Event Recap: The 2018 HSCG Conference

Event Recap: The 2018 HSCG Conference

Event Recap: The 2018 HSCG Conference

 

 

GREETINGS FROM ATLANTA!

 

Hello friends! It’s Angie here from the Lucky Break Team and I’m coming atcha on the heels of the annual Handcrafted Soap and Cosmetic Guild Conference, better known to most as HSCG. While Lela and the Lucky Break Team are HSCG veterans, this was my first time attending. For those unfamiliar, HSCG is a not-for-profit trade association representing, supporting, and defending the handcrafted soap and cosmetic industry. Members enjoy a wide variety of resources and benefits including this annual event, which draws 500+ artisan makers together for four days of learning.

 

This year, the conference was hosted at the Westin Peachtree Hotel in beautiful downtown Atlanta, GA-  home of the best pulled-pork nachos I’ve had east of the Mississippi (I may or may not have come home 6lbs heavier…and I was only gone for six days). Being that HSCG was going to be a big event for Lela, we decided to bring the team out to support her, say “hello” to lots and lots of LBC clients, and to meet some new friends, too. This included Melissa (operations manager) from Massachusetts, Helen (our tech guru) from Oregon, and myself (client concierge) from California. Our very own Shannon Miller stayed behind to man the fort while the rest of us were braved show duty.

 

Event Recap: The 2018 HSCG Conference

 

 

 

WERK WERK WERK WERK

 

As much fun as it is to come to Atlanta and have a great time socializing with our clients, the attendees, and with each other, it truly takes a dedicated team, many working hours, and a lot of strategic planning to prepare for this event. While Lela was hunkered down in the hotel room refining her talks for her presentations, the LBC team was setting up the booth, running around town in an Uber too small to be carrying oversized balloons that spelled out “LUCKY,” organizing onsite events, and educating attendees on our services and offerings.

 

Event Recap: The 2018 HSCG Conference

 

Event Recap: The 2018 HSCG Conference

 

 

On the eve of the event, Lela joined an expert panel of heavy hitters in the soap industry, sitting alongside LBC client extraordinaire Gates Councilor of Burly Stone, Former HSCG President Marie Gale, current HSCG President Charlene Simon, and Networking and Strategy Coach Lori Saitz. No topic was off the table, and it was incredibly insightful to see the breadth of questions answered across this esteemed panel of experts

 

To kick off the conference, there was a triple threat Keynote featuring Lela, Gates Councilor, and Charlene Simon. The topic du jour? Focus, Drive, Charisma, and Power- something we could all use a little of in our businesses. Shameless plug here- I got to hand letter the cover for the notebooks that were passed out to all the attendees!

 

Event Recap: The 2018 HSCG Conference

 

Heading into the conference, Lela gave her talk on pricing and educated a sea of conference goers on the logistics and value of strategic pricing. I’ve personally seen and heard her do this talk several times now, and every time I watch her, I glean something new and pick up bits of wisdom from her. I love looking out at the attendees and getting the chance to witness those “ah-ha!” moment on conference goer’s faces as she goes through her presentation.

 

On the last day of the conference, after a week of promises from Lela of half-naked men and alluring displays of eye candy in her final talk (she was really trying to sell this thing!) she went and delivered her pièce de ré·sis·tance- The Secrets to Seducing Store Buyers.

 

Between you and me, I’ve never seen Lela work so hard on a presentation deck. Let’s just say that she had a very interesting Google Search history once she was done “researching” for this presentation. But kudos to her because the whole gang joined us! I’m talking about Denzel, Hugh Jackman, Ryan Reynolds, Ryan Gosling, and my personal favorite; Dwayne the Rock Johnson (shhhaaaoowww!)

 

 

Event Recap: The 2018 HSCG Conference

 

 

A SEA OF SMILES + PROUD HEARTS

 

Since many LBC clients hail from the soap and apothecary industry, we hosted a cocktail party for our LBU and BHB alumni. This has become an annual event and one that the entire team looks forward to.  We gathered at the Sundial bar, which offers a 360-degree view of Atlanta from the 75th floor atop the Westin. Attendees were treated to an open bar, hummus and crudités, baked brie with apricot chutney, a live jazz trio, and lots and lots of hugs.

 

It’s our version of a high school reunion, where clients enjoy an opportunity to drink and nosh with each other, putting names and business to faces, and just enjoying the company of other small business owners who have graduated from LBC mentorships. I always joke that I’m a “long time stalker-turned client-turned employee of Lela” and I’ll never forget the first time I got to meet her in person. Lela has a magnetic personality, and you could feel the electricity in the room as people had the opportunity to hug and thank Lela for all that she’s done for their businesses.  I felt privileged to watch everyone gleam with excitement, and it reminds me of the first time I met her and how incredible a person she’s been for me, not just in my own business, but as a friend (Hi Lela! I Luh You!).

 

 

Event Recap: The 2018 HSCG Conference

 

FINAL THOUGHTS

 

It was another successful event for Team Lucky Break, and we can’t wait to work with all the new faces and brands that came across our booth over the last week. After being surrounded by our clients, seeing familiar faces, and listening to the different speakers, it’s hard not to come back re-energized and excited to get back to work.

 

Is there a conference that you’d like to see Team Lucky Break benevolently invade? Drop a line in the comments and let us know which shows and conferences you attend… perhaps we can make it to your city!

 

The Lucky Break Calendar – May 2018

May2018

Am I the only one who had to do a double take when I flipped the calendar and it said May? 2018 is rolling along and it’s already time to begin thinking about holidays for the wholesale market. Time – and the holidays – wait for no one my friend.

 

This month the LBC team is busy attending The HSCG Soap Conference where we can’t wait to give hugs and mingle with our favorite alumni. Will I see you there? Be sure to stop by the booth to say hello to me and the team and pick up some Lucky Break swag while you’re at it.

 

Whatever you’re up to this month, know that I’m cheering you on!May2018

Where are they now? Iyanla of MasterPeace

IV Headshot 2018

GEMMMIAS MP_GRADIENT logo_FINAL

 

Are you wondering what happens to my Brick House Branding alumni post-graduation? What they do with the momentum and new-found knowledge? Curious about where they take their businesses in the year following all that hard work?

 

I’m back with another installment in my “Where Are They Now?” blog series and I’m doing-cartwheels-excited to show you the serious waves my BHB graduates are making!

 

 

IV Headshot 2018

 

SAY HELLO TO IYANLA OF MASTERPEACE.

I’m wrapping up this BHB Case Study series with the amazing Iyanla Vanzant of MasterPeace. You may recognize Iyanla from her frequent appearances on the Oprah Winfrey Show, her own show on the OWN network, or from one of her best-selling books. It was a special honor to work alongside Iyanla. We collaborated on several fronts: Iyanlya is a BHB graduate, we’ve worked through several private strategy sessions together, and I had the honor of writing much of the copy from her new website. And I can share that she is every bit as warm-hearted and lovely in person as she is on TV!

 

LBC: Why and when did you originally launch your company?

Iyanla: I originally launched MasterPeace in 2006 to continue my daughter’s legacy.  A master aromatherapist, she passed away in 2003. She started the line in 2001 after creating her own hair care products. Gemmia wholeheartedly believed that essential oils and herbs were vital in creating and shifting energy on and around the body.

 

 

LBC: At what point did you know it was time for a rebrand?

Iyanla: I was invited to pitch my products to QVC in 2014 after one of the buyers attended a workshop that I facilitated.  She purchased and loved the products.  I attended the pitch meeting, and while they loved the product they felt that the packaging was “too rustic” for the QVC customer.  I laughed because I loved the rustic look but also realized that in order to appeal to the mass market, I would need to consider the feedback seriously.

 

 

MasterPeace packaging and logo, BEFORE Brick House Branding and a rebrand

MasterPeace packaging and logo, BEFORE Brick House Branding and a rebrand

 

LBC: Please share a significant realization about the brand development process that you discovered while in Brick House Branding.

Iyanla: Module 2, Developing Brand Personality and Emotional Resonance did it for me. I knew the name of the line was perfect.  I knew that the product features and benefits of African Black Soap were on point.  But when I began to examine the psychological benefits, I knew that I had to up my game.  I knew that I could win the hearts and minds of my customers because of the name recognition, but I didn’t want to be hanging out in the minds of people when they were in the shower!  I want my customer to want my product and love my product because they believed in it, and because it holds a benefit to them personally.

 

 

LBC: What professionals did you tag in to help with the process, and what pieces of the branding puzzle did you DIY?

Iyanla: I handmade the products for the first 10 years.  However, after my visit to QVC I realized that it was not feasible for me to attempt to produce the products on my own if I wanted to grow into the mass consumer market.  Because I was concerned about the integrity of the products, I searched long and hard for a manufacturer who was willing to follow a strict protocol in the making of the products.  That company is LiquidTek, a small semi-organic manufacturer in Chino, CA.

 

I then hired a 5th Avenue advertising firm to re-design my packaging.  That almost broke the bank.  I eventually asked my long-time graphic artist if she could duplicate some of the ideas they offered in a more economical way.  When it came time to re-design my website, I leaned on the support and recommendations of my masterful teacher, Lela Barker.  She directed me to a web designer and a photographer.  Here is my secret: For the first 8 or 9 years of producing the product by hand, whatever money I made that I did not spend on supplies, I saved. That is why I had a few coins to invest in the re-design and re-branding of the product line.  Because of my schedule, I knew that I needed help.

 

MasterPeace packaging and logo, BEFORE Brick House Branding and a rebrand

MasterPeace packaging and logo, BEFORE Brick House Branding and a rebrand

 

LBC: What was the biggest obstacle you encountered during the rebranding process?

Iyanla: My two biggest obstacles were letting go of the old ideas and being willing to invest time and money into the process.  I am a Virgo personality and I resist change because . . . no one can do it as well as I can.  I had to be willing to invite and welcome in the process of up-leveling my brand.  I had to become willing to do things in a new way for the good of the line.  I had to become willing to let some things go and embrace the ideas and concepts of others. And finally, I had to be willing to spend money without knowing (although believing that in the long run) I will have a magnificent and abundant return on my investment.  As a “home grown” product maker, it was hard for me to let go.

 

 

LBC: How has your own perception of your brand evolved since graduating from Brick House Branding?  

Iyanla: Module 3, the Brand Manifesto helped me to see my products in a totally new light.  Before Brick House Branding, I was making soap. By the time I reached Module 3, I was the owner of a branded product line, a brand that I believed in and wanted to share with the world.  I no longer make soap.  I am the owner of a collection of Body Therapy products that offer a solution to a national problem, specifically for women: how to manage stress, while building a better relationship with your body. Somebody slap me!  Where in the world did that come from?  Brick House Branding!  That’s where.  My concept of the products has evolved.  The language I use to describe the products has evolved. And, the image I hold and project for and about the products has evolved.

 

MasterPeace packaging and logo, AFTER Brick House Branding and a rebrand

MasterPeace packaging and logo, AFTER Brick House Branding and a rebrand

 

LBC: Are your products are being received differently by others since the rebrand? How has their reaction evolved?

Iyanla: I have an army of family and friends that I call my product lab rats.  While a few of them are still stuck on the rustic look and feel, most of the others simply love the packaging. In fact, they haven’t noticed if the products have changed.  They say that they look like they will make you feel better.  I won’t know until May if the general public feels the same way.

 

 

LBC: Can you share a recent win that you’ve realized because of the rebrand? 

Iyanla: My products have been accepted and will be presented on HSN beginning in May 2018!

 

MasterPeace packaging and logo, AFTER Brick House Branding and a rebrand

MasterPeace packaging and logo, AFTER Brick House Branding and a rebrand

 

LBC: How did Brick House Branding experience help shape your branding process?

Iyanla: Clarity.  Focus.  Intention.  Brick House Branding helped me get clear about my own thoughts and feeling about my products.  Was I invested in my products or not?  Did I believe in my products or not?  Did I want to sell my products or not? Did I really believe that I could be successful selling my products or not?  In this regard, that MVP assignment, although it kicked my butt was worth the entire fee for the course.  As I mentioned Modules 2 and 3 helped me focus in on what really matters when you have a product line and how to present what you feel about the line to the consumer. This is how I developed my intention for the product line. I also think the Expert Interview videos of the other brand owners helped me to put many things into a broader, wider, higher perspective.

 

MasterPeace packaging and logo, AFTER Brick House Branding and a rebrand

MasterPeace packaging and logo, AFTER Brick House Branding and a rebrand

 

LBC: What do you wish you had known at the beginning of the brand development process? What advice would you give to someone who’s getting ready to start the brand development process?

Iyanla: What I wish I had known was that branding is serious business.  Not only is it serious business, it is a business you must take seriously. I never even thought of my products as a brand. I made them because I liked them, and I wanted to continue my daughter’s work. I sold them because I spent too much money on supplies to give them away for free. That is how I felt about the “soap” I was making. Brick House Branding moved me into a brand consciousness which I now believe you must begin with. A brand is a living, breathing entity that needs care, nurturing and focused attention if you want it to grow.

 

I would advise anyone who is ready to start a brand to get clear about what the brand is, what it does, why it does that and why your brand does it better than any other brand. I would also encourage a new brand owner or those re-branding to have a clear intention about what they want to achieve with, for, and as a brand.  Finally, I would say, drop the word “product” from your vocabulary until you are clear about the energy and direction of the brand.

 

Thanks for catching up with us, Iyanla. The Lucky Break team will be watching (with cocktails and popcorn in-hand) as you make your big debut on HSN next month!

 

If you’d like to build a stronger, smart brand in 2018, then I also hope that you’ll consider joining me in the spring semester of Brick House Branding. This 9-week brand development mentorship dissects awesome brands and then helps you build your own, brick by brick, with me working right alongside you to cheer you on and ensure that you’re on the right track. Enrollment is now open, but we’re closing things up tight on April 27!

 

Where are they now? Christy Rose of KBShimmer

KBShimmer packaging and logo, AFTER Brick House Branding and a rebrand

KBShimmer_Logo

 

Are you wondering what happens to my Brick House Branding alumni post-graduation? What they do with the momentum and new-found knowledge? Curious about where they take their businesses in the year following all that hard work?

 

I’m back with another installment in my “Where Are They Now?” series and I’m doing-cartwheels-excited to show you the serious waves my BHB graduates are making!

 

KBShimmer_Headshot

 

SAY HELLO TO CHRISTY OF KBSHIMMER

 

I’m thrilled to introduce you to Christy Rose of KBShimmer. After digging deep in Brick House Branding, Christy’s brand is all grown up and more in line with her ideal client than ever. Welcome, Christy… we’re so glad you’re here!

 

LBC: Why and when did you originally launch your company?

Christy: Like many small businesses, KBShimmer was created through my drive to do something beyond working at a stressful day job. I was working long and demanding hours in a career that left me unfulfilled. My indulgence at the end of the day was a long, hot bath and a good book. On really tiresome days, only a trip to the local spa for a pedicure and fresh polish on my tips and toes could change my perspective on almost everything.

 

In 2007 I walked into a bath and body store on vacation and fell in love with the bold colors, rich scents and creative vibe from handcrafted body care that filled this store’s shelves. I knew, with support from my husband Jason, that I could not only enjoy my pedicures and bath, but create my own products to enjoy during those peaceful moments.

 

In 2008, my home was overflowing with bath and body goodies and I needed to make room to create more! So I took those products to a local craft show and KBShimmer was born. For a few years, my night and weekends were spent making products, shipping orders and attending craft shows. But life has a funny way of propelling people forward, doesn’t it?  Unexpectedly in 2011, I found myself without a job. That event launched an internal struggle: though I didn’t want to work for anyone else, I needed to support my family. While pounding the pavement looking for work, I diligently watched for opportunities to grow my business into a sustainable income that would give my family the security it needed.

 

KBShimmer packaging and logo, BEFORE Brick House Branding and a rebrand

KBShimmer packaging and logo, BEFORE Brick House Branding and a rebrand

 

LBC: At what point did you know it was time for a rebrand?

Christy: Being in business for 10 years, things can start to feel stale and old.  Trends in the marketplace change, businesses grow and evolve, and sometimes what worked before no longer fits. That was really the case for us. About 3 years ago, I knew I needed to update my look. I took Brick House Branding, but ultimately I was scared that I would lose customers or my share in the marketplace if I made a drastic change. I took little pieces from BHB at that point and did a slight refresh on my bath and body labels.

 

But, as you can imagine, it wasn’t enough. New brands were constantly come into the picture that looked fresh, fun, modern, and more current than I did, so I knew I had to get over my fear and embrace changes. I signed up for BHB one more time, and took it with my husband. We took a hard look at our Ideal Customer (or “MVP” in BHB speak), and figured out where she shops, what attracts her to brands, what drives her purchases. We took that knowledge of Liz (that’s what I call my MVP) used it as the foundation for our new branding.

 

KBShimmer packaging and logo, BEFORE Brick House Branding and a rebrand

KBShimmer packaging and logo, BEFORE Brick House Branding and a rebrand

 

 

LBC: Please share a significant realization about the brand development process that you discovered while in Brick House Branding.

Christy: I always knew that I might not be my ideal customer, but it is hard to step away and look at not what you like, but what your MVP likes. That is the most significant thing I learned, that we don’t need to be our MVP. We might be, but we might differ in some aspects, too. That staying true to what our MVP and ideal customer looks for in our brand was more important than anything. That really helped when my husband and I differed in opinion on the branding.

 

My husband and I took BHB together. I knew that it would happen, but at some points our visions did not mesh, both while completing BHB and during the design process.  So when that happened, we really dug back into our coursework, taking a fresh look at our MVP’s personality, her likes and what she would desire from a brand.  What did Liz Google, where did she shop, what she did in her spare time? We looked at so many facets of her personality that I can tell you what car she drives and what drink she will order at the bar. Liz does have a lot of traits that come from my personality, but she is a bit younger, more in tune with social trends, and almost has some traits from my sister and daughter. Realizing that we needed to know our MVP inside and out was very important in helping us stay true to our brand, especially on those occasions when our MVP did differ from my own personality or my husband and I did not see eye to eye.

 

 

LBC: What professionals did you tag in to help with the process, and what pieces of the branding puzzle did you DIY? 

Christy: I tagged in Shauna and the team from We Are Branch for my rebrand. I actually contacted about 5-6 branding agencies when I was ready to start the design process. I spoke to each company to not only see if they could do what I wanted, but to make sure they were a good fit for me. I already write my own site content, and had a plan for photography, so those were not important aspects for me when looking for a designer or design team. While also I wanted visuals for my website, I didn’t need a new website platform. I also looked at their time frames, if they were more modern, more traditional, more tweaked clip art or freehanding everything.  It was important for me to find someone I feel comfortable talking to and that was open to my ideas and vision.

 

Once the rebrand was over, and packaging design was underway, we tagged in both a box company and a label company. We brought those people in early as there is no use designing a beautiful component if making it is out of your price range or requires a longer lead time then you have. We were lucky to find great reps at Consolidated Label and Your Box Solution to help us out.

 

Once we received all our boxes and labels, our in-house staff got to work making everything in new bottles and with new labels.  We also tweaked some formulas for the rebranding. That meant that we really couldn’t just relabel old product, everything had to be remade. I also decided to tag in Products On White to retake all my product photos on white backgrounds.  That was something I had handled myself in the past, but the cost of outsourcing this piece was definitely worth the weeks of shooting and editing photos I would have had to do.  Plus, if I spent all this money on great packaging components, I wanted to make sure to show them off properly!

 

KBShimmer packaging and logo, AFTER Brick House Branding and a rebrand

KBShimmer packaging and logo, AFTER Brick House Branding and a rebrand

 

 

LBC: What was the biggest obstacle you encountered during the rebranding process?

Christy: The biggest obstacle was sticking to my timeline. I really would have loved to have launched before Christmas, but with design changes, hiccups in packaging and labels, and just the extended time it took us to remake everything, Christmas was gone before I knew it. I realize now that I was pushing too hard and would have had to take shortcuts to be ready by Christmas, so I am glad we took the time to do it right!

 

 

LBC: How has your own perception of your brand evolved since graduating from Brick House Branding?  

Christy: The hardest thing once my rebrand was complete was looking at my old logo! I really think that my old branding had a more youthful feeling then I ever wanted to project. I hated that we had new components in house, but had to keep using what I already thought of as my “old” logo. I think now I feel more sophisticated, ready to talk to more wholesale accounts, more confident in putting our brand out there to consumers that may not have known us.I know that we have a kick ass product line, but now I know that our design also reflects that!

KBShimmer packaging and logo, AFTER Brick House Branding and a rebrand

KBShimmer packaging and logo, AFTER Brick House Branding and a rebrand

 

LBC: Are your products are being received differently by others since the rebrand? How has their reaction evolved?

Christy: We just relaunched March 15th, but so far the reaction has been great.  When sending out press samples to bloggers, the feedback was overwhelmingly positive.  It is super scary to take an established brand and redo everything from top to bottom, so the positive feedback we have gotten so far has been amazing!

 

 

LBC: Can you share a recent win that you’ve realized because of the rebrand? 

Christy: We have already had several new wholesale inquiries since the rebrand, and some collaboration requests. That to me speaks volumes that the changes we made are the right changes.

 

 

LBC: How did Brick House Branding experience help shape your branding process?

Christy: One of the best aspects was feeling like I was coming to my designer prepared. There were some designer that I spoke who seemed amazed at how well I understood my ideal customer, my MVP. There were some designers that wanted to start out the process with what seemed like a mini BHB session.  So with BHB under my belt, I felt I could confidently attack the branding process and really move forward in a direction that I felt would help my company stay current not only now, but 10 years down the road.

 

KBShimmer packaging and logo, AFTER Brick House Branding and a rebrand

KBShimmer packaging and logo, AFTER Brick House Branding and a rebrand

 

LBC: What do you wish you had known at the beginning of the brand development process? What advice would you give to someone who’s getting ready to start the brand development process?

Christy:I would want anyone going through a full rebranding to know upfront that it will probably take longer than you think to get it all done and ready for the public eye!  Also, good designers are booked. Don’t be surprised if you need to wait weeks or even months for the designer that fits you perfectly. The perfect designer is worth waiting for. And budget more than you think you will need. You only have one chance to make a first impression with your new look, so if you feel it is off, not perfect, don’t move forward until it is.

 

I also suggest trying to stay away from trendy items in your branding. Pineapples, arrows, rose gold and woodland creatures may be hot, but so was avocado green in the 70’s and mustaches a few years ago, and now both look dated. It is important to look at the longevity of your brand.

 

In the end, you need to drive the rebranding process so that your look and products speak to your MVP.  In the end, we all want people to love our products enough to hand over the cash time and time again.

 

Thanks for catching up with us, Christy. We can’ t wait to see what comes next for you and KBShimmer… We’re cheering you on!

 

If you’d like to build a stronger, smart brand in 2018, then I also hope that you’ll consider joining me in the spring semester of Brick House Branding. This 9-week brand development mentorship dissects awesome brands and then helps you build your own, brick by brick, with me working right alongside you to cheer you on and ensure that you’re on the right track. Enrollment is open and closes on April 27!

 

Where are they now? Rosaura of Pigment & Parchment

Pigment & Parchment, AFTER Brick House Branding and a rebrand

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Are you wondering what happens to my Brick House Branding alumni post-graduation? What they do with the momentum and new-found knowledge? Curious about where they take their businesses in the year following all that hard work?

 

I’m back with another round of “Where Are They Now?” case studies and I’m doing-cartwheels-excited to show you the serious waves my BHB graduates are making!

 

Rosaura

 

Say hello to Rosaura of Pigment & Parchment

I’m thrilled to introduce you to Rosaura Unangst of Pigment & Parchment. She spends her days creating beautifully vivid and colorful couture stationery wedding suites, with a style that’s all her own. And now she has a gorgeous brand that’s all her own, too.

 

LBC: Why and when did you originally launch your company?

Rosaura: I started Pigment & Parchment in October of 2013 a couple months after I married my husband, Nathan. I had already had two Etsy shops by then. One wasn’t super successful and that was before I even thought of the concept of a brand. The second one, Cameoland, was way more successful than the first, but I eventually burnt out because I had pigeon holed myself into a corner painting quirky caricatures and I was bored. I knew I could flex my painting muscles more, but I was too busy giving the people what they wanted to spend time focusing on what I wanted to create.

 

I shut down Cameoland and poured all my energy into planning our wedding. Everything was DIY and I knew once the wedding was over, I’d start my next venture based on my favorite part of creating for our own wedding. I was still a bit confused about what exactly the next venture would be still, so I very consciously named this company Pigment & Parchment. I knew I loved wedding stationery but also knew I tend to get bored and wanted a name that could easily evolve with my interests. I’m glad I had that forethought as the business has shifted in and out of different spaces (like retail & workshops) and it’s never felt like the name has held me back since it’s not overtly wedding related.

 

I originally launched this company after falling in LOVE with wedding stationery while painting our wedding’s menu. It was the first time I was applying my fine art painting skills to stationery in a way that I absolutely loved. I had my years of practice doing signage at Trader Joe’s and was ready to incorporate my lettering skills WITH my painting skills for weddings.

 

Pigment & Parchment logo, BEFORE Brick House Branding and a rebrand

Pigment & Parchment logo, BEFORE Brick House Branding and a rebrand

 

 

LBC: At what point did you know it was time for a rebrand?

Rosaura: I had attempted branding before but thought all that went into that was picking colors, fonts, and making a mood board. I wasn’t terrible at it, but it had NO meaning. It was green and gold and modern and incorporated tropical plants because that’s what was popular but there was no WHY attached to any of it other than me wanting to fit into the luxury wedding market landscape.

 

Then I sat in a branding lecture by Lela at Craftcation and knew I wanted whatever she was selling. I asked her a question and I loved how she called it like it is, even when it wasn’t the easy answer I wanted to hear. That’s when I knew I could trust her.

 

I signed up for Brick House Branding within the week.

 

I don’t even really consider it a rebrand now. I can’t consider what I was doing before as branding really because it was so superficial. It feels like my brand was finally 100% fully born after I graduated from BHB.

 

 

LBC: Please share a significant realization about the brand development process that you discovered while in Brick House Branding.

Rosaura: I didn’t know there was more to a brand than the visuals. That’s where the buck stopped for me before Lela.

 

After Lela, I knew my brand inside and out. I no longer stumbled every time I needed to know what my ideal client thought. I no longer made up clients based on whims… there was a REASON for everything once I did the work of building the brand brick by brick up from the foundation rather than a shiny coat of paint on a house of cards like it had been before.

 

Pigment and Parchment, BEFORE Brick House Branding and a rebrand

Pigment and Parchment, BEFORE Brick House Branding and a rebrand

 

 

LBC: What professionals did you tag in to help with the process, and what pieces of the branding puzzle did you DIY?

Rosaura: Because I am an illustrator, it was really important to me that none of the elements of the design be predesigned artwork. So, I hired Steph with Mighty Within who used the elements I hand painted to put together my logo. She then did my first branded photo shoot too!! Now any graphic elements I need within my branding, I just create it for myself!! I have a friend Samantha Aceves Photography who does my branded photos now, and I choose the styled shoots I contribute to more wisely to make sure they’re more in line with my brand than I used to do.

 

I went back and forth on hiring someone to do my copy. I gave it the old college try, but ultimately decided against it and do my own copy.

 

Pigment & Parchment, AFTER Brick House Branding and a rebrand

Pigment & Parchment, AFTER Brick House Branding and a rebrand

 

 

LBC: What was the biggest obstacle you encountered during the rebranding process?

Rosaura: Making the time. I did BHB smack dab in the middle of wedding season (my busy season), so making the time to commit to BHB was a juggle for sure. It felt like I was back in college for a summer!! In the end though, my company not only survived the busy summer, but it grew stronger because of the work I put in to knowing my brand inside and out.

 

 

LBC: How has your own perception of your brand evolved since graduating from Brick House Branding?  

Rosaura: I know it in my bones. I’m no longer just endlessly searching for anything that matches a certain color palette like before… I know when something aligns with my branding or doesn’t pretty instantaneously now so I don’t waste as much money buying promotional junk I won’t like in 6 months like I used to. I don’t follow trends anymore, I don’t have to. I’ve started my own trend and don’t spend as much time ‘researching’ what other people are doing since I’m so much more secure in what I’m doing now.

 

Pigment & Parchment, AFTER Brick House Branding and a rebrand

Pigment & Parchment, AFTER Brick House Branding and a rebrand

 

 

LBC: Are your products are being received differently by others since the rebrand? How has their reaction evolved?

Rosaura: Absolutely. Since doing the rebrand, I no longer get brides that simply aren’t a good fit for me and my vibe. I honestly started booking my dream jobs in locations all over the world once I did the rebrand. I had done this before the rebrand too, but it was few and far between. Once I rebranded, dream clients became the norm.

 

 

LBC: Can you share a recent win that you’ve realized because of the rebrand? 

Rosaura: A win that’s started happening exponentially since the rebrand is working more and more with international clients. I offer files for sale for them to print locally with a lot less stress, since one of Pigment & Parchment’s core values is being stress-free.

 

Another recent win is that I’ve now done live painting for two weddings since rebranding and have two more coming up. Once I really owned how travel & wanderlust are a big part of my brand, I can incorporate that ethos into the services I offer!

 

Pigment & Parchment AFTER Brick House Branding and a rebrand

 

LBC: How did Brick House Branding experience help shape your branding process?

Rosaura: It gave me structure. Plain & simple.

 

We creatives tend to be great at coming up with new ideas. Follow through, though, is not always our strongest muscle.

 

BHB helped me focus and dial in on what was most important while utilizing all of Lela’s knowledge & the team’s organization & accountability skills.

 

 

LBC: What do you wish you had known at the beginning of the brand development process? What advice would you give to someone who’s getting ready to start the brand development process?

Rosaua: I honestly had a great experience and don’t think there’s anything I wish I had known before. I got everything out of BHB I could possibly dream of.

 

Advice I have for others though: Save up money to invest in doing this right. Cutting corners is more expensive in the long run because you end up doing things three, four, five times. Allot the time and resources you can to really dive deep and make the most of this time.

 

One last piece of advice: Don’t fight Lela and the team. Defensiveness gets you no where. You’re paying them hard earned money to help you, and that’s all they’re trying to do. They want to see you succeed as much as possible. If you’re going to be defensive and not open to change, save yourself the money and time and don’t do BHB. Otherwise, if you feel yourself resisting change, think of that as a red flag to something that could be holding you back. Don’t be afraid to change, that’s why you’re in BHB.

 

Thanks for catching up with us, Rosaura. We can’ t wait to see what comes next for you and Pigment & Parchment … We’re cheering you on!

 

If you’d like to build a stronger, smart brand in 2018, then I also hope that you’ll consider joining me in the spring semester of Brick House Branding. This 9-week brand development mentorship dissects awesome brands and then helps you build your own, brick by brick, with me working right alongside you to cheer you on and ensure that you’re on the right track. Enrollment opens on April 17!