Dear reader,

The latest food delivery numbers from Southeast Asia tell a fascinating story of market evolution. Beyond the headline-grabbing US$19.3B figure lies a tale of mature players finding their second wind through shrewd market segmentation and operational finesse.
What’s particularly intriguing is how the competitive landscape has shifted.

ShopeeFood’s rise to become the region’s third-largest player, overtaking the veteran Gojek, signals that the market remains dynamic despite its maturity. The platforms’ pivot towards mass-market customers through value meals and reduced delivery fees shows a deep understanding that the next phase of growth lies in accessibility rather than premium positioning.

But the real story might be yet to unfold. TikTok’s entry into local services could be the wildcard that reshapes the entire ecosystem. With its massive user base and social commerce prowess, TikTok could potentially disrupt the current duopoly-dominated market structure. Add to this the swirling speculation about a Grab-Gojek merger, and 2025 could herald the most significant transformation in Southeast Asia’s food delivery landscape since its inception.

For investors and industry watchers, the message is clear: this market may be maturing, but it’s far from settled.

Sainul,
Editor.

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NEWS & VIEWS

SEA’s food delivery wars heat up: Market hits US$19.3B as TikTok enters arena
The Vietnamese food delivery market has evolved into an effective duopoly between Grab and ShopeeFood, highlighting the increasing market consolidation in the region.

PropertyGuru axes 174 employees, shuts 3 business units
This decision follows its acquisition by EQT Capital and aims to streamline operations | The layoffs will affect employees across the company, with three business units – Sendhelper, data and software solutions, and PropertyGuru Finance – being shut down.

Gushcloud, Azure Capital launch fund to support digital creators
Azure-Gushcloud Entertainment Finance Fund will support high-potential creators, helping them transition from influencers to sustainable businesses | Analyst projections indicate the creator industry is expected to reach US$500B by 2030.

Grab’s on-demand services in Malaysia add almost US$2.23B to local economy
Malaysian economic consultancy EconWorks said that for every MYR 1 (US$0.23) in value-added directly generated by Grab and its partners, an additional MYR 1.50 (US$0.34) was generated for the broader economy via multiplier effects.

South Korea blocks downloads of DeepSeek from local app stores
Following DeepSeek’s release in South Korea in late January, the government reached out to the firm to inquire how it collects and processes personal data and, in its evaluation, found issues with DeepSeek’s third-party service and privacy policies.

Elon Musk’s AI company, xAI, said to be in talks to raise US$10B
xAI is canvassing existing investors, including Sequoia Capital, Andreessen Horowitz, and Valor Equity Partners for the round, which would bring xAI’s total raised to US$22.4B.

Phishing attempt strikes FTX creditors on the brink of repayments
On Feb. 16, FTX creditor Sunil Kavuri sounded the alarm on X about a potential data leak, warning that scammers are now sending phishing emails to creditors | Earlier this month, FTX confirmed that distributions for small creditors will commence on Feb 18.

Nexmedis raises funding to advance AI-powered medical diagnostics in Indonesia
East Ventures and Forge Ventures are the lead investors | Nexmedis’s Clinical Decision Support solution aids healthcare professionals by offering diagnostic recommendations using ICD-10 codes.

FEATURES & INTERVIEWS

Serving the unbanked: How Hometown is changing the narrative for migrant workers
Hometown is a platform dedicated to empowering this underserved community by providing them with accessible travel and financial services.

FROM THE ARCHIVES

How to maximise marketing efforts on a shoe-string budget
A robust growth strategy prioritises revenue and relies on data-driven decisions over guesswork to evaluate marketing efforts.

Embracing AI’s promise: Navigating the future of marketing
In an era where AI is reshaping the marketing industry, we explore how marketers, particularly in Singapore, can unlock AI’s potential.

Influencer marketing strategies: Driving engagement and reach in Indonesia
Influencer marketing has evolved beyond its initial purpose of engaging and raising awareness among target audiences.

Rising trend in Vietnam: Young professionals embracing social media content creation
According to the ‘Monetise the Creative Economy’ report by Adobe, 33 per cent of those surveyed engaged in part-time content development.

Peanut butter vs lightning strike: What’s your GTM strategy?
Considering the Lightning Strike strategy and execution, it becomes clear it is also about commitment and courage.

How to transform public relations with blockchain technology
Blockchain technology is transforming public relations by offering transparency, trust, and content control.

Why bootstrapping remains the key to survival in Asia’s funding winter
Bootstrapping gives startups the opportunity to focus on sustainable and organic growth, ensuring they remain profitable.

Are you ready for Asia Pacific’s first AI-driven mega sales season?
AI aids businesses in automating campaigns, analyzing performance, and optimizing resource allocation at scale for greater efficiency.

Startups don’t need PR agencies, sirius-ly?
While the founder Focuses on the business aspect of it, the little elves of the PR agency can work simultaneously to increase the visibility of your company, manage any crises that may arise, increase the rate of positive perception towards your brand.

Unlocking growth and retention: Harnessing the power of omnichannel communication strategies
Communications strategies are not one-channel-fits-all, and brands must step up and leverage every productive channel to grow their brand’s voice.

How Category Design drives productivity and efficiency
Category Design challenges you and your team to not only think bigger, but differently; it’s your opportunity to lead, not follow.

Unlocking your creativity and productivity with AI content tools
With the use of AI, there is a new cutting-edge technology suite of content creation tools that transform spoken words into structured, written text, thereby addressing the shortcomings of conventional techniques.

How business leaders can utilise generative AI in employee communications
There are some incredible use cases where generative AI can increase efficiency and help you focus on the stuff that matters.

Keeping up with advertising: How brands can make the most out of change
By combining new technology with industry expertise, brands can stay ahead of the curve, reaping the benefits of their advancements.

Rising above the noise: Why startups shouldn’t chase every news cycle
In such a dynamic environment, how can startups avoid being swayed by every headline? Should founders participate in these discussions?

Effective marketing strategies to win over Gen Z for your startup
Some consider Gen Z a challenging demographic to market to, yet they’ll be your most crucial buyer age bracket for a successful business.

Look outside, grow upside: The advantage of cross-industry hiring
Hiring based on transferable skills rather than work history creates a level playing field and helps companies build diverse talent pools.

Soft skills: The secret weapon for entrepreneurial success, a roadmap to turn dreamers into doers
The next time you’re captivated by a brilliant idea, remember this: your soft skills will determine whether that idea takes flight or remains grounded.

B2B growth strategies every startup should know: Your checklist
The B2B space is increasingly crowded, and with many startups catering to diverse customer needs, a strategic advantage is essential.

The economy of love: Are dating apps doomed?
The ease of choice offered by dating apps reduces the chances of meeting someone with whom you really click in real life.

THOUGHT LEADERSHIP

Second-order effects in AI from DeepSeek AI
DeepSeek doesn’t just maintain the pace of AI development; it accelerates it | By making AI more accessible, it helps reach a broader audience faster | This increased accessibility means more problems can be solved using AI.

The hardest industries to disrupt and start in Asia: A focus on healthcare
Exploring why healthcare is tough to crack, the hidden opportunities, and why startups should still see it as a game-changing frontier.

Decentralised, intelligent, unstoppable: The future of the internet with Web3 and AI
Web3 and AI together create a dynamic, evolving internet that learns and operates independently, beyond just decentralisation or automation.

Generative AI in the workplace: 6 trends every organisation should take note of in 2025
Strong governance, transparency, and compliance will ensure generative AI drives responsible and transformative impact in 2025.

Crypto and global finance: A dance of optimism, politics, and market volatility
The global financial market is shaped by economic data, political events, and the volatile yet intriguing world of cryptocurrencies.

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Artificial Intelligence (AI) is driving a paradigm shift in the telecommunications (telecom) industry, ushering in a new era of innovation and efficiency. With its ability to automate processes, personalise customer interactions, and optimise network operations, AI is setting new standards for customer satisfaction and operational efficiency. Telecom companies can now deliver more responsive, intuitive, and customised services that meet the high expectations of today’s consumers.

An NVIDIA report shows that 48 per cent of telecom professionals prioritise enhancing customer experiences as the top AI opportunity for the industry. Yet, despite the excitement around AI’s potential, companies struggle with effective adoption due to a disconnect between AI’s potential and practical adoption.

As AI rapidly becomes essential to delivering seamless, efficient support, what’s holding the telecom industry back from fully integrating it across their operations?

Why are telecoms disconnected from AI?

Many telecom companies struggle with AI adoption due to challenges integrating AI into legacy infrastructures which were never designed to accommodate it. Successful AI integration requires significant investments to modernise outdated systems, but they are often not aligned with top-level management priorities and face limited technical talent and immature technology.

A McKinsey survey found that 85 per cent of executives hesitate to attribute more than 20 per cent of revenue or cost savings to developing AI. While telecoms generate vast amounts of data from customer interactions, network metrics, and IoT devices, much of this data is siloed across different islands of knowledge.

Some promising AI solutions may work in theory but in reality, fail to access relevant information or meet standards for enterprise use. To unlock AI’s full potential, telecoms must rethink their approach to data, allowing AI to provide real-time, actionable insights.

Amplifying AI’s potential in telecom through the context mesh

At its core, AI is driven by connected data. This connected data forms the knowledge foundation for AI systems, and powers use cases such as optimising network operations or enhancing customer interactions. As such, the real-time flow of precisely targeted information across the organisation network is critical. For most telcos, this is where a “context mesh” comes in – providing AI with the real-world context needed to maximise its full potential.

A context mesh operates through an event-driven architecture (EDA) which enables hyper-connected systems to respond instantly to real-time events. With EDA, data flows smoothly across the network, so that events – such as a customer nearing their data usage limit or a network disruption – are immediately communicated and lets telecom companies respond quickly and effectively.

Also Read: Transforming customer service: AI ‘artificial empathy’ holds the key

The context mesh relies on an event mesh, a network of interconnected event brokers designed to seamlessly route event-driven data in real-time across various systems, clouds, or protocols involved. The event mesh captures and routes these signals, and when combined with AI, it evolves into a context mesh, adding the situational context that AI needs to operate more effectively.

For example, when a customer reaches 90 per cent of their data usage, the context mesh allows the system to draw on additional information – like the customer’s data usage trends or location. The telecom provider can then send personalised notifications, such as top-up offers or a custom data package that fits the customer’s needs.

This enables instant responses to shifting conditions, triggering actions to improve customer experience and, by extension, loyalty. By maintaining real-time data flow across all connected systems a context mesh keeps telecoms agile, responsive, and better equipped to meet customer needs.

Speeding up decision-making signals

A context mesh provides real-time context data to both human decision-makers and AI agents, improving decision-making quality and speed. For telecom companies, the flood of information can hinder timely responses, but AI-driven insights help leaders quickly act on critical changes, and minimise risks associated with outdated data. This enables more agile, strategic decisions that swiftly address customer needs, network performance, and market shifts, ultimately improving operational efficiency and enhancing the customer experience.

For instance, when a customer call is unexpectedly dropped, the network monitoring system detects the issue and triggers automated responses. The premium subscriber system initiatives a compensation program, while loyalty and provisioning systems take appropriate actions. This rapid response, facilitated by the context mesh, allows telecom leaders to swiftly resolve customer concerns, enhancing satisfaction and loyalty while minimising the impact of network issues.

Boosting customer experiences

By enabling AI applications to access comprehensive and up-to-date customer data, a context mesh facilitates the delivery of highly personalised telecom subscribers. For example, a customer streaming video on a busy network could receive a bandwidth-optimised experience or even an upgrade offer to a higher-speed plan that matches their needs. By delivering personalised and timely solutions, telecoms can create a smoother, more valuable experience that resonates with customers, fostering loyalty and enhancing brand reputation.

Also Read: Will China lead the Artificial Intelligence game by 2030?

Looking to agentic AI

As telecom companies evolve their AI investments, embracing agentic AI means tapping into  greater cognitive intelligence. Capable of being highly adaptable and able to continuously adjust to their surroundings, these AI systems can help telecom providers streamline their operations and enhance customer experiences.

By navigating complex IT landscapes, agentic AI delivers self-serve capabilities that boost operational efficiency across multiple channels. When combined with a context mesh, which acts as the real-time pulse of the organisation, agentic AI can process disparate signals from thousands of interconnected systems, turning them into actionable insights and immediate responses. This is especially critical as traditional data warehouses often fall short due to outdated information and inaccuracies.

Ultimately, agentic AI and a context mesh, when paired together, enable telecom providers to transition from reactive to proactive service models, fostering a more responsive, intuitive approach that boosts both operational performance and customer satisfaction.

Tuning into customer needs

Today’s customers expect fast, efficient, and personalised service from their telecom providers, from first interaction through to post-purchase support. Meeting these expectations is critical to driving business growth and fostering customer loyalty.

With the advent of AI, this vast reservoir of previously untapped data transforms into fertile ground for opportunities to cultivate new services, improve existing ones, and elevate customer experiences while streamlining operations. However, the road to successful adoption comes with its challenges. By strategically implementing a context mesh, telecom companies can deliver real-time data and context to AI agents and models, propelling their organisations forward in the AI era.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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The intertwining of technology with traditional markets has brought both innovation and complexity. As we witnessed in recent market activities, the holiday lull in the US did not stop the wheels of commerce from turning elsewhere.

Futures markets traded in the green, with the Dow, S&P, and Nasdaq futures showing marginal gains, signalling perhaps a cautious optimism or at least a stable pause in a year filled with volatility. However, beneath this surface calm, significant shifts are occurring in regulatory practices and market behaviours, particularly in the realm of cryptocurrencies.

The US financial scene was somewhat muted due to the holiday, but Federal Reserve Governor Michelle Bowman’s comments provided insight into the central bank’s ongoing thought processes. She highlighted a nuanced view of the US economy, acknowledging that while inflation might decline, the risks of an uptick remain, and she needs more assurance before advocating for rate cuts.

This perspective is crucial as it affects not just domestic markets but global ones, with the US dollar index showing a slight decline and gold prices rising, possibly reflecting bets on inflation or a softening dollar.

However, the real intrigue lies in the developments in Asia and Latin America, where the integration of cryptocurrencies into mainstream finance is taking bold steps forward but also encountering significant hurdles.

Thailand’s leap into tokenised securities

Thailand’s Securities and Exchange Commission (SEC) has announced its embrace of crypto, setting the stage for trading in tokenised securities. This move is a testament to the country’s forward-thinking approach to finance, aiming to leverage blockchain technology’s security and transparency to modernise its market infrastructure.

Tokenisation, the process of representing physical or traditional securities in digital form on a blockchain, promises to enhance market liquidity, reduce costs, and increase accessibility. However, this step also comes with its challenges, including ensuring investor protection, navigating regulatory compliance, and managing the inherent volatility of crypto-assets.

The Thai SEC’s initiative could set a precedent for other nations contemplating similar moves, providing a model for how regulatory bodies can balance innovation with oversight.

Also Read: Embracing AI’s promise: Navigating the future of marketing

South Korea’s Upbit in the regulatory crosshairs

In contrast, South Korea’s largest cryptocurrency exchange, Upbit, finds itself under scrutiny. The Financial Services Commission has uncovered over 700,000 violations concerning customer verification, a cornerstone of anti-money laundering efforts. This revelation not only questions Upbit’s operational integrity but also highlights the broader issue of regulatory compliance within the crypto industry.

The swift response from Kim Byoung-hwan, promising a quick conclusion to the case, underscores the urgency with which regulators worldwide are tackling these issues. The outcome of this case could influence how other countries approach similar regulatory challenges, potentially setting stricter standards or leading to more robust compliance frameworks across the industry.

The Argentine scandal: A cautionary tale

The situation in Argentina involving President Javier Milei adds another layer to this narrative. Milei’s promotion of the cryptocurrency $LIBRA on social media, followed by its rapid collapse, underscores the risks of high-profile endorsements in the crypto world. Here, we see not just a market fluctuation but potential market abuse where regulatory oversight might be lacking.

The allegations of fraud filed against Milei highlight the precarious balance between advocating for innovation and ensuring market integrity. The $LIBRA incident, where investors lost millions following the president’s post and subsequent retraction, serves as a stark reminder of the volatility and potential for manipulation in cryptocurrency markets.

This case brings to light several critical points.

Firstly, the power of social media in influencing market behaviour cannot be underestimated. When leaders with significant followings endorse financial products, especially those as volatile as cryptocurrencies, they wield immense influence over market dynamics.

Secondly, it calls for a reevaluation of how public figures interact with financial markets. Should there be clearer guidelines or outright bans on such endorsements to prevent similar occurrences?

Lastly, it emphasises the need for robust regulatory mechanisms that can adapt to the speed and anonymity that blockchains offer, ensuring that the enthusiasm for crypto does not lead to platforms for fraud.

Also Read: Crypto and global finance: A dance of optimism, politics, and market volatility

Looking forward

As we stand at this juncture, the crypto landscape is clearly at a crossroads. On one hand, there’s a push towards integration into traditional finance systems with initiatives like tokenised securities in Thailand. On the other, there’s the cautionary tale of regulatory lapses and potential malfeasance in South Korea and Argentina.

The path forward involves a delicate balance. Regulators must foster innovation without stifling it, providing clear guidelines that protect investors while allowing the market to explore new financial instruments. The industry needs to mature, adopting best practices in compliance and transparency. Investors, too, must become more discerning, understanding the risks associated with these new asset classes.

In conclusion, while the integration of cryptocurrencies into global financial systems offers unprecedented opportunities for growth and democratisation of finance, it also presents significant risks. The cases of Thailand, South Korea, and Argentina illuminate the spectrum of possibilities and pitfalls.

As we navigate this new financial frontier, the lessons learned from these scenarios will be invaluable. They remind us that with great innovation comes the responsibility of great oversight, ensuring that the future of finance is not just innovative but also secure and equitable for all participants.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Join us on Instagram, Facebook, X, and LinkedIn to stay connected.

Image courtesy of the author.

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A newly established parking infrastructure company, Parkwise Inc., has secured an investment of up to US$250 million to develop modern parking facilities across the Philippines.

The funding comes from PATRIZIA and Mitsui through their APAC Sustainable Infrastructure Fund (A-SIF).

The venture aims to address the critical parking shortage in Philippine cities, particularly in Manila, which ranks among the world’s most congested urban centres. Parkwise plans to construct state-of-the-art parking facilities near healthcare institutions, educational establishments, and transport hubs.

In partnership with established local parking sector leaders overseeing over 80 facilities, Parkwise will incorporate sustainable features into its developments, including electric vehicle charging points and rooftop solar installations. This approach aligns with the growing trend of private vehicle ownership and the transition towards electric vehicles in the region.

Also Read: Soul Parking raises Series A+ funding to expand and explore opportunities in EV space

“The Philippine market presents a significant opportunity for climate-friendly mobility solutions, which are essential for achieving net-zero targets,” explained Saji Anantakrishnan, PATRIZIA’s Head of Infrastructure for Australia and Asia. “Our collaborative approach combines comprehensive expertise to enhance mobility and social infrastructure in this rapidly growing market.”

Parkwise has already launched its first operational facility and has identified several prime locations for upcoming greenfield projects, particularly near hospitals, universities, and airports. These developments are in the advanced planning stages.

Alf Wilson, Director at Parkwise, outlined the company’s strategic vision: “We’re building a comprehensive network of premium parking facilities that addresses both immediate requirements and future demands. Our integrated approach will play a crucial role in advancing sustainable mobility throughout the Philippines.”

The investment represents a convergence of infrastructure and real estate opportunities, according to Phoebe Smith, PATRIZIA’s Head of Fund Management RE-Infra. She notes that this project contributes to PATRIZIA’s ambitious target of achieving at least $4.18 billion in RE-Infra investments by 2030.

This marks A-SIF’s second major investment in the Philippines, following their recent backing of a leading solar energy provider in September 2024. The fund represents the latest collaboration between PATRIZIA and Mitsui, building upon their successful Emerging Market Infrastructure Fund launched in 2008.

PATRIZIA, which currently manages approximately US$60 billion in global assets, brings substantial expertise in parking infrastructure investment. The firm maintains a long-standing investment in International Parking Group, Australia’s largest dedicated parking infrastructure organisation, and aims to expand its total assets under management to US$104.57 billion by 2030.

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Visual content development is one of the key components that aid in the growth of a business, especially for startups. With the high competition in the industry, startups have to make sure they are always aligned with the recent trends and technologies. The startup ecosystem is bound to change rapidly with the future advancements of technology, changing consumer preferences, and the need for increased reliance on digital platforms.

This article intends to analyse the current trends in visual marketing and content creation, particularly how these changes can help startups bolster their brands.

Personal visual experience

Out of the many existing paradigms in visual content creation, one of the most important is personalisation. Customers do not want simple content anymore. They look for experiences that meet their individual preferences, interests, and requirements. Customers have a wide latitude when it comes to personalisation; it can include anything from regular visual advertisements changing to suit the user’s data, to product videos and images tailor-made to suit certain segments of audiences.

For example, advanced tech tools enabled by AI (artificial intelligence) and machine learning allow businesses to capture user data, understand their behaviour, and create graphics that resonate with their preferences. In this regard, email marketing along with social media advertising can help to achieve closer connections with the desired audience. As a result, startup companies get a stronger bond with their customers and are able to increase customer loyalty and grow conversion rates.

The rise of video content

Video content is regarded as one of the strongest visual forms of communication, and it looks like this will not change any time soon. Startups need video integrated into their marketing strategies like never before since it’s predicted that by the year 2026, more than 82 per cent of all consumer internet traffic will be online videos. Therefore, it is imperative to grab attention by using innovative strategies with videos.

The boom of short-form video content is unprecedented. TikTok, Instagram Reels, and Youtube Shorts changed the standards of content consumption. They have opened doors for startups to accelerate their growth with viral content in the form of shareable, short videos. Live streams are also becoming more popular which gives brands a chance to interact with the audience in real time, showcase products, give tutorials, and conduct Q&A sessions.

Utilising video for marketing allows startups to tell their brand story, demonstrate their products or services, and establish a deeper connection with their customers.

Also Read: The secret sauce of how brands and creators use video for growth and success

Augmented Reality (AR) and Virtual Reality (VR)

AR and VR are no longer limited to games and entertainment. These immersive technologies are becoming increasingly important for marketing and visual content creation. Startups have the ability to use AR and VR to create truly unique and captivating customer experiences.

For instance, furniture startups are already using AR so potential customers can see how pieces would look in their actual environment prior to purchase. Fashion retailers allow consumers to try on clothing or makeup virtually. Startups are able to increase customer engagement and satisfaction through virtual product trials or immersive brand experiences while gaining a competitive edge.

The use of AR and VR in visual content is sure to transform the landscape for startups across various industries like retail, real estate, education, and many more. Startups will look to harness the growing usability of AR and VR technologies as they become more affordable and accessible.

User Generated Content (UGC)

In this era of social media, user-generated content (UGC) has proven to be the best in terms of authentic brand building. Startups can gain massively by getting customers to capture and share their own content. Be it through reviews, social media posts, or pictures of products, UGC offers startups active free promotions and serves as social proof.

To harness the power of UGC, startups need to build a community around their brand and make efforts to engage and encourage them to share experiences. Customers can be incentivised through contests, discounts, or featuring their content on the company’s social media or website, and in turn, they become brand advocates which enhances trust and loyalty.

Interactive visual content

Interactive content has emerged as a leading trend that is predicted to change the way In which startups outreach their audiences. From polls, quizzes, and infographics to gamified versions of content, it allows users to take part actively and not just be passive consumers.

This trend corresponds well with customers’ eagerness to manage their experiences more. Startups can increase user interaction, and website retention time, and glean important information about customers’ tastes by developing functional graphics. Furthermore, customer feedback, leads, or even sales through product visualisers can be captured by interactive content.

Also Read: How video production can boost your brand’s reach

How modern digital tools improve image performance

To satisfy the need for speedy and quality visuals, startups have to automate image performance enhancement processes through sophisticated digital tools. Image-focused businesses stand to greatly benefit from platforms and applications that automate image optimisation, compression, and file conversion. Such automation helps ensure visual content retains quality during optimisation for various devices and platforms while becoming much easier to use and more appealing to users.

The influence of visual storytelling

In the end, brand building within the startup ecosystem will always depend on compelling visuals. Most consumers will interact with a brand that gives a genuinely compelling story told using visuals. Startups can leverage images, videos, or even a combination of both to enact visual storytelling that gives a human touch to their brands to communicate their values better.

Startups should create compelling narratives for their audiences through customer success stories, behind-the-scenes videos, or brand mission graphics. Visual storytelling grabs attention and enables brands to form deeper connections with their customers.

Conclusion

The upcoming years are nothing short of amazing for the startup ecosystem considering the trends of personalisation, video, AR/VR, interactive visuals, user-generated content, and more. These advances pave the way for fresh opportunities for startups to engage their audience creatively and meaningfully.

As digital tools continue to enhance content performance and streamline processes, startups will have more options to easily create visually stunning and impactful pieces of content. Adapting to these changes will be essential to remain relevant in a drastically changing visually oriented and competitive economy.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Join us on Instagram, Facebook, X, and LinkedIn to stay connected.

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Establishing a strong and cohesive brand identity is one of the most critical aspects of building a successful startup. Brand identity not only shapes how your customers perceive you but also builds trust, loyalty, and recognition in an increasingly crowded market.

According to Lucidpress, consistent brand presentation across all platforms increases revenue by up to 23 per cent. However, many startups fail to get it right from the beginning, leading to confusion and missed opportunities.

This post explores five common mistakes startups make when defining their brand identity and how to avoid them, along with practical steps and real-world examples from B2B companies that have succeeded by doing it right.

Mistake one: Not defining a clear brand purpose

The mistake:

One of the most frequent branding errors startups make is launching without a clearly defined brand purpose. They rush into the market with a product or service but fail to articulate why they exist beyond profits. Without a well-defined purpose, a brand lacks direction and differentiation in the market.

How to fix it:

Start by asking foundational questions:

• Why does your company exist?
• What problem are you solving, and how do you want to impact the world?
• How do you want your audience to perceive your brand?

Once you have answers, use them to build a clear brand purpose that will guide every decision.

Example:

Look at Slack, a B2B communication platform that identified its purpose as making work-life simpler, more pleasant, and more productive. This guiding purpose set Slack apart from competitors and shaped how they built their product, messaging, and user experience.

Mistake two: Choosing a complicated or inconsistent brand name

The mistake:

A confusing or overly complex brand name can confuse potential customers and hinder brand recall. Startups often choose names that are difficult to pronounce, spell, or don’t align with their mission, which leads to poor recognition and inconsistent messaging.

How to fix it:

When brainstorming a brand name:

• Keep it simple, memorable, and easy to spell.
• Ensure the name reflects your brand’s essence or values.
• Verify that the name can be legally protected and that domain availability exists.

Example:

B2B SaaS company HubSpot chose a simple, yet effective brand name. It’s easy to remember, descriptive of their service (hub of marketing and sales tools), and scalable as the company grew. Contrast this with startups that struggle to rebrand later when they realise their name doesn’t resonate with their audience.

Also Read: Beyond the pitch deck: How founders can leverage personal branding for startup success

Mistake three: Overlooking the importance of brand guidelines

The mistake:

Startups often fail to create a comprehensive set of brand guidelines, resulting in inconsistent visuals, language, and tone across different platforms. This inconsistency dilutes the brand’s identity and makes it difficult to build a cohesive brand experience.

How to fix it:

Establish clear brand guidelines from the start. These should include:

• Logo usage rules (size, placement, acceptable variations)
• Color palette and typography standards
• Tone of voice and brand messaging
• Image and graphic style

Example:

Mailchimp, a B2B email marketing company, maintains a highly consistent brand identity across its website, app, and marketing materials. Their brand guidelines emphasize a playful yet professional tone, with clear rules on visual elements. This consistency has played a crucial role in Mailchimp’s brand success.

Mistake four: Focusing only on visuals and ignoring brand voice

The mistake:

Many startups focus heavily on the visual aspects of their brand (logo, colours, etc.) and overlook the importance of a consistent brand voice. Your brand’s voice is how it “speaks” to the audience, and inconsistent tone or language can confuse customers and weaken your brand message.

How to fix it:

Define your brand voice early on. Consider:

• What personality traits should your brand convey? (e.g., formal, friendly, professional, playful)
• What tone should your communications take in various contexts (e.g., emails, social media, customer support)?
• Create a style guide that ensures consistency across all written and verbal communications.

Example:

B2B marketing automation company Drift has a distinct, approachable brand voice that is informal yet professional. Their voice is consistent across blog posts, emails, and even customer support, reinforcing their brand as friendly, accessible, and focused on customer success.

Mistake five: Neglecting to evolve the brand identity over time

The mistake:

Some startups make the mistake of sticking to their original brand identity without revisiting or refining it as the company grows. This static approach can cause your brand to feel outdated, misaligned with evolving business goals, or disconnected from customer expectations.

Also Read: Why startups should prioritise brand reputation from day one

How to fix it:

Your brand identity should evolve as your business and market conditions change. Regularly assess:

• Is your logo still relevant and resonating with your audience?
• Do your mission and vision statements reflect where your company is headed?
• Are there new products or services that require you to refresh your brand identity?

Example:

B2B giant IBM has continuously evolved its brand identity over the years. From a traditional hardware company, it transformed into a modern technology and AI leader, updating its logo, mission, and messaging to align with new market realities.

Conclusion: Build a brand identity that stands the test of time

Developing a strong brand identity is not just about creating a logo or choosing colours. It’s about building a comprehensive, cohesive representation of your company’s purpose, values, and voice that resonates with your audience and evolves as your business grows. By avoiding these common mistakes and following the right steps, your startup can craft a brand identity that sets you up for long-term success.

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This article was first published on September 10, 2024

The post 5 common mistakes startups make when building their brand identity (and how to fix them) appeared first on e27.

In the fast-growing world of startups, a polished pitch deck is often seen as the golden ticket to securing funding and forging the path to success. But while a compelling presentation can capture investor attention, it’s the founders themselves who breathe life into the vision. This is because, fundamentally, people want to do business with other people.

In today’s competitive landscape, founders who have cultivated a strong personal brand can make a significant difference in attracting talent, securing funding, and building trust with shareholders, investors and potential customers.

Personal branding for founders goes beyond simply having a social media presence. It’s about strategically crafting a narrative that showcases your expertise, story, founder journey, and the unique value that YOU bring to the table. Investors are increasingly looking for founders who possess not just a great idea but also the leadership qualities and experience to turn it into a reality.

A strong personal brand allows founders to establish themselves as thought leaders in their industry. Social proof is incredibly powerful because it is a way to “show, not tell.” This level of credibility attracts not only investors but also potential employees who are looking to work with an inspiring and authentic leader.

Crafting a strategic narrative

Building a personal brand takes time and consistent effort. Platforms like LinkedIn or Twitter are the best places for founders to position themselves and build a personal brand. There are three keys to success with personal branding on LinkedIn: consistency, content and engagement.

Being consistent with your personal branding is important because it enables you to build a routine that you can follow and capitalise on. Ensure that you are posting at least three times a week; five is recommended. Most personal branders often credit consistency as the key to success because the power of simply showing up every day and creating and delivering output is extremely underrated and undervalued.

Also Read: How to create a great thought leadership article even though you suck at writing

For those who are feeling extra ambitious, contributing to LinkedIn articles within a certain niche – five articles per day – will enable founders to earn “Top Voice” badges, which further cement credibility and status in their network and community.

Balanced content across the funnel

Personal branding content should be balanced across the content funnel. This means that it should consist of a mix from the Top of the Funnel (ToFu), Middle of the Funnel (MoFu), and Bottom of the Funnel (BoFu).

In ToFu posts, you share informative content like blog posts, infographics, and social media snippets that address your target audience’s pain points and introduce them to your brand as a potential solution.

In MoFu posts, you provide more in-depth content like ebooks, webinars, and case studies. This stage is all about showcasing your expertise and establishing yourself as a thought leader.

In BoFu posts, you offer targeted content like product demos, free trials, discovery calls and discounts to convert those leads into loyal customers.

Simply put, think of the content layers this way: awareness interest conversion.

Beyond online

Beyond online forums, attending and speaking at industry events is a great way for founders to connect with a wider audience and showcase their knowledge and passion about their field and their business. Founders should be open to speaking with anyone and take advantage of making high-value connections, ensuring that they then follow up with said connections online.

However, simply putting out content online is not enough. It’s only 50 per cent of the job. The other 50 per cent, and arguably more important, is engagement. While posting high-value content is essential, engaging with those who follow, like or comment on any posts and articles are a great way to expand the founder’s network and grow their following.

Founders should focus on sharing valuable insights and perspectives that can benefit their audience, while also using language that is relatable, authentic and natural.

Also Read: Autistic founders, advocates share their vision of a more inclusive workplace

Authenticity is key

Social media can be a powerful tool for personal branding, but founders need to be strategic in their approach. Authenticity is key. Founders should share their stories, challenges, and even failures in a relatable way. This humanises them and allows them to connect with their audience on a deeper level. Building an online community around the brand fosters a sense of loyalty and excitement, which can be incredibly valuable in the early stages of a startup.

Final thoughts

All in all, while a polished and well-designed pitch deck remains an essential tool to secure funding for a startup and forge the path to growth and success, founders who underestimate the power of personal branding miss out on a golden opportunity.

A strong personal brand can be a game-changer for startups, attracting the right talent, securing crucial funding, and building a loyal customer base. By establishing themselves as thought leaders and engaging with their audience in a genuine way, founders can take their startup ventures beyond just the pitch deck.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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This article was first published on July 22, 2024

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The post Soft skills: The secret weapon for entrepreneurial success, a roadmap to turn dreamers into doers appeared first on e27.

In a world where news of layoffs are reported every now and then — be it in newspapers, news channels or on websites — identifying a trend in hiring seems offbeat. Yet, even now as I write this, organisations across the globe are moving towards a new operating framework — one where skills matter.

This is where the role of cross-industry hiring comes into play. Now, who exactly are these individuals, and why are their talents so important to organisations?

Naturally, there is comfort in bringing same-industry professionals into the team, considering they have the required knowledge, understand the rules of the game, and fit right in the ‘business as usual’ ecosystem. However, these aspects can also be problematic in industries facing a rapidly changing landscape.

Fresh perspectives and innovation

Creativity and innovation are the two pillars that companies lean on to thrive. Diversity in an organisation covers more than just gender, faith or color; it also includes diversity in employees’ experience, expertise and strengths across various industries and domains.

Traditional succession plans such as appointing a top executive’s heir apparent or attracting talent from direct competitors may not be the right approach anymore.

As opposed to a same-industry hire, cross-industry talent — from grassroots level to CEOs and CXOs — get you that zest and zeal with their diverse skill sets, experiences, and perspectives from outside the traditional boundaries of a specific industry.

In practice, organisations may employ a combination of both approaches, depending on the nature of the position, industry dynamics, and their specific hiring needs. What should matter the most to employers is the candidate’s ability to perform the job duties effectively, their relevant skills and qualifications, attitude, and potential for growth and contribution to the organisation.

Take the example of Ulf Mark Schneider. The Chief Executive Officer of Nestle was brought in from the European healthcare company, Fresenius, as he aligned with Nestle’s growth strategy to focus more on healthier products.

Also Read: Skill-based hiring vs industry-based hiring: How should one decide?

A survey by Executive Access found that out of the 800 CXO movements seen in 2022 in India, nearly 37 per cent were inter-industry. This indicates that this trend is slowly but surely gaining traction.

Facing growth challenges head-on

With the global economy experiencing constant fluctuations, given the current geopolitical scenario and interest rate hikes by central banks across the world, staying relevant in a job requires continuous upskilling and reskilling.

Take for instance, most of us are on LinkedIn these days — trying to connect with peers from the industry and build a reliable resume for oneself. There are plenty of certificate courses, too, that we see on the feed and people have been taking them to broaden their skill sets — thanks to the time saved from commuting to work during the work-from-home period.

Reskilling not only enhances your resume, but also introduces you to a network of people from diverse backgrounds — essentially preparing you to be a cross-industry hire.

Hiring people based on their transferable skills rather than just their work history, creates a level-playing field in the industry, and helps companies build diverse talent pools.

Cross-industry hires can bring valuable knowledge and best practices from their previous industries. They can introduce new methodologies, technologies, and strategies that have been successful elsewhere. This knowledge transfer can enhance an organisation’s adaptability by introducing new approaches to problem-solving and facilitating the adoption of best practices from other industries. Such a collaborative environment can also lead to increased creativity, improved problem-solving, and the development of valuable professional networks.

It is time for companies to shed the traditional approach and blend in with this new age trend. After all, an industry can thrive when it leverages its candidates who can analyse, understand and use data to give the firm an edge. These skills are increasingly transferable across sectors.

‘Think out of the box’ is a phrase that people often use, but it’s seldom put to use. People are the key to transformation, and as a developing society, we need to look for them in a broader range of settings.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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This article was first published on July 26, 2024

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A model like DeepSeek was inevitable. The US ban on Nvidia chips forced China to innovate, and they did. Necessity is the mother of invention. When faced with constraints, people find new ways. This is one such example.

But what are the implications of DeepSeek for the generative AI as a whole? Here are some ways this might affect the industry at large.

Accelerating AI accessibility

DeepSeek doesn’t just maintain the pace of AI development; it accelerates it. By making AI more accessible, it helps reach a broader audience faster. This increased accessibility means more problems can be solved using AI, especially as the cost of AI APIs is projected to decrease by tenfold or more in the next six months.

Higher ROI for big capital spenders

For major players like Meta, Microsoft, Stargate, and XAI, the return on investment (ROI) on capital spent will be higher and realised faster. In just six months, all model developers will be able to present their own versions of DeepSeek, driving API costs down significantly.

Debunking the LLM wall myth

Just weeks before DeepSeek’s debut, there was widespread debate about large language models (LLMs) hitting a wall. The answer is now clear: they didn’t. Scaling can occur across various dimensions—compute at training, compute at inference, networking, algorithmic, data, and capital. DeepSeek exemplifies one such dimension.

Also Read: DeepSeeking the future: The ripple effect on tech, crypto, and global markets

Diverse scaling breakthroughs

Not all new scaling breakthroughs will resemble DeepSeek. Some will be significant step changes, while others will be subtle improvements that may never make headlines. However, each contributes to the overall advancement of AI technology.

China’s role in global tech innovation

China, like the US, has a substantial pool of risk capital dedicated to new tech startups, second only to the US the DeepSeek story should serve as a blueprint for other regions with limited risk capital. However, the real cost of DeepSeek will likely exceed the quoted figure of US$6 million.

Impact on GPT-wrappers and trust issues

DeepSeek enhances the margin story for so-called “GPT-wrappers,” transforming them into higher-margin businesses overnight. As scaling continues, margins will improve further, and the application layer will flourish. However, China, as a software exporter, will continue to face trust issues. Long-term adoption of LLMs from China will be hindered by these trust problems, and DeepSeek won’t change that. For more on the vulnerabilities of LLMs, search for “Sleeper Agent Attack in LLMs.”

In conclusion, DeepSeek represents a significant milestone in AI innovation, driving down costs, improving accessibility, and setting the stage for future advancements. While challenges remain, particularly regarding trust and real costs, the potential benefits are immense. The AI landscape is poised for rapid transformation, and DeepSeek is at the forefront of this exciting journey.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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