No new clothes: a story about branding and freedom

Branding and freedom aren’t two words you usually see together in a sentence. Let me tell you a story …

I used to go to job interviews in a suit. A nondescript black or navy trouser suit that was ill-fitting in so many ways. Firstly, the anatomy I’m blessed with makes finding a flattering off-the-shelf trouser suit quite difficult. Vanity aside, there I was, a young excited professional creative, going to find a job in my field, looking like an accountant!

Somewhere along the journey into adulthood, I had picked up this idea that this is how things were done. Serious situations like job interviews called for “serious” attire and, we all know that means a suit. Despite the fact that people who already worked at these places never/rarely wore suits. Despite the fact that I was largely being judged on my creativity and, we all know how your visual presentation has the power to influence decisions. My choice of clothing just didn’t make sense.

Presentation is everything

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Stand out from the crowd

Stand-Out-From-The-Crowd-Workshops-2There is such huge pressure for new beginnings in January. Reflecting on the month I've had, it's been more about recalibration, in preparation for new things.

Rather than be frustrated, I'm reminding myself that, ultimately, we can start whenever we like!

For those who are working on starting (or restarting/refreshing/revamping) a business, I'm running a 3-part workshop in London, in collaboration with business coach, Danielle Anderson of Step and Stone. It's titled, 'Stand out from the crowd.'

The sessions will cover: identifying and crafting your unique voice; building an online presence that is in alignment with this and; leveraging the power of social media, with confidence. We want you to be able to market your business in a way that's authentic to you, effective and fun!

You can take one or all three sessions for a comprehensive foundation. Find out more details here.

I'd love for you to join us!

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Beyond Making: Non-Creative Business Priorities, for Creative Professionals



I wanted to be a creative professional because I like to come up with ideas and to make things. I wanted to be an entrepreneur because I wanted more freedom over my ideamongering (yes, I made that up) and my making. The hard truth of the matter is that, running a creative business is still running a business. As much as I would love to spend all my time developing concepts, drawing and designing, in reality that has often only taken up half, if that, of my work time. 

I’m not complaining because my situation does indeed enable me to live life (a little more) on my own terms. With the wisdom of experience, I continuously make adjustments to free up more time and space to create. It’s about finding a balance. A team and a business partner can certainly help with that but in the beginning, that may not be an option.

Before you embark on your entrepreneurial journey, it’s good to know what will be in store – to appreciate the various hats you may have to wear by your lonesome. Here are ones that I can think of:

Legal matters
Registering your company or setting yourself up as a sole trader. If you have employees, you will need contracts. You will also need to think of creating company policies and ensuring that they’re in line with statutory requirements.

Perhaps the most important because, at the end of the day, if you’re a business, you need to make profit. Knowing your numbers is key, i.e. having targets and planning your activities in order to meet them. Getting paid is the main step and this involves invoicing and the thing we all hate – chasing payments. Then there’s making payments to others: suppliers; payroll for employees and; the government (corporate tax, National Insurance/Social Security contributions, VAT etc.). You need to have systems to keep track of all of this.

This involves researching and identifying appropriate suppliers and then liaising/collaborating with them. For some businesses, this will be more involved than for others. If you’re providing a service, as opposed to creating products, this may be less demanding. 

For example, when providing graphic design services, the only procurement I really have to do is printing and oftentimes, even this isn’t necessary (e.g. on logo design projects). I did have some one-off procurement to do at the start of my business though – a computer and software – and every now and again, I need to stock up on stationery.

However, if I was, for example, a fashion designer, I would need to think about: where I’m sourcing my material; how my prototypes are getting made; production of orders; packaging for deliveries and/or purchases in-store etc.

Sales is often considered a dirty word yet, we all engage in it on some level. Even as an employee, you had to sell yourself well to secure that position and, it’s likely that you have to continue to sell yourself well to ‘move up’ or, in this day and age, to keep it! I think we need to reimagine the idea of sales. Some people have things that other people want – things that add value to their lives in some way. Sales is simply a way of identifying the people who need what you’re offering and enabling them to get it.

Whether you’re selling your goods yourself or being stocked by others, you will need to approach people, interest them, take orders and fulfil them. This will involve customer service; shipping and handling and; managing your inventory.

New business 
New business is a similar concept to sales and arguably, it’s what comes before the sale. It’s about identifying opportunities for your business by engaging and networking with people and, building and nurturing those relationships. In my line of work, it’s very common to have conversations with a prospect and then wait 6 months to a year before they’re ready to actually commission any work. A lot of people don’t have that kind of patience or, get demoralised when it seems like their efforts have been in vain. If I can sum up entrepreneurship at this moment, I may have to go with: ‘faith and persistence'.

I saved this for last because it’s the area I enjoy the most, second to making things. There are some blurred lines between sales, new business and marketing so I’ll define what it means to me in essence: getting the word out about what you’ve got to offer (i.e. doing your work justice!).

You will have some initial collateral to create, for example: website; business cards and other stationery; signage and banners; core promotional materials (flyers, brochures, catalogs etc.). 

You will also have to consider some ongoing activity. This could be online: llist-building; email marketing; content marketing; blogging; social media; ad campaigns etc. Not forgetting the power of offline channels such as print materials; live events; advertising in print or on air. 

Then there’s PR: creating press releases; media relations; blogger outreach etc.

Ideally, you will create a strategy and plan for all of these things. 

Worth the juggle?
Phew! Tired yet? If it’s any consolation, it is possible to do all these things. If the reason why you’re setting out on this journey is big enough, you will develop the time management and focus skills necessary to master this. If you do a valuation of your time, you will also realise the benefit of outsourcing things that are beyond your core skill/competence and that includes non-work-related tasks like cleaning the house.

At the end of the day, you might decide that you just want to create for the sake of it. That you want your craft to be a hobby that’s not influenced by customer demand and the other pressures of trying to make a profit. For many, that’s the choice they have to make to keep their creative passion alive. However, there are many who are running thriving businesses as they push their creative muscles and satisfy their desires to add more beauty, intrigue and examination into the world.

PS We made a tool a few years back – Anza – a checklist for start-ups and entrepreneurs. It outlines all the things you will need to think about when setting up your business. You can download it for free (currently available for Android only).

Illustration by Lulu Kitololo



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Afri-love on Instagram (and Why I’m Loving the Network)


So I bit the bullet and decided to try out this Instagram thing, despite just not getting it for years. It's been a couple of weeks now and I'm really enjoying it! Pinterest will always be my first love – it's such a useful tool for my design work and creative projects but, I've found space in my life for Instagram too. Here's what I like about it:

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Asilia’s January Sale



I love running my own business and I'm always so excited to see other people taking the leap! That's what this blog is about – celebrating entrepreneurs (particularly ones in the creative industry). 

The company I co-own, Asilia, is all about harnessing the power of design and digital technology to help pioneers take their brands and businesses to the next level. 

To that end, as a welcome to what's going to be an amazing year (if you decide so) and, in an effort to kick things off with a bang, Asilia is offering 8 exciting packages for ambitious, passionate people, just like you!

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Don’t Hire Somebody to Create Your Website – Do it Yourself in Minutes


Getting a website is pointless …

We can all agree that, if you've got something to share with others – be it a product, service, idea or philosophy – you need to make it accessible to your audience. 


… Unless your audience lives more than 2 miles away.

I think the majority of us can also agree that, in this day and age, having some kind of online presence is a no-brainer. Especially if your product, service, idea or philosophy is one that can add value for people who may be hundreds or even thousands of miles away from where you are.

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Politics and the Power of Design


While in Nairobi earlier this month, my brother and I were discussing the plethora of campaign posters covering pretty much every available surface in the city. 

This March, for the first time, Kenyans will be voting for 6 different seats – President, Governor, Senator, MP, County Representative and Women's Representative. The presidential candidates are well-known but the feeling I got from most people I spoke to is that, they don't know the people running for some of these other offices, let alone what they are proposing to do for us.

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