Some of Embark Creative's Clients

Jala Smith-Huys is the founder of Embark Creative, a social media marketing boutique based in Portland, Oregon. Her client list includes some familiar names such as Intel and Whole Foods. In addition, Jala is the founder of Seek & Swoon, a maker of "eco throws." We spoke recently about the intersection of social media marketing and human scale business.

Telling Stories and Making Connections

Jala began her career as a graphic designer. About eight years ago, an opportunity to work with the Tillamook brand presented itself, and she transitioned to social media strategy work. However, Jala has always had the urge to launch her own product. So, after careful deliberation, she started Seek & Swoon in October 2016.

Jala's work as a social media consultant impressed upon her the criticality of meaningful stories and a differentiated brand. Consequently, she knew that any brand she launched needed to reflect her passions, interests, and capabilities. Otherwise, she wouldn't be able to sustain the effort necessary to succeed.

A family trip helped surface three organizing principles: travel, design, and sustainability. That led to blankets made in the U.S. from regenerated cotton having original designs inspired by Jala's travel experiences and aspirations.

Jala perceives, "Customers want to buy more than they are holding in their hand." That is, they wish to connect with the stories behind the brand. Although uncomfortable talking about herself, Jala said she has "woven my story into this brand." She anticipated, "People would find a connection to this desire to travel and explore."

Indeed, Jala has seen how customers bring their own stories about the places reflected in the design of her products. Places and travel are a source of design inspiration for Jala. The resulting products are also serve as physical manifestations of her customers' stories. As with musicians and their audiences, Jala and her customers create meaning together.

I'm Terrible at Marketing Myself

Jala finds it difficult to market her own brands. You might find that surprising, given her background.

In spite of an inclination to do things herself, Jala has hired help. Specifically, she sought out another designer to create her logo as well as a writing coach. As a result, Jala was able to gain perspective and objectivity. It's her brand and her stories, but others have helped bring clarity to her marketing messages.

Social Media for Human Scale Business

Jala's social media strategy resume is impressive. That background combined with her in-the-trenches experience as the owner of a human scale business grabbed my attention. It's one thing to craft a social media campaign for Toshiba and another to do so within the constraints of a small business.

Every brand needs something different.

Strategy and execution inform each other.

Different brands have different goals and audiences. Testing, learning, and evolving are necessary to discover how best to connect your brand with customers.

Jala performs several functions as a social media consultant:

* Messaging strategy

* Channel selection

* Content development

* Asset creation

* Channel management

While she prefers a strategy role, Jala finds that being directly involved with execution helps her craft better strategies.

Walking Her Talk

With Seek & Swoon, Jala has been able to apply what she's done for clients to her own business. As with any business, she started with an understanding of her objectives.