Where did it all start?
In 2008 whilst endeavouring to embark upon a career as a goldsmith, I learned an important lesson about value.
In order to receive training I needed gold. It was at that time that a kind old gentleman, whom I was used to serving regularly on my checkout, gave me a gold filling that had belonged to his brother. The thought of what I was holding in my hand at that time wasn't pleasent.
However, that filling became one of the bands on the ring pictured opposite, and is now one of my most treasured possessions. It not only reminds me of that act of kindness, but my initial reluctance to accept it reminds me of a very important principle—that value is subjective.
Had I left the filling as it was, it's value would have remained at "scrap value". Years later this experience still influences my approach to developing brands. My job is to take the raw material (the concept) and create the "ring".
That's how I want you to think of your business; your brand is an investment that yields a return by adding perceived value.
Meaning of
Since as anciently as the Roman empire, artists and craftsmen (such as goldsmiths) have used "fecit" to ascribe their workmanship to their name. One of the earliest examples we know of is of a Sidonian glass maker called Ennion.
By developing a superior technique for working the glass, and owning that technique by placing the words "ENNION FECIT" ("Ennion created it") prominently on all of his work; his name came to embody style and sophistication throughout the vastness of the Roman Empire.