Working with a brand is all about communication and understanding. You need to understand who the brand’s audience is. You need to remember it’s not all about you – it’s about the brand. This means it has to be a good fit – with what you do and what they wish to achieve.
Ultimately the work you create is for the end user – whether a hairdresser or a consumer. You have to be open in making sure you are promoting the brand and not yourself.
It’s important to be honest if the brand asks you for your opinion – give as much information as you can, but keep it concise. I’ve always given my advice but you have to be prepared that it’s up to the brand whether they take that advice or not.
The most important point is to be easy to work with. With a brand there’s so many people involved – it’s a huge machine and you need to be an easy cog. From the marketing and education teams to the PRs, you are creating material they all need to use in a different way.
I’m lucky in that having my own product line [Percy & Reed], I do understand from both sides and what it’s like to have to sell into a retailer.