World Entrepreneurship day-01

So it’s World Entrepreneurship Day.

I have many a times wondered what makes one an Entrepreneur in SA. Many people throw this title around to any person who has a dream, an idea, a vision, an initiative, well I beg to differ.

An Entrepreneur is a person who creates a system that can generate sustainable revenues.

Whats a system?

A system is a set of detailed methods, procedures and routines created to carry out a specific activity, perform a duty, or solve a problem. So a Business is a system, a NGO is a system and a Co-Operative is a system. Let me talk about Business because I have better experience and understanding of this system.

We have “People” who come up with ideas in the morning and by the evening think of themselves as “Entrepreneurs” who can slug it out with the best of them. I guess this is partly because the public have literally seen “People” go from broke to billionaires within a couple of months based on BEE deals or signing a massive Tender, we all know the South African Dream.

But are these people genuinely entrepreneurs:

  • Do they solve a problem?
  • Is there a method to their business process? What duties do they perform?

In most thriving economies one of the most important aspects a business requires to gain traction and the attention of its clients is its Branding, Marketing and Positioning. I battle to understand why so many companies with none of the above are able to thrive in SA. Multi million rand companies that you have never heard of, never seen advertised, don’t know about their services or products and yet they thrive in SA.

Building an effective system?

I understand that many of these companies are B2B and don’t have a public/consumer type of service or product but surely they would invest in communicating to their future prospects even if they have a monopoly in their specific sector. I would strongly urge any kind of “Entrepreneur” or “Leader” of a business or any person who is looking to start a company, to firstly define their solution (what problem does their business solve) in so doing they will begin to establish a Brand, through the process of establishing your brand you will get a deeper understanding of the needs and wants of your clients and prospects.

In order to create a strong brand it’s important to spend time investing in research, defining and building your brand, after all your brand is the source of a promise to your clients.

BWD can help you create an identity for this promise to your clients. This identity will be the first thing your clients and prospects interact with, it therefore needs to set your company apart and tell us what we can expect from your company. There is an intense battle for clients in the real world, and your company needs to put its best foot forward and communicate to the world who you are, and What you represent.

So whilst you may have a million dollar Idea, Plan or even better a System. Don’t overlook the essence of the company, the identity of the company, the perception clients or prospects will form by having a sub-stand Brand. We’re here to listen to your ideas, plans, visions and translate these graphically into something that would attracts and retain loyal clients.

May every Entrepreneur renew their commitment to ensure they differentiate their business in the minds of clients and prospects, so ultimately the company creates Brand Advocates.

Happy Entrepreneurship Day.


Hi Chris,

When a relationship between a supplier and a client becomes mutually beneficial…it becomes the happy medium that produces the best business results for both parties.

We’re pleased to have Véronique Mitchell on board. Our new account manager’s sole mission will be to make sure your needs and our capabilities are aligned optimally.

Apart from being the perfect attitude fit for us, Véronique has pristine credentials, a Bachelor’s degree in Graphics Design and Honours degree in Brand Management.



Featuring on Google’s search engine is key to online marketing success. To make sure that we make the most of our relationship with Google for our clients’ benefit, BWD has taken care of the nitty gritty to become a certified Google Partner. You can view Lesedi’s certificate here.

‘An investment in knowledge always pays the best interest.’ As these things often go when you try to balance starting up a business and studying, I dropped out of my B-Tech: Information Technology studies in 2006.

I managed to enrol again in 2011 and am humbled to report that I graduated a few weeks ago. You can view pictures here. This qualification will help BWD to be stronger in the technical aspects of our work.

We also bring you a snippet of my interview with Metro FM Biz about marketing for small business on the 21st of July. View Tweet.

We have also updated our portfolio with the latest and exciting projects. View Portfolio.

Then finally… yours for the taking! We still offer free studio photo-shoots on the last Tuesday of every month. This month’s session will be taking place on the 26th of August 2014Click here to book your free session.

Creatively at play.

Bongani Gosa
Creative Director (Breeze Website Designers)
phone: 011 321 0193

Social Media Marketing-01

What is social media marketing?

Social media marketing is the process of gaining traffic or attention through social media sites. To some entrepreneurs social media is the next big thing! It is powerful if used correctly and must be taken advantage of for marketing social media platforms, which are new channels for your brand’s voice and content.

How does social media marketing work?

You can use social media to help reach several business objectives, but the best social media strategies are those that focus on a more narrow rationale for social. What do you want to use social media for? Awareness? Sales? Loyalty?

For social media to be successful, one needs to take into consideration key measures. Are you going to measure ROI? Who will you be interacting with? Who is the target market? What are their demographics? What are you about? Prove that you are more than just a product or a service; you deliver an experience when people engage with your brand. Lastly a content or a channel plan needs to come into action and be distinct.

How will social media marketing benefit a brand?

Your brand will be easier to access for new clients, it will also become more familiar and recognizable to existing clients, thus, brand loyalty will improve. A study published by Convince and Convert found that 53% of Americans who follow brands on social media are more loyal to that brand.

Social media is cost effective. Even the paid advertising through twitter and Facebook are relatively cheap depending whether you set budgets or not.

Every social media platform you exist on is another path leading back to your site. The quality of your content will determine the interest generated. More traffic creates more leads, resulting in more opportunities.

Every post made on a social media platform is an opportunity for clients to convert. Each post creates a chance for someone to react, every reaction may lead to a site visit, which could eventually lead to a conversation. This means conversation rates will become higher. Interacting in social media channels humanizes brands and this is important because people like doing work with other people not companies.

Interacting with your clients on a regular basis shows good faith. When people want to brag or compliment a company they turn to social media. Though this also applies for when they want to complain about a company, so it works both ways this depends on you. The more people that are talking about you on social media, the more valuable and credible your brand will seem to prospective clients. Every customer interaction online is a chance to demonstrate the level of customer service you provide. If a customer complains, you can apologize publicly, if a customer compliments your company you can thank and recommend more products. Personal experiences let them know you care.

With social media, you are able to gain valuable information regarding your target market and what they’re interested in. You will be able to monitor user comments to see what they think of your business, this will help to improve you marketing to them and will result in an increase of sales and new clients.

In all I am able to say that social media has become a platform that has increased communication for companies and creates strong brand awareness, which improves customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns and I would highly recommend becoming part of this movement.

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I am sure if you’ve ever considered having an animated film; explainer or video produced, your first reaction to the price was to have your jaw drop just shy of the floor, followed by an experience similar to a cardiac arrest. After you’ve come to, you politely refuse, only to be confronted with a heftier price-tag when you seek out a ‘second opinion’ of sorts. The question then arises in the back of your mind, “Why is it so expensive, and is it even worth it?”. The answer to the latter part of that question is yes, it is well worth it to produce an animated video. The former, however, is a bit more complicated and requires a bit more explanation as to why it is worth it to pay an arm and a leg to have an animated video.



Video is a very memorable medium when used in conjunction with sound as it stimulates the audience in ways which standard print media does not. It also allows one the opportunity to make use of catchy gimmicks and jingles to improve the overall impact further. Furthermore, because animated video is a visceral and audible medium, it creates an opportunity for what I like to call associative encoding, or ‘brainwashing’; and while it sounds horrible, associative encoding is a powerful marketing tool to facilitate the recall phase of memory. It is the reason for when we hear or see the term ‘Running,’ that we immediately think of the Nike brand and their range of athletic footwear.



SEO is heavily reliant on content. Images reign supreme as the best tool for reaching audiences on social media platforms such as Facebook, twitter and linkedIn; among others. It remains to be said the supplementing these images with video will improve not only the ranking of your images and content, or the visibility of your online profile, but also diversify your content marketing portfolio – which, in turn, keeps your audience interested in the content you provide online.



I believe that if used correctly, animated video could give smaller companies a greater competitive edge over their larger, financially strapped competitors. If the capacity to do the work is available, small enterprises could attract much larger clients. Breaking even to justify the cost of the animated video or the work force is much lower in this instance, and thus, turning over a profit also become easier.



There is a certain status that comes along with having an animated video. In my experience, when dealing with the average consumer, as well as other small businesses, animated video often prompts for a “wow, that’s fancy,” type response. It is probably because only the larger organisations would have had access to animated projects in the past due to the extremely high costs involved with the new technology back then. With the reduction in production costs by over 380% since the advent of the animation industry and the less complicated nature of the programs and software, even the most technologically challenged consumer could have an animated video produced at a fraction of the cost.



There are a thousand other things that animation could be beneficial for, but I believe that this is one of the most-important benefits of animation. As service-centric companies, time is our most-valuable commodity. When we spend most of that time supporting and providing information about a product that is relatively unknown to the consumer market, other areas in our businesses start to suffer – which is never a good thing.

As a firm believer in business automation, animation allows us to automate a segment of our business that is very difficult to replicate without the actual use of a person on the other end of the line. by automating support, we not only tailor content so that the product or service is understood exactly as it was intended to be used, but also it allows us to step away from supporting the product or service, but focus on selling it.

Animation allows us to create fancy looking tutorials or screencasts with step-by-step information, guiding our clients and customers through processes without having to get involved in the support process.



In my next article, I will be delving in a bit deeper and explaining what the actual process behind animation is and how we can use that to our advantage. In the meantime though, consider the benefits of animation, and if it is in line with what you’re going for, then I seriously recommend having an animated video produced. it would be a step in the right direction. Your business and your bank account will thank you for it. If you enjoyed this article or would like to share your experience with animation, please do so in the comments section below, and don’t forget, share this with your friends and family using the social links below.

“Okay, but first let me take a selfie!”. If you don’t associate yourself with the wave of people swept up by the “selfie” fad, then at some point in your life you are going to find yourself slap bang in the middle of your very own photo shoot. When the time comes, and you are “caught in the cross hairs” the last thing you want to do is look like a deer in the lead lights, So here are a couple o’ tips to help you land than million dollar shot that will leave everyone swooning.

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First and foremost…Breathe! With a million things rushing through your head and harsh lights beating down on you, photo shoots can often become a daunting and nerve-wracking prospect. When you are trying to stick that perfect Gisele Bundchen pose don’t forget to relax and breathe, even the most technically flawless photo can be ruined by a visibly anxious model.

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Keep your hands relaxed, people often focus purely on their facial expressions and ignore everything else. Try to keep your hands fluid and natural, resting your hands on a prop or subtly brushing against your face will ensure that you avoid looking rigid and androgynous…remember, you are not the terminator.

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Angles, angles, angles. Be aware of the position of the camera in relation to your body. Slightly angling your body away from the lens creates a more flattering effect, by slimming your proportions and avoiding the intimidating effect created by broad shoulders. Positioning yourself at a marginally lower angle creates a slimming effect on the face and draws light into the eyes, whilst also avoiding the grotesque -up the nose- shot created by low angle shots. I mean ain’t nobody wanna see that…right?

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Whenever you are shooting or posing for a photo you need to remember the most important part of any great photo, Lighting. Although the responsibility falls on the photographer, it is important for the model to have a basic understanding of the lighting around them. Understanding different types of lighting and the direction of the light allows you to make informed decisions on how to pose, to avoid harsh shadows and overblown whites.

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BWD has been hard at work beefing up our animation portfolio. With a few more projects under our belt, we are able to offer a wider variety of animated video explainer styles to our clients.

The most recent example of our video explainer wizardry is a product explainer we produced for UnpluggIT’s Underwriter Insurance Software (UIS). In this feature we were able to break down the complicated software, layman style, in under 75 seconds.

With a whole bunch of views in five short days of being posted on YouTube, we believe we did a sensational job.

Keen to have one produced? Refer to “How We Work” for processes and pricing.

In other news, we have also started sharing our combined knowledge on our Company Blog.  Our staff blog about the challenges, tips and pitfalls about the stuff that they work on.

We are also happy to announce that six lucky 3rd year students (graphics design & brand communication) will be joining forces with BWD’s creative ninjas. These young grasshoppers will be training with our ninjas, to give them the hands on experience they need to graduate. If you know of anyone fitting this criteria,  please ask them to get in touch with me.

Friendly reminder: We still offer free studio photo-shoots on the last Tuesday of every month. Click here to book your free session.

Last, but not least: BWD has raised a few eyebrows and has been featured in a few publications. You can have a look at the articles below:

Interactive Advertising Bureau (IAB) –
Marketing Update –

Creatively at play.

Bongani Gosa
Creative Director (Breeze Website Designers)
phone: 011 321 0193

Countless sisters out there are plagued by the downfalls of using a wig, weave or even extensions. But you no longer have to suffer. Natural hair is your perfect choice!

Flaunt your beauty with Perfect Choice’s line of beauty and haircare products that will have you not only feeling better, but looking just as good! Now you can feel confident and stand apart from the masses with long, beautiful, natural hair. Get that job you’ve always wanted! Get noticed by the man of your dreams! Radiate beauty wherever your go – With Perfect choice!


Voice over artist: Luyanda


Not another Brazilian! Look at all those loose strands lying around. You are load shedding, ‘mos’.

You bought this thing; it was so expensive. Its painful to install. Your hairline is starting from your ears”

Natural Hair is your perfect choice

What is that?

Is it a weave?, is it a wig? Extensions?

Throw those things away! Try this. Grow your hair from root to tip. Restore your healthy hairline.

No More itching – and its cheaper

It is the perfect choice

What’s trending in the /top deck hair dye jobbed, skater shoe’d, and stone washed/ trenches of the East Rand would provoke the sensationally styled Sandtonites to lynch mob extremes.

“No one wants to be that lady with the perm, the guy with the crocs or the tool walking around with his jeans slipping off silk shorts of decades past.”

Just like Fashion, graphic design is an ever evolving machine where today’s trends are tomorrow’s tragedies. Thus, a corporate identity should essentially be like Naomi Campbell (minus the phone tossing) – a manikin that dons and discards the season’s latest and greatest. The most timeless brands are the ones that can adapt to the times, without losing identity.

As trend conscious design mavens; Breeze Website Design’s explosive team of creatives pride themselves on being able to produce weatherproof Corporate Identities and designs that are both on trend and fashion forward; locally and internationally.

Thus, herewith a look at what’s turning heads, stomping the ramps and gracing all the covers in 2012’s worldwide design scene: Birkins full of badges and banners If it looks like a boys scout badge, uncle Sam’s  “I want you” button or a blue horse ribbon like banner; it’s all the rage right now. Easily translated into icons, rustic and with endless branding spin offs; incorporating one of these elements will dazzle clients with its versatility.

Geometry in Gucci

Simplicity is best friends with geometry. Despite delivering a simplistic end product – geometrical design is definitively not child’s play. Arranging, colouring and adding depth and gradient can be a challenge for the most seasoned designer. Yet, when the look is accomplished; it’s easy to see why geometric design is so en mode.

blog content gibela 2blog content gibelablog content jikadadnce

Membranes, by Mark Jacobs When taking a microscopically close look at this year’s styles; the Membrane aesthetic is one of the most striking contenders. This bio cellular and optically engaging look is as fresh as it gets. Using pointillistic type cells with powerful bursts of colour can be utilized to create a very imposing finish.

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Hermes for hand drawn Departing from the plastic hyper glossy and reflective designs that’s become a dime a dozen, hand drawn design is popping up all over. Lending a little authenticity and a personal touch through hand drawn features makes for a roughhewn beauty and unsymmetrical perfection.

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Ralph Lauren goes retro Pink Floyd, vinyl record cover, Never Ending Story poster dusty, design back in the day retro anachronistic nostalgia. Before automatic typesetting, Photoshop streamlined, nip and tuck perfection; there was old school design that’s just dying to be reinvented. Perhaps (with all the advances of design) we can venture to do retro better than they did way back when.

blog content game set match

Having an introspective look at your company’s CI, ask yourself: Is your CI catwalk or charity shop chic? If you suspect, you’re the man with the mullet; perhaps it’s time that you let Breeze Website Design bring your brand back into the now.

Have you ever wondered how it is that most long-standing companies always manage to strike gold with their marketing campaigns; while the campaign you’ve shed blood, sweat and tears for, always lurks in the shadows and is never spoken of again? How is it, that the big dogs create marketing campaigns that are not only entertaining, but also elicits an emotional response from us? It’s quite simple.

It starts with the eyes. If you’ve read my article about how to create memorable concepts, you will realise that an emotional response to external stimulus (such as an advert or billboard) is an electrochemical process occurring in the brain. Sparing you the geeky details, campaigns that matter spark a visceral response such as joy, inspiration, compassion, (and every now and again) anger – which, depending on the strength of the reaction, causes us to remember, forget or act on that impression. Good marketing campaigns transcend the bombardment of an ordinary sales pitch, and they cause us to think beyond ourselves and circumstances. Campaigns that matter mean something to us, and it hits close to home. They tell a story, in a way that stories are meant to be told – filled with wonder and amazement, and they resonate with us spiritually, emotionally and physically. Campaigns that matter are extensions of ourselves – so when we think about developing a campaign, tapping into these factors would allow us to create campaigns that inspire and touch the lives of those who come into contact with them.

“So, Kyle,” you ask, “What is this campaign you speak of and how do I put one together?”. Well, my eager student – since you’ve asked so nicely, I’ll gladly share that information with you. I prefer to think of a marketing campaign as the military equivalent. A military campaign refers to a number of complementary operations aimed at achieving a single goal, usually constrained by time or geographic area. What it means, is that uncle sam usually sends a horde of b51’s at 06h00 to blow the enemy ( some country or the other) to smithereens. In the same way, a marketing campaign makes use of multiple channels within the campaign to achieve an objective such as driving traffic to your website or creating awareness about a particular event or project. A campaign is usually targeted at a specific audience over a set period, and it outlines the constraints of the project clearly to minimise loss and maximise its intended results. So what can you do to make sure your campaign doesn’t plummet into the rocky abyss, never to see the light of day again? let’s have a look:

A marketing campaign that matters

Define your goals

All right, stop, collaborate and listen! Defining your goals is the single-most important aspect of developing a marketing campaign that matters. Defining your goals for your marketing campaign sets precedence for all that is to follow. It sets the direction of your campaign and if not done correctly could cause your campaign to crumble in later stages of the campaigning process. Goals should be SMARTER:

Your goal should be Specific. For example, “the objective of our blog campaign is to increase traffic to our website”. The statement is clear, concise and to the point. A specific objective says exactly what we’d like to get done.

Your goal should be Measurable, which would alter our goal statement substantially. It would then sound like this: “We would like to increase traffic to our website from 1000 users to 1 million users.” notice how I mention the current state and the desired state? It is quite important that you do that because then we have a path from point A to B.

Your goal should be Assignable. You should be able to assign these tasks to your team members. No man is an island, especially while executing an extensive marketing campaign. Reeling in a team that you can delegate tasks to and manage allows you to control the marketing campaign from a better stand-point.

Your goal should be Realistic. Your goals should be achievable by human standards – we’re not machines, so we should consider all possible hiccups and setbacks as well as making it as easy as possible to execute while allocating sufficient resources to that particular task.

Your goal should be Time-bound. Moving back to our blog analogy, if we add a timeline to our project it would look like this, “The objective of our blog campaign is to increase traffic to our website from 1000 users to 1 million users after 90 days.”

Your goal should be Evaluated. So, once our campaign has run its course, it is now time to look at the results. We need to put sufficient analytics protocols in place so that we have results to look at. As with our blog in this case, google analytics provides detailed tracking of the number of users on our website, which is more than enough to conduct an evaluation of our objective.

Your goal should be Reviewed. After we have collected all of our reporting data, we then need to compare our original objectives with the actual results. Back to our analogy, we note that we have not received the required number of users – we’re 300 short. We also note that this is because we did not adjust for the amount of public holidays – which left us unable to market effectively. so we improve our marketing campaign structure so that we can account for this hiccup in future. This prevents us from making the same mistakes over and over – which could be very costly.

Define your audience

It’s one thing to sell a product and sell it well. It is another, however, to offer a product to an audience you know like the back of your hand. You don’t even have to sell your product. Knowing what your audience likes and doesn’t like allows you to craft your message, in a way, that resonates with them on a personal level. By extension, defining one’s audience allows you to get into their heads and create a tailored marketing programme that elicits a greater reaction because – let’s face it – we find it mind-boggling when people know exactly what we want and when we want it. After defining one’s audience make sure to interact with them to confirm one’s speculation about them – find out if, your representation of them is accurate because most, if not, all of the time we have coloured ideas about whom we think our audience is – which might not necessarily be the case.

Define the available resources


As our most precious resource, determining the amount of time we have to spend and to structure our campaign around effectively making use of this resource, allows us to not only reduce costs, but also increase productivity. Time is the most consistent guiding factor when embarking on a marketing campaign and with strict deadlines; our projects remain on track and in order. Calculating the time it would take to complete a task should never be an estimation. It requires a fair amount of planning and experience to calculate the time required for a task, so make sure that you are taking this into consideration when you start developing your marketing campaign.

Financial resources

Money is a limiting factor and should be taken into account with as much care, and as early in the process as possible. Because this is because we have finite funds available, which would dictate the outcome of the final product. With more funds at our disposal, we are able to reel in a larger team with better skills and better still, deliver our campaigns to larger audiences using more expensive channels. Fewer funds, however, do have some benefits over larger budgets. For one, it forces us to be creative and seek alternate methods of reaching our audiences. A smaller budget also allows us to focus a message more directly as the smaller-scale media channels are occupied by certain niche markets that could attract to your business more than a wider audience would.

Human resources

Before you even think about executing a marketing campaign, you need the right group of skills to run with the project – and a cohesive group of skills, at that. Choosing a team that works well together ensures that the marketing campaign is executed as painlessly as possible. A cohesive team creates a working environment that is pleasurable, productive and promotes creativity. Furthermore, a good team is more flexible and can adapt to the campaign should it require any amendments. Lastly, a good team is supportive of its team members, sharing a strenuous load between all those involved. Two heads are better than one, after all!

Analyse the risks

I could write a whole book about how to pick which risks to take a gamble on, but that would be way too boring and geeky. Instead, I have summarised the main points i think would be most beneficial to you on your marketing journey:

Minimise costs, maximise profits

Just because you’ve bought a Ferarri Enzo, it doesn’t mean you should drive at 363 kilometres per hour (the car’s maximum speed for those of you who aren’t mechanically inclined). Much the same, just because you have a large budget, it doesn’t mean that you should pay all “willy-nilly.” Prioritise the funds that are available by importance. Furthermore, make purchasing decisions that adequately represent the channels you will be utilizing. For example, a television advertisement is far more costly than print media. Make sure that your spend is relative to the medium, as it leaves you with a buffer to do more – ultimately letting you reach more people.

plan, plan, plan

Planning is the life force of every project. Not only does it allow you to foresee any problems you might experience in the future, it allows you to take solid-footed steps toward goal completion in the shortest time. Everyone likes to seem as though they know what they’re doing – myself included. Very few people know what they’re doing – and those are the people who plan. A plan allows you to be more confident of your decisions because you have solid facts and data to justify them. A regular plan is like a rock in a fast flowing stream: One remains rooted in one’s objectives instead of being pushed around by the fast flowing current that is the media world. Planning allows you to create marketing campaigns that matter!
Content Creation

Choose your channels

Choosing the most effective means of transporting your message to it’s intended audience could mean the life or death for your campaign – but it doesn’t have to be one of the most difficult decisions you have to make. All of our planning and research comes into play, here. By defining the goals, audience, risks and resources you have available before-hand, choosing your channels should be a walk in the park. Most media channels only appeal to certain markets, so marketing to specific niche groups also becomes easier. Furthermore, you could be limited by a budget that means that you can now make informed decisions about the avenues your budget allows you to market to. The objectives of your marketing campaign or the risks you have outlined could also limit you to a particular type of medium. Consider all these aspects and your campaign could be executed as painlessly and as effortlessly as possible.


Now the fun begins! After all the tiresome planning and sleepless nights, We can finally bring our ideas to life! Yay! The work, however doesn’t stop there. There are still many aspects to consider when we enter the production phase.

Firstly, it is of vital importance that we cast a message that is consistent in both its design and it’s intention. We should – under all circumstances – ensure that our campaign is easily translatable between all our selected channels and that concepts are easily adapted between them. Nothing looks more unprofessional than an inconsistent campaign. It says, “These guys and gals are confused, and they have no idea what they’re doing.” This could hurt your objective and even destroy your campaign altogether so be very aware of how consistent your campaign is.

Secondly, make sure that your campaign is executed well. Choosing the right agency, the right skill all affect the outcome of your project. Make sure you only choose the best. Even if it means paying a bit more. in the long run, your pocket will thank you for it. Putting together a marketing campaign that matters means that you never settle for mediocrity. don’t settle my friend!

Lastly, stick to your deadlines. Your reputation is all you’ve got going for you if you’re starting out. Starting off on the wrong foot could mean the end of you, let alone your marketing campaign. That is all there is to it – there are no ifs or buts about it!

plan, execute, review, repeat

So you’ve delivered your final marketing campaign to the consumer market, and it’s been a few months; you haven’t heard anything, you don’t see anything – that’s all there is to it. Wrong! Growing and learning comes from reviewing your actions, your missteps and failures. Reviewing your work allows you to adjust and learn from your own mistakes so that in the future, you are more prepared, focused and experienced to deal with bigger and badder marketing campaigns. It lets the world know that you know what you’re doing – and that is the ultimate goal! Reviewing your previous campaigns guarantees that your next marketing campaign would be better and would yield better results – I can stake my life on it.


Marketing is a beast on its own, but it is a necessary evil if you’re aiming for growth and excellence. What makes it easier however is planning correctly, executing efficiently, reviewing your actions, and most of all, repeating the process; because it get’s easier with practice. Make sure that you have the right team by your side and that you partner with an agency who has experience – your marketing project would be easier to execute that way. Good luck on your marketing campaign and leave a comment below about your first marketing campaign – I’m sure there are many compelling stories to be shared!

In a highly competitive marketplace, the burning question for most businesses today is how to stand out from the grey masses. The possibilities are endless and the what’s and how’s of it all can most probably be debated until the cows come home. What we do know though, is the what not’s. A business will not set itself apart from all the others by using clichés.

By definition a cliché is a stereotype phrase or opinion that is overused and betrays a lack of original thought. Or let’s dare to say it like it is… A cliché is BORING. And our typical response to it is to ignore the information that follows (we just zone out), or to question the authenticity of the person or company that uses it.

So when we hear or see one of the words or phrases that are generally used ad nauseam, such as ‘passionate, committed, we walk the extra mile, we have a solid, cohesive team,’ or ‘proven expertise,’ we don’t even take it seriously anymore. We definitely don’t sit up and notice and we’re certainly not curious to find out more about this company.

Now what is really interesting is that companies would use such clichés to describe what sets them apart or to share the values that they live and work by. Why would one use the same old uninteresting terms when you need to showcase what makes you different and interesting?? Why would clients come to YOU if you describe yourself like everyone else?

To set yourself apart and let your target audience actually take note requires a little more creativity. For example, instead of saying ‘we are passionate about we do’, one could consider something like this… ‘Our company spirit can best be described by the ancient Greek word ‘meraki’ which speaks to the soul, creativity and love that underpins everything we do.’

Instead of saying ‘we have a cohesive and knowledgeable team’, why not consider something like this… ‘At WordCraft we have the unique kind of work environment which is beautifully captured in the Spanish word ‘convivencia.’ Loosely translated this simply means that we work so closely together because we surrounded ourselves with people who share a common purpose and values.’

Once you have the creative wording down pat, it doesn’t quite end there though. The realness of the words you use is determined by… well, how REAL it is. Never make claims that you cannot live up to, because then your target audiences will never believe you. Benjamin Franklin once said that you should either write something worth reading or do something worth writing. To build a credible company reputation, you need to do both.