I was really excited to have a little play with the latest automation tool for business branding - Tailor. It's not a completely new idea; Justin Champney has been running Buildabrand for quite some time. But each new execution sees improvements in the process, and nobody can deny that one of the most fun (and necessary) parts of starting and marketing a new business is engaging in a bit of branding. So I had a play with Tailor... ...and it asked me some questions. Nothing too demanding. No more than five minutes effort. And because we do words for a living, I didn't hold back. I added some brand values (Authoritative, credible, capable, trustworthy, businesslike, go the extra mile) and explained when my business was founded. Then we went through
With bags of experience as a jobbing journalist, I have been through the fear factor of technological change before. When I was in my 20s, at the vanguard of online writing, I laughed in my youthful way at how people like me were supplanting much more experienced journalists. It's not really funny (people's livelihoods never are). The fundamental difference for my generation is not that I was a better writer. I was just a better all-rounder. In 1990, a good journalist could rely on an editor to polish up their text, research pictures, run a spellcheck and liaise with clients. By 2005, that was the preserve of a select few lucky dinosaurs. I was used to doing it all myself. And I wrote a mental note: don't get lazy. The tech trend is inexorable. Don't think writing is a given living.