Updated: Oct 26

With recent changes in social media, vulnerability is trending beyond these platforms. If you're looking to connect with your customers, it's time to get personal.


When I started my business, I wanted to hide behind the scenes and create the ultimate GLAMOUR experience for my customers. I felt that as a high school drop out, my presence would only tarnish the brand image. But as the business grew, and I started popping up at in-person events, I realized one major thing: people connect with stories, not products.


In a saturated market like fashion, sometimes the thing that makes you different, is the exact thing you need to put front and centre...


Fast-forward several years, and I now have a podcast all about failure and vulnerability... I haven't exactly created the glamour experience, but I have created community.


This week's episode is all about what ties us to the brands we buy from, and how to create connection.


Three things to keep in mind when building your brand:


#1: Who are you?


When I land on a website, I need a face & a name. Who makes the products? Why did this business start? Where is the business located?


I can't tell you how many times I have gone to a website and the "ABOUT" page says nothing about the human behind the brand. Without the social proof like a NIKE-sized company has, you have to earn consumer's trust by showing who you are. People connect with a person, and consumer behaviour is changing. People care where they spend their money because it's a form of self expression.


#2: Are you trying to get my email?


I LOVE email marketing-- when it's done well. When I land on a brand website, I immediately notice how hard they are trying to get my email. The harder they try, the BETTER I feel about that brand.


Why?


Because it shows me that they understand the power of email. Pop-ups that offer exclusive perks, VIP experiences, and behind the scenes content, prove to me that their customer experience is a priority. And if I sign up, I am ready to be part of a community.


Gone are the days where "sign up to our newsletter" is enough.


Email marketing is powerful. I'm not impressed by social media numbers, I am impressed by the one-on-one-inbox experience provided by brands.


#3: Are you nice to your date but rude to the server?


Let's talk red flags. Now more than ever there is pressure for brands to do social good. This is a great thing, but you have to think it through. If you talk about sustainability, but post images of influencers posing with disposable Starbucks cups, your audience will feel uncomfortable. They might not even be able to pinpoint why, but their subconscious will feel that something's not adding up.


Details matter, and congruency is another big factor when it comes to building trust.


I put a lot of myself into my brand, in my emails, on my social media. You don't have to go all in, but you do have to express who you are. Your business is an extension of yourself and people want to connect with you. Trust me on this, vulnerability goes a long way.



My incredible, supportive, kind, sweet, lovely, cute, handsome, patient, partner: Kyle @unimpressedscreenprinting chatted with me about building a business, what it’s like to run a print shop, and the BIGGEST MYTH about becoming an entrepreneur.


This episode is special for so many reasons, and I’m going to apologize in advance for all my giggling during the recording. (After 13 years together I still can’t control myself around this guy☺️).

 

Things we're covering in this episode:


1. Getting started in business


2. Imposter Syndrome: does it ever really go away?


3. The BIGGEST myth about entrepreneurship


 

Tune in to my chat with Kyle Kary, owner of Unimpressed Screen Printing here:


Unimpressed Screen Printing: https://www.unimpressedscreenprinting.com

Instagram: https://www.instagram.com/unimpressedscreenprinting/



There are a lot of overnight success stories out there. But in my experience, those truly are, as the saying goes: over a decade in the making. Building a business that is sustainable, is hard.


And it is mostly a series of failures and problem solving.


I registered my jewellery brand in 2013, but I really didn’t know what I was doing.


 

1. The first big mistake I made was this: I assumed I would be supported.


2. The next big mistake: I thought I would be saved.


3. And finally: I wasn’t willing to change enough, at the beginning.


 

This week's episode we're diving into all three of these messy mistakes. Plus, how Neo from The Matrix sabotaged my progress...








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