Ian Paget: Hey Logo Geeks, it's Ian Paget here, back with another episode to help you make a living designer logos. And in today's show, I want to introduce you to something really exciting that launched this year. Brand Cult, the UK's first print-only business newspaper, created to help entrepreneurs master branding, design and marketing. To dive deeper into what Brand Cult is all about, I'm joined by its founder. So without further ado, here is my interview with Kierian Cameron.
Ian Paget: So, I met Kierian a number of months back, I believe it was through LinkedIn, if I remember correctly.
Kierian Cameron: I think it was actually Instagram.
Ian Paget: Was it Instagram? Okay. Yeah. Okay. And then we actually met in person a couple of weeks back at Morepalooza, which is Michael Janda's event. And you know what? I'm completely blown away with what you did, because when we first started chatting, you just kind of had this raw seed of an idea. And then suddenly, I go to this event, A, you're a sponsor for it. You have three copies of your newspaper, and you're just killing it. So I wanted to make sure that I get you on here today to uncover everything that's gone into Brand Cult and just help you get the word out. So I think probably, I think what I'll do is I'll start with a question so that we can go into this and we'll see where this conversation goes. So, what was the spark that inspired Brand Cult and why have you decided to commit to this idea of using a newspaper when, you know, everything's online now?
Kierian Cameron: Hmm. Good question. So I have to rewind just a little bit. So I only started my graphic design career a little over a year ago. And I had been doing graphic design for a while, sort of unofficially with my other businesses. Obviously, I have to design the website and social media. And when I realized I wanted to be a graphic designer, I did all my Adobe certifications and then started applying for jobs. And then realized that at the ripe old age of 39, nobody wanted me as their intern. Nobody wanted a graphic design intern at 39. So it was really difficult for me to get a graphic design job. So I was like, you know what, I've started businesses before. I'll do it again. I'll be my own boss.
So the difference was that my first businesses grew through word of mouth, very organically, without much marketing. However, starting a new career as a graphic designer, nobody knew who I was. I barely had a portfolio to show anybody. So I decided I'm going to put myself out there by going to networking events. And by doing that, I was collecting all these business cards. I was starting to get clients. But then I realised I can't help everybody that I meet. I was meeting so many people. And they would be asking me my advice at these networking events. What do you think of my logo? What could I do with my branding? And I was like, I really want to help these people, but help themselves. I want to give them the tools to be able to do it themselves. So I started thinking, like, how can I help them? Could it be in the form of a platform or a newsletter or a YouTube channel? And what all these things had in common were they were all online. And I didn't really want to be online because I was trying to think of what I enjoy. And at that time, I was looking for magazines and things to physically look at for inspiration. And I was like, you know what, a newspaper would be really cool. And I think I had seen that there's a business called the Newspaper Club. And they do these really vibrant newspapers, not just newspapers, they do little magazines as well. And I was really inspired by what other people had been using their service for. And that's when Brand Cult, the spark for Brand Cult was born. And I was like, I'm going to make something tangible. I'm going to take founders and business owners offline. Because you spend all day on your computer. And then you might take a break at dinnertime. And then do we really want to be logging back onto our computer after dinner to read LinkedIn's and sub stacks and newsletters and articles? I was like, wouldn't it be nice just to have something tangible to sit on the couch and relax something that we can read, like sort of small chunks of business information. It's not overwhelming, like a big business book at night. So yeah, that's that's what sparked it.
Ian Paget: I really, I really, I really love this. So just to clarify, so a year ago, you wasn't a graphic designer at all?
Kierian Cameron: No, I was a primary school teacher.
Ian Paget: Did you have the experience to do any graphic design or if you like almost completely taught yourself everything?
Kierian Cameron: So like I said, I was doing graphic design for a very long time as a teacher. We're constantly having to make like pitch decks, but they're in the form of a lesson. I guess educational resources, worksheets, booklets, resources for classrooms, displays. So I was always using Canva was my go to as an untrained designer. I was using Canva a lot. And then so so what happened was someone came to me and they said, oh, I really want to work for you as a teacher. And I said, I'm not taking any teachers on at the moment, but I can help you get clients. I'll make you a flyer and then you can hand out as a tutor and get clients. So I designed a flyer for them and I had them send me their Bitmoji from Snapchat. So that was on the flyer and it was very vibrant and fun. And it was then that they said to me, this is really cool. Have you ever thought about doing graphic design? And I was like, you know what? I love spending time on Canva, I love creating stuff. And at the same time, I was reading a book called Ikigai, which do you know what it means, Ian?
Ian Paget: I've heard of it, but do you want to explain it?
Kierian Cameron: Yes. So Ikigai is Japanese and it means to find one's life purpose. And so I was feeling a little bit lost when I came back to London. I'd been living in Hong Kong for seven years teaching and running my education company. And when I came to London, I felt like I'd lost my spark. I was still teaching, but not enjoying it. So I was reading this book called Ikigai, trying to find my life's purpose. And what's great about Ikigai is it's very logical. It's basically a Venn diagram of four circles and in the middle will be your life purpose once you've filled out the other circles. So it's, I can't, I always forget everything in each circle, but it's something along the lines of what you love to do, what the world needs and what you can, what you can make money from. And I forget the fourth one. And so for me, when I assess my life, it felt like, well, I'm really good. I think I'm good at graphic design. I really love to do it. It can make money and it's what the world needs. So in that moment, I was like, oh my God, I have to be a graphic designer. And then I sort of delved into, I dived into the graphic design world, started watching all these videos. I was watching Liz Mosley, I was watching Will Patterson. I was watching James Martin and I was like, oh my God, I love this. And I did all my Adobe certifications and then started my career as a graphic designer. It was about a year and a bit ago, just a little bit over a year ago.
Ian Paget: You know what I really like about you, how you decide that you're going to do something and then you go all out and go all in. Yeah, definitely. You know, to, to think that like just over a year ago, you was a primary school teacher and now you are a graphic designer, self-employed, you have this newspaper and, I know based on spending a little bit of time with you that you're going to, you know, establish yourself fairly quickly within this space and hopefully get known. And I'm excited to see how you're going to develop everything just, just because of the speed that you do everything.
Kierian Cameron: Thank you. I think that's the teacher in me. I think I'm a very good planner. I'm a very good organiser. And I'm very good at executing things. So I think that's why I've been able to do it so quickly.
Ian Paget: Yeah, I think that's a massive superpower. And I think that's something that a lot of designers struggle with. I think we're really good at the design side of things, but when it comes to the business side of things, we're not so good. And I think that's why Brand Cult is such a good idea because it's helping designers and other business owners to understand the business side of things.
Kierian Cameron: Yeah, and I think that's why I've been able to do it so quickly because I'm not just a designer. I'm a business owner. I'm an entrepreneur. I'm a teacher. I'm a planner. I'm an organiser. So I've been able to use all those skills to create Brand Cult.
Ian Paget: Yeah, I love it. So, you mentioned the Newspaper Club. Can you tell us a little bit more about that?
Kierian Cameron: Yeah, so the Newspaper Club is a business that prints newspapers. They're based in the UK and they're really good. They have a really good service. They're very helpful. And they have a lot of different options for printing. They do broadsheet, tabloid, and they also do little magazines. And I was really inspired by what other people had been using their service for. And that's when Brand Cult, the spark for Brand Cult was born.
Ian Paget: That's awesome. So, what's the plan for Brand Cult going forward?
Kierian Cameron: So, the plan is to keep growing it. I want to make it a monthly publication. Right now it's quarterly. I want to get more sponsors, more advertisers, and more subscribers. I want to make it a really valuable resource for entrepreneurs and business owners. I also want to start doing events and workshops. I want to create a community around Brand Cult.
Ian Paget: I love that. And you've already done a great job with the community aspect. I mean, you were a sponsor at Morepalooza, which is a huge event.
Kierian Cameron: Yeah, and that was a great experience. I met so many people there. And I got a lot of positive feedback about Brand Cult.
Ian Paget: So, you mentioned the book Ikigai. Can you tell us a little bit more about that?
Kierian Cameron: Yeah, so Ikigai is a Japanese concept that means "a reason for being." It's about finding joy in life through purpose. The book I read was Ikigai: The Japanese Secret to a Long and Happy Life by Héctor García and Francesc Miralles. It presents the concept as a Venn diagram of four overlapping circles:
1.What you love
2.What you are good at
3.What the world needs
4.What you can be paid for
When all four overlap, that's your Ikigai. For me, graphic design fit all four.
Ian Paget: That's a fantastic framework. And you also mentioned a few designers you were watching when you started.
Kierian Cameron: Yes, I was watching Liz Mosley, who is an Adobe ambassador and has a podcast called Build Your Brand (or something similar). I was also watching Will Patterson and James Martin on YouTube. They were all really inspiring and helped me dive into the graphic design world.
Ian Paget: That's great. And you mentioned Liz Mosley's quote about her podcast being the best networking tool she's ever had.
Kierian Cameron: Yes, she said, "The podcast has been the best networking tool I've ever had, and I would never have predicted that when I started." I feel the same way about Brand Cult. It's a physical networking tool.
Ian Paget: I agree. It's a great conversation starter. And you also mentioned the Youpreneur event by Chris Ducker.
Kierian Cameron: Yes, I used to go to Youpreneur in London. It was a great networking event, but sadly Chris Ducker is not doing it anymore.
Ian Paget: So, what's the best way for people to find Brand Cult and you?
Kierian Cameron: The best way to find Brand Cult is to go to the website, which is brandcult.co.uk. You can also find me on Instagram, which is @kieriancameron. And Brand Cult is on Instagram as @brandcult.co.uk. I'm also on LinkedIn.
Ian Paget: That's great. I'll make sure to include all those links in the show notes. Thank you so much for coming on the show, Kierian. It's been a pleasure.
Kierian Cameron: Thank you for having me, Ian. It's been a lot of fun.
