DTLD. | ISSUE 01

B U S I N E S S | M A R K E T I N G | E N T R E P R E N E U R S H I P

T H E D T L D

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DTLD Magazine is a digital publication, created by INICIO Creative Agency, bridging the gap between business and creativity This publication is designed to bring entrepreneurs business advice and news in a new, fresh, and exciting way

DTLD Magazine is here to provide the latest information that will take you to the next level in your professional life We hope this magazine opens your mind and allows you to think about things in new ways that bring forth innovative action toward your goals

Here at DTLD, we are committed to forging a path of our own, and we hope we can inspire you to do the same

WELCOME TO DTLD.

"Detailed" Magazine has been a thought and idea for the past fifteen years; I just never knew it would come to fruition as this. It's always been a dream of mine to create a publication that greatly impacts its readers

Not just a source of inspiration but an actual entity of intellectual property

As DTLD started to take shape, it was so seamless that it felt too good to be true which is why I know the world needs this

Thank you, the reader, for allowing us to be a small part of your entrepreneurial path We hope this magazine impacts your journey as it has ours

Welcome to the DTLD family

YOURS TRULY, SASHA MONIQUE EDITOR-IN-CHIEF DTLD MAGAZINE OWNER OF INICIO CREATIVE AGENCY

f r o m t h e e d i t o r

t a b l e o f c o n t e n t s

Brand Trends for 2023

Elements of a Strong Brand for Brand Loyalty

Amplify Messaging Through Storytelling

How to Legally Protect your Brand How to Grow Your Brand Through a Problem-Focused Lens

Marketing Trends for 2023

How to Get Out of the Social Media Rat Race

Boost Your Visibility in 2023

Find Your Social Media Strategy in an Ever-Changing Digital World

Spying on Your Competition is the Greatest Move

B U S I N E S S

E N T R E P R E N E U R I A L

B U R N O U T

The majority, if not all, start our businesses to create some semblance of freedom in our lives. Buzzwords circulate social media promoting the entrepreneurial journey like “ money freedom,” “time freedom,” “location freedom,” or the ability to be some digital nomad

This is how marketing works. We take a not-so-sexy idea and make it sexy. Unfortunately, while the opportunities for earning potential, location, and creating your own schedule are present and possible, the reality is that doesn’t happen for quite some time We’re fed the dream but have no recipe to follow

Add in all the ups and downs and manic turns of the world over the past few years, and there is little to no prediction that can be cited to dictate when those idealized times will come

Entrepreneurship is fantastic but requires a lot of blood, sweat, tears, and late nights. Another facet that gets washed over when consuming content on the internet.

We see all the wins but never the bootstrapping and pitfalls that happened along the way,

With burnout on the rise in entrepreneurs, especially with inflation and an impending, if not present, recession, here is your guide to tapping into your body and circumventing burnout

Psychologists Herbert Freudenberger and Gail North constructed a 12-stage model to better depict the varying degrees of burnout. Understanding this model can make the signs and symptoms easier to catch.

Y O U R G U I D E T O A V O I D I N G B U S I N E S S B U R N O U T | D T L D S T A F F WR I T E R |

Compulsion to prove oneself - obsessed with demonstrating one ’ s worth

Working hard - excessive hours and the inability to shut down

Neglecting basic needs - lack of socialization, inability to eat, sleep and focus on basic core needs.

Displacement of conflicts - dismissal of problems; panicky, jittery, anxious

Revision of values - important priorities lose value, such as hobbies, friends, family, etc.

Denial of emerging problems - cynicism and aggression start to become prevalent.

Withdrawal - social life diminishes, and potential crutches begin, such as alcohol, drugs, etc

Odd behavioral changes - obvious behavior or personality changes that become apparent to friends and family.

Depersonalization - lack of value of self or others; unable to take note of personal needs

Inner emptiness - feeling empty inside.

Depression - feeling exhausted, lost, lack of self-identity, future feels dark.

Burnout syndrome - mental and physical collapse Medical attention is required

Burnout can show up differently for everyone, but it’s essential to notice how your mood and feelings towards work shift Too often, we become so dependent on our work and careers defining us that when we don’t hit a goal or a benchmark, we deflate completely into a rabbit hole of imposter syndrome and feelings of lack.

The sad part is that we live in a society driven to its core by the hustle If you ’ re not grinding daily, you ’ re not “cut out” for this life That is just one toxic cycle we get played into believing and partaking in.

Between the shaming of working a 9-5 job to the shaming of not working hard enough, we have created a perfect breeding ground for entrepreneurial burnout

As you now can take note of the stages and progression of burnout, let’s talk about strategies to avoid it at all costs.

Set a Schedule + Goals Daily

If you don’t have a schedule of what to focus on and when, you produce too many openings in your day for chaos One thing that can help navigate your daily structure is focusing on the day's Top Three Focuses.

Your Top Three should be the top priorities you need to accomplish or focus on for the day. Of course, anything beyond that is a bonus

If three priorities a day are too much, have a Top Three for the week The point is that we want an optimized focus on less. The less we focus on, the greater capacity we have for working to our best ability with little to no ping-ponging back and forth on tasks.

Some ways to schedule your days are by having themed days (i e , CEO days, client work days, admin days, etc ) or time blocking

If you choose to time block your days, you can rely on a timer to keep you on track.

Have a Wellness Routine

You have to find balance in your days; the balance needs to be business-personal

Whether you have a morning routine, evening routine, or some daily ritual, something needs to happen daily that gives you the time and space to focus on your well-being.

We can not operate like machines, nor should we have to To produce your best work, you must be healthy and mentally balanced

Some key areas that bring great results are: stretching, working out, eating well, monitoring your sugar intake, reducing your caffeine intake, getting outside, reading, and speaking with loved ones.

Life is meant to be experienced, and you can’t do that operating on an empty tank

Marie Kondo Your Business

If something about your business is massively draining or not bringing you joy, eliminate it. This could be a service, a task, an employee, a client, whatever it is, find a way to eliminate it

We all have tasks we would rather not do, so consider outsourcing Your business needs to be built for the long game. If something isn’t right, change it.

When we have areas in our business that drain us, it taints our entire experience and perception of what it takes to run a business and why we started in the first place.

When we have elements in our business that deplete the passion, it starts the wear and tear process that leads to resentment and an overall disinterest in what we are building.

Take time to “clean house” and see what revisions or eliminations can be made

Separate Your Business from Yourself

You're done for the moment you attach your sense of self-worth or identity to your business

Having your business be a passion is what one could only hope for, but your business is a separate entity and can not and should not be tied to any aspect of your personal identity

Any success achieved is not a metric of your identity, nor is any mistake or perceived failure an indication of a flaw. Unfortunately, too many entrepreneurs, especially digital entrepreneurs, get so caught up in their business being the only definition of themselves.

A like or a follow is extreme validation of who they are as a human. On the other hand, an unfollow is a shot against them and their character

This attachment and need for external validation is a recipe for burnout disaster.

You’ll find yourself in a never-endin of chasing the social media dopam high. Once a “negative” experience that high, you dig yourself into a h completely recount your abilities.

Treat your business like a child Yo nurture, care, educate, train, and h grow, but in no way, shape or form life an indicator of how good or ba are. Any opportunity for course co is a benefit toward future success

Set STRONG Boundaries

If you want to avoid burnout, you s boundaries and make them concr example, set office hours, set communication policies, have pris contracts, and get comfortable wi having uncomfortable conversatio

Without boundaries, you will be w all over with no one to blame but

People are only out for their own b and it is inevitable to have one or a clients that operate as such. Havin boundaries is your way of teaching clients how you expect to be appr and treated, and that’s a beautiful

One of the first places you set thes boundaries is in a contract and an expectations guideline. When som signs on as a client or customer, th needs to be a very detailed and communicated outline of your expectations of them and what th and can not expect from you.

*Pro tip: have them initial this

This acknowledgment will be a reference point for any miscommunications, disagreements, or disputes

Business burnout can be avoided, but you must pay attention to the signs. Any sensitivities, outbursts, changes in appetite, or sleep should be considered warnings and addressed accordingly

Get ahead of it before it takes you down.

TThe most successful CEOs know the value and advantage of having a morning routine designed for improving and maintaining a productive and successful day.

By having a set list of habits you religiously do every morning, you prime your brain for its peak time of optimal cognitive function

In addition, you train your mind to be rooted in self-discipline, which translates into all aspects of your life.

While it may seem like, as an entrepreneur, your morning routine has to be directed towards work, we want to make sure your morning routine encompasses small wins that cater to your mind, body, and soul for the ultimate compounding effect

Here are our best tips for having a morning routine that changes the game on how you show up for yourself and your business.

Wake Up earlier

It is proven that waking up earlier profoundly affects your life. From managing stress better to reducing the risk of depression, waking up even just one hour earlier can make a huge difference

While each CEO has their own recipe for success, it’s valuable to find a time that works best for you yet allows you to get a head start on the day to achieve the most.

Some entrepreneurs are up at 7 AM, and some join the 5 AM club Whichever works best for you, find the right time and stick to it daily.

Start the Day with Journaling

Let me guess Your eyes open, you grab your phone to turn off the alarm and immediately start checking emails, swiping on social media, and consuming info.

This is the worst way to start your day and can set the tone of confusion, overwhelm, and sensory overload.

After you turn off your alarm, preferably by politely informing Alexa or Siri, grab a pen and a journal and start writing things you ’ re grateful for, how you want to feel for the day, and any thoughts or dreams you experienced.

This focus on recollection can help you get a better overview of themes that may need some attention or areas in your life that are making your brain work a little overtime.

Business is equal parts personal development and business development. Journaling gives you an outside view of your own behavior patterns, thought patterns, and areas of self that need further growth and nourishment

Utilize prompts if needed or freely empty your brain, but a clear mind can make a huge difference in your daily success

Read to Learn

As you’ll continue to see, creating a morning routine is truly about stimulating your brain when it is at its best state to be stimulated. Reading in the morning adds to this, especially when you read to learn

This includes books on personal development, business development, books related to your industry, and more.

As you continue to do this routine of priming your cognitive function, you will find that you are retaining more information, you are becoming more inspired and creative, but in addition, you are giving yourself an opportunity to practice or test out what you learned while reading throughout the remainder of your day.

Pushback Caffeine by 90 Minutes

I hear entrepreneurs screaming all around the world…But delaying your caffeine consumption by 90 minutes can allow your cortisol levels to naturally peak and subside, allowing your body to remain energized longer without the jitters and jolt coffee can have when battling your peaked cortisol levels Cortisol naturally rises about 30-45 minutes after waking up

Coffee and caffeine also signal the body to release cortisol, so when you have a peak cortisol level and add caffeine to it, you send your cortisol levels into overdrive.

As your cortisol levels start to decline around the 90-minute mark, you ’ re allowing your body to stay balanced, which stretches out the time you have in the morning for higher energy levels and focus.

Pushing back your caffeine consumption is working with your natural circadian rhythm. This allows your body to be more balanced instead of in a major fight-orflight response.

Get Moving with the Light

An aerobic morning workout for around 30 minutes has been proven to improve cognitive function and benefit decisionmaking throughout the day

As a business owner, most of our days are based on making decisions. However, a clear mind working at its best can boil down to a 30-minute workout.

In addition, a morning workout works in tandem with those peaked cortisol levels, optimizing your energy levels and focus, which will remain felt throughout the day.

Like most things in life, small changes in one area of your life can also improve and affect other areas of your life. This is no different. Working with our inner system of time or “circadian rhythm” promotes better sleep, allows you to rely less on caffeine, eliminates sugar and carb cravings, and allows you to work at your most optimal level and state of being.

Front Load the Morning: “Eat the Frog”

Your brain is working at its prime state in the morning, so utilizing this to its advantage will immensely improve your day and life.

Getting your most significant tasks done at the top of the week and the top of the morning is proven to eliminate stress and give you a sense of accomplishment that radiates throughout the rest of the day and week.

Building your morning routine is dedicated to building out a system or routine where you ultimately find your ideal windows of time for productivity. Of course, not everyone works their best in the morning, but most do with the proper structure.

Whether morning, afternoon, or evening, front-loading your to-do list with the most cumbersome tasks or projects allows you to tap into your brain power when it is in its superlative state.

To help keep your motivation high, it’s important to note that we are more efficient and encouraged when we have a reward system in place.

To keep yourself activated and persuaded to continue checking off the boxes on your to-do list, you need to make sure that you have a reward set after completing a project or task, even if it’s something small.

Going from task to task will burn you out and deplete your creative supply. So instead, give yourself something to work for Whether that's getting your favorite coffee, calling your friend for a quick coffee chat, scrolling social media, ordering lunch, or whatever is a little bit of pleasure, set up a routine: task, then reward

While a morning routine may sound like more work, it could be the link needed to enhance and boost your work ethic and the capacity at which you work

You can test these habits while adding your own and create a morning routine that works best for you.

L E V E R A G I N G

I M P O S T E R S Y N D R O M E

F O R G R O W T H

When imposter syndrome arises, as it does for almost all entrepreneurs at some time or another, it can rattle your self-confidence, self-worth, and passion for what you do.

That self-deprecating voice in your head starts to feed you lies and preys on your insecurities, instigating feelings of incapability and lack of talent and skill.

If you are a high-achieving individual, you are more inclined to be affected by imposter syndrome As a high-achieving entrepreneur, you are likely to see more success, and that success is usually derived from being strategic, success-driven, self-aware, devoted, and analytical.

While these factors all create this incredible and magical recipe for accomplishments, the analytical element is the one that drives a lot of this psychological circumstance forward Being an analytical entrepreneur is a fantastic quality, but it comes with being a perfectionist.

As a perfectionist, you immediately zone in on any flaw, mistake, or mishap. Instead of being able to look at the 99.9% that is successful, you harp on the 0.1% that may not be perfect and ultimately see failure. Everything is black and white, and the 0 1% becomes an internal dialogue of lack of competency, ability, and worth.

| D T L D S T A F F WR I T E R |

It sounds almost impossible to utilize imposter syndrome for personal development, but it’s possible and will save you a lot of time spiraling into the abyss of inadequacy and negativity.

Identify the Triggers Immediately

A large part of overcoming imposter syndrome is reframing and rewiring your mind. To do this, you need to identify the trigger the moment it happens. For example, maybe you got a critique or made a mistake; regardless of what happened, we need to locate the trigger to understand the feelings that came about after.

When you identify the trigger, you slow down your thoughts to give yourself time to understand if your thought is valid and justified or if there is a deep-seated insecurity that hasn’t been addressed and worked through.

Keep a notebook of your triggers and start to find the patterns This will help you reframe your thought process to avoid these feelings.

Become More Aware

If you are a high-achiever, you likely are very self-aware of your shortcomings and capabilities, or lack-there-of. Instead of focusing on the negatives, we must focus on the positives. After identifying your triggers, you need to uncover the insecurity rationally

So, instead of just acknowledging the trigger and moving through it, rewire your brain immediately by making a list of your accomplishments, successes, skills, and talents

For instance, you get a critique of your work. Instead of acknowledging the critique as what it is, an opportunity for better communication, you take it personally and let it dictate your ability to perform.

To use this as a moment to rewire the brain, we need to locate the trigger: the critique felt personal instead of subjective

Instead, we can outline it as follows: there needed to be more communication to deliver the project as desired. As a capable entrepreneur, you can make the correction to please the client better and adjust your process to require better communication at the top of a job.

Seems more justified than immediately spiraling into a lack of ability, skill, and talent, right?

Operate as a Detective

Turn imposter syndrome into a game. If you feel some way, start to find the solution instead of immediately shutting down

If you are unable to meet a client’s desires, what can you outsource to complete the project and move on?

to pitch successfully to a new client, who can you reach out to get added value?

If you feel like you can’t grow your business because it requires you to work outside your zone of genius, who or what can you invest in to get the education you need?

The insecurities that arise when imposter syndrome surfaces are merely little lights highlighting areas that need tender loving care. It is not indicative of your ability to be successful, nor is it indicative of your worthiness of that success. It is merely an opportunity for growth.

Become obsessed with finding the clues to what areas your psyche wants to develop further and learn to love being a student again.

Create a Daily Routine for Gratitude

Adding more structure with mindfulness and gratitude at the root of your routine will give you less time to dwell on the negativity that arises within

The goal in life is to become unshakable. To be so committed to self that we no longer seek validation, acceptance, or worth from outside opinion

To do this, creating a daily routine that includes meditation, journaling about small wins and things you are grateful for, and setting smart goals will allow you to stay in a winning mindset You will be so focused on what is going right and the areas in which you have hit your accomplishments that you won’t have time or room to dive into the part of your psyche trying to keep you shielded from the outside world

Take time out each day, or even multiple times if needed, to write down what you are grateful for, what you are proud of, and what you have accomplished for the day This will keep your mind looking for wins instead of losses

Like anything, imposter syndrome is just another facet of self-improvement and self-growth. It is an opportunity to become soft and relinquish control It is an opportunity to calm your nervous system to no longer operate in fight-orflight mode.

By focusing on your mindset, you ultimately focus on your legacy, which is where your intentions should be

S O C I A L

A U T H O R I T Y : A N E P I D E M I C P L A G U I N G

S O C I A L M E D I A C O N S U M E R S

D T L D S T A F F WR I T E R |

Social Authority: The power one establishes as an authority figure or leader within one ’ s industry on social media based on the power of metrics.

We see social authority every minute of every day It’s how fake news became so disorienting It’s how we question anything we hear, not knowing what is fact or not, yet the source of our information never changes… Social media platforms

If you operate your business primarily on social media, your main goal, whether you realize it or not, is to establish social authority. To be seen as an expert in your industry and niche The more you grow in both following count and engagement, the more authority you build.

This is fantastic for business owners that have the knowledge, experience, and education (formal or not is irrelevant) because the value they share with others is actually direct authority

For the business owner who is learning as they go and either relaying info they saw and copied or are providing bogus polarizing opinions for the sake of being different, this social authority can do more harm than good.

Every business needs both algorithmic authority and social authority to have a social media marketing strategy that is highly efficient and rewarding.

These two authorities allow growth and trust to happen, which then allows businesses to scale

To build social authority, one must provide consistent value that actually helps others. Unfortunately, things get gray because too many are building social authority based on nonfactual information This is why so many consumers end up getting burnt in the first few investments they make in business.

It’s why the coaching industry started to lose credibility

It’s why businesses are having a hard time growing on social media organically.

False information is spreading faster and social authority is growing for the wrong accounts.

As a business owner who is experienced and knowledgeable, you have the benefit of building social authority on direct authority. In addition, you have the skillset, tools, and information that will help others in your niche endeavors based on your experience.

For others, they relied on algorithmic authority, and it worked. This is where trending reels can become problematic. Virality only works if you ’ re prepared.

With social media constantly changing and requiring different efforts frequently, the chase for virality has become this golden ticket that many think is the solution to their problems But, unfortunately, they are operating from a place of lack. If only they had more followers, they would have more clients, money, or influence.

The hard cold truth is that regardless of your following count if you are not credible, no amount of business will ever hide the fact that you are growing a business simply off of social authority that happens by luck and chance.

By simply reading this article, I know that you are a direct authority figure. You are dedicated to your craft and committed to learning and improving. The question now becomes, if we are competing against less experienced, less credible competitors and businesses, how do we counteract this epidemic of social authority?

There are quite a few ways to do this, and they aren’t groundbreaking, but it’s all about how you do certain things

Proper Website

First things first, having an incredibly welldesigned and thought-out website gives your business instant credibility This site should include testimonials, social proof, a portfolio or user-generated content, and professional copy that clearly and simply influences behavior based on facts.

Testimonials

Having legit and real testimonials are beyond important for continuing to develop social authority The days of money wins are no longer enough Anyone can make a buck with the proper marketing.

Having screenshots of client wins can not be your only strategy for usergenerated content and social proof It’s time to level up and conduct your brand more professionally. I don’t remember seeing Gucci showing screenshots from receipts...

Thought Leadership Content

Instagram is the Community College for Youtube University. Anyone can learn anything. So much so that you can reword some sentences, give generalized information in content, and now look like you have experience in your industry. The reality is that those who do this are regurgitating content that someone else has the proper knowledge of. Because of their ability to leverage the algorithm, they are growing faster and now have social authority.

To intercept this, it is your job to present thought leadership content in ways that people become d i h

r thought leadership topics, but any be utilized

g commonly seen content, even if you ewpoint, start creating polarizing, ent that showcases your knowledge in case studies.

d be “how to find your target audience ” g content outlining how to do it, utilize a know whom they were targeting and p content is excellent for speaking on what you ’ ve learned, mistakes you ’ ve hey taught you, predictions, industry you disagree with.

Partnerships/Collaborations

connections say a lot about you and how By creating strategic brand partnerships ith industry leaders, you amplify your and increase your social authority.

dustry leaders, increasing your PR, being a , or partnering with brands all boost your asing authority on both sides of the coin.

n Social Media

ital marketing source for all businesses, trategies outside social media that can results. Develop a marketing plan that nce and less stress.

, y, school tactics to recalibrate your efforts to avoid being stuck in the endless cycle of creation and validation.

As a consumer, it is your job to do your due diligence and ensure the ones you invest in are worthy of your time and money. Therefore, it is imperative to vet anyone you hire and to be sure you read the contract, expectations, agreements, and guidelines at least three times to ensure there aren’t any loopholes you missed.

Business catfishing is very real in a world where anyone can be anything All it takes is the right song, hashtags, and trend for someone to become influential overnight. Don’t be misled.

B“Branding” a business in its own right that has turned into one of the most frequently misused buzzwords online.

Any business owner who has done the proper research and foundational work can communicate the necessary means to take up real estate in one ’ s industry. When that happens, your business immediately converts into a brand. No longer are you focused on the operational tasks needed to grow and sustain a business Now, you are taking up space and zeroing in on the ways that happen Insert branding.

As we ’ ve seen the digital entrepreneurial space develop steadily, the implications of not having a brand designed to stand out and have a voice are dire

Your business growth now depends on the ability to "wow", to instantly grab attention, and to have a brand culture and mission that people latch on to and become attached to That is the true essence of branding So how do you build an entity that people become lifelong supporters of?

Online, “branding” is now the formal term for “vibe” or “aesthetic,” and while it is easy to understand why, that is just a tiny and minuscule part of all that goes into building a brand that brings in profits.

To build a brand full of depth and substance, you need to address and develop a few things prior to how you want your brand to look and feel.

This is where so many businesses get it wrong. The initial focus is on how the brand looks and that decision mostly depends on the owners ’ personal likes and preferences

Unfortunately, your brand has absolutely nothing to do with you and everything to do with your target consumer So while you might love a good monochromatic, minimalist feel, your brand needs to target a bold and more confident consumer who responds to more color and less

Brand Archetype

The most crucial part of having a brand that attracts and sustains both engagement and loyalty is rooted in your brand archetype.

Created by Swiss psychologist Carl Jung, these 12 archetypes were created and established as the most commonly seen personalities or personas understood by all regardless of language, time or culture.

When you become passionate about a brand, it’s because its archetype was so dialed in that it penetrated your emotions and essentially imprinted on you. This happens through messaging, imagery, color schemes, fonts, creatives, and positioning

The twelve archetypes are Creator, Innocent, Sage, Explorer, Rebel (Outlaw), Magician, Hero, Lover, Jester, Everyman (Regular Guy), and Caregiver

For instance…

Nike is The Hero. They stand for what’s right They communicate courage and bravery within athleticism They are rooted in hard work and perseverance which drives you to your goals.

Ikea is the Everyman They like to blend in by being approachable and reasonable. They strive in community settings and love inclusivity. They are driven by a sense of belonging and take pride in being trustworthy.

Google is the Sage They are rooted in the pursuit and sharing of knowledge and truth. They motivate others to be life-long students in the pursuit of eternal wisdom. They don’t gatekeep and are intellectuals

Brand archetypes are the bumper lanes that keep your brand cohesive within each category, from creative visuals to compelling communication. Without your archetype set, you will be blindly throwing pasta at the wall, not knowing what sticks and what does not.

With an established archetype, there is little room for error because you have so much clarity on who you are

Brand Purpose

Everyone has a skillset; everyone has an income-producing idea. You are no different in that. Where you first attract someone to consider doing business with you is the purpose behind your brand Furthermore, this purpose has to directly affect your target audience's life and society as a whole.

This goes beyond making their lives easier or saving someone time It needs to be more profound than that Your brand purpose is the thread that sews all brand actions together. What does your brand do for your industry? What does your brand do for your niche? What does your brand do at large?

In essence, your brand purpose is your “why.” While it can be highly tempting to use this as an opportunity to speak about your experiences and reasons for doing what you do, I highly encourage you to remove yourself from your brand purpose.

It has been proven repeatedly that purpose-driven brands outperform the competition by over 70%

Some examples to help inspire your brand purpose:

Patagonia: “Patagonia is in business to save our home planet ” This works because this statement clearly states their mission, and in so many words, that their products and way of conducting business are as environmentally sound as possible

Anyone focused on sustainability, and environmental activism will immediately become a fan of Patagonia. In addition, this propels any future partnerships with organizations within this realm that they can now build relations with for collaborative efforts

Target: “To help all families discover the joy of everyday life.” Target has done a phenomenal job at really amplifying diversity More so than most big box stores This is where “all families” become a highlighted and poignant message in their mission statement.

They have been able to sustain their brand purpose statement by focusing on the topics their main demographic appreciates.

Millennials are now the generation creating families Millennials are also driven by change, inclusion, diversity, and affordability They want quality that they won’t break the bank on. Target has nailed that.

Brand Values

Brand values are the principles and beliefs in which your brand moves and operates. There is little to no compromise with your values that lead to the decisions on products, sourcing, materials, operations, company culture, and more

Creating loyal consumers becomes more of a struggle without established and apparent brand values. These values are the defining beliefs in every aspect of your brand development, from brand story to creative direction

Often, businesses create their brand values based on the assumed standpoints of their target audience Instead of confidently creating a brand that is genuine and authentic to the goals and mission that the initial brand idea sparked from, they adapt to what they think others would want to hear and see, which sets a brand up for failure

Defining your brand values comes down to the matters your brand will never sway on; examples include integrity, passion, diversity, inclusivity, respect, consistency, bravery, etc

Most brands have, on average, five values they can properly and effectively build upon that make their consumers feel safe and valued. This is not a part of your brand to rush This is the heart and soul of your brand So sit down and brainstorm what values you can guarantee to be threaded throughout your brand in its entirety.

Brand Positioning

If you want to become top-of-mind and the favored brand for a particular need or problem within your industry, brand positioning is the answer.

Being different and unique is not enough to stand out and be favored over the competition. This is why marketers focus so much energy on brand positioning strategies There are a few layers to brand positioning that need to be present to attract interest and keep it and convert it into profit.

First, we want to ensure you have outlined everything about your brand that is different from your competitors Then, as you list what makes you different, you will find one or two things that stand out as the most impactful, which you can take and build upon.

The part of brand strategy many business owners have a hard time with is becoming abundantly aware of the competition. Instead of looking at the competition from a research frame of mind, it becomes a thief of joy and a breeding ground for imposter syndrome.

That shouldn’t be the case, however Without knowing the strengths and weaknesses of your competition, you will have no clue how to strategically place your brand in your industry to gain the most visibility and traction.

This is where your unique selling proposition comes in, but we continue to go deeper.

Next, you need to cement your brand story as a pillar that reflects all aspects of your brand strategy and identity Again, this plays into your positioning because your brand story is the moment that people either feel like they’ve found their tribe or they move on.

When you position your brand story to be reflective of your archetype, purpose, and values, you start to build your positioning as a brand that is humanized and has characteristics that people look for in those they keep in their own social circles

While it is a reflex to build your brand story around your experience and journey through life as the business owner, it is imperative to create your brand story that mirrors your target audience. It must directly reflect their struggles, pain points, and their need for you, the brand.

When the brand story is adapted to whom you want to attract and paints a crystal clear picture of how your brand is the magic pill to solving their problems, you gain that loyalty much faster.

Lastly, you have to find the perfect balance in your messaging that highlights your differences and how central you are.

This means highlighting your unique attributes but still being able to be recalled in someone ’ s memory because of your centrality in an industry (fancy words for remaining similar in services, offerings, etc. to what's provided in your industry.)

When you think of particular industries like fast food or performance brands, the first brand you think of is the most centralized in their industry.

That is because they have similar offerings to their competitors, but they do it better or in a way that resonates with you and your beliefs.

Brand Messaging + Personality

One brand that has absolutely nailed its brand messaging and personality is Wendy’s…Yes, the fast food chain.

They have created such a strong brand personality through their social media, primarily Twitter. The first word that comes to mind when thinking of them is “ sassy. ”

Their social media team has done an incredible job at not trying to separate themselves from the competition but highlighting the comparisons often.

Their quick wit and banter with competitors on social media have grabbed the attention of younger demographics who will blast their efforts on their own social channels because it’s humorous, relatable, and feels human.

Another brand whose personality is evident is Nike Between endorsements, collaborations, creative direction, and the stances they take to be morally correct put Nike on a well-deserved pedestal.

In addition, their employee culture is as pristine as their products, and they make the company a culture.

What you can take away from these two examples is that keeping a brand as human as possible is how you build the trust and loyalty you may be missing

Imagery that is inclusive and clearly shows your target audience is a massive component of messaging. Visual communication is equally as important as the words you speak, but the words you say also impact, as we see with Wendy’s

To find a personality that fits your current brand, you need to think of your brand as a person. Then, turn it into a character and map out its traits, likes, dislikes, etc

As your brand's personality develops, start to decipher how you can best communicate that in the least amount of words possible. Less is always more when it comes to messaging We want direct impact

Brand Identity

Brand identity has been condensed to colors, fonts, and brand pictures on social media While those are all parts of it, your brand identity is so much more.

It’s less frivolous and more strategic than it gets credit for these days. It’s why so many brands haven’t had significant or groundbreaking brand refreshes in decades. It’s usually never the reason for brands not hitting their goals, but it is an important aspect that needs to be taken seriously. This is why you’ll see more prominent brands invest more into brand refinement than a complete brand makeover.

Your brand identity is how you visually communicate how your brand is to be perceived, and it is majorly correlated to your brand archetype. As we know, brand archetypes are psychology-based, and your brand identity is also.

How you choose brand colors, logo design, imagery, and branded collateral should align with your brand's archetype.

If you are The Creator, motivated by innovation and art, your brand colors shouldn’t be muted

If you are The Ruler, motivated by power, legacy, and affluence, your colors shouldn’t be bright and playful.

The same can be said for fonts, imagery, photoshoots, and any asset representing your brand.

As your brand identity develops, it’s important to note that you have a set of parameters to stay within While pushing the envelope and getting creative is imperative to keep people intrigued, you must remain within the core elements of your identity, or else your target audience becomes confused

To be sure your brand is visually consistent across all brand touch points and platforms, have a style guide and brand guide that provides all details necessary to ensure your brand is as dialed in as possible This includes vocabulary, types of imagery, photo/video editing instructions, fonts and where to use them, colors and where to use them, logo variations and where to use them, and more.

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As children, we grew up with storytelling being a core driver in how we painted the world. We learned about emotions, feelings, adventures, and aspirations through storybooks. Fantasy and fiction portray the happy ending and idealistic outcomes, keeping us eager for more

More happy outcomes, more heroes, moredefeating evil, and more love.

It’s no surprise that when we get into business, the brands that nail their storytelling and vulnerability are the brands that see major success with an army of brand loyalists behind them.

Storytelling is at the core of how we process information effectively For the brands that don’t grasp this, it’s a nobrainer that the hunt for clients and consumers is an ongoing struggle.

If you are one of those brands knowing your brand messaging isn’t resonating or hitting your target audience between their eyes, here are some of the best ways to amplify your brand messaging, whether you ’ re just getting started or looking to reinvigorate your existing brand

Tell Your Story Through All Mediums

Your brand story is what your brand is built on It is the foundation of all your decisions at any given time That’s powerful and deserves to be consistently shared throughout your marketing strategies.

The easiest way to amplify your messaging when sharing your brand story is by segmenting it into small portions that can be woven into all that you share and do.

For instance, say you are launching a new offer or product; instead of simply sharing the benefits, problems it solves, and why someone would need it, paint a picture instead

Start by narrating the less-than-ideal situations or circumstances your ideal buyer is currently dealing with.

How are they feeling? What do they wish would change? What are they in absolute need of?

Then segue into communicating empathy and understanding, which leads to the presentation of what you ’ re selling

The goal is to create a journey for your buyer to go through so they can start to envision what life is like with the solution instead of just skimming through more content that they’ve likely already spent hours scrolling past

void needs to be filled and why your brand is the best to fill it Draw people in with colorful language, and you will see an immediate increase in your audience.

Get Vulnerable Through Transparent Video Content

Video content is the name of the game, and I feel the eye rolls and cringes from here. But, the reality is, people like to see people, especially after the isolating years we ’ ve experienced in our recent unprecedented times (anyone else get hives hearing that again?)

What video does for magnifying brand messaging is that it humanizes a brand that allows for consumption and processing to happen faster Pair that with engaging correspondence, and you are boosting your messaging.

values that are deeply rooted into your brand There is a delicate balance of doing this and it is so very important to understand that as a brand, your core values are seen all day, every day in all that you do.

to grasp. Maybe it’s because those who now sit as the CEOs of brands don’t share the same core values as the brand itself was built upon, but there are too many examples to pull from to shed light on how brand messaging can get very cloudy in a matter of moments.

Another example we can touch on is any brand that was attached to Ye and their deafening silence before cutting ties.

For a brand like Adidas, whose core values are stated as: “performance, passion, integrity, and diversity,” two of those core values were very much not visible for weeks.

Understand that your values as a brand will be the make-or-break moment for anyone deciding to promote you or stand behind you. Choose wisely.

Be Consistent

If you are going to utilize storytelling on Instagram, make sure you are also using it on LinkedIn, and Twitter, your packaging, and your website.

Your brand story should be leveraged in all capacities with the right and appropriate format

This has become such a valuable tool for brand growth and marketing that a newer term has been coined for websites that get it

Scrollytelling

Scrollytelling is the art of altering a longform story into that of an interactive user experience This is a brand's dream Being able to increase consumer attention and retention at the same time? That is powerful.

By utilizing animation, video, audio, and visual effects triggered by scrolling a webpage, you are able to get more information shared that hooks the person behind the screen. This consistency of brand storytelling again adds to the goal of amplifying your messaging and ensuring that it is being comprehended

Another example of doing this with physical products and packaging is creating an interactive brand piece by scanning a QR code.

The options are endless, but the driving point is to keep that messaging consistent across the board.

If you are going to be intriguing and transparent on social media, keep that same energy in real life

H O W T O

Building and establishing a brand can be extremely exciting for new business owners. You think of a name, get a professional email address, and get straight to social media However, an area that is almost always forgotten about is the legal protection your brand needs.

These legal aspects only contribute to your brand's credibility, validity, and professionalism Without considering these legal matters, you could set yourself up for some potentially costly problems in the future.

Just to let you know, we are the furthest thing from lawyers Therefore, it is vital to make sure anything surrounding contracts, legal documents, or any legal matter is consulted with a lawyer.

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PHOTOGRAPHY: KIBBS STUDIOS

Register Your Business Properly

First, you must register your business with your local government to meet tax requirements as a business owner.

If you don't want to register as a full business, you can operate as a sole proprietor, but this means your social security number is then used instead of an employer identification number, and your legal name is used in place of a business name. You will have an unregistered business but still must meet the tax obligations of running a business under your name

There are a few different options when registering a business. If you want to operate your business with a legit business name with minimum benefits, then you can register as a DBA (Doing Business As), if you want to protect yourself from liabilities, then you can register as an LLC (Limited Liability Company), or if you want to go public or global and issue shares, you can register as an INC (S or C Corporation).

Choose the Name Wisely

The last thing you want is to be accused of trademark infringement because your name is similar or exact to another business name. This happens when proper research is not conducted before choosing your name This is a costly mistake

Some states have particular guidelines that you must follow when registering your business name, but regardless it is always best protocol to do a basic internet search to start, followed up by a trademark database search.

To do a trademark search, you can utilize the United States Patent and Trademark Office Trademark Electronic Search System website: tmsearchuspto.gov. This allows you to type in your desired business name and see if any active trademarks come up within the United States If you live in any other country, I suggest contacting your local government or using an online service that allows you to register your business correctly in your country or province

Get Your Logos, Designs, and Brand Assets Trademarked

We live in a world where people can infringe upon anything posted online While it isn’t legal, the ability to screenshot, remove a background and repost as their own design is shockingly easy.

If you follow any graphic designers online, you’ll take note that they frown upon creating and using logos built on Canva because of this. There is zero ability to trademark a logo design utilizing the elements available on the site Many use the same elements, making it impossible to be unique and stand out in all your differential glory.

When trademarking your logos or any designs, slogans, phrases, etc , you protect your assets from being used, copied, or stolen by anyone else. Of course, this also goes for products you sell.

The goal is to protect the intellectual property that encompasses your brand identity.

We saw a great example of copyright infringement when Drake and 21 Savage created a “counterfeit” Vogue cover for the promotion of their new album “Her Loss".

There are multiple issues here that led to the two artists being sued, like utilizing branding without permission, conveying a “Her Loss” x Vogue collaboration, leading consumers to believe a special issue was being released, and ultimately creating a perception that Vogue was endorsing or supporting the album which was not the case

This is where content creation is blurred and becomes tricky.

Good intentions for the sake of creativity and entertainment might actually be putting you at legal risk

Fonts + Typography Licensing

There are various licenses when it comes to purchasing assets online for personal or commercial use, especially fonts

Regardless of where you buy a font, there are levels to the licenses established based on how you plan to utilize the font. The licenses may differ depending on the type of foundry and the commerce site from which you purchase

Some general license options are personal use, commercial use, or an extended commercial with specific parameters pertaining to each.

Some licenses are based on use (i e , websites, products for sale, apps, epublications, and more), while others are more generalized.

It is crucial for you to know what you will be utilizing your license for and understand that anytime your usage changes or you have multiple uses needed (for example, using on a website and an app), you must purchase the correct license at that time This means buying more than one license

Now, licensing isn’t just for fonts; it’s for any type of ready-to-use product you purchase that someone else created. So please pay attention to the terms of use

*Bonus tip, if you have a website designed unless you buy out the design rights, you must keep the website design credit on your site (usually placed in the footer)

Reposting Content

Reposting content can be tricky to be paid attention to

We are encouraged to share and content, but there are ways to d keep you away from mistakenly copyright infringement

This goes for user-generated con well.

It is imperative for you always to permission to repost content Es user-generated content

If you repost someone ’ s post to y on Instagram, you are safe as you essentially created a “backlink.” Y provided full credit to the owner content, with it taking viewers st the owner ’ s profile

Anything beyond that must obta permission.

This is why brands create brande or hashtags for specific campaig consumers use a specific brande they ultimately permit that cont utilized and promoted.

Outside of these suggestions, we recommend working with a law ensure your contracts, agreemen and conditions, and privacy polic legally sound and binding The main objective is to make sure you are protected at all costs.

T

It’s a common thought that to grow a brand financially; you have to sell the solution and transformation. This is popular advice we see circulating the educational content field on social media, but what if we told you that could be what’s holding you back?

Selling the outcome only works for so long We all know the outcome we want; what we may not be as privy to are the problems we have.

Not just surface-level problems. The deeply rooted problems only found in therapy (kidding, slightly)

This is the point of activation.

While understanding the value you offer your consumers, it is best to note that value is a perception What impacts one may not affect another. What is more relatable across the board is the reason why someone is facing whatever it is that is preventing the ideal situation from occurring

These indicators are what’s truly holding someone back from eradicating the problem, but until they know what’s causing the circumstance, they have no way of feeling moved enough to take action.

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We could use physical therapy as an example. Let’s say you have ankle pain and chalk it up to anything which doesn’t urge you to take action on it But if you were to acknowledge the ankle pain and get it diagnosed as a condition, you’d be more inclined to take action, knowing there was a solution to fix the situation

Humans are wired for survival; we have built-in defense mechanisms to protect ourselves from discomfort. When you illuminate a problem within someone, the initial response is to seek help

When you then market the problem and follow up with a solution…That’s where brand growth begins. To fine-tune your brand funnel and messaging, here is how it’s done

Make a List of Problems Your Products or Services Solve

We’re starting broad - so make a list of any problems your brand solves As you see this list come to life, you want to then go in for each issue and break it out into deeper issues.

What’s causing this problem? Where is it stemming from? How is it holding someone back? What are the disaster, doom, and gloom versions of this problem?

Think of this list as a family tree. Each problem has deeper roots As you make this list, note what problems are common across your industry and try to spice it up.

The problem has to be more expensive than the solution.

We want to sell problems, not inconveniences

Perfect Your Messaging

Because you ’ re speaking directly to the problems your ideal consumers are dealing with, you must make sure your messaging is relatable. This is done by using the same type of language and lingo they use, using words and emotions they are moved by, and painting pictures and scenarios that are potential and possible in their lives

It has to be as dialed in as possible to where they feel like you are speaking directly to them Like you have lived in their mind and understood their exact thoughts, fears, and wishes

When you build out your brand strategy, messaging is a large part of it. So much so that if you have employees or hire out work, it is imperative to have a brand style guide that includes your messaging guidelines. This contains words you use, words you don’t use, emojis you use, emojis you don’t use, tone of voice, personality, etc

The goal of your messaging is to get into the mind of your ideal client/customer. So, if this is a bit difficult, this is a great time to conduct market research and understand through the right types of questions how to better speak to them and sell to them

Create Your Value Proposition

Ordinarily, your value proposition based on the benefits and solutio provide, but we want to create a test moment here.

For those that don’t know, split te A/B testing is a process of testing versions of collateral and analyzin metrics to see which works best.

This is commonly used for subjec email marketing, messaging for c creative direction, and more We two value propositions in selling which warrants the best results.

Your first value proposition on yo product, or offer will be rooted in solution and outcome The secon be more driven by the problem d problem-awareness factor.

While testing these two, you can activates a higher conversion rate engagement rate, inquiry rate, et

Be sure to focus on the differenc what makes your offer unique.

People are eager to spend mone them something more valuable i process. Sometimes that’s time, f and future expenses When you c into what they care about the m what is blocking them from achi goals, you can grow your brand in sustainable, predictable, and effo

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I A L M E D I A R A T R A C E | WR I T T E N B Y : T A N E I S H A D A L E |

IIf you're like most entrepreneurs, you may feel burned out by social media. You're tired of the constant consumption and the never-ending content rat race. You feel like you're stuck in a cycle of creating and posting content, only to see it get lost in the shuffle within a matter of hours.

Finding marketing strategies that yield results without exhausting all your energy and enthusiasm is essential for any business to succeed. Fortunately, there are other methods to get your message out beyond the hectic 24/7 newsfeed cycle As digital marketing experts, we have seen firsthand how effective these alternative strategies can bring products and services to an engaged audience.

From print and radio ads to email campaigns and more, there are options beyond social media that could better help you reach new audiences. The range of alternatives available can provide businesses with increased visibility, fresh followers, and an invaluable dose of recognition. In addition, you can use other marketing strategies to get your business noticedand we're here to tell you all about them.

Outbound Marketing

Outbound marketing is a more traditional marketing method involving actively reaching out to your target audience. Standard outbound marketing techniques include things like print advertising, TV commercials, direct mail campaigns, and radio ads. While outbound marketing can be expensive, it can also be very effective - especially if your target audience is inactive on social media.

Outbound marketing strategies are still active and relevant in the modern business landscape Although cold calling and emailing are two of the most common tactics used to connect with potential buyers, these techniques sprout from a well-thought-out plan that leads toward acquiring more sales or increasing market awareness

Cold calling and cold emailing are often seen as older forms of marketing, but when done correctly, they can be a great way to make personal connections with potential customers

Direct mail is also a form of outbound tactics used in some cases, which can be incredibly effective if done correctly. Direct mail can lead to improved customer engagement and conversions

Through creative design, companies harness the power of physical mail by creating insight-driven pieces that allow customers to interact with the brand in a meaningful way.

By delivering personalized experiences, direct mail can tap into customers’ emotions and make them feel special. In addition, the tangible format of direct mail is more memorable than digital messaging, helping boost brand awareness and recognition

Last but not least - Google Advertising.

Google AdWords provides customers with an array of targeting opportunities that can effectively get you closer to achieving your goals and reaching your target customers faster than any other type of outbound strategy.

All these strategies must be evaluated according to their purpose to determine the most suitable for your company

Inbound Marketing

Inbound marketing is all about getting your target audience to come to you This can be done through search engine optimization (SEO), content marketing, and email marketing to create a digital on-ramp that leads people to your product or service.

SEO helps ensure potential customers can find your website in search engine results; content marketing provides interesting material that speaks directly to your customer's needs, and email marketing allows for targeted messaging that creates targeted awareness campaigns. By utilizing these inbound methods, businesses have the potential to reach more customers than ever before.

A big part of inbound marketing is creating valuable content that will draw people to your website or blog. Once they're there, you can capture their contact information (like an email address) so that you can continue marketing to them even after they leave your website

Inbound marketing is a growing business strategy that encompasses a range of tactics used to attract prospects, convert them into leads, nurture leads until they make a purchase, and continue engaging customers for long-term success. This system operates on four key stages: attract, convert, delight, and engage.

Each stage plays an integral role in starting and sustaining customer relationships Attracting prospects with relevant content allows your brand to establish itself as a leader in the marketplace.

Converting those leads through optimized customer pathways ensures they will receive the resources they need when they need them. In addition, delighting customers by offering personalization and relevant rewards encourages customer loyalty which can increase sales revenue significantly

You can ensure customer retention over time by engaging customers with consistent follow-ups With these critical components in place, an effective inbound marketing campaign can have a profoundly positive effect on your bottom line.

Optimizing keywords and leveraging content marketing strategies makes it easier to get your target audience to come right to you. As a result, inbound marketing provides companies with an invaluable opportunity to build brand awareness, shape customer opinions, and reach new heights of success in their respective fields.

Referral Marketing

Referral marketing is an incredibly powerful method of generating sales for a business, relying on just the power of word-of-mouth.

Developing a referral marketing strategy takes advantage of this form of communication and encourages existing customers to ‘spread the word about your business.

This can be done by offering existing customers a discount or another incentive for referring new customers to your business.

You can also build referral relationships with other businesses in your industryfor example, by sending referrals their way when you get inquiries outside your area of expertise.

It is an effective marketing technique that has proven results; many companies have swelled their revenue in millions thanks to their investigative approach towards utilizing referral marketing as part of their growth strategies.

With

the right combination of incentives and a tailored approach to referral marketing, business owners can quickly reach a broad audience without spending large sums of money

Over time, referrals have transformed from simple word-of-mouth interactions into an effective method of maximizing brand visibility and connecting with new customers

While getting started may require technical know-how and strategize, setting up your successful referral program may be more attainable than you think There's no doubt that social media can be an excellent tool for marketing your business, but other tools are available, and there are better fits for every business owner

If you're feeling burnt out by social media, don’t despair! Other options are available, and we've just scratched the surface with these three examples

Networking, cold-calling, and email marketing are all viable alternatives, or a combination thereof may be more suited to your company ’ s operations.

Adopting an omnichannel marketing approach may require extra effort, but it will ensure maximum exposure for your products or services and lead to tremendous success in the long run. Ultimately, the decision is yours - so keep an open mind and weigh the pros and cons of each approach as they relate to your business.

Making this effort will ensure success in whichever form you choose to market your business and ultimately reach your desired goals.

Don't give up on your marketing- explore different options and find what works best for you and your business

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PHOTOGRAPHY: KIBBS STUDIOS

Increasing brand awareness is critical for any business looking to grow its revenue and expand its clientele base in 2023 However, as the opportunities of doing so continue to shift and change, adaptability is a skill set every business needs to develop to leverage expansion opportunities.

To start or continue scaling your business, it’s important to focus on the right areas to build up your visibility and awareness As usual, the online domain is continuously changing and altering its systems, so to start 2023 off on the right foot, here are five trends to focus on to amplify your brand awareness.

Search Engine Optimization

Search Engine Optimization, or SEO, is one of the best ways to boost your visibility, as most platforms are working harder and harder to increase their SEO capabilities

If you ’ re unfamiliar, SEO is how you find information about a topic you are searching for on the internet. For instance, when you type into Google “all-natural skincare brands,” any brand that has utilized any of those keywords on their websites, social media, or press features will show up

The ranking in which they appear is also relevant to the strategy behind SEO and how its best utilized.

Another example is on social media. For example, when you search a keyword like “comedian,” those listed as a comedian will come up under accounts, those who utilized the hashtag will be listed under “tags,” and so on

To best utilize this digital marketing strategy, it’s essential to research competitors and what words or phrases are most commonly searched. Many platforms like SEMRush, Ubersuggest, and more allow you to find the best strategy for your goals of being found on the internet more organically

Stand for Something

Consumers want to feel like the brands they stand behind are of moral integrity and social action.

While social media has become a place of entertainment and short-lived trends, consumers still want to know what brands are doing to address some of the planet’s most pressing issues.

There is a delicate balance here that needs to be handled with grace because while consumers want to see brands take action towards societal circumstances, they don’t want political preferences to be addressed.

To increase your brand awareness, you have to figure out what you stand for and how your brand, in particular, is working towards a better future.

One of the biggest mistakes we see in the online space with businesses is the push for sales with no effort to give back or initiative to expand their role on social matters.

According to Fit Small Business, “customers will pay 50% more for businesses making an impact”

This statistic alone shows that competitive pricing can fall by the wayside when an impact is made.

Strategic Partnership Agreements

Brand partnerships and brand collaborations are two very different strategies with different results.

Both strategies can be and should be utilized in your visibility strategy to create a more well-rounded approach

Regarding strategic partnership agreements, both parties aim to drive traffic to the other brand. Think of this as an alliance of sharing each other's audience pools

An example of this would be Nike x Apple - a partnership that started decades ago that has expanded over time to give both separate customer bases a better experience of integrating fitness and technology

Now, partnership agreements don’t always have to be product-based. If you are an online service provider, this can be done in a multitude of ways One of the first things you want to focus on is finding a partner that doesn’t compete with you.

In addition, you want to make sure their audience aligns with yours, there is a commonality between core values and motivations, and the agreement is clear to your consumers.

nerships

e a brand partnership is by mpeting service that is an at you do. For example, think of iting or social media marketing g to your strategic partner, so you get a commission, and

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e brand partnerships digitally is e efforts in marketing and, more dia marketing (i.e., posts, story takeovers, live video ns, partnered promotions, and ership is one of the easiest ways our brand while building trust ough IG Lives, workshops, and er industry leaders’ containers

ovide value and showcase your ectual property in a way that is o your brand, bringing in leads audience pools.

e highly recommend vetting you would during an interview eam member. all costs.

Interactive Content

One more form of content to add to your strategy?

Yes But before you write this off, understand that Interactive Content will likely be the most valuable piece of content you create moving forward.

If you ’ re looking to differentiate your brand while increasing messaging retention, interactive content will be your ticket to success

So much so that 88% of marketers said that interactive content effectively differentiates their brand from their competitors (UNUM), but the real opportunity is that 53% of all marketers report using interactive content. (Content Marketing Institute and Ion Interactive)

That means almost half of the marketers surveyed are not utilizing interactive content, which gives you a head start.

So, what does interactive content entail? First, you ’ re likely utilizing some forms of interactive content but not to its best ability.

These content types include quizzes, polls, contests, videos, infographics, interactive maps, scavenger hunts, and more

This type of content will be heavily pushed moving forward and will continue to be the leader in boosting traffic, engagement, and brand interest

Elevated User Experience (UX)

User experience is the experience someone has when they come into contact with any brand asset of yours, specifically an app, website, or product.

As we all know, a service, product, or offer needs to fill a need, be easy to utilize, be visually appealing and should be accessible and obtainable by those for whom it is for.

When we focus on our consumer experience in the digital realm, the subject shifts to an app or website.

The UX of an app or website is critical for increasing your conversion rate and taking a visitor to a client or sale A poorly designed, difficult-to-navigate, or overwhelming website or app will hinder your sales.

You should highly consider your online user experience to grow your profits this year According to uxdesign cc on Medium, the ROI on UX design is $100 for every $1 spent

As 2023 kicks off, we can only expect the next 12 months to be filled with shifts and changes across all digital platforms. Still, with the proper focus, strategies, and intent, these five areas should bring growth, visibility, and increased awareness

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With social media permeating nearly every aspect of our lives, it's no surprise that businesses have also turned to these digital platforms to reach a wider audience So much so that the projected dollar amount of digital ad spend was $239 89 billion for the year 2022

If you're not using social media to promote your business, you're missing out on a valuable opportunity to reach new customers and grow your brand

However, with the constantly evolving social media landscape, it can be difficult to keep up with the latest trends and know what strategies will work best for your business.

That's why we've put together this guide on how to find the right social media strategy for your business in a constantly evolving digital world

Know Your Goals

The first step in finding the right social media strategy is knowing what you want to achieve with your social media presence

Do you want to increase brand awareness? Drive traffic to your website? Generate leads?

In today's digital world, having clear and well-made social media goals is essential for any successful marketing strategy

These goals give you a target to aim for and help you gain buy-in from your manager or other stakeholders. They are also integral in helping you effectively manage your budget, stay on top of workflow, and prove the ROI of your marketing activities

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Additionally, sound social media goals align your efforts with your organization's broader business objectives, ensuring that all departments are working toward common goals and helping you to achieve better results overall For these reasons, it is imperative that clear and wellthought-out goals drive any social media strategy.

Some key goals that might be worth considering include increasing brand awareness, building stronger relationships with customers, driving sales and leads, and engaging more actively with members of your target audience

Whatever your ultimate goals may be, they must be thoughtful, well-considered, and precisely defined so that you can take full advantage of the unique opportunities afforded by social media

Without them, your efforts may become scattered and ineffective With them, however, you can achieve great success on social media and drive real impact for your business or brand.

Research Your Competition

It's a good idea to pay attention to what your competitors are doing on social media

Are they seeing success with a particular type of content or platform? If so, consider adopting a similar strategy for your own business. Of course, you don't want to copy your competitors you still want to maintain your unique voice and identity but there's nothing wrong with taking inspiration from others who are seeing success

To perform a competitive social media analysis, you first need to identify your competition and determine which platforms they use.

Once you have narrowed down your competitors, gathering data about their activity on these platforms is next. This might include things like when they last posted, whether they are actively responding to comments, etc Next, you can take your competitive analysis one step further by using social listening tools to gain a broader perspective on all conversations related to your industry or competition across social media.

With all this data in hand, you can then use your brand's social media analytics to compare your profiles with those of your competitors By doing so, you can identify areas where you might be falling short or gaining an edge and make more informed decisions in the future.

With a good social media competitive analysis, you can gain valuable insight into improving your online presence and staying ahead of the game

Experiment with Different Strategies and Platforms

Another way to figure out what works best for your business is to experiment with different strategies and platforms. For example, try posting different types of content on different days or at different times and see how your audience responds You might also try using different hashtags or running social media ads

When it comes to social media, many people throw a bunch of content out there without testing and evaluating its effectiveness. However, the key to finding success on social media lies in experimentation By using various strategies and platforms, you can gain valuable insights into what works for your audience and what doesn't

Whether you're looking to drive more traffic, boost engagement rates, or increase sales, there are many strategies and platforms that you can use to find the perfect formula for your business Some possible tactics include A/B testing paid ads and posting times, trialand-error experiments with different content formats and styles, or developing and measuring the impact of a micro-targeted influencer campaign. With the right amount of research and persistence, you can gain valuable insights into what works for your target audience on social media, helping you find the path to long-term success on these dynamic platforms

For example, by using a platform like Facebook Ads or Twitter Analytics, you can gain detailed information about which types of content your followers prefer, when they're most active online, and even which social media platforms they use most often

With this information, you can create more targeted and compelling content that resonates with your target audience. By focusing your efforts on what works, you can generate higher reach, more engagement, and ultimately better results from your social media marketing efforts

Be Consistent

Consistency is vital when it comes to social media success. Posting randomly or infrequently will not help you achieve your goals in fact, it will probably hurt your chances of success. To get started, think about how often you want to post on each platform – once or twice per day is a good starting point, though you may need to adjust this depending on factors like your particular audience, your industry, and the content you're sharing.

Whatever frequency you choose, it's essential to be consistent both in terms of how frequently you post and the quality of your content. In addition, maintaining a regular routine will allow your followers to depend on you for valuable information and insights, which is crucial for building loyal relationships and trust online.

If you can't commit to being consistent, social media isn't the right marketing channel for your business.

Get Help from a Digital Marketing Agency

If you're overwhelmed by all of this, you can always get help from a digital marketing agency. A good agency will have a team of experts who stay up-todate on all the latest trends and changes in the digital world so that you don't have to worry about it yourself. They'll also be able to tailor a social media strategy specifically for your business goals.

When it comes to digital marketing, finding the right agency to expertly manage your brand's online image and visibility is critical. To find the right agency for your needs, you should keep a few key things in mind

First, you need to define your goals and objectives clearly. This will help you to identify whether a specific agency has the experience and knowledge required to meet your needs

Secondly, you'll want to do your research when you pick out a potential agency. Then, carefully evaluate your options to ensure they have the needed experience and expertise

Thirdly, the digital marketing agency you choose must truly understand your company's values and products. This will help them create effective campaigns that resonate with existing and potential customers

Finally, you will want to ensure that the digital marketing agency you work with stays up-to-date on the latest trends and tech advancements in their field Changing technologies means changing strategies, so an outdated agency may not be able to provide you with cuttingedge solutions for driving visibility and customer engagement online.

Choosing the right social media strategy for your business doesn't have to be difficult if you know what factors to consider and what steps to take.

However, finding the right strategy can be stressful especially if you're trying to do it all by yourself. Luckily, there are some things you can do to make the process easier. By keeping an eye on your analytics, paying attention to what your competitors are doing, experimenting with different strategies and platforms, and getting help from a digital marketing agency, you'll be well on your way to finding the right social media strategy for your business in this ever-changing social media landscape

W H Y S P Y I N G

O N Y O U R

C O M P E T I T I O N

I S T H E G R E A T E S T M O V E

Business is a game of strategy and a large component of strategizing any game is knowing whom you ’ re playing against…your competition. A competitive analysis benefits every facet of your brand, from brand strategy to business development, marketing, and awareness

You have to know who you ’ re up against.

Where many entrepreneurs fall short is when a competitive analysis starts turning into a comparison analysis. That is not the point or end goal of this.

It’s far more cut and dry than that

Conducting a competitive analysis gives you a considerable amount of information that allows you to break the mold and leverage a strategy that amplifies your competitive advantage

Find the Accurate Competitors

Most brands look for their few top competitors or largest competitors to analyze, but this honestly doesn’t give enough information.

There are three categories of competitors we want to look at: Direct, indirect, and replacement competitors

H O W T O C O N D U C T A P R O P E R

C O M P E T I T I V E A N A L Y S I S

PHOTOGRAPHY: KIBBS STUDIOS

| D T L D S T A F F WR I T E R |

Direct Competitors: Competitors

who have the same type of offers and the same target audience

Indirect Competitors: Competitors whose offers are the same or similar, but it is not their main source of revenue and is not as widely promoted.

Replacement Competitors: Competitors whose offers are different, but solve the same problem.

The goal is to locate three to five competitors in each category This will give you a dense amount of information to utilize when committing to your brand as a whole and your marketing strategy specifically. It’s important to ensure these competitors have a robust social media feed to look at, a website to get more information from, established branding, and good engagement.

This is where the spying commences. Locate the Important Information

It seems a bit subjective and vague but we want to find the key information that directly affects your brand: services, target audience, pricing, and social channels they are active on When it comes to services we want to look at the offer, the deliverables, timeline, and pricing. This is where we make sure our offers are competitive enough but also different enough to where we can market our offers in a way that leverages the weak spots of the competition.

It’s also important to take note of the social channels they are committed to and their engaged audience For example, what do they primarily do? How old are they? Is there specific demographic information that dictates the tone of voice, messaging, or visual communication?

In addition, we want to look at their strengths and weaknesses as a brand. A strength may be that they have incredible branding, but a weakness could be that their social media content isn’t converting Another example could be that they have a large social media community, but their website lacks prominent information.

After diving into their branded assets, you can then evaluate a few more areas that include: their positioning and unique value proposition, their reputation, their partnerships, and how engaged they are in collaborative marketing efforts, in addition to growth over time. All of this info can be completed through social media investigation

Determine Threats + Opportunities

Ultimately through competitive analysis, we are looking for threats and opportunities that allow us to outperform our competitors to become the preferred competitor. While you are looking at competing brands, we initially want to find threats. For example, are they showing up more on social media? Are their offers easier to understand? Is their pricing structure less expensive with higher deliverables?

All of these are potential thre sway buying behavior. Howev threats are not meant to diss frustrate you; they show you w adjust your brand and strateg advantage.

After we find threats, we wan opportunities which will even finding your competitive adv

When we are looking for opp these are weak spots your co Maybe they don’t have a web their content is weak; maybe lackluster and don’t feel excit of all opportunities for you to command attention in your i

Any information you can obta on your competition can hav impact on not only your bran then market your brand.

All components of a compet then become points of your m strategy. You start to speak o opportunities you found, you debunk myths that surround weaknesses, you use case stu highlight those weaknesses a show up in a way that attract attention and visibility.

Instead of shying away from t competition, look at it as a ga you know, the better moves a can make

dustin byrd

north carolinapersonal stylist + designer

john kornegay

Travis bell

PHOTOGRAPHY BY

CREATOR FOCUS

WITH personal stylist + designer dustin byrd

DM: Thank you so much for joining us! To start things off, do you mind telling us about yourself?

DB: Pleasure to be here, thanks for having me. My name is Dustin Byrd and I’m a personal stylist located in Raleigh, NC. I specialize in helping individuals leverage their image presentation to achieve greater success within their personal and professional lives

DM: How did you first get started in styling and consulting? What drew you to that profession?

DB: I’ve always considered myself a creative person. So naturally I was drawn to fashion and personal style at a young age My father was a very stylish man with a closet full of beautiful clothing so I got it from him

I got my first start in the industry working for luxury retailers such as Nordstrom and Saks Fifth Avenue

I was able to develop and create my style perspective while working in retail. I was also able to build many valuable relationships that would continue to serve me well as I ventured to build Dustin Byrd Personal Styling My sister then helped me hone my talents by inspiring me to acquire the business acumen needed to be successful in this industry

DM: What influences your style, and how you show up in the industry?

What about your style do you feel represents you the most?

DB: I’m very much so influenced by elements from the past mixed with a modern take of today. I like to refer to my style as a Retro Modernist. That term was coined by me so if anyone would like to use that please cite your references. I’m kidding I’ve pulled many style cues from my father and my grandfather, so I feel like I'm channeling the both of them. For instance, I have a pair of my grandfather’s trousers that I had tailored to fit me. However, I still kept them true to the era in which he wore them. I wear them in a new and modern way but they are very much so retro/vintage. He would be proud.

DM: What do you feel like you bring to the styling industry that sets you apart?

DM: In a digitally curated world, do you feel like the importance of personal style has increased? Why or why not?

DB: I bring a different perspective when it comes to the way I service my clients I have an internal approach. Personal style is not solely about aesthetics and clothing to me. More importantly, I focus on the self esteem and confidence that is produced from looking the part Great style has the ability to create a powerful energy that if harnessed properly, can be leveraged to make great things happen in one ’ s life. I help clients understand and remove obstacles that hinder them from reaping the benefits of great style. These are mostly internal roadblocks, hence why I take the internal approach first then layer in the aesthetics that bring the vision to life

DB: During the Covid year of 2020, things definitely slowed down. Everyone worked virtually through platforms like Zoom and Microsoft Teams. They essentially were only dressing up the upper quadrant of their bodies. However, as people began to venture back out they realized their wardrobes didn’t address their new lifestyle in the manner that they would like. So I feel at that point many people ventured to seek assistance on how to dress stylishly in professional environments I think many people see the importance and value of dressing well Today it’s super competitive in just about every industry, so if this can possibly give one a leg up then the pay off can be priceless

DM: How has your business model changed since the pandemic? Did the pandemic have any negative affect on your industry moving forward?

DB: The pandemic definitely had an impact on my business It was touch and go there for a period. However, I was able to pivot and create value through virtual offerings such as closet audits and ways to wear sessions that I hosted on Zoom.

This is something that I have continued to see success with even now I’m now able to service many clients who live all over the country. Before I would travel to them, now in most cases the majority of the work can be done remotely and the client is still happy Gotta love it!

DM: What’s been your greatest accomplishment to date? And what do you hope to accomplish in the future?

DB: I would say a really cool accomplishment was being feature Theknotcom as well as Insidercom my work.

DM: Lastly, what’s your go-to phrase or motto you live by to keep yourself focused on the end goal?

DB: My go-to phrase is “ your future consists of all of the daily decisions you make today.”

I keep it in my car and I look at this every single day. Hits home each time I view it. I want to pat myself on the back years from now instead of kicking myself in the rear end

However, I would have to say that w my clients tell me that I have helpe change their life has been my bigge accomplishment My goal moving forward is to continue to change pe perspective on personal style and w can do for us I also plan to venture into the globa public speaking space enlightening corporate entities on the bottom lin value of an impactful personal imag presentation.

dustin byrd

CREATOR FOCUS

with founder of neat marketing + doggy issues jen hartmann

DM: Thank you so much for joining us! To start things off, do you mind telling us about yourself?

JH: I’m Jen! I’m the founder of both NEAT Marketing, a PR and marketing firm, and Doggy Issues, an apparel brand for Gen Z and Millennial dog moms. I’m tenacious, creative and incredibly stubborn, which has served me well in business! I currently live in Louisville, Kentucky with my husband and Bernese Mountain Dog. When I’m out of office, I enjoy exploring my city, trying new bourbon, running half marathons and mountain biking.

DM: How did your brand Doggy Issues begin? What was the moment where you knew you were on to something?

JH: Doggy Issues launched in 2021, 3 months after a thorough Google search for bright, bold and humorous dog mom clothing. I wanted a shirt that would start conversions and attract like minded dog parents. I couldn’t find what I was looking for to show off my proud dog mom status! Most of the shirts I found had vanilla sayings like, “home is where the dog is,” and that is just not my vibe I also noticed that most brands on the market didn’t take a sustainable and ethical approach

Because the fashion industry contributes to so many issues in the world, I knew I wanted to take sustainable and ethical approaches wherever we could, including product and packaging

After running my ideas by a few dog mom friends, I knew I was onto something! They loved the idea of “Doggy MILF” hoodies and “Doggy Style” hats. I immediately secured the LLC and partnered with an incredible designer to help me bring my vision to life. Since our 2021 launch, we ’ ve partnered with over a dozen retailers, including Chewy. We’ve also been spotted on celebrities, athletes and dog influencers!

DM: How has your background in marketing + PR led itself to the growth of Doggy Issues? Has it been difficult separating the two hats?

JH: Without my background in marketing + PR, the brand would not be where it is today! Because of my experience, I was able to run successful influencer campaigns for the brand, land interviews, run ads, create the social strategy and SMS campaigns Ultimately, we have a great product, but marketing and PR has helped position the product in front of the right customers at the right time. Without this experience, we likely wouldn’t be in business today or I’d be paying to work with an expensive agency Because my businesses are in two entirely different industries,

I haven’t had trouble wearing two hats! Thankfully, I have a great team at NEAT that takes care of the day-to-day, so if Doggy Issues requires more attention during a busy season, like the holidays, I have the bandwidth for it!

DM: What’s been the hardest part of having a product-based business vs. service-based? Was there a learning curve?

JH: How much time do we have? Just kidding, sort of. Products are entirely different from services. Bringing a productbased business to life has higher startup costs and takes much longer since you have manufacturing, printing, etc. I had to learn to be patient during the process and to become comfortable with the fact that some things were going to be out of my control, which was tough as a recovering control freak. Unlike a service-based business, margins are everything and can get destroyed quickly with the rising cost of product, ink, shipping, etc The other challenge is the income! With servicebased businesses, you can make tens of thousands of dollars at any given time, whereas with a product, you make maybe $30 to $50 dollars per transaction I’m glad I started with a service-based business, as I was able to use some of this income to fund Doggy Issues.

JH: The most eye-opening part of running an apparel brand is how terrible the fashion world is. When I was doing my research on factories, I couldn’t believe some of the reviews I read. Child labor, terrible working conditions, long hours, pollution all of this is still happening. I wanted nothing to do with it, so I knew that when starting Doggy Issues, I had to keep sustainability and ethical practices top of mind

JH: Focus on building a crazy loyal community and the sales will quickly follow! Spend time interacting with customers in the DMs, build your list of SMS subscribers and send regular, conversational style texts and just keep putting yourself out there.

Be patient, as well! It takes time to see consistent sales with product!

JH: This is such a great question! I would love to show other women that it’s possible to leave a crappy corporate job and build your own brand, even if you have nothing to your name Even in 2023, women are still told to play it safe in their 9-5 because of the 401k, PTO and “cushy” salary, and are terrified of what people would think if they started a business. I hope that I can inspire other women in my industries to take risks and try something bold

DM: What has been one of the more eye-opening parts of running an apparel brand?

DM: What imprint do you want to leave within your industries?

DM: What advice would you give to someone wanting to build an influential product-based business?

DOGGY ISSUES

CREATOR FOCUS

WITH PROFESSIONAL DANCER + CHOREOGRAPHER

FACE OFF

DM: Thank you so much for joining us! To start things off, do you mind telling us about yourself?

FO: I was born and raised in Boston, MA Growing up, most of my life has been centered around art. In middle school, I played the drums and also started drawing/ illustrating. As I got older, I began to dance and fell in love with it I attended a high school called Boston Arts Academy where I majored in dance.

Upon graduation, I went to college to obtain my degree before leaving Massachusetts and heading to Los Angeles to further my career as an artist.

DM: How did you first get into dance? What drew you to start?

FO: As a kid, I saw one of my sister's dance recitals. During the recital, there were a lot of hip-hop numbers My dad leaned in and asked me if this was something I thought I could do. I scoffed at him and told him I didn't want to dance. Later that night, during the show, three guys took the stage They were electric, energetic, and charismatic. I looked around and noticed that all the girls in the crowd were going crazy. At that point, I decided I wanted to dance a terrible superficial reason to start dancing (like most young boys), looking to impress girls But, over time, I fell in love with the art itself. The rest is history.

DM: What do you feel like is a misconception people have about the dance industry?

FO: I think one that is largely prominent but also unspoken is the idea that what we do is easy. Now, this isn't something that is said out loud, but it's for sure something that exists subconsciously in the minds of people in greater positions. We are often the heart of a performance or music video, but we get paid the least We could be the first on set and last to leave the set but still remain undervalued.

DM: What influences your style and how you show up in the industry? What about your style do you feel like represents you the most?

FO: I think some of my biggest influences in the industry as a kid were Luam, Andrew Baterina, and Johnny Blaze A lot of my style and how I create is definitely a big fusion of those three mixed with my own creative kick. What represents me most about my style is that I was able to be influenced, elaborate on that influence and create my own lane and carry my own essence. I believe this also speaks to who I am as a person and individual. I pay attention to detail and allow myself to learn and be inspired by my environments

I also take pride in being a person first before an artist. I embrace human connection and truly believe that connection insights growth. I try to stay grounded and humble and I believe that connecting with people on a human level definitely creates the necessary space to maintain my integrity

DM: What do you feel like you bring to the dance industry that is missing?

FO: Personally, I believe that I’m creating space for people to feel safe and valued as a dancer and artist Sometimes our industry can feel very superficial, judgemental, lonely, and can bring out a lot of insecurities. While I believe it's important to challenge yourself and push yourself to be better, there should be some sort of balance. I like to remind those that take classes from me and dance with me regularly that this is JUST DANCE We started this art form out of pure love and how it made us feel. Dance is a feeling It should be therapeutic, not stressful. We might get cut from auditions, not book our dream job right away, and maybe we didn’t kill the class combo the way we wanted. But at the end of the day, we get to dance again tomorrow, and it should feel amazing.

DM: What’s been your greatest accomplishment to date? And what do you hope to accomplish in the future?

FO: My biggest accomplishment to date has to be going on The Big Steppers Tour with Kendrick Lamar. Definitely the experience of a lifetime and fully got to live out my dream and purpose for 6 months.

DM: What advice would you give to new dancers moving to LA trying to make it in this industry?

DM: How do you stay inspired? What industries or things outside of dance influence your creativity?

FO: Sometimes I require myself to step back and take a break. Inspiration can come from anything when you ’ re an artist Watching movies, people watching, live performances, or going for a walk Doing normal things helps me to find inspiration. Also dabbling in other art forms helps at times as well. Sometimes I’ll draw some of my favorite childhood cartoons and I feel like that’ll unlock a different part of my brain and also helps me to pay attention to detail.

FO: What we do isn’t easy. Expect to work hard and hear a lot of no ’ s. Don’t lose yourself or your passion. Each no helps to build character It’s also just a part of your story. Every good story has adversity. There has to be a climax before the resolution. No one has ever enjoyed a story with no trial and tribulation At that point, it's just boring bragging. So stay the course, because the only time you fail is when you choose to give up

Gofaone Modise

CREATOR FOCUS

DM: Thank you so much for joining us! To start things off, do you mind telling us about yourself?

GM: Hey! Thanks for having me. This should be an easy question to answer but I’m surprisingly having a hard time! Haha!

Okay! I’m a digital creator and podcaster from Botswana, but I love to consider myself a global citizen because of the beautiful global connections I’ve been privileged to have. A lover of life and all things gentle and kind

Botswanan digital creator + podcaster

gofaone modise

DM: How did you first get started as a digital creator and podcaster? What did you feel like was missing in the world that you could provide?

GM: I grew up watching Oprah and I had, and still do dream of having, my own platform on television networks in which people could share their stories I was in awe of the concept of storytelling on platforms that the world could see. As I got introduced to the digitization of businesses, I then enrolled myself in the process of helping businesses and brands tell their authentic stories online, thus helping them connect with their prospective online clients Same with podcasting!

It’s all in the storytelling!

To answer the second part of your question - The authentic African voice! Our voices as Africans sometimes gets washed down by western realities and narratives.

I’m ever grateful for the pathways set by African digital creators and podcasters as we need to create more relatable content that’s within the African context for the global community to appreciate

DM: How has growing a podcast in Africa differed from what you see across social media for podcasters in other countries?

GM: Because I’m based in Botswana, a population of a little under 2.5 million, there isn’t a vast audience to reach compared to other podcasters from largely populated or highly innovative and developed, (infrastructure-wise), African countries like South Africa, Nigeria or Ghana I’ve come to appreciate that countries that harness the creative industry and create platforms that cultivate their growth have booming podcasts. Africa also has a colorful and extremely cultured storytelling-ability which relates to the masses.

Compared to other continents, I can’t really say, but the podcasting platforms that we typically stream are created by Western and/or European which favors them.

DM: With so much information at our fingertips, do you find that there is a time-lapse in trends or methodologies from one country to the next?

GM: Absolutely! That’s why I often urge people to listen to what is aligned with their values and beliefs. I’ve often reflected on the relevancy of the content I produce; will it still be applicable postCovid? Is this the best way of cascading vision and peoples’ stories?

In the same light, there’s a visible difference in the methodology of delivering content, and there’s also a linkage and standard of podcasting that’s apparent amongst podcasters globally.

DM: What’s been one of the hardest parts about working in social media and digital creation? What do you hope to see shift in the coming years?

GM: It’s definitely the lack of recognition of the work we do.

Because digital creation is fairly new, it may be a little difficult to quantify our value addition as it’s based on the sales that may be made, while our goal may have been to increase awareness.

Or worse! Business entities that aren’t willing to increase budgets or have low budgets yet have insurmountable demands. I hope that businesses, both small and well-established, themselves in the lines of digital marketing to not only appreciate efforts made, but also to be fully immersed in online campaigns

DM: What’s been your greatest accomplishment to date? And what do you hope to accomplish in the future?

GM: Oh jeeesh! Great question! Apart from gaining an online community that’s been super supportive, it’s been my podcast being recognized as the top 15% most shared globally (source – Spotify).

DM: Lastly, what imprint do you want to leave within your industry?

DM: What advice would you give to someone wanting to get into podcasting in 2023?

GM: Don’t psyche yourself out of it! We often have self-sabotaging thoughts when it comes to podcasting! Trust your voice and try be authentic. Establish the type of podcasting style you’d like, be consistent and further cement the validity of your podcasts’ values by establishing an online audience via social media to keep conversations going! Consistency is key, and so is quality content.

And oh! Branding! Never underestimate the importance of branding.

GM: I’d really like to be someone recognized as a beacon of sharing authentic stories, trusting our instinctive narratives as various industry leaders. Lastly, I h h l i di l

gofaone modise

Botswanan digital creator and podcaster

paradi$e music

CREATOR FOCUS

WITH

canadian R&B Duo paradi$e

DM: Thank you so much for joining us! To start things off, do you mind telling us about yourself?

P: Paradi$e is an R&B duo from Toronto, Canada, consisting of Paul Tonks (30-year-old Producer) and Humberto Santos (25-year-old Vocalist)

DM: How did you two first connect and start your group? What was the immediate goal of creating together?

P: We met each other at a parttime job, working in a hospital in downtown Toronto Paul had just opened his recording studio and Humberto was looking to record songs he had written. The goal was to grind and get better at what we both did as a team.

DM: What influences your sound and style? How does that reflect into the music you create?

P: Humberto has been a fan of R&B for his entire life and started singing along to the classics since he was a child. Paul started out in rock bands, and eventually moved on to producing and recording Hip Hop / R&B. This all mashes together to create a unique sound and style

P: We think we differ because we put our own take on the classic R&B sounds from back in the day. More so than the usual modern styles heard today We try to always keep that original vibe in our new music

The Canadian music industry is much smaller than the United States. As a result, the local scene seems more competitive as opposed to collective We’re considering moving to the United States in the future for more opportunities.

DM: What do you feel like you bring to the music industry that is missing? How does the music industry differ in Canada than the United States?

DM: Safe to say you guys blew up on social media and continue to grow steadily. What was the pivotal moment that made that happen?

P: It was definitely a gradual process, but the tipping point was singing the acapella version of Usher’s U Got It Bad on TikTok.

DM: How has it been growing so quickly? Do you feel the pressure to create more and at a faster rate?

P: It was a shock to us, we just seemed to have struck a chord with the right audience at the right time We’ve had strategies in place to keep our content consistent and high quality You could even say it’s easier now since we have an audience to actually gauge what works and what doesn’t.

DM: If there was one thing you could change about your industry, what would it be?

P: Specifically in Canada, we would love to change the gatekeeping culture and would love to see labels be more collaborative with artists as opposed to leveraging their power and giving artists unfair deals.

DM: What’s been your greatest accomplishment to date? And what do you hope to accomplish in the future?

P: Greatest accomplishment is finding a supportive and engaged audience. In the future we look to create deeper, more personal relationships with our community.

DM: What advice would you give to anyone looking to pursue a career in music in 2023?

P: Don’t give up Continue to grow and change. You only need to be right once.

DM: How do you feel like the industry + your career has changed since prepandemic?

P: We officially became a duo during the pandemic This allowed us time to prepare and learn for when the world opened up again. It worked out.

DM: What imprint do you want to leave within your industry?

P: Hard work combined with talent beats everything You don’t need gimmicks to create a meaningful and impactful audience With or withou the people who that you create

DM: What’s be parts about op with social me weight? What

P: The hardest the long hours high quality co five times a day at the height o

DM: How do y industries or t influence your

P: The love for d creating somet The overall reac motivating Life relationships we go through inspire all of our creativity.

DM: Lastly, what’s your go-to phrase or motto you live by to keep yourself focused on the end goal?

P: We don’t have a phrase or motto, we just keep pushing & moving forward everyday.. but we tend to say “Lets get it” a lot

paradi$e music canadian r&b duo

gabrielle tongol

CREATOR FOCUS

content creator + owner of assist-her agency gabrielle tongol

DM: Thank you so much for joining us! To start things off, do you mind telling us about yourself?

GT: I tell everyone they can call me GABS! I’ve been a content creator since 2013, when Instagram first started to get popular. I started on social media documenting my fitness journey, and it snowballed from there After years of working in social media management, virtual assisting, fitness coaching, and actively pursuing bodybuilding, something told me to revisit virtual assisting. I got seriously burned out quickly due to a huge influx of clients That’s when I decided to at least TRY hiring 1-2 people to help me, and that’s when Assist-Her Agency was born, and the rest is history We’re now a full-service done-for-you virtual assisting, online business management, and marketing agency

DM: What was your journey like in becoming a multi-passionate/multidisciplinary entrepreneur? How has each discipline meshed with each other?

GT: It kind of just happened! The journey has been a lot of positive and negative emotions but a very fun and rewarding experience Without every experience I’ve been through, I wouldn’t have learned what I know and continue to learn today

I’ve always said that it’s truly amazing how doing a bodybuilding competition taught me so much about myself and what I’m capable of doing, which has translated into how I’ve tackled building and scaling Assist-Her Agency mentally, emotionally, and physically

So many things we do and go through in life are so parallel to one another if you just shift your perspective and in a very fascinating way, one thing we do in one area of our life is most likely also preparing us for something else in a totally different area of our life without us even knowing.

GT: I think it’s INCREDIBLE how much influencer marketing has evolved into various industries Since I’ve been in influencer marketing for 10 years now, I’ve seen change and evolution right before my eyes and man has it changed SO MUCH

DM: As influencer marketing continues to be a push in all industries, how have you personally seen the impact of it?

How has it impacted your other businesses?

It’s surprisingly a lot harder for me to show up as an “influencer” on the business side of things than it is on the personal-brand side of things. Overall, I feel like my influencer marketing experience has also allowed me to add even more value to our AssistHer Agency clients by giving a different perspective and experience and it’s allowed me to share some insight with new and upcoming influencers who get stuck on how to monetize and scale their personal brands.

GT: Both for my personal brand and the agency, the hardest part, which I’m sure many people will agree with, is constantly showing up even on your darkest days. Some days it’s a battle of what you feel like/want to do, but then there’s what you need to do because your company, your clients, the brands you work with, and your team rely on you showing up. What I’ve learned is that when you can be comfortable sharing those dark days, even when it’s hard to share, it can help at least one person not feel alone Nothing can beat that feeling.

DM: What’s been your greatest accomplishment to date?

DM: What’s been one of the hardest parts about operating in your space with social media holding so much weight? What’s been a highlight?

GT: Providing individual's livelihood It’s a lot of pressure and can be stressful to have that much responsibility on your shoulders, but it is sooooo freaking cool to know how what I’ve built has changed their lives as much as they’ve changed my life and our clients. We have mothers on the team, and to hear that they get to do x, y, and z for their partners and children because of their employment with Assist-Her Agency is amazing. This is a bit of an extra great accomplishment for me because two of my employees are my brother and mother, and to know that I’ve been able to provide them with jobs to support themselves and their lifestyle feels so good.

I’ve always played a paternal role as my single mom raised myself and my two siblings and so being able to give back to her and help provide for the family is certainly the greatest accomplishment to date

DM: If there was one thing you could change about the virtual assistant industry, what would it be?

GT: Honestly, other Virtual Assistants marketing how fast and easy it is to be successful. Success can happen quickl We've seen it before, so it’s not imposs but it’s not the average journey for mo Then to touch on the “ easy ” comment, think often those in this industry will market this career to be easy to do from anywhere in the world from your phon wouldn’t say all of this is easy; it’s more that the nature of the industry is flexib and allows for the opportunity to work from anywhere, etc but damn is it A LO of work and mental battles and selfdoubt I think on the flip side for those who hire Virtual Assistants, I wish peop would appreciate what a virtual assista does more (not just the tasks we perfo but the impact that comes from us do those tasks) and remember that while are VIRTUAL, we are still humans on th side of the screen, not just a robot who executes what’s needed.

DM: Lastly, what’s your go-to phrase or motto you live by to keep yourself focused on the end goal?

GT: Every season has a reason. This phrase reminds me to embrace all the seasons in life because everything we go through is happening for us, and sometimes we won’t know why or how in that moment, but we will eventually, and we’ll be so grateful for it and have that AHA moment

gabrielle tongol content creator + owner of assist-her agency

CREATOR FOCUS

los angeles tattoo artist issic cortes

DM: Thank you so much for joining us! Do you mind telling us about yourself?

IC: I’m from Oxnard, California, with a background in sports. I started playing baseball when I was around four years old, which led to opportunities to play in college. I sustained a life-threatening injury during my freshman year and had too much time on my hands This is when I got my first tattoo and was introduced to the unique culture that tattoo artists share that I shortly became obsessed with.

DM: How did you first become interested in tattooing? What led you to this career?

IC: I became interested when getting my first tattoo from my cousin back in 2015 after my injury.

My cousin, Rick Reyes, started talking up the opportunity to get into tattooing and persuaded me to start working towards something that would ultimately lead me to have my own business. If it weren’t for him, I genuinely wouldn’t be where I am today. His wisdom, motivation, and encouragement shaped me into the artist I am now. Anyone who knows my name needs to know his; that’s the impact he’s had on me

I was sleeping on the floor while traveling back and forth to Oxnard to keep my job to handle my bills. Ultimately, I quit my job with the only option to hustle and make this dream work.

DM: How did you find your style as an artist, and what had the most influence on your style?

I would work eight hours, then immediately head to the shop and just draw and work on my skills until 4 AM This went on for six to eight months, repeatedly drawing daily until 2019, I tattooed for the first time under my apprenticeship. During that time, Rick got an opportunity to move to Hollywood and build out a private studio.

IC: When I first started apprenticing, I was told to focus on what I liked. At that time, I was super impressed by micro-realism I liked how simplistic fine lines could help create this insanely detailed piece yet remain so small and feel exclusive since only a few do it

DM: How do you want to stand out in this industry, and what do you most want to be known for?

IC: When it comes to tattooing, it’s not just about the piece; it’s about the experience I want the experience to be a great memory that matches the artwork. I think my generosity is what helps me stand out the most Every tattoo gets treated the same. Regardless of time, size, price I want each person to get the best experience possible from me. I want to create timeless work that outlasts trends. There’s a fragility that comes with tattooing. It’s an intense experience of creating on skin that comes out as pure art…It’s not a transaction.

IC: In a world built around algorithms, it's difficult because you essentially have to follow the flow of what’s current and getting hype. There’s this weird marriage on social media where they want relevance but originality, and that’s where it gets tricky because the two don’t mesh in my eyes

I focus more on the people riding with me than those who could ride with me. I nurture those who are in my circle and who support me The rest will fall in place

At the end of the day, I focus on making sure I’m being original; I’m giving to those supporting and not worrying about the masses A support system is a lot stronger than viewership. You could be watching, but are you fucking with me?

DM: What’s the biggest motivator for you? What keeps you pushing yourself and your craft?

DM: With social media running so much of our daily lives, has it made it easier or harder for you to grow and build?

IC: I don’t give myself any other option. There is no plan B, only plan A No one is going to save me. My biggest motivator is the dream my cousin and I have envisioned and the partnership we have in this game. I want to be better each and every day I want to prove to myself that I did exactly what I set out to do. We can say the competitive athlete is still living in me.

DM: How do you stay motivated and inspired?

IC: What keeps me inspired is realizing It’s bigger than just tattooing. Rick and I have a special opportunity and unique outlet to show our family and generations after us that if you can imagine something and execute effective work, you can obtai “it ” whatever “it” is for you.

No matter what walls block you in, It important for people who come from type of environments we came from realize those walls and circumstance be temporary When you ’ re able to re your potential but, more importantly believe that more is available to you, breakthroughs happen, generational curses and barriers are broken, and th system is restructured into the type o you envision for yourself.

DM: What advice would you give t someone wanting to get into any artistic field that requires so much focus and interaction with others?

IC: Focus on what you want the outc to be and what is your true intent. Th will always be roadblocks, so it just le back to why you started and why you want it. It's all energy. The energy you put out always comes back in

DM: Lastly, what’s your go-to phrase or motto you live by to keep yourself focused on the end goal?

IC: "There are problems that come with tests and opportunities that come with blessings, so for that, just keep going."

issic cortes

los angeles tattoo artist

CREATOR FOCUS

DM: Thank you so much for joining us! Do you mind telling us about yourself?

ED: Hello, everyone! I am Emmy Davidian, the founder, maker, and designer at Tribe and Temple, a women's accessory brand. I am from Los Angeles, CA, and I am a first-generation American I currently live in Savannah, GA.

I received my B.A in Footwear Design from the Fashion Institute of Design and Merchandising. After serving in the military, I went back to school and received my M F A in Accessory Design from the Savannah College of Art and Design.

DM: How did you first get into the world of design? What drew you to start, and how did it lead you to accessory design?

owner of tribe + temple accessories

emmy davidian

ED: To be honest, I was never interested in design; my first degree was actually an associate's degree in Visual Communications From a young age, I really enjoyed putting things together and making them look nice It did not really matter what it was, furniture, clothing, retail fixtures, or floral arrangements; I enjoyed it all equally. I always felt like design was so competitive, and I was never interested in working with fabric; however, when I was introduced to designing accessories such as shoes, bags, wallets, and jewelry, I was excited After the military, I was able to use my GI BILL, and I decided to pursue accessory design.

DM:

ED: I started the brand about 8 years ago in Los Angeles; at first, it had a boho southwestern influence. It was also influenced by my Armenian and Mexican heritage. Now that I have lived in California, Georgia, South Carolina, and New York City, have received multiple design degrees, gone through personal life experiences, and gained industry experience, I have evolved as an artist.

Social justice is also just as important to me Uplifting women and minority groups. I truly believe my brand is representative of my heritage, personal journey, and what my customers want. At the end of the day, I want to be a successful inclusive brand; I also want to inspire other women pursuing careers or entrepreneurship in the arts Especially from low-income communities where resources are often not available

What influences your style and how you show up in the industry? How do you hope your brand is perceived, and what does it reflect?

DM: What do you feel like you bring to the accessory industry that was missing? How did you know you had a niche to fill?

ED: I really think it is less about a missing product and more about the environment in which people are purchasing. Being able to interact with customers, and personally share the brand's story and my experience is important to them. For Tribe and Temple, it was about taking a step back and realizing I wanted to focus on pushing local sales You'd be surprised at how much support you can get by just focusing on what's directly in front of you versus trying to grow out of your customers' reach (that will come with time and more funding I believe)

I know this isn't the case for everyone, but my business succeeds with temporary pop-up events and face-to-face interactions. All of this leads to online engagement and sales. I do believe this all has to work simultaneously, I haven't been able to do one without the other (without a budget for it at least) If you're a small brand, my advice is to start there if you can, and the budget for an online presence will become available before you know it! I have also started to focus on making more items inspired by Savannah and other cities I attend popups in My focus, for now, is making souvenirs that aren't tacky. Wish me luck!

DM: What’s been your greatest accomplishment to date? And what do you hope to accomplish in the future?

ED: I would say that working as a designer in NYC has been one of my greatest accomplishments I never imagined that this girl from South LA would end up designing shoes for a company as large and successful as DSW. I believe that my experiences both good and bad, are equally as important and play a role in the success of my brand. There is a lot of value in working under someone in your industry, and I believe every artist and designer should do it if given the opportunity.

DM: How do you feel like the industry + your business has changed since prepandemic?

ED: I feel like it has changed in a positive way for my brand Customers are excited to support small local businesses and purchase handmade products I believe the customer is now more conscious about making a purchase in a good way. They want to support ethical businesses, they want to feel like they are a part of the brand, and they are interested in learning about the designers, employees, and anyone else supporting that brand These are all things they simply cannot do when purchasing from bigger companies

I truly look up to her, and I think it is important to see someone that reminds you of yourself succeed and support you! It encourages me to keep going!

DM: Lastly, what’s your go-to phrase or motto you live by to keep yourself focused on the end goal?

ED: Do what you love, and you will never work a day in your life. I truly believe that if I am not happy in the present, I will also not be happy in the future no matter how

DM: What’s been one of the hardest parts about operating in your space with social media holding so much weight? What’s been a highlight?

ED: Social media can be great, but it can also become mentally draining if I allow it. I continuously work on my social media presence and try to improve it whenever possible A highlight would be when Julissa Prado, Founder of Rizos Curls, wore a pair of Tribe and Temple earrings and featured them on her social media. It was special because she is a self-made Latina entrepreneur from California just like me!

Emmy davidian owner of tribe + temple

T E C H N O L O

H O W T O

U T I L I Z E T H E

P O W E R O F A I F O R Y O U R

B U S I N E S S

When we hear AI or Artificial Intelligence, the first instinctual thought is usually the subtraction of human touch.

There’s this thought that we are inevitably reducing the number of jobs and replacing those jobs with some robot or humanistictechnological advancement. Fortunately, this is false.

AI is propelling industries forward in many ways, but the primary benefit is data processing and the speed at which business operations can be executed.

From chatbots segmenting customer service needs, to directing them to the correct department, to large amounts of data being processed and sorted immediately, businesses can grow and improve their decisions based on artificial intelligence, business intelligence, and machine learning.

AI is so streamlined into our daily lives that its advancement could seem alarming as we have adapted so much that we don’t even notice it anymore.

One of the most significant aspects of AI in a digitally-driven world is that it can predict consumer behavior This information is an incredible asset for e-commerce businesses. In addition to analyzing and predicting consumer behavior, AI is utilized with targeted marketing and ads

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When you run an ad on social media, you set the targeting parameters based on the audience pool you are looking to tap into This breaks down into a variety of demographic filters. The more narrow the targeting (i.e., Parents of teenagers who are actively shopping online), the more information you are relying on AI to provide.

All of this information is accumulated and collected by artificial intelligence. The role of AI when it comes to business growth is strong when utilized correctly and transparently. As we set parameters of whom we want to target, we also become more likely to see higher conversion rates, leading to increased profits

So, how can you best utilize AI within your business for more expansion? The options are endless, but let’s dive into the most effective and simplistic ways to start

Systems + Automations

One of the easiest ways to incorporate AI into your business is one you probably are already using at a basic level Any CRM (client relationship management) system or automated system is, in fact, artificial intelligence. Its total power just hasn’t been utilized yet.

Automation in business uses technology, or artificial intelligence, to automate repetitive tasks or actions instead of manually doing the same tasks repeatedly. This allows you to reclaim time and energy and utilize them for more significant tasks.

Common automations you will see include emails, invoicing, analytic processing, follow-up communication, appointment scheduling, client onboarding, order processing, and more.

Establishing a workflow, especially as a service provider, is one of the easiest ways to stay in your flow and remain organized. Instead of remembering to send out invoices, contracts, proposals, and rates, you can have an entire sequence of actions taken care of for you by setting automated workflows, that shave off hours from your week I highly suggest working with a professional in this arena to ensure you have automated as much as possible within your business to provide an extremely high-end customer experience.

Due to its ability to predict sales forecasts, identify trends and patterns, and offer suggestions towards next steps, AI has allowed businesses to take the guesswork out of how to scale and grow and has made it possible to make good business decisions with little risk.

Outside of sales, AI has the ability to track consumer data and consumer patterns to allow you to prepare for slower months, or more demanding months

Smart Personal Assistants

Alexa, fetch me a coffee I wish But Alexa, along with her colleagues such as Siri, Cortana, and Google Now, have all given business owners a taste of the personal assistant life, relatively speaking.

As simple as it may sound, these smart personal assistants are well Smart From setting reminders and appointments, creating to-do lists, booking restaurants, booking flight tickets, providing facts and information, and even providing customer service.

An Intelligent Personal Assistant might seem silly, but it’s an easy tool we all have at our fingertips, if not in our homes or offices As much as 30% of tasks could be automated within your business if not more, and IPAs are part of the solution.

Sales Projections + Decision Making

AI has the ability to process copious amounts of data in a very short period of time without the risk of human error

It can even help you pinpoint your most common target consumer based on demographics to allow you to adjust your marketing to attract more of that type of customer

In addition, AI can also measure your campaign success and marketing attribution to give a full view of results. This allows you to produce the right marketing strategies and campaigns to better convert and get a higher return on investment (ROI).

Ultimately, AI is an operations team without the costs and expenses of having one

Targeted Ads

We all have this theory that our phones are listening to our conversations and then showing us ads.

While we can neither confirm or deny this theory, smart searches are a thing within the scope of AI which is more probable the cause of ads being so on the nose

AI is analyzing data at every point in time and AI is configured into a lot of sites you utilize frequently. Due to this, ads are able to be more targeted and more accurate

As cookies are making their way o still need a way to track consume better success with their advertis

Google and Meta, along with oth have created their own AI tools th use to still gain data on ideal con without the risk of privacy-breach

As we see with Apple, we are give for apps to track our activity This example of companies consensu data with brokers for the benefit

Consumers will always hesitate w their data is tracked and sold, bu companies creating consumer-ce this can change

The data collected by a business crucial information for digital ma advertising success From unders behaviors, interests, demographic and following the customer journ can completely tailor their advert to be more successful and see a g These opportunities are just scrat surface regarding integrating AI i While artificial intelligence contin and provide new ways of integrat business, it’s important to utilize t further advance your business for

I S A I A R T W O R K A S L A P I N T H E F A C E T O A R T I S T S ?

The latest trend seen all over social media…AI-generated portraits. An artist’s worst nightmare As we continue to see artificial intelligence expand into different industries, at what point does it become unethical and a copyright infringement?

Tech continues to expand at an almost alarming rate, and it seems as though the art of creating is all but being fed into a search bar Because, well, it is

AI-generated artwork is an interesting development that gives businesses another option to not only stock imagery but also reduces money spent on contracted work.

Where it gets sticky is the way these artistic styles are produced and generated Another algorithm

In order for AI to produce a myriad of stylistic options, the algorithm is set to learn specific styles by analyzing numerous images There are no artistic rules, just guidelines based on copying and mimicking what it is fed

For instance, if you have a public portfolio, the algorithm could be set to analyze your entire portfolio, adapt your artistic style, and re-create it. Hence the unethical approach

It’s a two-fold concern for some creatives First, it infringes on the copyrights of artists whose entire lives rely on their art being commissioned, contracted, or sold. Secondly, it’s imposing on the creativity humans have. We are continuously slowing our production time on creativity because everything is being produced for us

H O W A I A R T I S A N U N E T H I C A L L O O P H O L E

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On the other hand, a new genre of artists is emerging, and like anything else, there are those that see this as an opportunity to build impact and substance, and there are those that see a quick buck.

There is a mixed stance on AI technology when it surrounds art, as there is the ability to push the creative bounds of one ’ s imagination, but where it’s hard to fathom is that there is a new category titled “AI Artists” which seems to be a stretch of a title when the ones misusing their title are the ones stealing from the icons in the art industry. A true AI Artist is learning the creative coding necessary for AI and establishing their own set of artistic bounds that doesn’t infringe on the talents and concepts of others

We spoke with Mwanel Pierre-Louis, a professional painter and artist based in Miami, Florida, to get his take on how the art industry is changing in a way that is hard to process…

“At first, I thought it was a scam as a professional artist in the industry, seeing that many people are just taking renditions of existing artists and adding their spin on it It bugged me. Here I am doing all this physical work, but now there is a system for free immediate access where I can’t even put in my own two cents as a professional.

But, suddenly, I started to see it as a tool more than anything else, just like any other software we use in different industries I haven’t tried any AI software because I’m still skeptical, but I see it as a tool to generate inspiration and further my creativity. It essentially acts as a mock-up or brain dump to explore different ideas faster.

When it comes to the copyright infringement issue, it’s hard to comprehend

There are so many prolific artists who haven’t been able to see any profit from their art being utilized. There is no licensing or anything that allows the originators to be compensated. I see more prominent artists becoming comfortable seeing their work being processed and stolen because they can’t do anything about it There’s no way to sue It’s similar to the music industry AI is operating as a way of sampling for artists

In every discipline, there are professionals and amateurs. “AI Artists” are real. They are building out video games, music videos, and worlds for different industries. An AI Artist is someone who creates a world, subject, or ecosystem over time It’s a development of an environment They are building out these worlds with deliberate and consistent effort It’s more than just immediate production of a profitable entity.”

The issue remains that artists' work is being misrepresented, and styles are being rerendered without their consent It’d be a lie to say that artists aren’t concerned What happens when an internet search for a particular artist turns into a flood of AIgenerated art in that artist's style? The original artist now becomes obsolete in terms of visibility, and the appreciation of the value of their work steadily declines.

It doesn’t stop at artwork; it’s already progressed to video So, where does this leave room for creatives as a whole? Where, as humans, do we draw the line of being impressed by technology when at its core, is a library of data that has been analyzed and depicted without any means of consent, credit, or acknowledgment to the originators? Time will tell, but as a consumer engaging in the filters and apps, you have a choice between amplifying it or not

P U S H E S F O R

B E T T E R U S E R

E X P E R I E N C E , H E R E ’ S H O W T O D E L I V E R

Gen Z, our new generation with diversified voices and progressive stances, is the new cohort making sure their online user experience is as consciously deliberate as they are With a set of higher standards and expectations, brands have a solid opportunity to look at the online experience they are setting for their audience to make sure it is genuinely as enhanced and competitive as possible.

Unlike Millennials, Gen Zers have grown up with technology at their fingertips which have dictated a particular set of expectancy of brands and their digital interfaces So much so, a less-than-ideal user experience (UX) can dictate brand loyalty and the likelihood of one not doing business with that brand.

So what areas are being focused on the most when it comes to having an elevated UX design and experience online?

Accessibility

Gen Z is our most demographically diverse and inclusive generation yet This means that accessibility is a highlighted expectation of this generation, as it should be

Usability for all is imperative as a brand and should be high on your list of priorities. This mainly shows up on apps and websites and is unfortunately a rare practice

To have a compliant website, it's essential to understand the American Disability Act

The ADA is a civil rights law prohibiting discrimination against anyone with disabilities. This pertains to public accommodations, transportation, employment, and, yes websites

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Having an AAA/ADA-compliant website is absolutely necessary for all websites

Some of these compliances include:

Use contrasting colors and a text size no smaller than 12-point for body text

All media files need to have alt-tags

Include keyboard navigation as the user may not have access to a mouse

All videos should have transcription

All audio files should have transcription

Make sure your call-to-actions make sense for a screen reader

Keep your navigation bar visible and accessible at all times

Any links utilize proper descriptive text instead of “click here”

Make sure all PDF files are accessible

Utilize proper page structure with headings

Have an accessibility privacy policy

It’s important to consider all disabilities from vision to motor disabilities.

The more accessible you are, the more you can provide a thoughtful UX to all

Convenience

Another important factor in UX is convenience, which stems from mobile optimization and speed. How quickly are you constantly capturing attention on the device that lives in their hands?

Checking on your website health is key to avoiding any lags or glitches that could deter buying behavior because check-out took too long to load, or there was a glitch with the payment processing

In addition, the information they are looking for must be readily available. That means you as a brand need to tap into their psyche and understand the flow your website needs to have to capture attention and maintain that level of interest consistently throughout their entire experience.

This means less jargon and more straightforward, conversational messaging that gives them the desired information in a way that has personality and excites them to do business with your brand

Authenticity Matters

Gen Z has grown up with vlogging as a primary source of entertainment versus the scripted sitcoms and family shows cable provided generations prior

Due to this, there is a level of real, live authenticity

Gen Zers require and expect from brands. They want to feel connected in a way that’s transparent and relatable.

This is easy to conduct via social media and plays into interactive marketing concepts. With IG takeovers and video content production becoming less and less necessary, consumers are hungry for behind-the-scenes access and open conversations from the brands they give their money to

That said, vanity metrics can be moved aside when a brand stands for something and is rooted in its values and beliefs. When a brand is operational out of the foundation of morals and values, Gen Zers are far more likely to support and become loyal than a brand with a large following and little-to-no stance on societal matters.

The path of least resistance will be the path that demolishes your brand.

Gen Z may seem like a generation that is hard to please, but they may be the simplest generation yet. They are clear in their desires, and it just takes listening to be able to give them the type of experiences they are hoping for

They are a generation of open-minded individuals who may have the most heart-centered approach to life, with inclusivity being at the forefront of their minds and being comfortable breaking the chains of familiar constructs

When you can provide an experience that taps into that rebellious and free-thinking realm, you are tapping into an area of business that you could only hope existed sooner