Work tools that the Flaunter team can’t live without…

by Margot Reid
<h1>Work tools that the Flaunter team can’t live without…</h1>

Recently I caught up with a PR manager at a large, well-established brand. I listened intently to her frustrations and empathised with the mounting pressure of handling daily tasks.

This is something we hear about a lot at Flaunter – from brands and teams of all sizes! Surprisingly, large brands often have very small in-house PR teams trying to juggle a huge amount with limited resources, emerging brands are usually run by one or two people wearing five different hats at a time,  and agencies are under pressure to deliver more and more specialised services in shorter time frames, with increasingly high expectations of ROI.

We’re all juggling the realities of running/growing/managing a business, so we all know the pressure of trying to achieve as much as possible each day with limited resources.

Thankfully, there are a bunch of tech startups out there that have honed in on improving our ability to deliver on everyday tasks and have developed brilliant tools that automate, streamline, simplify and generally make life much easier.

To share the love, I asked some of the Flaunter team to choose the favourite tech apps that they can’t live without.

YESWARE

Loved by Mie – Senior Account Manager

Yesware gives my Gmail superpowers. It allows me to track emails (including links clicks and attachment opens) and know when and how many times an email has been read. The tool also allows me to set up emails to send later, create email templates and personalise bulk emails.  Now I know which messages are working (and which ones need tweaking) at every step of the sales process.

INTERCOM

Loved by Aimee – Brand and Media Manager

Intercom is the epicenter of our user management system – and a total lifesaver. I can track user activity in real time, give support through live chat and manage our help center all in one place. Essentially, it allows me to have my finger on the pulse at all times, making everyone’s experience on Flaunter as awesome as possible.

Intercom has also changed the way we onboard customers with guided email campaigns based on their activity. This means that we can automatically deliver the right message to the right people at the right time. Win!  

PLANN

Loved by Margot – Marketing Manager

Plann is an Instagram planning tool that we use to rearrange, organise, schedule and curate our insta profile and stories. It’s so good to be able to see what our feed will look like in advance and get insights on our performance. I’ve found it particularly useful to figure out what colour schemes and posting times work best for us. ALSO, they have a feature where you can literally snoop on your competitor (or favourite Instagrammers) to figure out what they are doing and why it is working (or not)! Love it.  

TRELLO

Loved by Saurabh – Lead Engineer

A super simple virtual pinboard and project manager, Trello helps me in ways that post-it notes and diaries just can’t. Trello allows me to stay on top of pending tasks, work-flow and forward planning. I can also log daily activity and share progress with the rest of the team. This is especially helpful when I am working on a large project because everyone has full visibility and can ask questions or give feedback in one place.

GOOGLE ANALYTICS

Loved by Margot – Marketing Manager

Essentially a FREE analytics tool that helps us (and practically everyone else with a website) better understand our web traffic. We concentrate on traffic sources and user flow in particular, however, there are endless insights to be uncovered if you’re ready to really dive into the data!

PROSPERWORKS

Loved by Mie & Aimee in particular

Prosperworks is our relationship management tool that stores everything we know about leads and our customers (who are obviously the most important part of our business!)

The system automatically pulls in all contact information (including company details) and email conversation history from Gmail. This means that the entire team has full visibility for each contact – plus it means no more manual data entry (woo!). Prosperworks is a ‘must have’ tool for our sales, marketing and customer management teams.

SLACK

Loved by all!

Slack is a messaging app that is.always.on. It’s completely transformed our inter-team communication, doing away with an endless stream of emails and phone calls. We also depend on being able to quickly chat with our external freelancers and contractors in a group forum.

Besides the many integrations and add-ons Slack offers, we also find it incredibly helpful to have a searchable chat history. Considering we all have a million conversations happening at once, it is great to be able to quickly type in a few keywords to locate a something that was mentioned months earlier.

NETWORKS – LINKEDIN & MEDIUM  

Loved by Gaby – CEO and Founder

Given my background in PR and as a startup founder, I have always appreciated the power of a wide and supportive network. It is a huge advantage to have the ability to ask for help, offer support and learn from others.

LinkedIn is absolutely essential for building your personal profile in business. It is one of the first places anyone will look when they want to know a little more about you (other than what the sunset looked like from your Positano balcony this afternoon – thanks Insta). Try to regularly connect with people in your industry and put yourself out there by starting the conversation with a new connection.

Medium is less of a tool and more of a super helpful resource. It’s a publishing platform that allows real people to write about their experiences and knowledge on practically any topic you can think of. Publishing my own stories on Medium has opened up a whole new world of learning and I’ve met some incredibly interesting people.

G SUITE

The Essential.

While G Suite isn’t exactly a newsflash for anyone, it definitely deserves a mention in our most loved apps. From the huge range of products on offer, we mainly rely on mail, calendar, sheets, docs and slides. Everything is, and always has been, filed in G Suite – making it available to the whole team no matter where they are in the world.  It is flexible, transparent and easy.

Pro Tip: It is super helpful to set up a consistent method for naming folders and documents so that it remains organised and things are easy to find in the future. For example, we try to stick to the naming convention: ‘Title – Topic – Date’.

 

HONOURABLE MENTIONS

Canva for when you don’t want to engage the graphic designer. A super handy app that helps us create design assets for our EDM’s and banners.

Xerofor when you need to be an accountant but really don’t want to go back to uni. Xero makes money management much easier and more transparent – it handles everything from invoicing and bills to bank recs and payroll.

Scrunchfor finding the right influencer for your audience without scrolling aimlessly through Instagram. We use it to verify our influencer and blogger users and reach out to new influencers who would benefit from our platform.

PIXCfor quick and cost-effective deep etching of brand images. Simply upload your hi-res images, and let the PIXC fairies take care of the rest.

 

We’ll continue adding tools to this list as we go. If you have tools that you can’t live without we’d LOVE to hear about them …

 


Image: art direction + styling: Amanda Shadforth,  photographer: Natalie McKain

Spotlight on: Claire & Lani from Marketing Agency, Deane & Co

by Flaunter
<h1>Spotlight on: Claire & Lani from Marketing Agency, Deane & Co</h1>

‘As an end-to-end marketing service, we know how to look strategically at your opportunities to ensure you work smarter, not harder.’

Meet Claire Deane and Lani Pauli, the driving forces behind integrated marketing agency, Deane & Co. As a marketing agency, their team handles everything from strategy development and websites to content creation and PR, for a variety of different brands and businesses across fashion, beauty and wellness, not-for-profit and hospitality. 

We caught up with Claire and Lani to find out more about the innovative agency, what they love about their jobs and the elephant in the PR room…

WHAT DOES YOUR TYPICAL DAY LOOK LIKE AT DEANE + CO? CAN YOU TALK THROUGH YOUR LAST 24 HOURS?

Claire: It’s pretty cliched, but no two days are the same. Our clients are really varied, despite all being in the lifestyle category, so we might be packing bliss balls into tiny plastic bags, emailing potential stockists for a new beauty brand, creating content for social media, writing reports on client campaigns or one of an infinite number of meetings. I also manage the business development side of things, so I am constantly researching potential clients, pulling together proposals and writing strategies. I also spend a lot of time on social media and the internet, keeping up with trends and research.

Lani: It does depend on what we have on with clients but typically my day looks like waking up and walking my Groodle. That’s my time of the day to really figure out the tone of the day and set myself up in a good headspace. Then I’ll make coffee, have breakfast and get ready to head into the office. We’ve just moved into our first dedicated office space that we share with two graphic designers and while I love working from home (as an introvert I need that space), it is great knowing that we have a team to bounce ideas off throughout the week. Once in the office it’s the usual – checking emails, talking with the team, preparing any parcels for couriers to pick up for media sends, planning for any client events we have upcoming, meetings with clients, monitoring media coverage and proactively pitching to media. Once or twice a week I like to head to a boxing class during lunch which I find helps me stay focused and stress less.

WHAT DO YOU LOVE MOST ABOUT YOUR JOB?

Claire: I love being able to come up with new ideas for businesses that have great stories to tell. The clients we work with, we genuinely love, and we typically work with people who are super excited and passionate about what they are doing, so it makes idea generation, brainstorming and strategy development really fun. The fact that we’re doing a lot in the natural beauty space at the moment is also lots of fun, I am a beauty junkie and love hearing about the latest product developments.

Lani: Sure, it is super corny, but I love that I get to work with brands that I genuinely use in my day-to-day life and business people who I’m able to learn a great deal from. Like Claire, I love everything happening in the green and natural beauty space and enjoy researching trends and innovations in that space. And as much as it frustrates me sometimes, I kind of enjoy that I’m in an industry going through big changes – it is exciting to see how we’ll be doing this in 2,3 or 10 years time!

WHAT TASKS TAKE UP MOST OF YOUR TIME?

Claire: As CEO, there’s a lot of different hats to wear. I have to work both on and in the business so my time is split between business development for Deane & Co and actual client work. I spend a lot of time coming up with content strategies for clients, working with our designer to implement them.

Lani: I would say that majority of my time is spent working with our clients to uncover the stories we are able to tell for them, working on how we will tell those stories and then reading a lot of publications (online and in print) and then of course, pitching. The work we do with our clients extends to more than just publicity so time is also spent looking at, for example, creating video content for clients and writing scripts, briefing our graphic designer on creative and meeting with clients face to face.

YCL-Jewels

WHAT HAS BEEN ONE OF THE MOST REWARDING CLIENT WINS YOU CAN REMEMBER?

Claire: One of our very first clients, YCL Jewels, is still with us and it’s really exciting to see her brand take such significant leaps and bounds. She is a client that truly ‘gets’ it – that marketing isn’t a tap you can turn on and off, it takes a consistent and long term effort to connect with your customers and build your business. She really sees us as a partner, and part of her business, and we’re working towards having that kind of relationship with all of our clients.

Lani: There’s been several truly rewards client wins in the past 12 months for me. Seeing one of our roadshow brands in Harper’s Bazaar after we introduced their beauty editor to the range, tripling one of our client’s media coverage compared to this time last year, and seeing some our natural beauty clients in Jetstar Magazine, MiNDFOOD and a few other hero publications for me. But more than the coverage I’m rewarded by the great relationships we’re building with media and our clients – it takes time but it is truly worth it.

WITHIN THE LAST SIX MONTHS/YEAR, WHAT STANDS OUT AS THE COMPANY’S MAJOR MILESTONES?

Claire: Every month is a new milestone when you’re a growing business! We’ve been able to work with some really big brands like Tourism & Events Qld and ClassPass, and we’ve also been able to make a real difference to lots of smaller ones as well.

Lani: Coming on board with Deane & Co as Claire rebranded to reflect the transition to an agency was a great milestone and being able to grow the business with her. Likewise, I was really proud of our efforts to create our Sydney Roadshow earlier this year were we took a handful of clients and brands we love to Sydney to meet with media and buyers.

WHAT IS THE ELEPHANT IN THE ROOM? THE THING THAT NO ONE IS TALKING ABOUT – BUT THEY SHOULD BE.

Claire: Budgets. You don’t necessarily have to have a massive budget to get great results, but know how much you have to spend and know that it’s going to be a long term thing. We typically don’t take on clients that want something flash in the pan, because that’s typically not going to get you the results you’re after. There’s no point in being coy about your budget either – be upfront and your relationship with your agency will be all the better for it.

Lani: Editorial vs. Advertorial and clearer lines between what is sponsored content and what is not.

FOR PEOPLE WHO ARE JUST STARTING THEIR CAREER IN PR – WHAT IS THE NUMBER 1 PIECE OF ADVICE YOU WOULD GIVE THEM?

Lani: Get experience. Intern or take work experience opportunities. The wealth of information you’ll learn from being in an agency or in-house PR or communications environment will be invaluable. Likewise, be a voracious reader – newspapers, magazines, websites. You need to have a solid understanding of what is happening across the media landscape.

Claire: Lani took the words right out of my mouth. My advice would be the same for marketing, intern while at uni, get as much experience as you possibly can. As someone who hires juniors, I also look for people who are go-getters, who have proactively gone after opportunities, and who understand how to measure the results of their activities.

Deaneandco-flaunter

ARE YOU MORE OF A HUNTER OR A GATHERER?

Claire: I would never have thought a hunter prior to being a business owner, now I really love the thrill of the chase!

Lani: I’m naturally a gatherer but am learning to step into my ‘hunter’ shoes a little more regularly.

WHAT WOULD YOUR AUTOBIOGRAPHY BE CALLED?

Claire: “The Lady Who Died Smothered By Her Dogs”. I have two dogs (I had three but one passed away recently) and two cats, and would adopt a hundred more if my husband hadn’t put his foot down.

Lani: I always thought it might be “Life through a to-do list” as I love an old-school pen and paper list in my notebook, but now I think it would probably be “I was listening to a podcast recently…”

 

 


Find and follow Deane & Co at @deaneand.co // deaneand.co

Calling all media: discover and download hi-res publishable images from Deane & Co represented brands on Flaunter.

Images: Lani & Claire by Savannah vander NietYCL Jewels represented by Deane & Co; Coffee and collaboration at their favourite local coffee shop The Single Guys

Flaunter x Pared Eyewear – Women in Fashion Breakfast

by Margot Reid
<h1>Flaunter x Pared Eyewear – Women in Fashion Breakfast</h1>

The Pared x Flaunter Women in Fashion breakfast brought together over 150 Australian designers, PR agencies, media, retailers, industry and international guests of Mercedes-Benz Fashion Week Australia 2018 at the iconic Paramount building in Surry Hills to celebrate the incredible women who power the fashion industry.

Samantha Stevenson [Co-founder & Creative Director of Pared Eyewear and Gaby Howard [Founder and CEO of Flaunter] first connected in 2016 through their involvement with the Australian Fashion Council [AFC]. They spoke often about how fortunate they had been to have had the support of so many incredible women in the Australian fashion industry as they grew their respective businesses.

This year’s MBFWA seemed like the perfect occasion to bring together a network of women, and men, to celebrate and support each other. We were blown away by the response we had and yet again reminded of how lucky we are to be part of such an incredible industry! Scroll down for our video edit, images and quotes from industry guests, speaking about how they’ve been supported and empowered by other women during their careers.

 

 

Pared-Flaunter-Women-in-Fashion-Edwina-McCann-Christina-Centenera

Samantha Stevenson [Creative Director – Pared] & Gaby Howard [CEO – Flaunter]; Edwina McCann [Editor-in-Chief – Vogue] & Christine Centenera [Fashion Director – Vogue]

 

Gaby Howard, Flaunter

“Launching and growing Flaunter has been one of the most significant and incredible challenges of my life. It is no exaggeration to say that without many of the brilliant, supportive and generous women in this industry – I would not be where I am today. Women who have believed in and supported my vision, those who took a leap of faith in the very early days, women who have shared their stories on the challenges of building businesses alongside families. In life, people are everything, just as much at work as at home. By supporting each other we compound our potential … and that’s when the magic happens :)”

 Samantha Stevenson, Pared Eyewear

“Courtney Miller from the AFC has always been such a champion of our brand and a personal cheerleader ever since I was first introduced to her through a mutual friend. At our last New York showroom I had just found out I was pregnant, not feeling well and very overwhelmed with the business and life in general. Courtney as her usual calm and collected self-handled the situation with ease and elegance. I admire her diplomacy and her ability to be level-headed in any situation.”

 

PARED-FLAUNTER-WOMEN-IN-FASHION

 

Holly Ryan, Designer

“When I first started my jewellery label Billie Iveson (Russh Fashion & Beauty editor) took me to lunch to learn about my label and pulled pieces for her cover story with international model Hanne Gaby. The support meant so much to me as a young brand and helped to bring my jewellery to a much wider audience.”

 

Pared-Flaunter-Women-in-Fashion4

Monica Russell [Marie Claire] & Tara Morris [Marie Claire]; Indianna Roehrich [Simply Social MGT]

 

 Courtney Miller, Australian Fashion Council

“I’ve been lucky to have been supported by some really amazing women in fashion. Edwina McCann, as the Chair of the AFC, has always supported me, without fail. We worked hand in hand and I could never have done what I did without her backing me in all the time. Then there are the times when you get that unexpected feedback that can really make all the difference. Eva Galambos gave me a wonderful complement after one of our fashion forums with Minister Julie Bishop and knowing how tough and passionate she is about the industry gave me such a boost to keep doing what I was doing.” 

 

Pared-Flaunter-Women-in-Fashion-Nicole-Adolphe

Nicole Adolphe [Contributing Fashion Editor – Grazia]

 

Lindy Klim – Creative Director, Rama Voyage

“For me, fashion at its best will always be a celebration of women. As a community, the women of the fashion business create a fantastic energetic workplace. I have loved my career as a woman in fashion. It has a finite amount of space and money available, but despite that natural competitive environment, the women who pull each other up continue to move on and survive. I have been in the business for so long now and I can say that a strong sense of self, a strong work ethic and a sense of duty to help each other out is not just in me but in most of the people I meet.”

 

Pared-Flaunter-Women-in-Fashion4

Beth Levis [Cue] & Ed Baker [Co-Founder – Pared Eyewear]

Pared-Flaunter-Women-in-Fashion4

Lindsey Granger [The List TV] & Tiffany Reid [Fashion Editor – Cosmopolitan]; Phoebe Torrance

 

Alison Rice, Group Publisher POPSUGAR, Who What Wear, Byrdie, MyDomaine Australia

“Natalia Muller and Adam Worling have both been huge supporters of mine. They’ve both really championed WWW as a luxury digital proposition, and really understand the value we bring to the local market. I’ve found their inclusiveness and desire to forge a new way forward for fashion media here in Australia really inspiring. Natalia, in particular, has offered an ear and a shoulder as we both navigate the sometimes difficult waters of being a young female leader.” – 

 


Photography: Tim da-Rin for Flaunter. To view more images click here.

Video: Dan Bolt //@wehaveavisual

Venue: Paramount Recreational Club

Mercedes-Benz Fashion Week Australia 2018: The best of backstage beauty

by Flaunter
<h1>Mercedes-Benz Fashion Week Australia 2018: The best of backstage beauty</h1>

Mercedes-Benz Fashion Week Australia always delivers some epic beauty looks and this year did not disappoint. We loved seeing the mixture of hair and makeup styles come together behind the scenes, and, while natural glowing skin dominated, some designers delivered ‘runway-only’ looks that had everyone talking well after the cameras stopped flashing.

Scroll down for a wrap of our favourite beauty moments from MBFWA ’18.

WEARABLE HAIR

Many designers opted for natural, “cool girl” hair this year (we’re looking at you Christopher Esber, Camilla & Marc and Double Rainbouu). There were also long wispy braids, swept up waves and loosely tied ponytails – all of which are super wearable for us non-model folk.

MBFWA-18-Hair-Trends

Tied with a string at Hansen & Gretel and undone bangs at We Are Kindred

MBFWA-18-Beauty-Trends-Hair

Swept back and soft at Macgraw

MBFWA-18-Hair-Trends

Low and loose at Lee Mathews

 

EMBELLISHED BEAUTY

As always Camilla and Romance Was Born caused a stir with beauty looks that featured glitter, rhinestones and dramatic hair. We also saw unexpected embellishments from 10 Pieces and Double Rainbouu with models adorned with nose rings and fish hooks.

MBFWA-18-Beauty-Trends-Embellished

Gatsby-esk headpieces at Romance Was Born

MBFWA18-Beauty-Trends-Embellished

Bull-ring piercings at 10 Pieces; tough street styling at Double Rainbouu

MBFWA-18-Beauty-Trends-Embellished

Glitter for days at Camilla; OTT at Romance Was Born

 

BAREFACED BEAUTY

Natural skin, glossy cheekbones, minimal lashes and pouty pink lips were everywhere. Models looked young and fresh – giving us that Resort vibe that’s super pretty and luckily relatively easy to recreate at home.

MBFWA-18-NATURAL-BEAUTY-TREND

Complexion perfection at Albus Lumen; Girl-next-door at C/MEO Collective

MBFWA-18-Beauty-Trends-Barefaced

Highlighted cheekbones and stained lips at Thomas Puttick

MBFWA-18-NATURAL-BEAUTY-TREND

Barely there makeup at Hansen & Gretel and Bianca Spender

 

GLAM GIRL

There was some serious glam power backstage at JETS with voluminous hair, extreme bronzer and bold lashes inspired by “pool-side Versace”.  Alice McCall also ramped up the feminine feels with thick, graphic eyeliner and pulled back retro hair.

MBFWA-18-Beauty-Trends-Glam

Serious volume at JETS; Long and straight cat-eye at Alice McCall

MBFWA18-Beauty-Trends-Glam

Bouncy curls, red lips, stained cheeks and pearl earrings at Macgraw

MBFWA-18-Beauty-Trends-Glam

Confident cool at Camilla; Pairing bold brows and peach lids at Bianca Spender

 

//

All images shot exclusively for Flaunter//@flauntermedia_ by Tim da-Rin//@timdarin.

If you are journalist, stylist, blogger or influencer and would like access to our hi-res images from backstage at MBFWA ’18 please create your free account here or email us.

Mercedes-Benz Fashion Week Australia 2018: Behind the scenes moments you can’t miss

by Flaunter
<h1>Mercedes-Benz Fashion Week Australia 2018: Behind the scenes moments you can’t miss</h1>

Mercedes-Benz Fashion Week Australia may have come to an end for another year – but we’re still revelling in the incredible creativity and design that was on show throughout this year’s event.

Scroll down for our wrap up of behind the scenes moments from our favourite shows including Camilla & Marc, Albus Lumen, Bianca Spender, Lee Mathews, Thomas Puttick, Alice McCall, Double Rainbouu, Macgraw, Jets, We Are Kindred, Hansen & Gretal, Romance Was Born, Christopher Esber, Ten Pieces, Akira and Camilla.

 

CAMILLA & MARC

MBFWA-Camilla-and-Marc-backstage-fashion-week-Flaunter-Tim-daRin

MBFWA-Camilla-and-Marc-backstage-fashion-week-Flaunter-Tim-daRin

 

ALBUS LUMEN

MBFWA18-Albus-Lumen-backstage-fashion-week-Flaunter-Tim-daRin

MBFWA18-Albus-Lumen-backstage-fashion-week-Flaunter-Tim-daRin

 

BIANCA SPENDER

MBFWA18-Bianca-Spender-backstage-fashion-week-Flaunter-Tim-daRin

 

LEE MATHEWS

MBFWA18-LEE-MATHEWS-backstage-fashion-week-Flaunter-Tim-daRin

MBFWA18-LEE-MATHEWS-backstage-fashion-week-Flaunter-Tim-daRin

 

THOMAS PUTTICK

MBFWA18-Thomas-Puttick-backstage-fashion-week-Flaunter-Tim-daRin

MBFWA18-Thomas-Puttick-backstage-fashion-week-Flaunter-Tim-daRin

 

ALICE MCCALL

MBFWA18-Alice-McCall-backstage-fashion-week-Flaunter-Tim-daRin

MBFWA18-Alice-McCall-backstage-fashion-week-Flaunter-Tim-daRin

 

DOUBLE RAINBOUU

MBFWA18-DOUBLE-RAINBOUU-backstage-fashion-week-Flaunter-Tim-daRin

 

MACGRAW

MBFWA18-MACGRAW-backstage-fashion-week-Flaunter-Tim-daRin

MBFWA18-Macgraw-backstage-fashion-week-Flaunter-Tim-daRin

 

JETS

MBFWA18-JETS-backstage-fashion-week-Flaunter-Tim-daRin

 

WE ARE KINDRED

MBFWA18-We-are-kindred-backstage-fashion-week-Flaunter-Tim-daRin

MBFWA18-We-are-kindred-backstage-fashion-week-Flaunter-Tim-daRin

 

HANSEN & GRETEL

MBFWA18-Hansen_and-Gretel-backstage-fashion-week-Flaunter-Tim-daRin

 

ROMANCE WAS BORN

MBFWA18-Romance-Was-Born-backstage-fashion-week-Flaunter-Tim-daRin

MBFWA18-Romance-Was-Born-backstage-fashion-week-Flaunter-Tim-daRin

 

CHRISTOPHER ESBER

MBFWA18-CHRISTOPHER-ESBER-backstage-fashion-week-Flaunter-Tim-daRin

MBFWA18-CHRISTOPHER-ESBER-backstage-fashion-week-Flaunter-Tim-daRin

 

10 PIECES

MBFWA18-10-PIECES-backstage-fashion-week-Flaunter-Tim-daRin

 

AKIRA

MBFWA18-AKIRA-backstage-fashion-week-Flaunter-Tim-daRin

MBFWA18-AKIRA-backstage-fashion-week-Flaunter-Tim-daRin

 

CAMILLA

MBFWA18-Camilla-backstage-fashion-week-Flaunter-Tim-daRin

MBFWA18-Camilla-backstage-fashion-week-Flaunter-Tim-daRin

MBFWA18-Camilla-backstage-fashion-week-Flaunter-Tim-daRin

 

//

 

All images shot exclusively for Flaunter//@flauntermedia_ by Tim da-Rin//@timdarin.

If you are journalist, stylist, blogger or influencer and would like access to our hi-res images from backstage at MBFWA 18 please create your free account here or email us.

Cass Anderson on her career as a stylist & designer plus her best [sneaky] styling tips for creating THE shot

<h1>Cass Anderson on her career as a stylist & designer plus her best [sneaky] styling tips for creating THE shot</h1>

Fashion stylist and creative director Cassie Anderson is known for her fashion-forward aesthetic. Not only does she work with some of Australia’s biggest celebrities and brands, she’s also recently launched her very own accessories label, BalincourtToday, we catch up with Cass to find out how she juggles her career and fledgeling brand plus we get her top tips for creating THE perfect shot.

 

HI CASS! CAN YOU TELL US A LITTLE ABOUT YOURSELF AND HOW YOU GOT STARTED IN THE INDUSTRY?  

I grew up in Tasmania and left for London when I was 20 to chase my travelling and fashion dreams! I took a fashion styling course in London at Central Saint Martins, then followed that up with a fashion business course in Sydney at FBI Fashion College. This opened me up to some really valuable work experience opportunities. I then took a position at Cue and worked my way up through PR and business roles, to become Head of Online Styling and Accessory Developer. Now I call Byron Bay home, style as a freelancer and run my online bag business Balincourt.

CAN YOU DESCRIBE YOUR TYPICAL DAY FOR US – IF THAT EVEN EXISTS!

Yes, there isn’t really a typical day! I don’t generally have a set Mon- Fri working week as I may get booked for a styling job that’s on a Saturday or have something on a Tuesday that needs the full weekend to prep for. Call times for shoots differ too. Sometimes it’s a pre-dawn start, next week I’m doing fittings with an influencer starting at 8pm. I just slot in days off when I can.

I usually get through any ‘full attention span’ tasks in the mornings! Like signing off production/design/graphics/images for my bags, looking at updates or improvements for my website and store to run smoothly, writing copy or a blog post, emailing brands or PR agencies to co-ordinate loaning samples for a shoot. Then in the afternoons, I try to focus on creative things like artwork, putting together looks, looking at references for styling or what’s happening in the international fashion world that is relevant.

BALINCOURT--CassAnderson-Stylist

The Balincourt Prima Rosa Bucket Bag

CONGRATS ON THE LAUNCH OF YOUR OWN BRAND BALINCOURT! WHAT INSPIRED YOU TO CREATE AN ACCESSORIES LABEL AND HOW HAS THE JOURNEY BEEN SO FAR?

Thank you! It has literally been up and open for about 5 weeks so it’s still very new! I have wanted to create my own accessories for a while now. After developing the accessories for Cue Clothing Co for 8 years I felt like I could use that invaluable experience to try and create something of my own.

I wanted to create accessories for the right reasons – quality, sustainability and positive change became the core of the Balincourt brand.

I wanted to make them limited edition and be produced by skilled people with the highest quality materials. The local fashion community in Byron has been a big inspiration, there is such a commitment to creating beautiful fashion in line with responsible and sustainable business practices and I draw from that.

The journey so far has been one pretty big learning curve, particularly for the marketing side of things. Previously at Cue I would bring a range through, it goes out to stores and the girls on the shop floor sell it – now it’s a constant hustle on my own, from every aspect, to make sure I can get it seen at all!

WHAT WOULD YOU SAY IS THE MOST CHALLENGING PART OF RUNNING YOUR BUSINESS/S?

Being in a one-woman business can sometimes be quite lonely. It’s so important to network within your community, the business community and fashion industry. Never switching off can be pretty challenging and exhausting. I find myself waking up and thinking about the smallest details at 3am in the morning! It’s hard to stop thinking about your business at the end of the working day. I am determined to learn how to switch off though, I think you need to, for your own and your loved one’s sanity!

YOU RECENTLY STYLED AND SHOT CONTENT FOR ONE OF OUR LOVELY FLAUNTER BRANDS – STITCH & HIDE – WHAT ADVICE CAN YOU GIVE TO OUR READERS WHEN THINKING ABOUT THEIR OWN CONTENT CREATION?

I absolutely loved being behind the camera for this one, as well as doing the styling. The team at Stitch & Hide are so great to work with, they really let me go for it. When creating a flat-lay or still life set up, I try to think about making a realistic snapshot of someone’s life, not just a pretty picture. Who is this girl? What is she actually doing in this shot? Is she getting ready to go out at night? I might include a clutch bag with a lipstick, a credit card, some jewellery. Is she lounging in bed on a Sunday morning shopping online? I might then put everything on some soft linen, maybe with a laptop, magazine, coffee cup. This way I think the viewer can really imagine themselves in that situation and it becomes more real.

Cass-Anderson-Stylist

Cass Anderson at work

WHAT ARE 3 FASHION ITEMS OR TRICKS THAT NEVER LET YOU DOWN?

On a shoot, I like to call it ‘fudging’ something. I would never be without a bulldog clip or 4! They are so handy for making a garment fit in all the right places on a model, I’ve also used them to pull in boots that gape at the ankle and allowing a necklace to sit at just the right length.

A must-have fashion item for me is a wide leg jumpsuit. The right cut can look very chic while at the same time so practical as I need to be up and down all-day dressing models and there is always plenty of pocket space for my bulldog clips and pins!

Last little trick – when shooting garments on ghost mannequin, to make the hem of say a dress or pant sit out nice and evenly, I tape fishing line just under the hem and then hold the fishing line out of shot at just the right angle. This gives a nice lift and shape and then the fishing line is easy to remove in post-production.

WHO DO YOU TURN TO FOR STYLE INSPIRATION? ANY FAVE INSTAGRAM ACCOUNTS THAT WE NEED TO FOLLOW?!

I’m really into the bright colours and quirky styling @delpozo at the moment.

I love looking at what Viktoria Rader of @vikyandthekid does with her styling. She has a sense of polish but makes it look a little off-beat.

Lauren Santo Domingo @thelsd is the founder of Moda Operandi and you can count on her for some super stylish interiors and fashion posts.

AND ONE FOR US! AS A REGULAR FLAUNTER USER, HOW DOES THE PLATFORM HELP YOU DO YOUR JOB?

Flaunter can really streamline the whole ‘call-out’ process. If I need product or images, then I can put up what I am working on and brands respond with anything they have that is relevant. This gives me the time to organize other things while the responses come in. It’s also allowed me to make contacts with brands that I haven’t seen before or haven’t had the chance to be introduced to. You get a really great array of product to look at.

 

//

 

Find an follow Cass on her website Cass Anderson Style or Instagram @cassanderson_style. Make sure you check out Cass’ gorgeous new collection here @balincourt_

What you need to know about taking your PR in-house

<h1>What you need to know about taking your PR in-house</h1>

Make productivity your word of the day and learn how to build a PR team that runs smoothly, effectively and covers all bases!

Take a peek into any PR agency and you’ll see a well-oiled machine. In between the racks of samples and boxes of goodies there’s a team of experienced professionals, where every individual knows their role and gets. things. done.

As anyone who’s opted for in-house PR can tell you, getting your team to the same levels of efficiency and productivity as an agency can take some time and effort. Establishing a team from scratch means everyone’s entering the unknown and it’s only normal that everything will take some time to get settled.

Whether you’ve already gone in-house or are thinking of making the switch, we’ve done the hard work for you. This guide brings together all the very best tips and tricks of trade, covering what your in-house team should be doing, how to get them to do it and the top ways to keep your team ahead of the rest!

JOBS THAT NEED TO BE DONE

Before we delve into the specifics of PR jobs, it’s important to keep in mind that every team is different. Smaller businesses may only have one or two people, while bigger companies can afford a whole team. More hands on deck means your PR strategy and day-to-day plan will be a little different to a small scale group. Be realistic about what you can achieve and what you should expect from your team.

With this in mind, here’s our round-up of the jobs your team should be doing:

MEDIA RELATIONS – The bread and butter of many a PR agent, this refers to all the pitches and releases, to keeping editors sweet and building a contact list your competitors would kill for!

BLOG – Blogs are the hands-down best way to keep your content cycles up. You’ll give readers new content, keep hitting SEO targets and maintain an appearance of news (even if you have none!). Having a killer blog can also lead to media coverage and position you as an expert in your field.

BRAND MENTIONS – As with any agency, you want your in-house team to get your name circling and grow your presence. Whether you’re working the media or sending samples out to influencers, keeping your name in the papers is the key to success.

SOCIAL MEDIA – If you don’t have a dedicated social media team keeping your channels fresh and your followers growing, get your PR team onto the task. They’ll be more than up to the job and can bring some new insights into the complex matrix of social media.

CRISIS MANAGEMENT – Hopefully this one isn’t a permanent position… but when things go belly up, your PR team should be on hand to batten the hatches and turn storm clouds into blue skies. If you have a smaller team you might want to consider outsourcing to an agency for particularly tricky situations.

REPORTING/MEASUREMENT – PR isn’t all fun and games and measuring and reporting are essential ingredients to keeping your team focused and result-driven. Ask for weekly reports so you’re across mentions, engagement and brand growth.

HOW TO ALLOCATE TASKS

in-house-PR-girl-library

Knowing what should be done and actually getting people to do it are two entirely different things. As Blair Waldorf shows us, assigning and monitoring tasks can be a tricky business. You need to manage the workload while keeping your staff’s abilities, experience and wellbeing in mind. Tip the scales too far and you might find yourself with a Nelly Yuki situation on your hands! Here’s the top things to keep in mind:

PRIORITISE – Work should always be allocated in order of importance. The nature of PR means that deadlines are endless and random jobs are forever cropping up. It’s easy to get bogged down and lose track of the important things. Keep your team focused and working cohesively by being clear about what’s important and what should be completed first.

SKILLS – Better results will generally come from people who know what they’re doing. If one team member knows PR reporting inside out, you might find that they struggle with organising a media event. However, changing things up helps your team to learn and also allows new perspectives and fresh ideas to get thrown into the mix. Part of building your PR team is knowing when to stick to the status quo and when to take a gamble.

AVAILABILITY – This one goes without saying… don’t overload one person with all the work. They might be the best in the business but you’ll find better results come when people don’t feel like they’re climbing Everest.

PASSION – If a person expresses interest in a particular project or campaign, it could be a good idea to exploit this. People will always perform better at tasks they’re interested in, bringing new ideas and a strong commitment from start to finish.

STAYING ON TOP OF IT ALL

in-house-pr-stayontop

Now you’ve got your team working to their full potential, you need to keep it that way. Francis Thomas (Head of Corporate Affairs for London Midland) tells us that:

“… human beings keep inventing new ways to communicate, but we don’t drop the old ones. Video did not kill off the radio star… We’ve got video, we’ve got the internet, we’ve got social media. We keep adding and adding to the number of channels.”

And he’s right. The advent of social media doesn’t mean we’ve forgotten about magazines and newspapers, nor does the rise of influencers render celebrities and journalists redundant. What it does mean is that our horizons are perpetually expanding, and our skills and teams need to expand with it. Keep this process simple by fostering a learning environment. Stay on the lookout for new resources, conferences and workshops and listen to fresh ideas your staff may float by you. It’s also a good idea to encourage inter-department corporation so your team can pick up transferable skills and advise other members of your business. Finally, try to keep turnover to a minimum to encourage a stable work environment.

You can also check out this guide on modernising your PR workflow.

 

//

 

Want to save your in-house team time and drive results simultaneously? Find out how with Flaunter!

Images: Team, Karen Inderbitzen-Waller and Delphine Avril Planqueel (banner); how to allocate tasks, Olympia Le-Tan; how to stay on top of it all, unknown via pinterest 

K-Beauty: Lauren Lee from STYLE STORY shares her business journey & her top Korean skincare brands

<h1>K-Beauty: Lauren Lee from STYLE STORY shares her business journey & her top Korean skincare brands</h1>

Unless you’ve been hiding in a wifi-free cave for the past decade, you’d be well aware of the K-Beauty craze that has swept the globe – with no sign of slowing down. Korean beauty brands are celebrated for their innovative products, beautiful and oftentimes quirky packaging and unusual but effective ingredients, but in Australian and New Zealand, getting your hands on these cult brands used to be a major struggle. That was of course until STYLE STORY launched in 2014 and changed our beauty cabinets forever.

Based in Brisbane and with a full-time team in Korea, STYLE STORY showcases the best and most innovative K-beauty products to Australians. As the authorised distributor of the best names in Korean beauty like Benton, Elizavecca, Missha, April Skin, Lindsay and Tosowoong, STYLE STORY is also an incubator for emerging brands including Beauty of Joseon, Soroci, iUNIK, Polatam, Thank You Farmer, PACKage and many more.

Here we share our recent interview with Lauren Lee, founder of STYLE STORY, to learn more about her business journey and why K-Beauty is a skincare game-changer.


WHAT INSPIRED YOU TO LAUNCH STYLE STORY? WHAT WAS THAT JOURNEY LIKE?

I first discovered Korean beauty products while studying on exchange at university in South Korea in 2011. I was drawn in by the innovative packaging, as well as how different Korean beauty products were to anything I’d tried before. Not only were the ingredients and formulas beautiful and really unique, the quality was comparable to products five times as expensive back home.  I started bringing Korean skincare and makeup back to Australia for friends and family as gifts, but before I knew it I was filling “orders” for people all over Brisbane who had fallen in love with them and wanted more.

After graduation, I started working as a corporate lawyer at top tier firm Herbert Smith Freehills. I kept filling orders for people in my spare time, more as a hobby. I got to know their skin type and concerns and I’d research the best Korean products to ‘match’ them with. I didn’t charge any money for it as I was just having fun.

It was a colleague who originally suggested I start a “side hustle” selling the products for profit. I never had entrepreneurial ambitions and didn’t know a thing about running a business, so I laughed her off. It wasn’t until a year later, with the products basically selling themselves, that I finally took her advice and set up STYLE STORY.

Once we got online, the business exploded. I am now based in Seoul, Korea and our warehouse is in Brisbane. We have a team across Korea and Australia, and I regularly fly back and forth.

style-story-korean-beauty

WHAT DOES YOUR TYPICAL DAY LOOK LIKE?

I like to keep Australian hours so I get up early every morning to check our social media channels and touch base with the team in Brisbane. They give me an update on stock, deliveries, tasks for the day and any customer feedback or issues that have emerged. Once we’ve confirmed our daily check-lists we hit the ground running.

A large part of my job is communicating with our suppliers in Korea and organising everything on the ground in Seoul ready for export. There’s a lot of work behind the scenes that goes into importing products, especially cosmetics, into Australia. I also take the lead with researching new products, connecting with brands and reporting on the latest trends in Korea.

WHAT WOULD YOU SAY IS THE MOST CHALLENGING PART OF RUNNING YOUR BUSINESS?

I realised early on that to be able to research our products properly and communicate with our suppliers in Korea I would need Korean language skills. I ended up learning Korean and although it has been a massive challenge, it has definitely given us a competitive advantage. It would have been hard for us to have grown our relationships with suppliers without being able to do business in Korean.

CAN YOU TELL US ABOUT K-BEAUTY? WHAT MAKES IT SPECIAL AND WHY SHOULD AUSTRALIAN AND NEW ZEALAND CONSUMERS GET ON BOARD?

K-Beauty has become a global phenomenon and I think its success lies in several key differences to traditional western skincare. Although the “10 Step Korean Beauty Routine” has been widely reported – more than a set of steps, K-Beauty really encompasses an entire philosophy on nurturing the skin. It’s a skin first, makeup second approach. Rather than concealing and covering flaws, Korean beauty focuses on treating the root cause of any problems. Rather than stripping away old skin to reveal new skin, the focus is on boosting hydration and reinforcing the skin’s barrier. It’s all about light layers of skincare that treat various issues.

With an estimated 13,000 skincare companies in Korea right now, the competition is fierce and everyone is vying to create the latest and best products. I think everything from the ingredients, formulas, approach and purpose sets Korean skincare apart, not to mention the price. It’s a really exciting market and as more Aussies and Kiwis are experimenting with different types of skincare I think they’ll fall in love with these products like the rest of the world has.  

Soroci-Skincare-Korean-Beauty

THIS WILL BE HARD BECAUSE YOU STOCK SO MANY FANTASTIC BRANDS, BUT WHICH BRAND OR PRODUCT WOULD YOU RECOMMEND TO ANYONE WHO ASKS?

Haha – It’s a bit like asking a mother to pick her favourite child!

A brand I’m really excited about at the moment is one of our natural beauty curations, Soroci [pictured above]. Everything from the formulations to the packaging is just perfection. The collection is a great fit for sensitive skin and comes in hygienic pump bottles that are ideal for travelling.  

WHO IS YOUR FAVOURITE BEAUTY BLOGGER OR WEBSITE?

I love the talented Korean makeup artist PONY. She does incredible transformations and can even make herself look like Kylie Jenner and Taylor Swift!

WHAT 3 BEAUTY PRODUCTS WOULD YOU TAKE TO A DESERT ISLAND?

I’d take my:

  1. Tosoowoong Enzyme Powder Wash – it’s a cleanser that comes in powder form and can double as an exfoliator to get rid of any dirt;
  2. Scinic Honey All-in-One Ampoule – it’s a Toner – Lotion – Essence – Moisturiser in one. It cuts down on so many skincare steps and is massive so it won’t run out;
  3. I’d also pack my Benton Snail Bee Essence High Content Mask – I might as well chill out with a nice face mask while I’m waiting to be rescued(!) Plus, it’s great for getting rid of redness and calming the skin.

Korean-Beauty-Favourites

WHAT HAS BEEN YOUR BIGGEST ‘WIN’ SINCE LAUNCHING?

So far we’ve tripled our sales every year but the biggest win for me personally has been turning what was a hobby and passion into my dream job!

WHAT ARE THE NEXT BIG THINGS ON THE HORIZON FOR STYLE STORY?

In addition to expanding our team, we’re also expanding our product range and services.

Due to the growth of the K-Beauty industry globally we’ve identified a real market need for a professional K Beauty Consultancy, which we have established. Our team has a diverse background in venture capital, health, business management and law, meaning we’re perfectly placed to help manufacturers, retailers and industry with their K-Beauty needs.  We have already begun advising several K-Beauty brands on their Australian market entry strategy.

I’m also working on several other projects on the ground in Korea that we’re hoping to launch over the next few years.  

AND ONE FOR US! WHY DID YOU NEED FLAUNTER? WHAT DID YOU USE BEFORE?

For a brand like STYLE STORY that is constantly curating new products, a resource like Flaunter is fantastic. We and our brands have so many photos of all our products but they are often under-utilised. Having a central resource that is easily accessible when media request them is invaluable.

Prior to Flaunter, we used to send photos to media directly – if the photos weren’t the right fit, they would photograph the products themselves. It was a lot more time-consuming for everyone!


 

…and just like that, I’ve booked my tickets on board the beauty train to Korea! Find an follow STYLE STORY on Facebook or on Instagram @style_story_au. Keep up with Lauren on Instagram @seoul_diary.

Calling all Journos, Bloggers and Stylists: instantly download hi-res images from STYLE STORY here.  Don’t have an account yet? Simply create one for free to start searching and downloading from our library of over 350 stunning brands.

A guide to gift guides – the “holy grail” of product PR

by Flaunter
<h1>A guide to gift guides – the “holy grail” of product PR</h1>

Holiday gift guides are the holy grail of product PR. When else do your lovely products get showcased to people hungrily searching for things to buy when they are also effectively promoted by the site or magazine itself? It’s rare, powerful and something you’ll definitely want to achieve.

However – it’s challenging to get your products into a gift guide because everyone else wants their products in there too so journalists have a wealth of options. But here are three steps to give your products the best shot to make it into the guides you want to be featured in.

SMART PITCHING IS ABOUT KNOWING WHO AND WHEN

You need to be very targeted with gift guide pitching to maximise your chances. A good way to get started is to make a list of every possible site or magazine you would like to be featured in, and then check which of those have gift guides.

Next to each listed publication, identify which of your products will most appeal. It’s a good idea to pitch a handful of optionsWe recommend choosing one hero product to lead with, but also offering details and images on three to five more just in case. Getting hold of previous gift guides will equip you with good insight into what they’re really after.

Once you’ve got your target publications and probable products, think carefully about what kind of lead time they need. If it’s a print publication, especially a higher end women’s or interior magazine, it may be as much as three months in advance.

The big gift guide is of course Christmas, but thinking more broadly will reveal a range of other options. Many online sites also run gift guides for events such as mothers and fathers days, Easter, Halloween, and even seasonal changes.

Once you know what and when to pitch, it’s time to work out who to pitch. Gift guides won’t necessarily have bylines on them, so it can be hard to know who to send your carefully prepared email to. If there is a byline, obviously you pitch them. If not, find the closest section or topic editor to your product or the event as possible.

If you’ve been covered by the target publication in the past, you can also email the journalist or editor you liaised with then. A friendly email asking if they or a colleague are working on the gift guide and here are some options can easily be forwarded on if you have an outstanding product and a bit of rapport to work with.

Gift-guide-target-media

BE SPECIFIC AS POSSIBLE IN YOUR PITCH & GET IN EARLY

When suggesting your gift for the guide, keep your email as brief (yet personable) as possible. Name the publication, the section, and the gift guide you’re targeting specifically.

If you can reference a recent article or social media post by the journalist that is related to your product, it can help to build a connection. For example, your first lines in the pitch could be something like:

“Hi Sophie, loved your Insta post about your Sunday evening relaxation rituals/article and how taking time for yourself is important no matter how busy you are. It reminded me that you might be interested in our product [insert your lovely product’s name here] for your winter gift guide.”

We recommend sending your gift guides pitches a little earlier than a standard pitch. This means your product is top of mind and can be included into the page from the outset as the journalist or editor begins to create their collection in their mind before they sit down to prepare the actual guide. This also gives you the opportunity to follow up a week or two after the first pitch and have ample time to confirm its inclusion.

Samples can be a very powerful shortcut or deal closer for gift guides. If the journalist or editor has experience with your product, they’re much more likely to include it. Not everything can be sent as a sample, but think about if there are ways to directly connect and impress the journalist to your product or company.

Marie Claire Gift Guide Flaunter

IMAGES ARE MAKE OR BREAK

This can surprise a lot of business owners, because we so often think of journalism as a written exercise. But gift guides are primarily visual works. It’s very normal for a product to be included because it is a good colour or shape to run alongside the products that have already been selected (or in colours that complement the ad running on the other page in a magazine).

To give your products the best possible chance at making it on the page, you’ll need to offer high-resolution images at least 300 PPI (pixels per inch) that both show the product in an attractive context and deep-etched. The best way to send your hi-res images is of course via a trackable Flaunter link! Editors love being able to browse a selection of images and download them on demand with all the necessary details attached PLUS you’ll be able to see if they actually downloaded what you sent them 😉

Gift guides are usually comprised of deep-etched images, but occasionally the image of the product in an attractive context will be used, especially by online sites or by social media. The in-context image also helps you convince the journalist or editor or influencer about how lovely your product is (and therefore must be included).

 


GIFT GUIDE 101

1. Be super targeted with gift guide pitching. Get started by making a list of every site or magazine you would like to be featured in, and then check which of those have gift guides.

2. Study previous gift guides to get ideas about what type of products, price points and themes are likely to be planned for this year. Remember that if you miss the print publishing deadlines then you can pitch out to online publications instead.

3. Identify which of your products will be most appealing and then pitch a handful of options. Choose one hero product to lead with, but also offer details and images on three to five more just in case. Remember – this is not the time to send everything you’ve got!

4. Create a story that connects your product to the holiday/event you’re targeting.

5. Consider doing something special – limited edition holiday collection, bundled products, publication specific discount, gift with purchase or a charitable/cause element.

6. Be patient with your media contact – assembling Gift Guides takes time. When you do send follow-up emails, try to include something new such as a fresh image or angle.

7. It’s not just about the product. Ensure that your website and social media are up to date and that you have enough stock to meet demand after the Gift Guide is published.

8. Think outside the box and suggest a gift guide theme (an editor will love you for it!). We love “Gifts for your sassy single sister” and “What to get your boss without looking like a suckup.”

9. Images are key – offer hi-res images that are at least 300 dpi that show the product in an attractive context and also deep-etched. The best way to send your hi-res images is of course via a trackable Flaunter link!

10. Oftentimes media will jump on to Flaunter to browse the content library and start collecting images for their gift guides – make sure you put your brand where the media are looking!

 

//

 

Images: Gift Guide by Louisa Parry; Kelly Sikkema via unsplash, Marie Claire Gift Guide Dec 2017

3 ways to visually curate your brand to stand out

<h1>3 ways to visually curate your brand to stand out</h1>

Bored with that same old image? Visual curation can breathe new life into your brand and set you apart from the crowd. If you’re looking for somewhere to begin, have a read of our ultimate guide to creating your own unique brand personality through visual communication.

Insta-Success: Be socially savvy.

We’ve all had that moment of joy during a casual magazine-flick when we’ve discovered a particularly dreamy spread. It’s something about how the images come together, how all those pieces in their individual simplicity meld into a cohesive picture.

The same concept has become part of brand marketing today. Elegantly curating your social channels will not only increase your fan base, but it also increases the creative opportunity. For example- specific collaborations are made possible with creatives such as artists or photographers who may design content for you. This may open up new doors into other industry areas and enhance your overall look.

Think: a milieu of beachy blue undertones in a colour scheme for a swimwear Instagram account.

Stressed about keeping it in sync? There are so many apps to help you out but we recommend you check out Plann and Unum. These clever tools allow you to visually curate, schedule and analyse so you can achieve the perfect insta aesthetic.

Out of the Ordinary: Don’t be a copycat…

Curating a brand means making something unique out of who you are. Stand tall against your competition rather than blending into that background of similarity. In this game, the winners are doing something bold and different. Think of creative ways to market your product that will get people talking (and by talking we mean liking, commenting, sharing and posting of course!).

Creativity in your packaging and tagging is a great place to start. Give customers something from your brand that is psychologically appealing and tangible. Cute labels that double as the product tag and a totally wearable item can turn your identification into a trend. Jewellery designer Samantha Wills uses this very concept by offering beautiful handcrafted wooden boxes with every piece.

Going that little extra is not only great DIY PR but it can be excellent value for money in terms of keeping your brand front of mind with your customer base.

Don’t Go OTT: Simplicity is key.

Consumers have been bombarded for decades with masses of ‘buy, buy, buy’ marketing (and they’re sick of it!). The mantra of ‘excess’ is used so loudly in retailing today and is far more likely to send your clients running…in the opposite direction…

Consider long-term planning much like how you would with your content, making sure your whole team is unified around who you are. This means painting your own philosophy and sticking to it no matter what creative direction you take. This way you can still have that individual voice whilst presenting in the right fashion. Don’t overdo it and don’t be a pushy salesman. It’s great to give your identity a refresh every now and again, just be sure to steer clear from all the chopping and changing – which could warrant a messy image!

Feedback is a good strategy here, helping keep on track of customer response and pinpointing the exact areas that may or may not be working. Remember: brand individuality should be encouraged, just be sure all decisions are also business favourable!

//

Image: Sarah Illenberger for German watch manufacturer Nomos/ Glashütte – photography by Ragnar Schmuck

Editor note: This article was originally published in September 2016 and republished in April 2018 with updated content.