Espresso: Who Gives a Crap founder, Why Your Brand Must Be 3D

0:05The bigger the purpose, the deeper the purpose, the easier it is to almost like mobilise both people to your team and consumers like the people who are coming in the coffee card. the idea for you know going to the coffee shop completely get that but then the other side to this and you said at the beginning which i thought was beautiful was a brand can be multi-dimensional the other dimensions to this is is the humor and how do you inject humor in in the brand as as you get bigger do you see what i mean like how do you keep it frivolous and fun yeah i think um you know So, humor is a hard place to play as a brand because what's funny is subjective.

0:51And so, your copywriters and your editors have to be really good at saying that's not funny enough to enough people to kind of make the cut. But it makes it a very hard place to play. But coming back to your original kind of point or question, I think the challenge of purpose led brands is that you can fall into the trap of being too earnest, which creates a one-dimensional brand. And for me, this is, I remember going to this dinner party with someone who I had read about and really admire. And I sat down next to her and was stoked. And most of, most of, and we started talking and I asked her what she was really interested in.

1:34And I was expecting to get a broad range of, you know, things to talk about. And she just talked about climate change and how she was terrified about where the world was going. And no matter what question I asked her to try and understand what else she was interested in, it always just came back to climate change. And I remember thinking to myself, I really admire this person. I have huge respect for them, but I'm not sure if we could be friends because I don't know if I'd ever be able to kind of get the depth of the relationship that I needed to when they're so focused on this one thing. And that's, you know, that's truly how we think about building our brand is that we want customers to be able to fall in love with us because, you know, some people will love the packaging, other people will love the social impact or the ease of home delivery and not having to go to the shops as often when they run out of toilet paper.

2:29You know, they're all different ways in, but we ultimately want people to fall in love with us because they discover a brand that's got many different angles to it that they like, that makes their life a little bit better in one way or another. And that might be just delivering a joke at the right moment when they open up a box or when they are in the bathroom and they decide to read the back of our role and we've updated the copy from a year ago and so there's something new for them to look at. And so we think about all of those different aspects and try to do it in a way that, you know, purpose is one blade that we use to cut the brand, but there's lots of others in there with humor being one of them, with design being another, with, you know, the great customer experience around it when everything goes wrong.

3:13They're kind of all the blades that we use to tell the brand story plus many others. And when we get that right, it's kind of like a, you know, it becomes kind of an orchestra or a mariachi band kind of standing around you versus the one kind of solo singer who's kind of on their guitar trying to play the drums and the tambourine with their foot at the same time quick one guys espresso's got a brand new sponsor unleashed unleashes inventory management software that talks directly to your finance and econ software we use unleashed daily islands i bloody love it we've got our admin time in half saving approximately 30k a year why use it save money save headaches save stress get granular clarity on your margins know where your stock is don't miss availability look your favorite brands literally use unleashed as their backbone candy kittens tiny rebel trick always religiously look there's a link in the show notes please feel free to book a call with josh and his wonderful sales team at unleashed they're amazing even nothing comes of it and even better news you'll get your first month free if you reference hungry thank you what you said there is just is insane like because i've done so many of these interviews now and i asked this question like what is a brand i think it's a fascinating thing to explore and a lot of people say it's that um a lot of people say it's like you can boil a brand down to one word blah blah blah blah but what you're saying i think is it's super nuanced but really fascinating is is a brand is almost more like a human being it's multi-dimensional it's it's textures there's layers to a human being like you know i'm into podcasting but i'm also into like doing loads of other things as well i think and and then i'm seeing a brand more as a um as a as a as a as a friend almost and that's what what one of the there's a coffee chain over here called caravan and their definition they said a brand is a friend and i think if the friend you're not going to be friends with the person at dinner party who just badges on about climate change because they're not that they're not they're one-dimensional or a one-trick pony i'll still be friends with them i probably just won't see them as much yeah yeah yeah and i think and over that's mad and then and then what you said there about the the analogy of of the the some of the alchemy of the orchestra it's it's it's it's delicious but just double clicking what's cool about it then is that it can evolve as well you know people change over time and brands can evolve and if you're if you've just got that one blade that you're using to tell your brand story that may get old and it's harder to evolve the brand if you don't have all of those different kind of facets to play with thank you so so much for listening it honestly means the world to me i hope you enjoyed your morning coffee and go and have an amazing day let's be having you if you want the fun episode it will be in the show notes a link will be in the show notes the full episode thank you so much please leave friends as well means the world to me Monster Nail