brand and strategy
Posted on Author Kemili Norman Categories Design, Marketing

From strategy to design: Insights that shaped my approach to marketing

What makes a brand or a person stand out in a noisy digital world?
Is it the strategy behind the message? The way it looks and feels? Or the confidence with which it’s presented?

Over the last few weeks, I had the opportunity to attend two incredibly insightful seminars through George Brown College’s Digital Marketing program, one led by Jacqueline Hisey, Senior Campaign Manager at Studio 71, and the other by John Paulo Cardoso, creative strategist and professor.

Though their topics were different, Jacqueline focused on campaign strategy and personal branding, while John explored design and creative communication, together, their insights reshaped how I view marketing, self-promotion, and how to stand out in a crowded digital space.

Building Confidence Through Strategy with Jacqueline Hisey

Jacqueline Hisey’s session offered a deep dive into the behind-the-scenes world of digital ad campaigns, specifically around premium YouTube ad space. Before her talk, I didn’t fully understand what gave certain ad placements that “premium” label. Jacqueline explained how Studio 71 offers advertisers greater control over where and how their content is placed, ensuring brand safety, audience alignment, and overall campaign effectiveness.

But what resonated most was her personal career story. Despite not meeting every listed requirement for her current role, she reached out directly to someone at Studio 71 to ask thoughtful questions and express interest. That moment of initiative led to a job offer.

It was a great reminder that success isn’t always about checking every box, it’s about showing initiative, being curious, and making genuine connections.

Since her session, I’ve taken a more active approach to networking and career growth. I’ve started building meaningful connections on LinkedIn, not just to pitch myself, but to learn, share, and collaborate.

Aesthetic Literacy with John Paulo Cardoso

John Paulo Cardoso’s presentation, Creative-Driven: Aesthetic Literacy in Marketing, introduced a new lens for evaluating visual communication. While I already had a general understanding of good design, John challenged us to think more critically about how design communicates meaning—and how it’s directly tied to strategy and user experience.

He introduced a simple but powerful framework based on three pillars of aesthetic literacy:

  • Clarity and Brand Alignment
  • Emotional and Sensory Impact
  • Functionality and Audience Relevance

We explored real-world campaigns, including a humorous Heinz ketchup ad that used body language and visual cues to evoke emotion, and the rebranding of LifeLabs, where a cleaner design and new color palette transformed public perception of professionalism and trust.

John’s session reminded us that our personal brand including, resumes, portfolios, and LinkedIn profiles speaks volumes before we say a word.

After the session, I took a fresh look at my LinkedIn profile and resume. I asked myself: Does this reflect who I am and the kind of roles I want? I’ve started updating both making them visually cleaner, more cohesive, and more aligned with how I want to be perceived in the marketing space.

Bridging Strategy and Design

What tied both speakers together were a shared theme: marketing is about people, not just products. Whether designing a campaign for a brand or applying for a job, how we show up, both visually and strategically, can make all the difference.

Jacqueline gave me the push to step out with confidence and seize opportunities. John gave me the tools to ensure that how I show up backs that confidence up with clarity and purpose. Together, they helped me connect the dots between strategy and design, and how both are essential to building a memorable, authentic brand.

Conclusion

Prior to the sessions, marketing and personal branding felt like two separate ideas to me. Now, it’s clear they are deeply connected. Growth in this field requires intentional presentation, both in the work we produce and in how we share it with the world.

I’ve already started applying what I’ve learned, refining my resume, connecting with professionals on LinkedIn, and being more strategic about how I design my personal brand. And most importantly, I’m doing it with more confidence, because marketing isn’t just about what we say, it’s about how we say it, and how we make people feel when they see it.

Written by: Kemili Norman William

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Three women in a creative workspace looking at a tablet, discussing ideas while enjoying coffee and smiling.
Posted on Author Kemili Norman Categories Digital Marketing, Marketing

Leveraging paid media and personal branding: Key takeaways from insightful seminar series

Over the past three weeks, I have learned a lot about digital marketing, especially in paid media and personal branding. The seminar sessions with Qashif Effendi and Daniela Furtado provided valuable lessons on how to use paid media effectively and how to build a strong online presence. These discussions changed how I see marketing and gave me practical ideas for my own career growth.

Understanding paid media: Insights from Qashif Effendi

Qashif Effendi’s session explained how paid media has evolved and why it is important in digital marketing. One of the key lessons was understanding the difference between a target audience and a target market. Before this, I thought paid media was about reaching as many people as possible. However, Qashif emphasized that successful campaigns focus on a specific audience rather than trying to appeal to everyone. This approach makes advertising more effective and ensures better results.

Another major learning point was the PESO model (Paid, Earned, Shared, and Owned media). Qashif explained how these elements work together to build trust and visibility. He also introduced programmatic buying and real-time bidding, which allow brands to reach the right consumers at the right time by automating ad placements.

Qashif also discussed how big data and artificial intelligence are changing marketing. With AI becoming more popular, marketers must use data to make better decisions and target their audiences effectively. This inspired me to improve my skills in digital advertising platforms like Google Ads and Meta Business Suite to create better, data-driven campaigns.

The power of personal branding and SEO: Lessons from Daniela Furtado

Daniela Furtado’s session focused on personal branding and search engine optimization (SEO). One of the most interesting insights she shared was about Google’s Knowledge Panel. She explained that people can influence their online presence by consistently creating high-quality content. Before this session, I thought personal branding was just about having a LinkedIn profile and a portfolio. However, Daniela showed that personal branding requires a well-planned strategy, including writing articles, engaging with online communities, and ensuring a strong digital footprint.

She also discussed two different branding approaches through the stories of architects Arthur Erickson and John Parkin. Erickson focused on personal branding, while Parkin built a strong corporate brand. This helped me see that both strategies can work depending on one’s goals. I now understand that I need to position myself as an expert in my field by sharing my knowledge and building my online presence.

Daniela also explained how SEO ties into personal branding. Google now prioritizes content that shows Experience, Expertise, Authority, and Trustworthiness (E-E-A-T). This means that regularly sharing blog posts, LinkedIn articles, and case studies can help boost online visibility. Her insights made me rethink SEO beyond just keywords and focus more on building credibility.

Applying these learnings to my career and personal brand

Both sessions provided me with valuable strategies that I can apply to my career. The insights on paid media emphasized the importance of targeting a specific audience rather than broad groups. I also learned the benefits of programmatic advertising and real-time bidding to optimize ad placements efficiently. Additionally, leveraging data and setting measurable goals will help me track campaign success more effectively.

The sessions also highlighted the importance of personal branding, which I plan to strengthen by building a personal website to showcase my work and expertise. Writing LinkedIn articles and blog posts about digital marketing and SEO trends will help establish my authority in the field. I also aim to improve my social media presence to reflect my professional brand while actively engaging with industry experts and participating in discussions to expand my network. I highly encourage marketing experts to do the same, as building a strong personal brand can open new opportunities and enhance professional growth.

Conclusion

These seminars have changed the way I think about marketing and personal branding. I now see how paid media can be used in a more strategic way, rather than just running ads for a large audience. I also understand that personal branding is not just about having a presence online but actively creating and sharing valuable content. By combining these insights, I can build my credibility, increase my reach, and create new career opportunities. Marketing today is about using data, being authentic, and consistently engaging with your audience. I am excited to put these lessons into practice and grow as a marketing professional.

Written by: Kemili Norman-William

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Posted on Author Kemili Norman Categories Digital, Marketing

From classrooms to networking events: A semester that sparked change

This semester wasn’t just another series of lectures and assignments, it was a game-changer. Through the Marketing Seminar series, I found myself immersed in conversations, ideas, and real-world insights that reshaped how I viewed my future in marketing.

One moment that stands out is Qashif Effendi’s session, it was a powerful reminder that marketing isn’t about going viral, it’s about delivering impact. His emphasis on aligning campaigns with real consumer behavior echoed everything I’ve recently come to value in performance-driven marketing.

Here’s what I learned, and how I’m already putting it into action.

Lessons that shifted my mindset

Qashif Effendi reminded us that marketing is about making an impact. His message about aligning marketing with consumer behavior shifted how I viewed content and strategy.

After his session, I went back and reviewed my social media posts. I asked myself, “Does this reflect what I want to be known for?” That moment of clarity led me to redesign my Linkedln content strategy, shifting my focus from attention-grabbing to value-adding. Now, I create posts that are built around intention and purpose, not just likes and clicks.

Design with intention

John Cardoso introduced the idea of aesthetic strategy, the connection between design and perception. He taught us that design isn’t just visual; it’s emotional and functional. Every font, color, and layout tells a story.

Inspired by his talk, I:

  • Redesigned my résumé to make it clean, minimalist, and easy to navigate
  • Began storyboarding a future “About Me” deck to present who I am visually and professionally

Every element now reflects my evolving brand, and more importantly, who I’m becoming.

How I’m building my network

This semester, I didn’t just sit and listen. I took action, building real connections and refining my presence online and offline.

  • GBC Job Fairs: I engaged with fellow students, employers, and professionals who generously shared their career advice and experiences.
  • Networking Mixer with Entrepreneurs: I introduced myself and mentioned I was looking for a co-op opportunity. That’s where I met the founder of Monkey Lingo, who later offered me a co-op role as a Digital Marketing Specialist for the next semester.
  • I connected with a few professionals from the talks and stayed connected with them on LinkedIn.
  • I attended career connect at George Brown and followed up with one of the speakers on LinkedIn.

These small steps helped me turn ideas into action, and conversations into opportunities.

How networking opened new doors

One meaningful outcome from this semester was growing my LinkedIn network from 432 to 899 connections. That growth wasn’t just about numbers, it led to real conversations and new opportunities.

At one point, a marketing and HR professional reached out, impressed with my résumé, and asked if I was open to work. I let them know I had already accepted a co-op position at Monkey Lingo, a role I found through networking at an entrepreneur event I signed up for via Eventbrite. I connected with one of their team members during the event, followed up on LinkedIn, and that connection ultimately led to the opportunity.

It was a great reminder that networking doesn’t have to be formal,  just intentional. Being present and open to conversation can lead to unexpected opportunities.

 Where I’m headed next

I’m excited to begin my co-op as a Digital Marketing Specialist at Monkey Lingo next Semester. I’m not just showing up to work, I’m showing up with intention.

Thanks to everything I’ve learned this semester, I now have:

  • A clear, intentional personal brand
  • A digital portfolio that reflects my strengths
  • A networking strategy based on real connection, not cold applications

This journey isn’t just about landing a job, it’s about building a meaningful marketing career, one conversation at a time.

 Final thought: Build a brand that feels like you

This isn’t about trying to impress anyone, it’s about being present, staying consistent, and showing up as myself. I’m still figuring things out, but I’ve come a long way. That progress came from listening, learning, and taking small, intentional steps. At the end of the day, the most important thing I’m building is a version of myself I can be proud of.

Written by

Kemili Norman-William

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