Putting your faith in a brand is a dangerous business. In the end they don’t owe you anything, it’s all smoke and mirrors and behind what you thought was a life affirming decision is normally a bunch of smarmy marketing squares in sharp suits smoking cigars you paid for. The brand that had my utmost trust was a local barber called ‘Simeon G’ .

You might not think of this as a brand, but having your hair cut at Simeon’s was an experience. His art deco shop was immaculate; his service extemporary, and the end product always exceptional, this complete package made Simeon G’s a brand. 

What made this so special was one simple thing, whatever I asked for I got, and Simeon’s feelings never entered the equation. If I wanted a haircut that didn’t look any different to how I walked in, then that’s what I got. It was my vision guided by his expert hand, and he didn’t want to stamp his personality all over it. 

This made me realise, that by making everyone feel like they’re in control you can develop trust in your brand. This process has always been important to Creation as we help people build their own brands while investing in ours.

Anyway, he’s closed down now and I haven’t had a haircut in two months.