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Show your brand some Love!

 In Uncategorized


Turbulent times are ahead people. I think I can speak for the nation when I talk of my own utter devastation at this week’s news. British culture is fractured. This nation island of ours has suffered a cataclysmic and irreversible disaster. Mel and Sue will no longer be presenting Bake Off. I’m with you in your pain, my TMP Faithful; stay strong.

Flat as a pancake.

A heart shaped, laced pancake, obvs. First there were the rumours that the BBC were losing one of their flagship shows…and then the headlines really started. Not only had Love Productions – responsible not just for Bake Off, but for pretty much anything with “The Great British” in its title – turned its back on the grande dame of UK media, but they’d left for more money! How very un-British of them.

The news that the nation’s current favourite class clowns, Mel and Sue, were jumping ship resulted in an almost silent commute home that evening (always a silver lining) as my fellow travellers let the news sink in. More accurately they were too busy sharing their outrage on social media to talk or shout at anybody else. My favourite tweet came from former Bake Off contestant Richard Burr who said “Without Mel and Sue it just isn’t Bake Off. @Channel4 has just bought a tent.” Brilliantly summed up.

But is everything as it seems?

I’m beginning to think not. It turns out that Love Productions had beef with The Beeb – and in my opinion, quite rightly so. There’s been a few Bake Off-esque shows on the BBC this past year – one about hairdressers, another about painters – but not created by Love Productions. Rip off alert people!

Now that’s one thing that should send all us business-minded people into a total rage, never mind the thought of someone’s dumpfnoodle disaster being interrupted by an ad break.

In fact, my sources say that Love Productions were coming close to suing the BBC for pinching their format. Good! And no, I don’t care if I’m mobbed by a crowd of wooden spoon wielding, apron wearing cake bakers (just do not get flour on the suit). What kind of nation do we want to be? Fluffy, cosy and spending our lonely evenings cuddled up to a slightly stale Battenberg or out there doing business, feeding the economy and fiercely protecting our creative ideas? Please tell me this is a no-brainer.

So what to do?

You have no choice but to protect your brand. If somebody’s taking the proverbial then you have to walk away. You deserve better. What do you want, the business equivalent of an emotionally abusive relationship? And yes, the seas may get a little choppy – your bottom may even be of the soggy kind for a while – but this is one storm you can weather.

I have a pre-school teacher friend who always gives errant children some ‘thinking time’. This usually involves them raging about the injustices of the situation before calming down and realising that their world hasn’t ended. She has faith in her small charges’ ability to eventually see things for what they are. You should do the same with your customers.

But if you’re going to get to a place where your most important asset is back on side, you need to know what’s going on for them. My clients know precisely why their customers love them; they know what makes them stand out from the crowd. And because they know that, TMP clients are in the perfect position to reassure their market that the things they love most about their brand are still going to be on offer, even if they do look slightly different for a while.

Do you really know why you’re Loved?

There’ll be histrionics for a while, but Love Productions know that the biggest reason up to 15 million of us tune in to their show every week is simply because we love baking. Need evidence? Well how about the fact that the British baking industry is now worth over £3 billion. Impressive.

We love watching people bake, we love the human element of the story that comes from the contestants and we love trying out the recipes for ourselves. Disastrous for the waistline, wonderful for the soul.

The Monachie Project’s user experience consulting isn’t just about boosting your soggy bottom line – although the results we get in this area are as inflated as Mary Berry’s Yorkshire puddings – they help you have confidence in what you do. They tell you what your customers want and what’s important to them. Get in touch to know exactly what your brand stands for – and the best ways to go about protecting that. Make it quick and there might still be some lemon drizzle left.

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