Where are they now: Sarah Samere of James Vincent Design Co.

Sarah Headshot

james_logo3_360x

 

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!

 

Sarah Headshot

 

SAY HELLO TO SARAH OF JAMES VINCENT DESIGN CO.

This week I’m thrilled to catch up with my Brick House Branding graduate Sarah of James Vincent Design Co.

 

 

Lucky Break: Why and when did you originally launch your company?

Sarah: I started my company in 2013 after the birth of my first child. I was not a fan of the clothing that was available for babies/children and decided to make my own. Several people told me that I should sell the things I was making for my daughter so I took my last $40 (hard times during that part of my life) and bought fabric, opened an Etsy store and when the first piece sold, I used the profit to buy double the fabric, and so on.

 

 

Lucky Break: At what point did you know it was time to further explore brand development?

Sarah: A friend of mine had introduced me to Lela Barker via Periscope and I would listen to her daily while I worked from my home studio. As a momprenuer I wanted to soak up all of the knowledge I could on how to build a better company, and Lela quickly became like a mentor to me. After hearing so many other people comment on how she helped them take their businesses to another level via branding I decided to take my tax return and jump on the Lela train. There were SO MANY other small shops popping up at this time and many were basically knocking off what I had been doing. It was breaking my heart as well as hurting my business. I knew I had to do something big to set my company apart from all of the knock offs. Lela made it clear to me that branding was the only way to do this.

 

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Lucky Break: You didn’t necessarily undertake a “rebrand” in the traditional sense… there was no renaming of the company, no new logo, etc. Instead, we focused on refining your product collection, understanding what the brand is all about, and raising the bar on the product photography.  How has that helped the brand?

Sarah: I started my company making rompers. As a small business, I needed money not only for my business but also to put food on the table, so when people would send me special requests to make custom pieces or “you should make this or that”, I would say “okay” to everything, and ended up overextending myself. I lost sight of what my brand was all about. Lela, via Brick House Branding, helped me get back in my lane, and take my company back to the bare bones of where it started and why my customer base fell in love with my company in the first place. I stopped trying to be everything to everyone and simplified my product collection.

 

Lela helped me narrow my scope & figure out what my story was. Through a LOT of research, I was able to locate a local photographer who was new to the area and whose photography gave me life. Thank the gods that she was willing to work with me and that we had a mutual love for each other’s talents. Her photography helped me take my brand to another level and set my brand so far apart from all of the copycat brands that I was being suffocated by at the time. Her photography style compliments my brand vision so well, I never would have guessed how much of a difference that would have made for James Vincent Design Co.

 

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Where are they now: Dawn Russell of Treats for Chickens

Treats for Chickens

new logo trans

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!

 

Treats for Chickens

 

SAY HELLO TO DAWN OF TREATS FOR CHICKENS

This week I’m catching up with Dawn of Treats for Chickens. It’s no secret that I’m a fan of backyard chickens, and Dawn really makes me wish I had a reason to purchase every single one of her products. Dawn’s post-Brick House Branding transformation is a great example of evolution, versus a giant overhaul, and I’m pleased as punch to share her story with you.

 

Lucky Break: Why and when did you originally launch your company?

Dawn: Treats for Chickens hatched in 2009 out of necessity.  Organic food for chickens was rarely available and at the time there were zero organic treats on the market, let alone supplements or herbal mixes for nesting boxes.

 

 

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

Dawn: I’m on the fourth brand evolution since my launch. In the very beginning, I used Avery labels on Ziploc bags.  I quickly moved to a more professional look when I put my products into distribution.  Funds for packaging were minimal in those days and I foolishly went with artwork that I did not have full legal rights to.  Within 18 months there were three companies in the animal feed industry using the same artwork, and I had zero recourse to differentiate and protect the brand.

 

I needed something ORIGINAL that couldn’t be copied.  Thankfully, my brother-in-law is a cartoonist and over the years had drawn fun chicken-related birthday cards and posters for me.  The new look was right in front of me:  the yellow chicken and various chicken sketches throughout the current brand.  At this time, I jumped into pre-printed packaging and moved away from labels and stock bags.

 

My goals for the most recent brand evolution were to stand out on retail shelves, to convey important messages to consumers, and to transition from costly/bulky buckets and into large stand up pouches.

 

I took Brick House Branding in June, 2016 and ordered our first round of packaging from the printer in October, 2017.

 

Early examples of Treats for Chickens' branding

Early examples of Treats for Chickens’ branding

 

 

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

Dawn: I have a tendency to get bored real easy and I want to change things constantly. Consumers get confused when the look and vibe aren’t consistent. I learned that I need to stay in my lane, stick with my brand colors, fonts, patterns, tone, and visual design elements.  I’m very specific about how we show up now.

 

 

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

Dawn: I could not run Treats for Chickens profitably if I didn’t have a team of professionals handling the graphic design of my vision and thoughts, copywriters taking my ramblings and terrible punctuation and turning those thoughts into understandable, printable public copy.  I am grateful for web designers, photographers and more.

 

 

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

Dawn: My lack of patience for the process. I think of an idea/product/handout/flyer/shelf talker/door cling and I want it to launch tomorrow and as we all know – it doesn’t always happen THAT fast.

 

Treats for Chickens, before Brick House Branding and a packaging update

Treats for Chickens, before Brick House Branding and a packaging update

 

 

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

Dawn: I’m happy with the direction we’ve gone and the places where we’re stocked.  Treats for Chickens is a brand with spunk, heart, soul and a story that our customers relate to and trust.

 

 

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

Dawn: Anyone can throw a bunch of ingredients in a bag (box, etc), add a UPC, sell it below market value and grab the attention of a buyer to get it on a shelf.  Customers, buyers, retailers know that as a company we take the health and happiness of backyard chickens seriously and it shows in every facet of what we produce whether it be ingredients or the way we show up.  It’s very clear that we aren’t a crappy, knock-off, commodity product.

 

 

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

Dawn: I’m working on an account with 160+ locations.  He called and said that he liked the look and that it conveyed a message they were in agreeance with.  160 locations?  I’ll ship that.

 

I’m also fortunate that our look is just damn cute.  Most companies that we share shelf space with are so GENERIC.

 

Treats for Chickens, after Brick House Branding and a packaging update

Treats for Chickens, after Brick House Branding and a packaging update

 

 

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

Dawn: I was able to go through the whole process and leave no stone unturned.  Lela’s course is thorough and even pissed me off a few times because I had to REALLY look at how my behavior (changing things, getting off-brand, off -tone) was affecting consumer/buyer perception.

 

There are steps to a successful rebrand and BHB walks you down the path, pebble by pebble.

 

 

Lucky Break: 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?

Dawn: I don’t have a “wish-I-would-have-known” but I do have advice (or rather a request) pleeeeze don’t compare your process to anyone else’s and do not compare your business to another.  This thinking is fatal to the creative process.

 

Jump in, give it your all and follow through. Launch your beautiful rebrand and be accountable for the end results of your brand and your business.

 

 

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

 

If you’d like to build a stronger, smart brand in 2019, then I hope that you’ll consider joining me in the winter 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 through October 12!

 

Where are they now: Theresa Mendez of Thistle + Hops

Theres Tub

Thistle Hops 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!

 

Theres Tub

 

SAY HELLO TO THERESA OF THISTLE + HOPS

This week I’m catching up with Theresa of Thistle + Hops. She’s living proof that you don’t always come out with what you expect to at the end of Brick House Branding. After all, she came in to rebrand one company, and came out birthing another. Thistle + Hops is set to launch later this month, and I’m on pins and needles waiting to see it live. Take it away, Theresa …

 

 

Lucky Break: Why and when did you originally launch your company?

Theresa: Texas Beer Soap Co. was launched in 2012 when I began creating custom Beer Soap for some of our local Craft Brewers to sell in their Swag Shop. I had another soap line I began in 2010 that was goat milk based, and due to the unique differences and audience, I needed a different name. Something that would appeal to men.

 

 

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

Theresa: Honestly, I began this journey to rebrand Wandering Thistle, my primary line. I would cringe when I would see my customer’s post their pictures of my products. Mind you the soaps were beautiful, but the packaging was not up to par, so to speak. Rebranding Texas Beer Soap Co. was a result of BHB.

 

Texas Beer Soap, before Brick House Branding + a rebrand

Texas Beer Soap Co., before Brick House Branding + a rebrand

 

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

Theresa: During the BHB process, I was attempting to rebrand both lines, Wandering Thistle and Texas Beer Soap Co. The amount of heart, sweat, and tears that was required was too much to deal with at once for 2 separate brand voices. With the guidance of Lela and her team, along with my fellow brandmates, I was convinced that focusing on Texas Beer Soap Co. and taking it into a new direction was the way to go. Texas Beer Soap Co. was really geared towards men. Thistle + Hops celebrates women; whether they work in the industry or just love a delicious, well-made craft beer!

 

 

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

Theresa: This was probably one of the hardest areas to delineate. Lela gave us so many options and professionals to converse with. It was a little overwhelming to say the least trying to stretch those marked dollars and get the most bang for your buck. I had always DIY’d my labels and packaging, and I knew this had to the the first and foremost decision. But before I made this step I had a consult with Andrea Evans, Trademark Attorney, to make sure the name was viable. Then I hired Riley Fouts as my graphic designer to create Thistle + Hops and bring it to life. And we snuck in a new look for Wandering Thistle to give some cohesion between the two. When we had beautiful custom boxes made for Thistle + Hops, I was one excited little DIY convert.

 

 

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

Theresa: Me. I was my biggest obstacle. I had perceived expectations that it would be relatively a quick process. Once the process began, it was a long, dusty road to that first margarita. I mean, you dig deep in this rebrand and you come up feeling parched.  Lela had us eating, drinking, and sleeping our ideal client.  The other obstacle was to decide were the finite amount of money was going to be spent, and for which services. I had a stunning packaging idea I wanted, but the budget simply was not there. Once I began working with Riley, we made strides and found the perfect combination.

 

 

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

Theresa: I have met more women in the area of my brand voice since graduating, I have a much clearer picture of who she (my ideal client) is and what she wants. And I have to say I give her major props for her candor and drive, and I am confident Thistle + Hops will deliver.

 

Thistle + Hops, after Brick House Branding + a rebrand

Thistle + Hops, after Brick House Branding + a rebrand

 

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

Theresa: Yes, even though I haven’t officially launched Thistle + Hops. I have given a few little glimpses and a few product samples to get a feel from the community. Reviews have come back very favorable. My official launch will be in October for a charity event, Best Little Brewfest in Texas. I am excited to hear and feel the pulse of women in the craft beer community.

 

 

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

Theresa: Absolutely! As I was researching my ideal client, I discovered some amazing women in the brewing industry. I read their stories, felt their pain and their successes. There was a lot of history unfolding at my fingertips and I knew I had made the correct decision to listen to Lela and get out of my own way. The names of the soaps are directly inspired from these women. Some are humorous, but all have a significant meaning and a definitely a fist bump implied.

 

Since the rebrand I have joined the Pink Boots Society, a global organization of women supporting women in the brewing industry by teaching, mentoring, and educating. We have an active local chapter and a few of us are in the Cicerone training program at the moment.  Along with my participation, a portion of profits from Thistle + Hops will go to the Pink Boots Society for their scholarship program.

 

Thistle + Hops, after Brick House Branding + a rebrand

Thistle + Hops, after Brick House Branding + a rebrand

 

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

Theresa: BHB gave me the structure and inner working of Thistle + Hops. Having deadlines was important to remain on task as well as the camaraderie of the other brand participants. The true heart of the whole program is Lela. Her business savvy and brilliance is priceless. If, I could only use one word…CLARITY. She brings it in and ties it up with a fancy ribbon. Sometimes you have to shake things up and just get out of the way!

 

 

Lucky Break: What do you wish you had known at the beginning of the brand development process?

Theresa: That it wasn’t a race. It takes time and a lot of it and that’s totally ok! That it would be 12 months later and I am still polishing the pieces.

 

 

Lucky Break: What advice would you give to someone who’s getting ready to start the brand development process?

Theresa: Take the time to do it right. Do not stop once you get out of BHB, keep connected, follow through with your deadlines, read and reread the books Lela gives as resources. Take really good notes, every detail is important and do not look at what others are doing. They are not you, not your brand. Be comfortable being you and own it!

 

 

Thanks for catching up with us, Theresa. We can’ t wait to see what comes next for you and Thistle + Hops… We’re cheering you on, and can’t wait to see that rebrand in action!

 

If you’d like to build a stronger, smart brand in 2019, then I hope that you’ll consider joining me in the winter 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 through October 12!

 

Where are they now: Valerie DeVito of Gilded Olive Apothecary

Valerie_Headshot

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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 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!

 

Valerie_Headshot

 

SAY HELLO TO VALERIE OF GILDED OLIVE

This week I’m thrilled to catch up with my Brick House Branding graduate Valerie of Gilded Olive Apothecary. Valerie shed her previous name and look and dove headfirst into a Roaring 20’s theme. The transformation is stunning! Welcome, Valerie! We’re so glad to have you here.

 

 

Lucky Break: Why and when did you originally launch your company?
Valerie: In 2011, I was working as a Licensed Massage Therapist and learned how to make bath-bombs. I was always interested in skin care, and thought it would be a nice after-care treatment to give my clients.

 

Bath bomb research led me to discover soap-making and a year later, I was addicted to it, selling my wares to recoup some of my costs. I printed my ingredients on cardstock and wrapped it around the soaps and called them M.H. Brand. I had always been creative, so making soap and even the labels scratched that itch for me. I loved it!

 

 

Lucky Break: At what point did you know it was time for a rebrand?
Valerie: By 2015 I was selling quite a bit, mostly to my massage clients, plus a couple of small, local wholesale accounts.

 

I made lots of different products. Stuff that I wanted to make, and basically anything anyone asked me to make. I sold on Etsy and at local fairs, and people who were not massage clients would always ask me what M.H. Brand meant.

 

I changed my name to Lilac & Olive Soaperie and had a friend design a logo and a website. A year later, I had failed to launch that site. It was pretty, but I felt like something was missing.

 

I was making product like mad, offering way too much, and getting very little to show for it. I couldn’t keep up with the inventory needed for everything I’d been making. Ultimately, in trying to please everyone, I ended up disappointing people instead. With so much variety, I was always running out of something. It was late 2016 and I knew I needed some real guidance. I came across a line from Lela Barker that read, “do less and do it better”. It resonated, hard, and I knew I had found my answer.

 

 

Gilded Olive, before BHB and a rebrand.

Gilded Olive Apothecary, before BHB and a rebrand.

 

 

Lucky Break: Please share a significant realization about the brand development process that you discovered while in Brick House Branding.
Valerie: I bought my binders and my sticky tabs and lots of ink for the printer. I cleared my schedule and listened obsessively to the video in which Lela prepares us for the work. I’m a hard worker and I was not at all afraid of it, I felt ready.

 

What I wasn’t prepared for, was just how emotional this type of work was. Although gradual and gentle, truth be told- it’s a deep, soul-searching dive. I began to have these light bulb moments, and some of them were really surprising!

 

The work helped me discover the one thing I wanted my brand to be, and why, which resulted in the cohesiveness I’d been missing. I’d say my most significant realization about the brand development process, is that it’s more about discovery than creation.

 

 

Lucky Break:  What professionals did you tag in to help with the process, and what pieces of the branding puzzle did you DIY?
Valerie: I built my own website, using the Shopify platform, which I really like. Wholesale Line Sheets seemed pretty straight-forward to me, so I used what I learned and took care of that on my own, as well.

 

I like to write, and I was looking forward to blogging, so I wrote all my own copy.

 

During the course, I discovered that I needed to change my name again (surprise!) and wanted nothing to do with the filing of a trademark, so I hired that out, first thing. Then I used a wonderful graphic artist who designed a new logo for me and helped me create my business cards and all of my packaging.

 

I thought I was ok at photography, but as it turned out, ‘ok’ wasn’t really what I was going for. So I hired an excellent photographer and I’m so happy that I did! She took beautiful photos that I could have never accomplished on my own.

 

 

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Gilded Olive Apothecary, after BHB and a rebrand

 

Lucky Break: What was the biggest obstacle you encountered during the rebranding process?
Valerie: Probably me. My brain, my own worry. All the small stuff that went awry along the way, eventually got remedied.

 

For example, the first time I had my soap boxes printed, they used the wrong files and the color was off. The fact that I had to have one thousand boxes reprinted seemed like a big deal at the time, but I’m sure it’s pretty common when you’re dealing with so many files every day. There were website issues, image file issues, email issues, you name it.

 

Nothing that couldn’t be fixed, and in the end, nothing that truly was a big deal. When in doubt, I learned to just breathe.

 

 

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

Valerie: It may sound strange, but I feel so much closer to it now. And I think its beautiful. I’m proud to send people to my new site.

 

I can describe it in one sentence, easy peasy. Before BHB, I was always wobbly on the subject of what my brand was, (I make a lot of pretty stuff?) as well as the subject of wholesale.

 

I never knew if my products were good enough, or the proper way to approach retailers. BHB was so amazing, I took Lela’s LBU wholesale course as well. Now I feel empowered, knowing what to expect from retailers, and knowing what’s expected of me.

 

 

Gilded Olive Apothecary, after BHB and a rebrand

Gilded Olive Apothecary, after BHB and a rebrand

 

 

Lucky Break: Are your products are being received differently by others since the rebrand? How has their reaction evolved?
Valerie: I just recently launched, at the end of September, but I’d consider my launch day very successful! I received several orders, plus lots of messages and positive feedback on my website and products.

 

I even got a comment on my blog, the first day. That really blew my mind.

 

I’m getting a lot of messages along the lines of, ‘It’s so YOU!’. I think that’s a positive thing, because I’m only really good at being myself.

 

 

Lucky Break: Can you share a recent win that you’ve realized because of the rebrand?
Valerie: On 7/17/17, I wrote out some goals. I found the paper in my desk just the other day. One of them was to be featured in this blog. Huge win!

 

Another win is: I know exactly what I’m doing every day now. Whether it’s my blog, newsletter or making product- this experience has made my business so much more streamlined. I know what inventory I need to keep on hand, I’m not just randomly making things. No more spinning my wheels, wondering what to do first, wondering what would be best to make next.

 

 

Gilded Olive Apothecary, after BHB and a rebrand

Gilded Olive Apothecary, after BHB and a rebrand

 

 

Lucky Break: How did Brick House Branding experience help shape your branding process?
Valerie: I desperately needed this. I was way too close to my work to be able to be objective.

 

I could have never done it without the seeking questions Lela proposes. I needed the coaching, the questions to help me figure out where I wanted to go. To help me figure out who I was, as a brand. And listening to others as they went through the same process, helped me understand it better. Sometimes she just gave us pep-talks. And I needed those, too.

 

Before BHB, I had no idea that it was me running myself ragged. Niching down and doing less has helped me gain significant focus and renewed energy. As it turns out, I don’t have to serve the entire population. What a concept. I like it!

 

 

Lucky Break: 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?
Valerie: I’d say, don’t think you’re going to accomplish this in a month.

 

Don’t compare your progress to other’s because everyone’s so different, and at different stages. It’s not a race to the ‘finish’ because you’re never finished. Give yourself the time, it’s a process. Trust your gut to determine what’s right for you. Do the parts you don’t want to do. The more you put into it, the more you’ll get out.

 

I learned that rebranding is strategic, it’s about the long game. It’s about putting down a foundation on which you can build, for years to come and that’s everything. Do the hard work now, and everything after will come easier. And be sure to take breaks. Enjoy your family, your friends and your life.

 

Celebrate small wins, and try not to panic when stuff goes wrong- because it will. When you get tired, remember that tomorrow’s another day. Work hard, stay the course and it will all be worth it in the end!

 

 

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

 

 

If you’d like to build a stronger, smart brand in 2019, then I hope that you’ll consider joining me in the winter 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 through October 12!

Where are they now: Angela Heitz of Angel Minaro

Angel Minaro, after Brick House Branding + a rebrand

AM-logo-2016

 

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!

 

IMG_0251

 

SAY HELLO TO ANGELA OF ANGEL MINARO

This week I’m thrilled to catch up with my Brick House Branding graduate Angela of Angel Minaro. Angela really embraced my message to niche, niche, niche (and niche some more), and she turned a good brand into a great brand. The transformation is stunning! Welcome, Angela! We’re so glad to have you here.

 

 

Lucky Break: Why and when did you originally launch your company?

Angela: At college, I specialized in product formulation and so I had always dabbled in making skin and body care products. I had dreamed of having a skincare store but never really did anything to realize that dream. In 2009, my now-husband and more than a few friends and colleagues got let go from their jobs. It seemed to be commonplace at the time. I felt a deep anxiety that I needed to have something to fall back on if indeed I ended up with the same fate, so I went to work and started seriously formulating and creating skincare products that I could market as a serious business. In 2011 after a lot of hard work, Angel Minaro launched and I was so very proud of it.

 

 

Angel Minaro, before Brick House Branding and rebrand

Angel Minaro, before Brick House Branding and a rebrand

 

 

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

Angela: After a few years in business, I really wasn’t seeing any progress or results. I had a few accounts here and there and a few sales. I was working very hard but the business wasn’t profitable, so I knew there was something missing. I don’t think I ever really knew that I needed a rebrand until I took Lela’s Brick House Branding class.

 

While taking the class, I shockingly realized that I didn’t really know what a brand was and how deep branding is. I began to realize that that was at the root of the problem.

 

 

 

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

Angela: For me, the brand development process was very emotional. I realized that I didn’t have a brand identity or an ideal client. It was very gut-wrenching to me when I got to the realization that I had worked so hard for so many years and that I would literally have to start again. I had to get to this point emotionally though to realize that I couldn’t hold on to the past and to be willing to move on.

 

I had to figure out who my ideal client was and get to know her inside out. Her wants and needs, likes and dislikes, everything!

 

It dawned on me that I needed my brand to resonate with my ideal client as strongly as my old brand did with me. It had to be all about her, and all of a sudden it clicked for me what branding was all about.

 

 

Angel Minaro, before Brick House Branding + a rebrand

Angel Minaro, before Brick House Branding and a rebrand

 

 

 

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

Angela: I hired the same graphic designer who designed my old labels to work on the new labels and boxes because we have a really good working relationship. This time though, I was armed with all the information I needed to convey what I wanted from her. Not just… “Make it pretty”! I didn’t have that before.

 

Gilah Press and design printed the labels and Custom Boxes Corp printed my product boxes. They were so helpful.  I got the super talented Madam Scodioli (a referral from Lucky Break Consulting) to take my product shots and as you can see, the difference is crystal clear.

 

I will be writing my own product descriptions, and this is purely due to financial reasons but as soon as I can swing it, I’ll be tagging in a professional to do that.

 

 

 

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

Angela: Trying to figure out my brand identity and time!

 

First of all, I had to come to terms with the fact that I didn’t really have a brand, and then trying figure out my brand identity was hard and took me a long time. I also had a timeline for completing the rebrand, but I’m learning fast that life gets in the way and that’s the reason I still haven’t officially relaunched. But I’m still pushing through. If you want it bad enough, you have to keep going, and that’s what I’m doing.

 

As painstakingly slow as the progress has been, I look at where I started and where I am now and I’m really proud of how far I’ve come.

 

 

Angel Minaro, after Brick House Branding + a rebrand

Angel Minaro, after Brick House Branding and a rebrand

 

 

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

Angela: Honestly I feel more confident about my brand. It is more cohesive. I feel more comfortable pitching to my ideal client because I believe my pitch. I know what I’m offering and who I’m offering it to. The old brand really wasn’t speaking to anyone and was completely all over the place.

 

 

 

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

Angela: It has been received very well. The feedback I’ve had from the focus groups has been overwhelmingly positive and most importantly the reactions and feelings that I’m trying evoke with my products seem to be happening. The rebrand has been having a more emotional response than the…“Your products are good” response!

 

 

 

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

Angela: A few upscale wedding industry professional have inquired about including my products as gifts to their clients. I’m really excited but also feel a bit intimidated.

 

 

 

Angel Minaro, after Brick House Branding and a rebrand

Angel Minaro, after Brick House Branding and a rebrand

 

 

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

Angela: It was my road map. It literally helped me realize that I didn’t have a brand and that I had to start from scratch. Once that happened, I found that it was a complete guide that helped me figure out what I was offering, who I was offering it to and how to do it…very well!

 

I’m always referring to the Brick House Branding curriculum when I’m working on any aspect of my brand.

 

 

 

Lucky Break: 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?

Angela: I wish I knew how emotional it would be. I would say to someone who’s getting ready to start the brand development process that they should come in with an open mind and be ready for some really hard and intense physical and emotional work.  But it’s so worth it!!!!

 

 

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

 

 

If you’d like to build a stronger, smart brand in 2019, then I hope that you’ll consider joining me in the winter 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 October 2!