Lerato Masehela

What does your company do?

Ortus Brand Institute is a strategic brand consultancy and creative communications agency dedicated to building influential, purpose-driven brands across Africa and beyond. Founded on the belief that every brand has a voice and a story worth telling, we blend strategy, creativity, and technology to help businesses and individuals rise — with clarity and confidence. Ortus operates as both a full-service agency and a skills development institute. Through our training arm, Ortus Brand Institute – The Academy, we deliver accredited, industry-aligned learning experiences designed to empower South Africa’s emerging creatives, entrepreneurs, and digital professionals

What is your biggest success?

1. Founding Ortus Brand Institute (2020) Lerato established Ortus Brand Institute as a bold response to the gap between strategic branding and authentic storytelling in the African business landscape. Under her leadership, the agency has grown from a one-woman vision to a multi-service brand consultancy and creative powerhouse, servicing both start-ups and global brands. 2. Launching The Academy (2025) Recognising the urgent need to bridge education with employable creative skills, Lerato expanded the institute to include a SETA-aligned training division — Ortus Brand Institute: The Academy — focused on empowering youth and women through accredited programmes in branding, marketing, and content creation. 3. Brand Campaigns for Recognised Institutions She has led and overseen campaigns and brand strategies for respected entities across South Africa, earning recognition for her ability to merge business goals with emotional storytelling, visual elegance, and market relevance. 4. Career Journey in Advertising & Media With a background in advertising and time spent at one of Gauteng’s top commercial radio stations (Jacaranda FM 94.2), Lerato built her career at the intersection of media, marketing, and creativity — gaining first-hand insight into what moves audiences and markets. 5. Academic Advancement Returning to university to pursue a Bachelor of Commerce in Marketing and Management Sciences remains one of her most personal and professional triumphs — reinforcing her commitment to lifelong learning and leading by example. 6. Champion of Women & Youth Empowerment Lerato is known not only for building brands, but for building people. Her mentorship, coaching, and platform development work continues to uplift emerging creatives and entrepreneurs — especially young women — positioning them to rise with clarity and confidence in competitive industries.

What has been your biggest hurdle?

1. Breaking into the Industry Without a Traditional Network Starting a business in branding and advertising — industries heavily reliant on networks and insider access — Lerato had to build credibility and clientele from the ground up, without corporate backing or agency partners. Every client gained was earned through persistence, trust, and results. 2. Balancing Passion and Profitability As a creative strategist with a deep love for storytelling and transformation, one of Lerato’s early challenges was learning to price and position her services competitively, while still delivering value in line with her purpose-driven ethos. 3. Building a Brand Through a Pandemic (2020 Launch Year) Launching Ortus Brand Institute in the same year the COVID-19 pandemic disrupted the global economy meant navigating major uncertainties, shifting to digital engagement rapidly, and serving clients remotely — all while maintaining creative standards and strategic clarity. 4. Returning to University as a Working Adult Pursuing her Bachelor of Commerce in Marketing and Management Sciences while running a growing agency was a demanding test of time management, focus, and personal resolve — especially as a woman entrepreneur carrying both professional and family responsibilities. 5. Overcoming Perception Bias As a Black woman in a space often dominated by larger firms and male-led agencies, Lerato has had to work harder to be seen as equally capable — a challenge she’s met not with defensiveness, but with consistent excellence, professionalism, and presence.