To AI or not to AI?

That is the question. Well, maybe not the only question, or the BIG question, but certainly one that requires thoughtful consideration amidst the social media explosion of new possibilities.


In a world where anyone can now take Donald Trump's well-known visage and make it say anything (conveniently granting him plausible deniability for anything he might have been purported to say that, in hindsight, doesn’t make a lot of sense — "deep fake!") we’ve all been left grappling with the idea that we choose to believe what we see on our socials feed, or become deeply cynical about any new information at all.


Where does your average organisation's message and need for communication sit in this rapidly evolving landscape? In 2023, AI made a big splash, becoming readily accessible to consumers. We were thrilled about the heavy lifting ChatGPT could do for us, quickly followed by Bard and other innovations. However, frustration soon followed as we realised it couldn’t generate images for us — but that didn’t last long! In a remarkably short time, AI enhanced and then completely generated artwork and imagery arrived. We celebrated the likes of MidJourney and DALL-E.


Not to be left behind, Software as a Service (SaaS) products quickly incorporated conveniently accessed plugins, and the colourful world of creativity was instantly at our fingertips. We wielded our Canva templates like pros.


Come the beginning of 2024, my teenager walked out of his bedroom to show me newly created AI-generated video content — both animated and incredibly lifelike real-world versions. Even he was astounded. Viewing his phone screen, I saw two dogs with headphones on, radio mikes in place, interviewing one another on a picnic blanket in a park. It looked real. Not just a little bit real, but really real. So, the question begs to be asked: how do we use this new tool? There's an age-old adage in the creative services industry that we often use to guide decisions: "Just because you can, doesn’t mean you should."


The ability to make something flashier, to make us look twice and alleviate our creeping boredom with something we’ve seen too often, holds a strong allure to our cognitive powers seeking more stimulating challenges. The temptation is great. Humans are curious by nature, and our brains crave that next 'feel good' chemical hit of dopamine when we celebrate the little wins. But your AI manipulation efforts will yield the best results when you are working to a plan.


Let’s assume you have a marketing plan (or at least recognise its importance, even if it’s still in the mental drafting stage). You know it's crucial because it gives your brand a chance to grow, your messaging a better chance of being heard, and you aim to build a long-term relationship with your target audience — both those 'in' and 'out' of the market. You’re already aware of the importance of considered and informed decision making and you resist the temptation to run after a bright new shiny thing. So how do you leverage the new AI tools and successfully navigate the new multiverse without confusing your long term relationship strategies. 

Remember, nothing replaces original thought, and you are going to need to use it to get the best out of AI tools. 


Getting Creative with Imagery

  • DO: Ditch the Stock Photos
    Stock photos? Nah, we're past that. AI-generated art originals are where it's at! Turns out, they snag more engagement than those stale stock images. Take a moment to ponder what will strike a chord with your audience, then feed your AI some prompts to conjure up visuals that hit the bullseye.

  • DO: Personalise Your Pics
    Dive into the trends and preferences of your target crowd. Then, school your AI on what makes them tick. Whether it's their favourite hues or quirky tastes, AI can whip up customised artwork that speaks directly to their souls.


Improve Your Algorithm Attraction

Wish your designs could do a little dance and bring in more clicks? Enter AI wizardry. Just drop an image onto ChatGPT, toss in some prompts for DALL-E, and watch the magic unfold. Let AI tweak the pixels and crunch the numbers until your visuals are optimised to the max!


Scribe Like The Bard

  • DO: Write with a Genuine Voice
    Feeling stuck on the write-up? Dive deep into your brand ethos, then jot down the essence of your message. Feed those points to AI, and let it weave its magic. From blog posts to product descriptions, AI knows how to spin a tale that grabs attention and never lets go.

  • DO: Stay Away from Generic Material
    Want your audience to feel like VIPs? Let AI work its charm. Just give it a clear brief and spill the beans on your target audience. AI will whip up personalised messages that hit them right in the feels.


SEO Like a Boss

  • DON’T: Skip the SEO Optimisation
    SEO is the name of the game, and ain't nobody got time to crack that code manually. Let AI-powered tools sprinkle in the right keywords, polish up readability, and boost your SEO mojo.


Direct Video Content Like Spielberg

  • DO: Apply Your Brand Values to Content Creation
    Lights, camera, AI! But hold your horses before adding all those fancy effects. Take a moment to import your branding and stick to your original content. Let AI know the vibe, and it'll churn out video content that screams your brand's authenticity.

  • DO: Slow the Process Down
    Rome wasn't built in a day, and neither is great video content. Take a breather and think about your goals. Test the waters with a small audience, and if things aren't hitting the mark, it's back to the drawing board. It may take a few tries, but the payoff is worth it. Partner with the data

  • DO: Engage with Your Video Analytics
    Numbers are your best friends. Dive deep into your video performance with AI-powered analytics. Learn, tweak, and repeat. Every data point is a nugget of wisdom to refine your marketing game.


Incorporating AI into your marketing is like adding rocket fuel to your strategy. But remember, it’s not just about the tech. Balance automation with human creativity and integrity to craft marketing magic that truly resonates. So go ahead, embrace AI thoughtfully, and watch your brand connect in ways you never previously imagined.


Footnote: Acknowledgment and apologies to Shakespeare for the shameless, plagiarised ripoff of his highly respected Hamlet quote (Act 3, Scene 1).

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The right tool for the job: templates and professional design

February 8, 2026
Templates get a bad rap, but the truth is they can be incredibly useful when they are used for the right reasons. Professional design is not about doing everything the hard way. It is about choosing the right level of support for the job at hand. At bellette , we work with organisations across both ends of that spectrum. Some want tools they can manage in house. Others want the entire process handled by experts. Both approaches can work. The key is knowing which one you actually need. When a template makes sense Templates work well when: The content structure is predictable and consistent The document is short or relatively simple You have someone in house who is confident using professional design software Speed and internal control are the priority In these cases, we can design robust, well-considered templates that your team can use with confidence. We build them properly, with flexibility in mind, and make sure they are set up to avoid common layout and print issues. We can also step in for quality checks before print or publication, so you get the efficiency of a template without the risk. When professional design is the better option There are times when relying on a template will quietly create more work, not less. Professional design is often the better choice when: The document tells an evolving story year to year Page counts and content change significantly The document is high profile or externally scrutinised You are trying to demonstrate progress, leadership, or credibility Internal teams are already stretched In these situations, handing the full task to professionals removes pressure from your team and ensures the final result reflects the importance of the work. We manage the design, layout, content flow, and production details, making sure everything is cohesive, clear, and ready for print or digital delivery. The hidden difference is thinking, not software The value is not the program being used. It is the thinking behind it. Design decisions shape how information is understood, what gets noticed, and how your organisation is perceived. That level of judgement comes from experience, not from a file template. Templates are tools. Professional design is a service. A flexible approach that works long term Many of our clients choose a hybrid approach. Templates for day-to-day needs, supported by professional design for major reports, annual publications, or strategic documents. Others opt for an ongoing service agreement that provides consistency, flexibility, and expert oversight without having to start from scratch each time. There is no one-size-fits-all answer. And that is exactly the point. We are here either way Whether you want a template your team can manage internally, a full done-for-you service, or something in between, we can help. Our role is not to push you toward the most complex option. It is to make sure the approach you choose actually supports your goals, your people, and your capacity. Sometimes a template is the right tool. Sometimes professional design is the smarter investment. Knowing the difference makes all the difference. Whether you need a flexible template, full design support, or something in between, we can help you choose the right tool for the job. Get in touch with the team today.

Make 2026 the year your website actually works for you

January 11, 2026
If your website feels a little tired, your content is inconsistent, or your online presence just is not pulling its weight, this is your sign to fix it properly in 2026. At bellette , we see it all the time. Businesses juggling websites, socials, SEO, photography, and content across different suppliers, or worse, trying to do it all themselves. It is time-consuming, messy, and usually the first thing to fall behind when business gets busy. So this January, we are making it easier to upgrade everything at once. A complete digital reset, done for you. We don't just build websites. We build connected digital ecosystems that actually work together. When you work with bellette , you get: A professionally designed website built to convert Clear, engaging website and social content Photography that reflects your brand and builds trust SEO foundations to help customers find you Automation and structure that reduce manual work A digital strategy that ties it all together No chasing multiple suppliers. No trying to stitch things together later. No guesswork. We handle the strategy, design, content, photos and setup so you can focus on running your business. January 2026 only: 35% off website and content packages To kick off 2026 properly, we are offering 35% OFF full website builds and content packages for January only. This offer is designed for small to medium businesses ready to: Replace an outdated or underperforming website Get consistent, professional content in place Reduce the mental load of managing their digital presence Start the year with clarity and momentum The discount applies to website and content packages only. Hosting is excluded. Availability is limited. A smarter way to show up online in 2026 Your website should not just exist. It should support your socials, reflect your brand, rank on Google, and make it easy for customers to take action. That is what we build. If 2026 is the year you want your digital presence to finally feel sorted, this is the moment to act. January spots are limited. Get in touch and let us build something that works as hard as you do. Eligible NT businesses may also be able to access NTG Business Growth Grants to help offset the cost of their website investment. For more info click here .

The Tail Behind the Tagline

By Brad Bellette • January 9, 2026
Before 1997, before bellette was even a thing, I was working for other media companies, selling airtime, ads, and what I now know was a broken idea. Everyone was an “expert.” Agencies full of buzzwords, all talking about top of mind awareness . That was the holy grail. ROI wasn’t a word anyone wanted to hear. You just threw money at it and hoped it stuck. It drove me nuts. I couldn’t keep selling something that didn’t work, so I went looking for answers. That’s when the early days of bellette began. I was knee-deep in creating ads - fast, rough, full of trial and error. We’d be out there at 7 a.m. , camera in hand, filming Greg Neck trying to get his lines out while Chris stood off to the side giving him a hard time every time he messed one up, it was raw, loud, and full of life. Those mornings were pure Territory chaos, but they taught me something important. You could see what worked. You could watch the ads go live, see people walk through the doors, buy the product, and walk out smiling. That was real ROI , a feeling that what you created actually mattered. That’s what drove me in those early days of bellette, chasing that same sense of return . When I spoke about that idea to new clients, it felt hollow. ROI sounded like a pitch line, it wasn't a purpose. I knew it meant something, I just didn’t have the anchor yet. Not until later, when a book in a bargain bin set me straight. Every weekend I’d wander into Dymocks , back when Bev Ellis owned it in the Alice Plaza , and dig through the bargain bin looking for answers. Old marketing books, sales guides, psychology reads — anything I could get my hands on. Then one day, buried deep in the pile, I found a little purple book by Seth Godin — Purple Cow . Inside was a line that stopped me cold: “You’re either remarkable or invisible. Make your product worth talking about, or you’ll fade away.” That was it. That was the spark. It made me realise that everyone, no matter who they are or what they do, should be famous for what they do . Not famous for shouting louder, but for being remarkable. That’s where bellette really began. Back then it was just Kate , Bear , and me, late nights, caffeine, and pure stubbornness in a one-bedroom flat on Undoolya Road . Then many years later came Jim and Fred , who’ve grown up right in the middle of it all. Over the years, plenty of people have said, “I don’t get it.” Even a few old bellette crew couldn’t see it. But it’s stuck. Every part of me still wants to do this, to make the world see you, know you, and understand what makes you remarkable. Like Shrek says, “Ogres are like onions, they have layers.” So do people. So do brands. The first ten years of bellette were all about ROI - Return on Investment . We helped retailers measure what worked, what sold, and what didn’t. But as bellette grew, so did the meaning. Now ROI means Return on Impact. These days, we work with councils, NGOs, and government organisations , helping them show the difference they make. Because when you run a great council, deliver services that matter, or do something that changes lives - you should be known for it. Many years later too, Jim and Fred are famous in their own right, which I’m not sure they enjoy. But just like the tagline, the world knows them for who they are and what they bring to the world. Jim brings the dangerous curiosity, seeing the detail others miss. Fred brings the quirky creative, unfiltered, and full of spark. Together they balance each other out, just like the best in brothers should do. But not because of me, but because they’ve become the living embodiment of it. They’re proof that being famous isn’t about followers or noise, it’s about being known for what you bring to the table, and doing it with purpose. That’s what we do. We don’t just make stuff. We make you known . We make you seen . We make you famous . Because it’s not about us It’s about you . You do something well. You make a difference. And we’ll make sure the world knows it. Here’s to the next chapter of bellette , still chasing the purple cow, still making the good ones famous. Nearly three decades on, and we’re just getting started.
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