In 2016, I became an accidental founder. Driven by a deep frustration with how diversity was often discussed in binary terms, focusing solely on gender, I started Other Box to address the conversation in a way that was more intersectional and reflective of people like me – a South Asian woman of colour from a working-class background. I wasn't planning to build a business, but I felt compelled to create a space where the voices of marginalised communities could be heard and valued.

Native advertising is not just for established giants; it’s a powerful tool for startups looking to make a significant impact. Originating from a 1910 Cadillac advertorial in The Saturday Evening Post, native advertising has grown into a sophisticated strategy used by top brands like Michelin, Mercedes, Land Rover, Nestlé and Red Bull.

An effective USP is essential for businesses to differentiate themselves from competitors while attracting potential customers and investors. However, determining what makes your startup stand out can be challenging, especially in a crowded marketplace. Nevertheless, a few key strategies can help you create a USP that captures your business perfectly.

With so many ways to reach audiences through digital marketing channels, whether it be pay-per-click advertising, social media, or search engine optimisation, it can be difficult for businesses to gauge precisely how effective their various marketing efforts actually are.

In the competitive world of startups, conveying a clear and compelling message is crucial for success. Yet, many startups stumble over common pitfalls that can dilute their message and hinder their growth.

Modern marketing entails numerous expenses, even for bootstrapped startups requiring tools and services for tasks beyond their immediate capabilities.

Marketing to consumers during major sporting events can be challenging. Not only is the competition between official sponsors, but a sizable portion of large businesses are tapping into opportunities around them too.

Social media is one of the leading ways that small businesses can generate customers and sales. In fact, recent research revealed that over a quarter (28%) of small businesses in the UK now generate more sales from social media than from any other channel, including e-commerce and bricks-and-mortar stores.

Founder accounts are becoming increasingly powerful in how they help propel a brand's success forward. Customers want to know the people behind the business as they make more conscious purchasing decisions, plus they like to learn about products via visual content. In fact, nearly half (44%) of people most like to learn about a new product or service via short video content.

When you think of branding for your business, you might just think of colours and logos, but it actually extends much further than this. Your brand relates to the entire identity of your business, including its personality, its ethos, and its aims.

Nearly 40% of 18-24-year-olds use video platforms like TikTok and YouTube as their primary search engines, according to 2022 data from Google.

Personalisation is the cardinal rule of email marketing, and localisation is its secret weapon. Speaking to customers in their native tongue – even if they understand English – fosters trust and boosts engagement.

Most businesses, no matter their size or sector, face the challenges of standing out from competition and adapting to changing consumer preferences, but many aren’t aware of how central their brand identity is to achieving these goals.

This article discusses 10 misplaced assumptions of using and registering Trade Marks in the UK.

Marketing theory often highlights the inherent disadvantages faced by small brands. Firstly, customers' brains naturally gravitate towards familiar names, equating well-known brands with trustworthiness. Secondly, advertising tends to be more cost effective for brands with wider availability, further reinforcing the dominance of larger players.

When it comes to raising awareness of your brand or product, press coverage stands out as a powerful tool for companies aiming to enhance their visibility and credibility.

 In today's digital age, SMEs are the backbone of our economy, driving innovation and providing essential services across various sectors. However, the rapidly evolving social media landscape poses unique challenges, as well as opportunities, for these businesses.

Everywhere you turn, there's content from ‘brand experts’ arguing the absolute necessity of having a disruptive and unique brand strategy from day zero. But let's take a moment to cut through to what this actually looks like.

New research from Amazon Ads revealed that UK SMBs are experiencing significant benefits from advertising, aiding their expansion both domestically and internationally.

Google’s phasing out of third-party cookies has left marketers scrambling to tap into the power of first-party data to continue reaching and connecting with audiences.