To launch it, of course! You’ve worked hard to get to this point and had a ton of fun (and many sleepless nights) along away, and now your grand opening’s gonna kill it - that is, if you pull it off right. Because how you introduce your brand (or even rebrand) can make or break how your audience perceives you. The best launches tell a compelling story, generate hype and build trust. Keep scrolling and we’ll give you 5 sexy steps for launching a solid brand with some oomph!

- Devin Pike, Guest Editor 💜

You've got the sneaker-loafer, or "snoafer," the wedge-trainer, and of course, the polarising cloven-toed shoe (which has caused more than one debate within our team). Consumer demand for these hybrid shoes is exploding. Resale platform StockX saw a 350% year-on-year increase in sales of Mary-Jane style sneakers in Q1. The site also sold over 13,000 units of New Balance's 1906L snoafer.

But, as I've come to learn, the Frankenshoe's rise in popularity is not at all random. Researchers say embracing these "ugly" shoes is an intentional way to reject perfectly curated algorithms and AI slop. Now I'm usually a late-adopter on these things. But if wearing cloven-toed shoes is a statement against an AI-filled feed, you just might win me over.

Speaking of AI (when are we not, let's be real), it was (unsurprisingly) all about AI at Google's Marketing Live event. According to Dan Taylor, VP of global ads, the updates are intended to help marketers move from using AI for "automation" to using it for "intelligence." During the event, the company announced it's testing two new ad formats within its AI Mode. The first, Conversational Discovery ads, develops ad creative based on the user's actual search. The other, Highlighted Answers, recommends relevant ads tailored to specific search queries. Google's also launching Ask Advisor, an agent that helps brands set up Google Ad campaigns and understand insights from Google Ads and Google Analytics.

"My brother's daughter is also his niece." "My husband refuses to wear deodorant." "I'm officially a millionaire and have no one to tell." No, these aren't lines overheard at a Real Housewives of Silicon Valley brunch. They're posts on r/GirlDinnerDiaries, an online space where women share what's going on in their lives, accompanied by a photo of a brownie ala mode (or whatever they happen to be eating that day). When I tell you I went down a rabbit hole when I learned a place like this existed. And the best part is that these deeply personal posts are met with equally candid commentary, validation, and support.

Now I love a juicy confession just as much as the next person. But the question is what is actually compelling over 2 million women to bring their secrets to a Reddit thread every week? Clinical psychologist Alexandra Solomon believes it's a desire to have other people "bear witness" to even the mundane parts of our lives. There are plenty of things you might not want to share with your actual friends. But there's something about confessing to internet strangers that feels oddly comforting. Or as Solomon says, “Maybe in a world where things are polarized, intense, high-stakes, and urgent, we are craving spaces that are low-stakes, mundane, and ordinary.” And you know, I definitely feel that right now.

-Charlotte Ellis, Editor ♡

You’ve done the fun stuff: the brand building, your strat is solid, your visuals are fresh, your story, clear. But before you drop that shiny new logo into the ether and hope for the best, let’s talk about something just as important as creating your brand but is rarely mentioned: launching it properly.

Because how you introduce your brand, whether it’s brand-new or just got a facelift better than Joan Rivers circa 2015, can make or break how your audience receives it. Done well, it creates buzz, builds trust, and keeps your existing audience on the ride. Done poorly, it’s just... confusing, or worse, flatlined into irrelevance.

You want to create a compelling story. One that resonates with your audience and positions your brand correctly in the marketplace - but how? Well, here’s a step-by-step guide to doing so with intention.

1. Start with a runway, not a surprise drop.

People don’t like whiplash. If you're changing something major (like your name, look, or offer), let your audience in on the journey. Start teasing things a few weeks out. Show a little behind-the-scenes. Share why the change is happening, what it means, and what your audience can expect.

Even a simple “something new is coming” helps people feel part of the process instead of blindsided by it.

2. Create a transitional brand phase.

"New look, same great taste." You’ve seen this on cereal boxes as a bridge between the old product and the new one. It’s a small but powerful way of reassuring people they’re in the right place, and the heart of the product they love hasn’t changed.

So if you’re rebranding, consider using things like:

Keep some visual cues, colour references or tone of voice consistent so even as you evolve, there’s a sense of continuity. A good rebrand doesn’t erase your past but honours it while pointing forward.

3. Plan a multi-channel rollout.

I’m sorry to say it, but this where a lot of small brands fumble. They launch in one place (say, Instagram), and then leave their website, packaging, and email list behind. Your audience doesn’t live in one place, so why would your rebrand???

At a minimum, align your:

And if you’ve got a brick-and-mortar or service-based business? Make sure in-person touchpoints reflect the change, too. Think signage, business cards, menus, etc. Consistency across channels fosters trust.

4. Build a launch campaign, not just a launch post.

Just because you have a launch date, doesn’t mean it should be limited to one day. Duh.

Think in phases:

Tease: Something’s coming

Announce: It’s here — this is what’s new

Explain: Why it matters, what’s changed, what hasn’t

Engage: Invite feedback, questions, or user-generated content

Sustain: Continue showing up with your refreshed voice, visuals, and message

Spread these over a few weeks, not just one chaotic day. Momentum beats a moment, so plan for the long game.

5. Celebrate LOUD, baby.

People love to root for brands with flair, personality and purpose (especially small ones). So make your launch feel like something worth talking about (because it is, silly). Host a virtual or IRL launch party. Offer a limited time discount or product that supports the launch. Create a giveaway. Just do something.

Make it personal, make it fun, and allow people to celebrate with you. You didn’t do all this work to go unnoticed, now did you?

A brand launch is a rare opportunity to make an impression.

When you plan with intention, you set the tone. Not just for day one, but for the brand you’re becoming. And that, my friend, is entirely up to you x

-Sophie Randell, Writer

Akane is a popular social media influencer known for her raw, candid and slightly chaotic content. In the clip she asks her friend about something that apparently went down. The friend replied, “We’re not friends, why are you coming over here talking like—”, Akane interrupting and snapping back with “We are friends, you gon’ be my friend!”

Creators are using the audio with captions about petty fights, awkward tension, or someone acting distant. This trend is all about refusing to let a conflict ruin a friendship or relationship, like "when my sister is still mad at me but I lowkey wanna wear her shirt" or "when I'm done being mad but my bf don't wanna be bffs again".

How you can jump on this trend:

Using the audio, turn the camera on yourself and mouth Akane's words, in editing describe your relatable moment when you didn't let conflict ruin your relationship, ideally you want to start it with "when". Make it as funny and unhinged as you want!

A few ideas to get you started:

-Fiona Badiana, Intern

😂Yap’s funniest home videos - "Guilty"
❤How wholesome - "Danceyy"
🎧Soooo tingly - "SFX"
🍝What you should make for dinner tonight - Chilli Crispy Port Noodles

Hey Marcus!

You may not know this, but Gen X is actually the fastest growing demographic on TikTok. Some research suggests up to 28% of TikTok users are Gen X! Most apps skew young when they first come out, but over time they attract older users (just look at Facebook and Instagram). So if you're wondering whether your audience is on the platform, I would assume they are.

As a word of caution, though, I wouldn't go onto a new platform with the intention to sell your product immediately. Social media is an amazing tool for brand building, and if you do that right, you will eventually make sales. But your content should be something your target audience really wants to watch rather than centring around selling. For more on that, check out How to grow your social accounts from zero and How to start your TikTok from scratch.

- Charlotte Ellis, Editor ♡

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.