Fook Communications | It’s Time To Discover Your Brand Identity
Alex Wilson
Copywriter & Marketing Strategist at Fook Communications
Fook Communications
Alex Wilson takes us behind the scenes of Fook Communications to chat All Things Branding + Marketing.
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FOOK!
I just love saying their name.
Today, I’m sitting down with Alex Wilson, who is the remarkable Copywriter & Marketing Strategist at Fook Communications.
Fook Communications is a branding and marketing studio, based in Toronto and Edinburgh. They create original and captivating brand identities, and bring them to life through compelling marketing.
In this episode, Alex and I are geeking out on concepts like…
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What you need to do to discover your brand identity
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How to find your Brand Voice
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What makes a Good Marketing Strategy
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We talk about Brands that he admires, as an expert in the field
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Why you should always OWN who you are
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& MORE
I’m grateful that Alex & his team responded to my creepy Instagram Video Message that I sent them a few months ago, introducing myself and sharing how awesome I thought they were.
Without further ado, let’s talk Branding with Alex from Fook Communications.
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Want to take a peek at my “Prep Notes” for the show? 👇
These are totally unedited, and give you an idea of what I do to get ready for the interview.
Alex, I was introduced to you & your team in my very favourite way possible… and that was by referral!
Shoutout to my client Mark, who stumbled upon your team's works and sent me an email saying “I think you’d like what they’re up to”...
He was right,
So I sent you a DM and here we are.
Thanks for being here!
You and I are going to chat about all things Branding Today: the behaviours it can drive, how to do it well, and how to avoid common mistakes: but before we dive in, I’d love to rewind a bit and learn what you were up to in the years before joining Fook.
Your background..
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If I’m not mistaken, I believe you studied Law in University. What drew you to that profession?
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From there, you began your career in marketing with Samsung. Did you feel like a natural-born marketer from Day One? How did you learn the art & science behind good marketing?
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You also launched a social media startup....
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What is it that you loved most about Social Media at the time of this venture?
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Was there a common misconception about Social Media Marketing that you were constantly trying to de-bunk?
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Today, you are the Copywriter + Marketing Strategist for Fook Communications...
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First, I’d love to know where the name Fook came from!?
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How did you end up on this Team!?
Branding...
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You talk a lot about developing a Brand Identity...
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What is a brand identity?
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We have a lot of listeners who are solopreneurs or who have personal brands... how can they ensure that who they are is represented in their brand? What should they consider before creating their brand?
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In Fook Live, your Teammate Michael mentioned that “When you’re doing a brand well, you have more influence on your customers”. Why and how do brands influence consumer purchases? (**Kelsey share example of Midday Squares)
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Let’s talk about consistency, or lack there of, when it comes to Branding...
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Why is it problematic to be creating new logos, templates & colour schemes etc. every week. Why is that not advantageous for a business?
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What are some simple ways to be consistent in our branding?
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What’s the ROI on Great Branding?! How do we measure?
One of your areas of expertise is Copywriting…
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Is copywriting something we can all become great at? Where did you learn your Copywriting skills?
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I love that you point out the fact that “every word should have a purpose, or be deliberate” and that as marketers we need to “make the most of fleeting moments”
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Do you feel like Less is More when it comes to copywriting?
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Once we’ve written a lengthy sales page, how do we know what to eliminate?
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What’s the biggest mistake that brands tend to make when it comes to copywriting?
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Many of our community members struggle with finding their voice, and I believe it’s because they’re trying to “be someone they’re not”...
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Is it okay to just be ourselves, when it comes to our brand voice?
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Any tips for finding or reconnecting with “that voice”
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For someone just starting out, how can they find their brand voice?
Marketing Questions...
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As consumers, we are constantly being bombarded with marketing messages (from TV, billboards, Facebook Ads, flyers, friends recommendations, etc) - yet, only a handful of marketing messages *actually* catch our attention…
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What makes a great promotion or marketing message?
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How can our listeners create campaigns that Stand Out!?
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You say that “marketing isn’t a shouting match” - what do you mean by that?
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One of your projects produced an awesome billboard that said “If you’re paying for coffee I feel bad for you son”, obviously alluding to the Jay-Z Song 99 Problems. What’s the strategy behind using a pop culture reference?
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What are some brands whose branding / marketing stands out to you? Or just a particular campaign you’ve been impressed by…
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You say that “Integrity is longevity”. This is brilliant. If you’ve branded your business a certain way because “you felt like you had to” or if you launch a marketing campaign that “everyone else is already doing” that’s not aligned and perhaps out of integrity, which is NOT a recipe for longevity. I think it’s a great reminder to make decisions that are in line with your moral compass as a business, rather than following trends.
Now, let’s recap 3 visionary takeaways from this episode…
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There’s a difference between a Brand, and your Branding.
I know they sound the SAME, but they aren’t!
Many of you that are listening have a Brand that exists, but I love how Alex explains why Branding is the preferred path since it allows YOU to control the way that your Dream Clients perceive you.
You control the story when you invest in Branding. Which really tempts me to want to hire FOOK asap! -
Let’s talk like humans in our branding!
Yes, that’s right, you don’t need to be an expert with words to write a great copy… you just need to know how to relate to your Dream Clients. Speak to them in a language that they can understand. Use words, phrases and copy that connects with them-- and then selling becomes easy. -
The difference between speaking up to an audience, rather than talking down to them.
Be aspirational not degrading. I’ve never been a fan of rubbing salt in people’s wounds or in talking to them like they’re living on another planet! Treat them well and they’ll do the same to you.
Watch our Interview on YouTube!
Connect with Alex & with The Fook Communications Team
People & things that were also mentioned in this show…
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Branding & Brand Identities
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Alex’s time working in Marketing for Samsung
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Starting a Social Media App & why he gave it up
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Why consistency is key when it comes to branding
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How he learned his Copywriting Skills
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The reason that every word should serve a purpose
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What makes a Great Marketing Campaign
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Why you need to think like your Target Market
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Owning who you are & making that more of your brand
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Brand Compass
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