Corporate identity makes up the physical look of a brand, it is a combination of colour schemes, graphic and verbal techniques, designs, words and other elements that an organisation employs to make a visual statement and communicate a single image of a company. Corporate identity is generally made up physical elements such as buildings, décor, stationery and uniforms. Here’s how it works.
Well that’s just wonderful – in South Africa we need entrepreneurs – people willing, able and capable of taking a risk to create something new, create their own work, and in doing so, create employment. With unemployment sitting at roughly 60% in 2017, and a technical recession, the economy needs every single individual doing more, creating more and building more – whether it’s knowledge, services or products.
If we think of the most famous entrepreneurs, the names Oprah Winfrey, Richard Branson, Elon Musk and Jay Z come to mind. Some up and coming South African entrepreneurs like Inga Gubeka and Douglas Hoernle (https://www.thesouthafrican.com/10-entrepreneurs-under-30-taking-south-africa-by-storm/) are great examples whose lead we should follow. All these people built something unique, something special and most importantly followed through. It’s about the persistence – the tenacity for forge ahead regardless of difficult times, mental strain, financial woes or discouraging words.
The dictionary defines an entrepreneur as a person who organizes and operates a business or businesses, taking on greater than normal financial risks in order to do so. In the past few years, entrepreneurship has become a very cool term to throw about. In fact, corporate businesses have even coined a term – intrapreneurship – a manager or business exec who has the characteristics of a business owner – innovative, risk taking and so on – with the support of a larger corporate.
But what does entrepreneurship really mean to you and how do you define your journey?
To be an entrepreneur you need to:
- Be able to wear multiple hats (or do everything in the beginning)
- Take initiative
- Delegate to those better than you or get help when you need to
- Have a clear and non-emotional relationship with money
- Learn from failure and fix things fast
- Feel comfortable with the unknown
- Be strong on execution (more than talk about ideas)
- Communicate effectively and respectfully
- Have a firm belief in your business idea
Finally, my belief is that entrepreneurial and business success comes from a place of deep spirituality. Many of the most successful (who are successful in their life as well) live a life of service and a life where the journey is more important than the goal. In learning and doing better day by day, we form part of a collective that helps improve our world. When what you are doing in steeped in honesty, authenticity and goodness, the success of it will find you.
Keep striving. Keep going. Keep healthy and keep strong!
Instagram is one of the best platforms to be on for any business or brand . Its hip, trendy, visually appealing and gains a wider audience than just your select target audience like facebook. I for one LOVE this social media platform.
This may be the reason Instagram is a popular social media platform, and not just for consumers but for brands as well.
Whether or not you use Instagram for marketing, you need to read this article about how Instagram compares to other social platforms when it comes to marketing and how it could help your brand gain more traction. I hope this will be the post will convince you to get your brand out there on Instagram. Here are some tips to help you achieve a fantastic Instagram account:
Young minds and passionate user base:
Instagram’s user base is famously young (53% of Instagram users are younger than 29), and it plays a large part in their life. People will be checking Instagram multiple times throughout the day, and therefore you have multiple chances to be seen.
Instagram’s user experience is top-notch.
Instagram became successful and popular quickly because of its simplicity. Easy Images, without the clutter. Now more than ever, business owners are starting to take notice, but it’s not too late to get in on the action.
Most engaged audience:
Instagram’s audience is extremely and highly active, with most users visiting the platform, uploading content and interacting with posts in their feeds:
- You can use up to 30 hashtags per post.
- Post a few in the original post. Add more in the comments.
- Use Evernote to save groups of hashtags by topic to use across your devices. Be consistent with your hashtags. Choose your own to help people find you.
- It’s worth the time to build your hashtag strategy. It saves time and helps with consistency.
- Create separate accounts if you have more than one niche. Sue has six accounts to cover her different business focuses. She’s increasing her business because customers of her store and clients for her social media consulting find her with hashtags.
- Stop the random acts of hashtagging! Be focused and targeted in your niche.
- Refresh your Instagram posts by changing your hashtag groups in the comments.
- Create hashtags that build a hub for your content. I think this is important for creating your brand on Instagram.
Build a Post Strategy
- Use a repost app to share other people’s posts.
- I use Photo Repost. Its easy and fast!
- Create fun videos with Flipgram
- Add quote graphics that you can create on your phone or desktop. Wordsawg and Textgram are two great options.
Plan your Feed
I use hootsuit or Preview app to plan my feed.
I import the photos I want to post and I play around with the order of them and plan at least a few posts ahead so that I know how pictures will look next to each other. I prefer images with negative space next to a busy photo and photos of myself spaced out so these two apps help with planning the overall visual feel of my feed.
This also helps to make sure that when two photos are next two each other, the colors match OR contrast. if a cool tone photos is next to a warmer photo, you can edit one of them to look cohesive next two each other.
Tip: not everyone will tell you this but I am going to share the best kept secret by volggers, warmer tones and filters get more likes and engagement than cooler tones. So filters like Lark, Hefe and Mayfair get more likes and reposts than any other filter.
What kind of photos do you like to take? What kind of photos do you like to see? There are so many types of feeds out there from minimal, colorful and bright or desaturated /muted. Look at what inspires you to like a picture and what you love to look at and the build your feed from there. My personal favorite are pics with a pop of color, so on my feed I try and add as much color as I can.
Don’t just post any image for the sake of posting. If its grainy, blurry or not looking 100% to match your vision on your feed, refrain from posting it. My photos that aren’t up to par, I post them on Facebook or Twitter and also gives my followers some unique content to see that they wouldn’t find on other social media feed. This will help your feed look clean and show your quality.
This is probably my most important tip and piece of advice. You need to have fun with your account in order for it to be successful. Like I said before I LOVE instagram, I enjoy going on to Instagram every day and posting pics. If I didn’t love it, I probably wouldn’t have kept up with the account as long as I have. I simply love nature and food, so I love sharing pictures of this with other people and view what other people post. So if you really love your brand and business, you can have fun with it too and can end up having a successful Instagram account for your brand!
Physical merged with digital, that’s where the term phygital comes from. It’s a marketing and retail description, but you’ll find a world of phygital art out there too. Omni-channel marketers should be excited about the phygital dimension. It’s a hybrid playground, and as Amrita Chowdhury, President of DY Works point out; “People move seamlessly between the physical and the digital world. Shouldn’t your consumer experience too?”
The brand retail space has changed. Once customers searched for a product, now the product has to try hard to seduce the customer; and we don’t just want to play and pay online. There’s a new phygital consumer who demands both a digital and physical brand experience. Retail Futurist, Howard Saunders, whose talk The Future is Scary inspired this article, explains the shift: “Ultimately, we are an innately social species that craves community, human contact and engaging spaces.”
E-commerce brands are introducing bricks and mortar stores. Most famously; the Amazon Book store. The first one in NYC is a cool 4,000 square feet with 3000 books on the shelves. Among its phygital marketing strengths are arranging the books according to data, Good Reads recommendations and Prime Member discounts. Plus, while you’re there you’ll get sidetracked by the Amazon electronics on sale.
Digitalist KRS Jamwal, summarises where we’re going with phygital: “The second wave of digital will be ‘phygital’—a combination of physical and digital, commonly called ‘omnichannel.’” Online brands are flexing their muscles in the real world. There are growing examples of this. Forbes.com, calls Warby Parker the “Poster Child for the Store of the Future” and it’s one of the most interesting retailers to embrace the “clicks and bricks” trend. Plus the Google Pop-Up stores, which opened their domes on 19 October. Now you can Daydream in their virtual reality station, for real.
But predicting our South African phygital future has a lot to do with the retail environment. Do we want more bricks and mortar shops locally? According to the South African Council of Shopping Centres (SACSC), yes we do. Despite the economic downturn, “South African retail property has outperformed the global retail property total return index for all but two of the last 16 years.”
South Africa is among the top performing global markets in the retail sector. In the last 10 years (measured up to December 2016) South Africa and Hong Kong were the only two countries in the world that delivered double digit total returns on retail property, followed by Canada at 9.8% and Singapore at 9.2%.
So it seems that in terms of retail, South Africa has the space for brands to transition into the phygital playground, it’s a matter of striking soon and getting help from experienced omni-channel marketers. In the words of Paul Greenberg, founder of the NORA network; “Online is a great place to start a business. Perhaps the only place… But it’s not a great place to get stuck.”
Jainita Khatri, Managing Director, Prana Business Consulting
About Prana Business Consulting
Prana Business Consulting is a full outsource marketing agency. Prana drives high performance and tangible results in marketing, branding, CRM and digital solutions. Prana partners with the best niche partners in the industry to drive end to end solutions. Prana specializes in solutions for baby, beauty and health care brands. Prana is a level 3, BBBEE certified company.