Tom joined the Noir team recently as a Brand Executive. With a background in copywriting and a passion for storytelling, he uses his way with words to help ambitious companies develop compelling brands. We asked him a few questions so you can get to know him a little better.
My name’s Tom, and I’m the latest addition to the Noir team. My email signature will tell you I’m a Branding Executive, but for the sake of clarity, I’ll tell you that I’m someone who’s so obsessed with language and storytelling it puts me in a strong position to help brands tell their story effectively.
What’s your background?
I studied English at university, before breaking into the industry as a content writer / copywriter. I’ve written for all kinds of businesses, having helped to shift everything from cocktails to industrial quantities of red diesel. On an extracurricular level, I’ve always kept myself involved in a range of creative endeavours; be it acting, playing in bands, writing stories, plays and screenplays – you name it, I’ve had a proper go at it at some point.
What made you want to join the Noir team?
Writing content for established brands is interesting, but the prospect of being involved in the formative stages of developing a brand was really compelling to me. The way I see it, you’re laying out the DNA for the company’s future success, because how they’re perceived will determine whether people trust them or not. It’s not a coincidence that some of the biggest companies in the world have some of the strongest brands to match.
How’s it been at Noir so far?
So far, so incredible. We’re a tight knit team and we’re all here for the same reason; to be creative, to produce impactful work, and have a great time while we’re doing it.
How would you describe your role?
We’re all creatives at Noir, so we try not to be too compartmentalised when it comes to the brand creation process. Everyone can contribute ideas, and we often share duties where appropriate to get the job done. Generally speaking however, after all the research has been carried out and the strategy has been worked out, I’ll word it all clearly in a set of brand guidelines for future content creators to follow.
Why do you think brand is important?
It starts with our love for stories. We love them because they contain a truth that resonates with us emotionally. For a company to be successful in an increasingly chaotic digital marketplace, it’s important to identify the human truth that lies at the core of what they do, and translate that into an emotionally compelling brand story. This is especially relevant now, as anyone can create a serviceable website, shoot HD video, and reach customers from the comfort of their smartphone. To put it simply, brand is now the only true differentiator; sort yours out, or risk being very forgettable.
What do you get up to when you’re not building brands?
To keep my creative instincts sharp and authentic, I make a serious effort to keep my artistic persona alive outside of working hours too. I continue to read voraciously – mainly fiction – and I’m always watching arthouse films in a contrived effort to make myself feel clever. In fact, my main extra-curricular preoccupation right now is filmmaking – but I’m not quite good enough at it to show you anything. Yet.
To finish up, tell us something about yourself that’ll surprise us.
I’ve got a short but sweet IMBD profile. You could say I peaked early.