Day 4 - Email Marketing is a crazy underrated channel.

I totally forgot that I have a work addiction. The last three days have been a return to a pace of working that I displayed for years with every new business, every new project, every new launch. I have been at my desk from dawn to dusk and way beyond, tweaking and writing from my phone on the toilet or in the bath (where I’m currently writing this now) and in bed.

It’s actually the antithesis of the brand principles that I have developed as a precise reaction to burnout and to past experiences of sacrificing my family, relationships and indeed myself for work. I’ve eaten quite badly, I’ve not been to the gym and already I feel sluggish and bloated. I’ve also not been sitting in the garden enough or connecting with friends and family. I know it’s only been three days but I can already feel its effects.

Today I woke up at my usual hour but I was absolutely exhausted. So I said, today I would take it a bit slower and I did. I worked from my Aunt Esther’s house so I could hang with her throughout the day and then took Roman for Oxtail after school. Bliss.

Today’s motive was to finish e-commerce imagery for all four products.

Right now I only have 1/8 images completed. I couldn’t complete this task because of a spanner in the works and the spanner is an important one. Frankly I should have known better.

The language on our pack is in English with the front label having some French words. At the 11th hour, Rhi said we need French ingredients and instructions on pack if we are to get European or Canadian stockists? Was is really that important?

Yes if you want global reach. I should have known better because when I interviewed Alex Brownsell for our beauty masterclass series with Estée Lauder, she said the same thing.

So we basically have to redesign all packaging, export, upload to AI Studio and wait for them to model it.

I played with my one product in the AI Studio and thought - this is not what I should be doing.

Building in this brand is a lesson in doing things differently and as I spent an hour playing product with an image using the AI modelling studio I thought - this is not what I should be doing with my time.

There are experts who are going to make images that are way better than I am. What I should be doing is writing the creative guidelines and the brief in order to work with an AI designer to get. 200 of the best images as possible. What’s great though is I always like to use the tool and little bit so that I understand how it works and roughly what it takes to deliver an image so if somebody tries to fob me off I can tell them that I’ve done it myself. This is why I learned how to do nails Lol.

So I’ll write a brief for an AI Designer. No jobs stolen. And I practice the art of delegation.

So I parked that task and moved on to Brand Guidelines.

Following a WHAT > WHY > HOW model, I rewrote our guidelines as they had merged and changed and shifted since we first wrote them a year ago.

For our CORE VALUES, they originally were: