Welcome!
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to an insightful journey into the world of marketing and branding as we delve into the story of Kelli and her venture, Build Smart Brands. Join us as we unravel the psychological roots of branding and explore strategies for building a successful business model.
Kelli’s journey into the marketing world is deeply rooted in her fascination with psychology and human behavior. Her initial interest in how people think and interact naturally led her to a career where observing and understanding people is key. In Kelly’s words:
“I’ve always been fascinated with psychology and studying human behavior, and so much of what we do in marketing and branding is studying human behavior.”
Her background in psychology not only sparked her interest but also shaped her approach to branding and design. Understanding what visually appeals to people was the catalyst for her transition into the realm of design, brand strategy, and ultimately, working closely with marketing professionals.
Kelli’s professional journey began in design, where she honed her skills in creating visually appealing elements. Starting her career independently, she ventured into the freelance world even before completing her college education. This early start helped her build a robust clientele through word-of-mouth – widely believed to be the most effective form of brand-building. Her creativity and unique approach soon led her to the foundation of a creative agency in New Orleans.
Owning a traditional creative agency with eight employees on Magazine Street in New Orleans was a significant milestone for Kelli. However, she sensed a missing piece in the traditional agency model. A deep desire to explore more flexible business structures and delve deeper into brand strategy led Kelli to establish Build Smart Brands in Los Angeles.
Her new venture aimed to operate with a more flexible and partnership-driven model, allowing her to collaborate with top-tier talent on a project-by-project basis. Kelli emphasizes:
“Build Smart Brands… is more of a flexible business model, more of a partnership level type business model where I get to work really close with my clients and kind of flex in terms of building my team around just the talent that I know from over the years.”
In this framework, Kelli combines design, brand strategy, and marketing, creating tailor-made solutions for her clients. This innovative structure allows her to remain agile and responsive to client needs, leveraging her vast network of talented professionals.
Kelli’s passion for understanding human behavior extends beyond the academic. She blends her innate curiosity with practical methods to observe and learn about people, which directly informs her marketing strategies.
Whether it’s casual observation in a coffee shop or structured techniques like focus groups, Kelli has her favorite ways to observe and understand people. She notes:
“I love just sitting in a coffee shop and watching people and how they interact. It’s really entertaining just to see people and try to guess their level of relationship.”
While informal observations fuel her creativity, Kelli employs more structured tools in her professional practice:
Social media platforms provide an endless stream of consumer opinions, which can be mined for valuable insights. Kelli has noted that some marketing strategies include having team members constantly engage with online conversations about brands, products, and industry trends.
Kelli’s marketing strategy is rooted in three core principles that drive her team and business approach.
Authenticity is paramount in Kelli’s business ethos. She believes it’s crucial to remain true to oneself and authentic in all interactions, building trust and credibility.
“You have to be who you say you are and show up as that person.”
Being intentional in actions and decisions is key to Kelli’s approach. Whether personal or professional, every step should be deliberate and purposeful.
Kelli is committed to providing value to her community. Through writing, creating ebooks, and working on long-form content, she consistently looks for ways to offer value.
In Kelli’s own words:
“Value first is kind of my model — authenticity and being intentional about anything you put out.”
While Kelli’s principles have evolved with time, they are deeply influenced by her personal experiences, upbringing, and the influence of mentors. Her self-described ‘weird art kid’ background, paired with nurturing support from her parents, played a pivotal role in her development as an authentic and self-aware marketer.
Having managed up to eight employees and currently leading a team of collaborators, Kelli has navigated the complexities of managing creative talent. Her approach has evolved from initial missteps to fostering a nurturing environment.
Initially, Kelli set high expectations that placed undue pressure on her team. This realization led her to a more supportive approach that emphasizes autonomy and flexibility. Her business model is structured to align with the goals of her collaborators, enabling them to work in a manner that best suits their skills and preferences.
Working with Gen Z talent, Kelli recognizes their desire for flexibility and a non-traditional work environment. She strives to align projects with their interests, ensuring engagement and creative satisfaction.
Providing feedback to creative talent requires a nuanced approach. Kelli prioritizes foundational design principles while respecting each individual’s style. By matching projects with the right talent, she ensures that feedback is constructive and inspires growth.
Looking toward the future, Kelli is both excited and cautious about the role of AI in marketing. She views AI as a tool to enhance efficiency, allowing marketers to work smarter without replacing human creativity.
AI offers access to rapid ideation and visualizing concepts, but Kelli remains aware of the limitations, particularly in fields requiring nuanced human input. She sees AI as a collaborative tool that, when harnessed correctly, can complement human creativity.
Throughout her career, Kelli has experienced both triumphs and setbacks in marketing. Despite enjoying success mainly through word-of-mouth and client relationships, she remains candid about the occasional marketing missteps, particularly in executing digital ad campaigns.
Kelli’s advice for those aiming to build a strong brand focuses on authenticity, partnership-level relationships, and prioritizing client success. Her commitment to her clients’ vision and ease of collaboration have fostered long-lasting relationships and sustained business growth.
“Putting their success first, naturally they want to stay working with me.”
Kelli’s story, from her foundational interest in psychology to managing a successful brand strategy firm, offers invaluable insights into the interplay between human behavior and marketing. Her experiences underscore the importance of authenticity, intentionality, and providing value in building a successful brand.
Whether you’re an aspiring marketer or a seasoned professional, Kelli’s journey serves as a testament to the power of leading with heart and strategy. If you’re interested in learning more about Kelli’s work or connecting with her, she is active on LinkedIn and Instagram.
Stay tuned for more insights and updates from the world of marketing, and continue exploring the endless possibilities that arise when creativity and strategy unite.
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