You’ve probably heard that people need to see you six to eight times before they’re likely to buy from you. Laura Beauparlant thinks that it’s probably closer to 20 times, because people are so overwhelmed with what they’re seeing on a daily basis. When you have a clear, concise, powerful brand that is easily recognizable, that stops the scroll, you’re on track to explosive growth.
Our guest on 🎙 The 4 AM Report 🎙, Laura Beauparlant, spoke to us about the importance of branding, especially for founders and small business owners. She tells us what branding looks like in 2021, how to alchemize authentic and memorable brands and why brands need to become publishers to stand out.
A brief bio
Laura is the author of Brand Chemistry, and the founder and creative director of Lab Creative. She developed two innovative programs, Brand Camp and Brand Accelerator, for ambitious solo entrepreneurs and micro business owners who want to create a brand that connects with the audience they wish to serve.
“We combine the magic that our clients bring to the table with a chemistry that we help them create, in order to build brand that has explosive results for them in their business and allows them to serve more people.”
How branding is like baking
“When I talk about branding, I relate it to baking. Most people see your brand like a beautifully decorated cake. But when you cut into it and see the layers that make up the cake, you start thinking about the ingredients it took to make that cake. And to bake a great cake that looks, tastes, and smells great, you need to have all the right ingredients, in the right proportions. A cake that is all sprinkles and icing won’t taste great, and it’s going to lack substance, just like a brand that is just a logo and just a website.
So, your brand is everything, all the ingredients, but it’s also how you then package it and present it to the world. So, when I think about the most important thing to do as a first step, it’s the deep work, the deep thinking before you design anything or name anything. It’s key to realize the value and importance of getting clarity around who you are, how you’re different, how you share the messaging, and the personality of the brand. Then that design becomes more powerful, it has more longevity, and it is more meaningful and authentic.”
Big picture thinking
With over two decades of design experience and 17 years as a successful entrepreneur, Lauren shares why so many entrepreneurs don’t connect with their brand, or might even be embarrassed by it, and this prevents them from connecting with the right clients. And how Brand Camp can help them before they start working on design.
“We try find out what their long-term plans are. Like, do you intend to start a podcast? Perhaps you’re going to spin this off into a speaker series, or something else, and suddenly, your brand is going to grow in so many ways. So, when you are doing that initial foundational planning, how do you plan for or leave room for that explosion of opportunities within that brand? And maybe all the different sub brands that could come off it? The client may not know in the initial phase, but it’s good to explore that scalability.”
Laura created a program called Brand Accelerator to support entrepreneurs in building the right foundation, finding the right visual identity, and providing tools, support, and know-how such as setting up landing pages and email systems, which is increasingly relevant in the digital space.
💥 Social media graphics are a huge part of design and establishing a digital presence
💥 A consistent and clear brand is always the winner
💥 You need to be your best, authentic self (even if it means your kids are in the background or photobombing you!)
💥 In letting your kickass brand match your kickass personality
💥 Not being bound to perfection is part of being vulnerable and showing who you are
As brands shift towards digital media and become publishers, Lauren says that it’s the right time to be creative and try new things. “There’s never been a better time to experiment, because we’ve got the perfect scapegoat if something doesn’t work. This pandemic might force you to change things, your habits and even your business. Ask if you really want to work in the way you do with the people you do. Do you want to offer the service that you do? Figure out what you can subtract. You’re in charge, you get to decide how you create your business.”
Are you inspired as much as we are? Find out more about building your brand chemistry on this explosive episode.
You can also find Laura at Lab Creative.
If you’d like to chat more about your marketing concerns (or any of your content!), please give us a shout at C+P Digital – we would love to help!
Plus, if you’re losing sleep over a particular marketing/business related problem or if you would like to suggest a guest on the 4AM Report, let us know.
You can find us on Apple Podcasts – subscribe to us – you won’t regret it!And as always, sweet dreams😴…well, hopefully!