F is for..

“It has to feel like f*ing lightning.”  - Roy Kent

F is for finally saying what your brand needs to say. From FONT to FREEBIES to FEMININITY, this week's letter to you all is a fiery little medley about standing tall, feeling things deeply, and showing up with charm. And I'll tell you my FAVE Japanese city too. Because the best brands don’t just exist. They shimmy into your soul.

F is for F-BOMBS

Not the HR kind (though Ted Lasso's Roy Kent has redefined the genre). We’re talking branding f bombs. The kind that stomp and say: 'This is who we are. This is what we bring.' If your brand doesn’t make people feel something, be it joy, fun, inspiration, then what's the point? To borrow from Roy: “It has to feel like f*ing lightning.” Do you?

F is for FONTS

Fonts are your brand’s tone of voice in type. Too many business owners hand this off like it’s a checkbox. But your font isn’t just decoration, it’s your first impression. Zach Summerss has a brilliant article here on this very subject that is brilliantly no-nonsense, and will provide you will all the questions to ask yourself as a brand owner, or at least, what you need to be asking your 'experts'.

F is for FEMININITY

Let’s talk softness, not as weakness, but as strategic strength. Emotional intelligence. Community care. Thoughtful steps. Brands that embrace these traditionally 'feminine-coded' traits connect more deeply. Make sure you and your brands show up with heart. As a business owner said to me yesterday, you need to have soul. If you get the chance to open the doors to your community, do it. It's not a lost cost.

F is for FREEBIES.

Freebies are not just an expense or feel-goods. Play them right and they become growth engines. MECCA Brands Beauty Loop is a masterclass: spend enough in a quarter, get a sample box invite, head in-store to collect it, and you almost always happily and proudly buy more. The more you spend, the bigger the next Loop haul. It’s smart, scalable, and made me feel seen. Great freebies don’t cheapen your brand. Well executed strategic freebies can deepen loyalty and drive return visits. I can't wait to see which next brand does their version of the Loop next.