While the culinary component of the A to Za’atar origin story starts when I enjoyed a degustation at Noma in 2013, the story of the brand goes back to the fall of 2015, when I was considering leaving my full-time job at NYUAD to concentrate on my fiction writing. I’d come up with a great name, and knew I needed to do something with the title. Perhaps unique to the market in Dubai, in 2016, on social media, everyone had a gimmick or nickname. So I did too. Because in the world of food, who was Courtney Brandt? In my mind, ‘A to Za’atar’ was much easier to remember.
Thus, A to Za’atar was born. Not knowing much about anything in the market or food scene, I started by reviewing restaurants, networking with other influencers and social media types. Before too long, I was receiving invites to different places and making friends with PR companies, GMs, and chefs. I began pitching different publications, properties, and panels. I’ve moderated at conferences and spoke as an expert on the local radio for two years. I’ve lectured to university students.
As I moved forward with the brand, I accepted press invites, then press trips. The A to Za’atar brand grew from a blog to a focus on Instagram, and then into a newsletter. I’ve had moments where I wondered if this was my actual life. I’ve traveled to Ireland, France, Korea, and Italy. I’ve dined at some of the best restaurants in the world, and have been able to share many of the wonderful experiences with friends and family.
I got into the semantics of ‘influencer’ vs. ‘food writer’ vs. ‘journalist’ (I actually have a whole presentation about it). I once was stressed about gaining and losing followers, from a high point at 21,000 followers to my following now of 19,800. I then came to terms with my connection to social media, trying to give myself some space, and have a healthier approach. I came up with my own standards, using #invited and ensuring others knew when something was #gifted, and encouraged others to do the same. I found a group of people I trust and admire.
As all of the changes occurred, I grew as a brand. And in the past year, I had a lot of time to think about my brand and how I wanted to take it forward. While I still will always love A to Za’atar, my future is now as me, Courtney Brandt. I have enough articles posted as me, and I’m known in the UAE as my name. While I will always be ‘Courtney Brandt from A to Za’atar,’ my branding is going to be based around me going forward. I believe in myself.
What comes next? I don’t know, but I’m looking forward to continued opportunities. Each person’s journey is different, and I hope yours is as interesting as mine. I’ve met some of my best friends, all through food. I’m always looking forward to my next meal.
Have you made a change in your branding in social media? How did you roll it out? What did your followers think? I’d love to hear what your experience has been (and please feel free to share any successful tips). If you’re looking for other articles about unique influencer stories, please click here or here for more details.
This is a sponsored post, in partnership with Intellifluence.
