on a divan and smother yourselves in a spray on insect repellent - who knows what that had in it?

No one had food allergies or their child diagnosed with mental issues or challenges, no one had dyslexia, hair straighteners, braces or things like moles removed from their faces - you had what you had and dealt with it. This made for some pretty fascinating school photos its like a shop of horrors or an ugly meet. There were obese children - they got called fat. There were 'slow' kids and smart kids and that was it. Teachers did not implement 'Rock and Water' self esteem building policies if they didn't like what you did they got to hit you with their hand or a wooden rod.

So there was danger sex and violence back then too - it was just all at school.

How did our parents survive with out mobile devices? They made plans and stuck to them. Anticipated and planned them...it didn't matter if we dreaded them we had to go there was no getting out of it besides Dad might drive drunk over the railway tracks so it was always worth it.

Parents and children experienced real ANTICIPATION! Such sweet delight. As a child you would wait all year to perhaps receive your most wanted toy and the parent had the power to either deliver or restrain from giving the object of joy. The parents had the power. Half the joy as a child in the 70's was the agony of the wait, watching the TV commercials all year. Your little heart would race each time you got to drink the visuals in. And meanwhile you went out into the street to play and dodged all the drunk drivers in tight pants and ladies with their boobs out.

You behaved at home and at school or got hit and parents were more than happy to thank the teachers for the great work they were doing.

 I have very fond memories of my childhood and wouldn't change it even if I could.

1970s Food Trends

Thats me on the right.