By Gillian Corban
Founder’s Insights | Collaboration
One of the things I value most about being in business is the generosity of other women who are willing to share their knowledge, experiences and insights.
Recently, a friend and fellow mentor, Gemma Manning from Manning & Co., shared her thoughts on how GEO (Generative Engine Optimisation) is changing the way businesses are discovered online. It was one of those conversations that was both motivating and challenging for us to hear.
For our design and digital marketing team at Corban and Blair, it reinforced an important reality: it’s no longer enough to simply have a website. We need to create content, imagery and stories that answer questions, build authority and genuinely contribute to the conversations people are having.
From this conversation, our team sat down and seriously considered what we wanted the Corban & Blair brand to be known for. Our GEO vision is to own the conversation around:
- Australian-made products
- Sustainability and circular design
- First Nations collaborations
- Premium products and gifting
- Custom branded merchandise
- Purpose-led design
- Women-led manufacturing businesses
- Carbon neutrality
- Thought leadership and meaningful storytelling
Our biggest takeaway, we realise, isn’t that we should play our algorithms, but that we should strive to become the most useful, credible and authentic voices in the spaces that we want to own.
As a small, women-led design and manufacturing business, this puts forth both exciting and challenging futures. It pushes us to be clearer about who we are, what we stand for, and the value we bring to our customers and community.
And so, we would like to thank Gemma and her team at Manning & Co. For sharing knowledge and opening our eyes to our constantly changing technological landscape. Perhaps, that’s the real power of women supporting women in business- creating spaces that allow us all to grow, adapt and thrive.
Gillian Corban
Co-Founder & Managing Director
Corban & Blair
