On this episode of Build Better Brands, Danielle Clarke is joined by Sid Saraiya founder of Effinlazy, a brand and business consultant. The pair talk about business and brand insights and share his story from designer in an advertising agency to owning his own brand strategy and consulting business.

KEY TAKEAWAYS

• Towards the end of my time in the advertising industry diversity and representation wasn't great, compliance was a big thing and ideas were coming from the top rather than from the creatives in the business. I was feeling unfulfilled and cynical after realising that careers weren't working like I was promised in university and there was some shady business being done. My coach career coach a few months ago and she asked whether I thought I'd changed, not the company and it all clicked.
• Now I run a business design and brand strategy business delivering meaningful marketing for customers. We look to differentiate and how that can help the customer. For example Gillette and Harry's Razors, Gillette had the monopoly on the market and Harry's came in and disrupted the market with a much lower budget, being funny and they got a decent market share.
• You have to be able to capture the idea and sit down and turn it into something tangible very quickly because your earning potential relies on that, that's the professional skill part – not just the idea generation, the development and execution part is the professional part.
• The real companies that are going to stand out post-pandemic are the ones that will put the employee first. Recognise that some people need to schedule time for day care. Leadership needs to move away from the 9-5 mentality. People take pride in getting shit done and if leadership needs to instil fixed hours that's a massive flaw in trust and the working relationship.

BEST MOMENTS

‘The way you treat people is tantamount, not just your customers but the culture you build in-house.'

‘Big companies aren't ready to compete with disruptive independent companies.'

‘Creativity doesn't always work between 9am and 6pm, my best ideas come to me in the shower or as I'm going to sleep.'

‘I can only do focussed work for 3-4 hours a day and I'm done. 8-3 and 9-5 comes from the industrial revolution and it doesn't work anymore, we're seeing burnout and mass resignations. Things can be done differently.'

ABOUT THE GUEST

Sid Saraiya

Sid is a Brand Strategist and Consultant who helps business owners gain clarity and confidence to stand out and connect with their ideal customers. After 10 years in advertising, leading multi-national campaigns for some of the world's biggest agencies, publishers and brands he started Effinlazy.com in 2019 to bring that knowledge and insight to small business owners. Feeling fulfilled in his work and life is the most important thing to him and he prides himself on bringing that feeling of fulfillment to other business owners.

CONTACT INFO: instagram @sidsaraiya // effinlazy.com/contact / [email protected]

Sid and his team don't have any downloadables, they just give everything they know away on their blog page, effinlazy.com/blog. 

ABOUT THE HOST

Danielle Clarke is a Brand and Marketing Consultant, University Lecturer and Business Owner.

Since 2006 Danielle has provided brand design and marketing support for clients including Škoda, Gtech, UK Biocentre, UK Mail and GIRLvsCANCER Danielle is committed to helping brands that want to have a positive impact on people's lives. She spends her time consulting and working with business owners to help them attract and retain their best customers.

Insta - @danielleclarkecreative | [https://www.instagram.com/danielleclarkecreative/]
LinkedIn - [https://www.linkedin.com/in/danielle-clarke-creative/]
Twitter - @D4nielleCl4rke |  [https://twitter.com/D4nielleCl4rke](https://twitter.com/D4nielleCl4rke)
Email - [[email protected]](http://www.danielleclarkecreative.com/)
Website: www.danielleclarkecreative.com

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