I want to share a secret with you. I am “in love“- totally and passionately in love. I am proud to tell you that I am in love with our brand. The White Now brand is like a family member, a great neighbour or even a special friend who you can rely on or call on when needed. Other people genuinely love our brand too. What I love most though is that my team also are passionately in love with our brand as well and as a business owner, you really cannot ask for more.
The White Now brand is known throughout the industry as the most trusted brand in its field of recruitment, job boards and so much more. When we ask our clients what comes to mind regarding our brand, they come up with four things EVERY time:
- Purple and Yellow
- The exclamation mark
- The wizard: and
- Service that goes above and beyond.
With this in mind, we knew that we had to ensure that these four things were evident in everything we do – this is how we will live the brand. The brand is way more than a logo or an item, it’s our heart and soul and DEFINITELY our Values (Integrity; Respect; Innovation; Quality; and Excellence in Customer Service). Our brand is not just something we think, but it represents what our customers think of us too.
At the recent Australasian Gaming Expo (AGE) in Sydney, we had a small stand. We didn’t spend a fortune on the fit out. We simply said … ‘It’s gotta be purple and yellow“… and so it was. Our team worked tirelessly to make the stand warm, fun and inviting – like our brand is. They succeeded and I genuinely love them for it.
As the owner of the WhiteNow brand for over 20 years, I had a ‘light bulb’ moment during this trade show. This was that my team and I LOVE what our brand stands for. My team suggested that they wear purple and yellow, they came up with the idea for purple and yellow miniature beach balls (called WizBalls) and they live and breathe the brand. There is not one thing that I can pinpoint that makes us love the brand, but we honestly do. It is fun, vibrant, a little bit crazy and out-there and most of all it represents who and what we are and what we deliver.
The next light bulb moment I had at the trade show was when everyone who walked past wanted one of our little purple and yellow WizBalls. By the end of each day, everywhere you walked, you saw our brand. We had so many customers take the WizBall back to their venues and take pics of it at their venue or out and about and send it to us to post on our social media. Everyone else seems to love our brand too. I had someone from The Star talk to me a couple of days after the AGE to tell me how funny it was to see so many of our balls at The Star each night after the AGE…. in the bars, on the tables, on couches and in the toilets …. everywhere. WizBalls ended up in Queensland, Melbourne, Hamilton Island and there is a WizBall in Paris as we speak.
Our team have such a love for the brand, that they also take a WizBall wherever they go (day, night or weekend) and take pics of the it to post on our social media platforms. You don’t get staff doing this unless they are passionate about their brand.
I am privileged to deliver a session each term at the Aristocrat/Leagues Clubs Australia GMDC (Gaming Management Development Course) in front of around 75+ students. Believe it or not, I wear a wizard outfit whilst I am presenting. Sound a little crazy to you ? It sort of is but I can tell you that the students seem to listen to what this ‘wizard’ has to say and they sure remember the brand when they walk away. You have to LIVE and BREATHE your brand !
Do you want to love your brand too ? My advice is to make your brand have real meaning and bring it to life in any way you can. Give it a set of values that are real and tangible. Make your customers love your brand by doing something with it that makes them smile. Give it a way that it can be mobile. Let it be seen with other brands you love and respect. Make it ‘cool’ or ‘out there’. Make it a little fun or a little quirky. Make it consistent. Don’t be afraid of it. Believe in it and never every compromise its integrity.
I am really not afraid to share my love and passion with you all. It is true love and when you are truly in love, you simply want everyone to know about it.
Director and Owner