Email Marketing, Brand Documentation and Visual Campaigns

I spent majority of last week doing three things.

Email Marketing
It’s been drummed into my head how important email marketing is as a brand scales. Right now, our mailing list isn’t huge, but it’s still worth setting up properly as a an information channel. The content format for email is unique in that copy needs to be punchier and work well with selected images. We used www.milled.com for research on best practice.

ChatGPT & Brand Documentation
Over the last 1.5 years, I’ve produced a lot of documentation that lives in many corners of our Google Drive. I’d love to tell you I spent the week streamlining and reorganising them. I did not.

The end goal is to bring everything together into what I call our Brand Bible. I collated about 8 directional documents—some required a refresh e.g. Tone of Voice and Brand Personas. Others, like our Moodboard, Product Info, Competitor Analysis, and Brand Values, didn’t needed to exist in alternative formats that allowed for more interaction with the team and other brand elements.

I’m still wrestling with the Content Plan and Campaign. It’s so amorphous—every time I take two steps forward, it shape shifts. Then I have to wrangle it back into something useful by factoring in our resources (team, time, and budget). Constraints are a beautiful thing—they give shape to ideas that would otherwise sprawl endlessly.

Visual Campaign Shots
About 10% of my week went toward reviewing the edits and references from our launch shoot last month. Visual post-production is where my energy usually lags—it’s the part where I’m least equipped (but learning aggressively), so everything has to slow down. We’re now in a strong place, and I’m looking forward to seeing final edits so we can start placing assets on the website, emails etc.

Outside of these, the rest of my week was spent inside the deck—editing, reshaping, and working through feedback from conversations I had. Refinement is such a critical part of the process—but it’s easy to get buried in the details. So I take a step back and ask myself a few critical questions to get back on track.

Next Stop: Vegas
This week, I’ll be in Vegas for COSMOPROF—it’s my first time and I can’t wait. Chat later!