21 Mar

In case you missed the YehBaby Social Club Launch Event

Entrepreneurs, business owners and even a few celebrities attended the official launch of the YB Social Club launch event on Thursday, 21 February 2018. The launch, held at Kikka Boulevard in Paarl, included a talk on personal branding by TV Presenter and media personality Ivor Price, as well as a short description of what the Social Club is and why it is relevant in today’s online world.

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22 May

Twitter ads: Déjà vu all over again

 

Trying to catch up to Facebook in social advertising, Twitter now also targets smaller brands and businesses in South Africa.

Twitter has thus far mostly focused its ad sales efforts on large, corporate accounts. However, its ad sales partner in Africa, Ad:Dynamo, has now appointed a representative to focus on local wineries. They are wooing small and medium-sized businesses onto the platform to use the Twitter advertising options.

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06 May

A BIG voice for small brands

One of the great things about social media is that entrepreneurs and medium businesses can be equally as visible and effective there as the big guys with the big budgets.

In fact, the smaller players often use social media much more effectively because they have more genuine and compelling stories to tell.

YehBaby tells the stories of a number of medium-sized companies and entrepreneurs in South Africa on social media, operating as an outsourced content marketing, community management and social care agency.

Sometimes the depth of audience involvement with our brands move us, and sometimes we are amazed at how far these platforms allow the brands’ messages to travel.

This graphic shows the reach and quantity of interactions we had on behalf our brands during the past month. The quality of the interactions are harder to depict, but doing that will be our challenge for next month!

YehBaby Digital Creatives: A small agency using social media to give a BIG voice to clients

27 Jul

Do you know what sets you apart?

Imagine your brand as a person. What would his hairstyle be? Which type of clothes would she wear and how would she outshine the rest? Would this image fit with what you’re trying to sell? Would you take this person home to meet your mother?Brand blog graphic

The answer to all these questions lays in you brand. The brand is the most important asset a business can own, from a sole proprietor all the way up the scale to a multi-national corporation. The brand is the heart and soul of any product. It is the essence and personality that will set it apart from the competitors that are similar or even identical in function. It can even help you beat competitors who are of superior quality!

Listen to this story:

Peter (one of a set of identical twins) is a regular in the local pub.  Beer in hand he walks up to Susan. He’s had an eye on her for a while now.

He starts talking to her about his job, his car, rugby and everything else that interests him. He regards himself as a very attractive guy. He definitely has everything a man should have.

Even though he has been careful to flatter her, she still avoids eyes contact and keeps her body slightly turned away. He notices this and starts speaking louder, trying to get her full attention. Now she is not only bored, but also embarrassed to be seen in his company.

He excuses himself to go to the loo and she escapes to a different chair. What a relief!

Just then she spots Peter approaching again, but he sees her before she can duck. Oh no!

Only when he starts talking to her she realizes that it’s not Peter at all, but his twin, Mark. Mark is very interested in this beautiful girl and asks her about herself. He gives her honest compliments and talks about what interests her. In no time he gets her to laugh and she also asks him about his likes and dislikes.

It did not take them very long to get married and have five beautiful children.

And Peter? He is still at the pub twice a week and believes that he has everything a guy should have. Except a beautiful girlfriend,that is.

Is your brand acting like Peter or Mark? What do you need to do to get the girl?

If you’re not sure what your brand is, you will never know why people dislike (or like) it. And if you don’t know how to talk to your target market you will not be able to convince them to like your brand.

Here are a few hints for small business owners and managers to give their brand space to develop:

  1. Your brand is distinct from you and your business. Entrepreneurs and small business owners often confuse the two. Be systematic in your analysis of what your brand can mean for your target market. Then decide which aspects of the brand to emphasize to maximize its value as a business asset.
  2. If you don’t pro-actively influence the content of your brand, you’re leaving it entirely up to consumers to shape through their perceptions and uncontrolled brand experiences. The perception of your brand is made up by the total of all your clients’ impressions from all their interactions with you and your product. Everything leaves an impression: from encounters with sales and reception staff to the brand name or the context in which the logo is seen.
  3. Remember your brand is targeted at your clientele and is not for your own consumption. You are not necessarily representative of your target audience. Put your own preferences aside when judging the brand applications and imagery. Get to know the preferences of your target market as well as you can.
  4. Stick to the strategic brand decisions you’ve made. Once you’ve decided on a direction for the brand, follow that unapologetically and without second-guessing. If your plan for the brand is based on solid research and market insights, trust it!
  5. Be consistent and align all the channels, suppliers and stakeholders with your brand plan. If the one hand is unaware of what the other is doing for and with the brand, this can lead to clashing brand experiences. This, in turn, will undermine the integrity perception of the brand and damage consumers’ brand trust.

* An Afrikaans version of this post can be read here.

10 Jul

Weet jy wat jou onderskei?

Dink ’n bietjie aan jou handelsmerk as ’n mens. Hoe sou sy haarstyl lyk? Watter klere sou hy dra en wat sou hy uitstraal? Is dit in die pas met wat jy probeer verkoop?  Hou jy van hierdie ou en sou jy hom aan jou ma wou voorstel?

An original illustration by YehBaby Digital Creatives to illustrate a brand differentiating itself effectively from competitors.

Die antwoord op al hierdie vrae lê in jou handelsmerk (‘brand’). Dis die belangrikste bate wat enige besigheid kan besit – van eenmansaak tot multi-nasionale korporasie. Dis die hart en siel van ’n produk. Dis die essensie en persoonlikheid wat dit onderskei van soortgelykes wat dikwels identies is in funksie en soms selfs beter is van gehalte.

Luister gou hier:

Piet (een van ’n identiese tweeling) kuier al so ’n tydjie in die dorp se kroeg. Bier in die hand stap hy na Sannie, op wie hy al ‘n ruk lank ’n ogie het.

Hy begin met haar gesels, en vertel haar van sy plaas, rugby en alles wat hom interesseer. Hy beskou homself beslis as ’n aantreklike ou. Hel, hy het dan alles wat hy glo ’n man moet hê.

Hy vergeet darem nie om haar te vlei nie, maar sy hou haar rug effens op hom gekeer. Hy sien dit en praat al hoe harder. Nou is sy nie net verveeld nie, maar raak ook skaam om in sy geselskap gesien te word.

Hy verskoon homself om badkamer toe te gaan, en Sannie ontsnap na ’n ander stoel. Die verligting!

Op daardie oomblik stap Piet by die kroeg se deur in. Haar moed sak in haar skoene. Hy het haar klaar gesien, sy kan nie vlug nie.

Eers toe hy met haar begin gesels, besef sy dit is nie Piet nie, maar sy tweelingbroer, Jan. Jan vra haar ’n bietjie uit, hy stel baie belang in die mooi meisie. Hy gee haar eerlike komplimente en gesels oor dit wat haar interesseer. Kort voor lank lag sy en wil sy ook meer weet van sy belangstellings.

Kort daarna is hulle getroud, met 5 kinders – almal ewe oulik.

En Piet? Hy is nog steeds 2 keer ’n week in die kroeg, en het nog steeds alles wat hy glo ’n man moet hê, buiten ’n mooi meisie!

Wenke

Is jy Piet of is jy Jan? Wat moet jy doen om die mooi meisie te kry?

As jy nie weet wie jou handelsmerk is nie, gaan jy nie weet hoekom mense van hom hou nie. En as jy nie weet hoe om te praat met jou teikenmark nie, gaan niks wat jy sê hulle oortuig om van jou te hou nie.

Hier is ’n paar wenke veral vir die eienaars en bestuurders van kleiner ondernemings om hul handelsmerk die ruimte te gee om te ontwikkel as ’n bate vir die onderneming:

  1. Jou handelsmerk staan apart van jou en van die onderneming (dit geld veral vir entrepreneurs en klein besighede). Pluis stelselmatig uit wat die handelsmerk vir jou verbruikersmark kan beteken en besluit dan watter aspekte jy kan beklemtoon om dit ’n sterk handelsbate te maak vir jou onderneming.
  2. As jy nie beheer neem van jou handelsmerkinhoud nie, word dit namens jou gevorm in die persepsies van verbuikers. Die handelsmerkpersepsie van ’n verbruiker is die totale effek van al sy of haar interaksies met jou en jou produkte. Alles maak ’n indruk: van gesprekke met verkoops- of ontvangsmense tot die konteks waarin die naam gehoor of die logo gesien word.
  3. Moenie vergeet jou handelsmerk is gerig op jou verbruiker en nie op jouself nie. Jy verteenwoordig nie noodwendig jou teikengehoor nie – aanvaar dit maar! Sit jou eie voorkeure opsy as jy die handelsmerk en sy uitbeeldings en toepassings beoordeel. Leer ken jou teikenmark se goedkeure so goed as wat jy kan.
  4. Hou by jou handelsmerkbesluite, en moenie skaam wees as jy eers op ’n rigting besluit het vir jou handelsmerk nie. As jou plan vir jou handelsmerk berus op deeglike en markgerigte denke en in lyn is met jou sakeplan, vertrou dit dan!
  5. Wees konsekwent – trek alle betrokkenes, diensverskaffers en kanale in lyn. As die een hand nie weet wat die ander doen nie, kan dit tot botsende handelsmerkindrukke by die verbruiker lei. Dit sal twyfel saai oor die handelsmerk se integriteit.

An English version of this post can be read here.