https://simplecast.com The Brandsmiths Podcast Brand Strategists Hilary Laffer and Amy Swift Crosby tackle business questions with candid, (mostly) serious and definitely unscripted workshopping sessions. Guests – from small business owners to CEOs, executive directors and founders – bring their head-scratchers, hunches and conundrums to Hilary, the owner of a boutique creative agency in Los Angeles, and Amy, a copy writer. “We recognize that each challenge is different and quality thinking doesn’t come in one size.” Steering clear of prescriptions or templates, the hosts approach each 30-minute conversation with the benefit of a couple decades of experience helping brands express themselves with originality and authenticity. As entrepreneurs themselves, the pair shares honest and practical advice as to how a brand can best support a business. This lively show features one business owner or team with a specific question. The hosts’ mission is to unpack the situation quickly and deliver real-time insight, feedback and recommendations designed to help move the needle, while also guiding listeners to better leverage their own brands for better business outcomes. Audiences benefit from hearing about how real businesses of all sizes in different industries avoid pitfalls, navigate challenges and make informed decisions. en Thu, 30 Jun 2022 07:00:00 +0000 Thu, 11 Aug 2022 03:28:04 +0000 https://thebrandsmithspod.com The Brandsmiths Podcast https://image.simplecastcdn.com/images/99c25cc4-70b3-4657-967e-ee500a1a30b3/027eaeaa-b80d-4d67-9538-919e2448b97c/3000x3000/tbs-logo-3000px.jpg?aid=rss_feed https://thebrandsmithspod.com episodic Brand Strategists Hilary Laffer and Amy Swift Crosby tackle business questions with candid, (mostly) serious and definitely unscripted workshopping sessions. Guests – from small business owners to CEOs, executive directors and founders – bring their head-scratchers, hunches and conundrums to Hilary, the owner of a boutique creative agency in Los Angeles, and Amy, a copy writer. “We recognize that each challenge is different and quality thinking doesn’t come in one size.” Steering clear of prescriptions or templates, the hosts approach each 30-minute conversation with the benefit of a couple decades of experience helping brands express themselves with originality and authenticity. As entrepreneurs themselves, the pair shares honest and practical advice as to how a brand can best support a business. This lively show features one business owner or team with a specific question. The hosts’ mission is to unpack the situation quickly and deliver real-time insight, feedback and recommendations designed to help move the needle, while also guiding listeners to better leverage their own brands for better business outcomes. Audiences benefit from hearing about how real businesses of all sizes in different industries avoid pitfalls, navigate challenges and make informed decisions. Amy Swift Crosby & Hilary Laffer no https://feeds.simplecast.com/J1zzvPFO workshopping, advice, branding, business, brandstrategy The Brandsmiths hello@thebrandsmithspod.com 9c10f79d-9c54-4b2b-a033-d0e6413de243 The Brandsmiths – Season 2 – Ep.6 – Cool Name or My Own Name? Be a Part of the Show! 

Got a question for Amy and Hilary about your business? We're taking business questions - anything that's keeping you up at night, that's puzzling your otherwise brilliant mind, that is slowing your pace in making decisions - or that poses a conflict between you and your team. We're here for it!

Email us at hello@thebrandsmithspod.com or DM us on Instagram @thebrandsmithspod  and let's see if we can help! We'll tell you how to get your question answered on the show. 

Like what you hear? Whether it's Apple or Spotify please, "Like," review and subscribe, it makes all the difference to us and our ability to keep doing this.  Visit us at thebrandsmithspod.com

]]> Thu, 30 Jun 2022 07:00:00 +0000 hello@thebrandsmithspod.com (Amy Swift-Crosby, Hilary Laffer) https://thebrandsmithspod.com Be a Part of the Show! 

Got a question for Amy and Hilary about your business? We're taking business questions - anything that's keeping you up at night, that's puzzling your otherwise brilliant mind, that is slowing your pace in making decisions - or that poses a conflict between you and your team. We're here for it!

Email us at hello@thebrandsmithspod.com or DM us on Instagram @thebrandsmithspod  and let's see if we can help! We'll tell you how to get your question answered on the show. 

Like what you hear? Whether it's Apple or Spotify please, "Like," review and subscribe, it makes all the difference to us and our ability to keep doing this.  Visit us at thebrandsmithspod.com

]]> The Brandsmiths – Season 2 – Ep.6 – Cool Name or My Own Name? Amy Swift-Crosby, Hilary Laffer 00:13:30 Many consultants wonder if their own name, or a symbolic name, is better when starting their own practice. This week Hilary and Amy give a Diversity, Equity and Inclusion executive the do's and don'ts of picking a name. Ideal for any individual considering branding themselves versus using a broader name to imply a "group" behind the individual. Many consultants wonder if their own name, or a symbolic name, is better when starting their own practice. This week Hilary and Amy give a Diversity, Equity and Inclusion executive the do's and don'ts of picking a name. Ideal for any individual considering branding themselves versus using a broader name to imply a "group" behind the individual. business naming, dei, naming a business, entrepreneurship, start-up business, business website, consulting business, diversity equity and inclusion, small business no full 21 54d594fe-bf4a-4f81-93db-0fc98a89e044 The Brandsmiths – Season 2 – Ep.5 – Trade Show Triage Be a Part of the Show! 

Got a question for Amy and Hilary about your business? We're taking business questions - throw the show anything that's keeping you up at night, that's puzzling your otherwise brilliant mind, that is slowing your pace in making decisions - or that poses a conflict between you and your team. We're here for it!

Email us at hello@thebrandsmithspod.com or DM us on Instagram @thebrandsmithspod  and let's see if we can help! We'll tell you how to get your question answered on the show. 

Like what you hear? Whether it's Apple or Spotify please, "Like," review and subscribe, it makes all the difference to us and our ability to keep doing this.  Visit us at thebrandsmithspod.com

]]> Sun, 12 Jun 2022 01:16:48 +0000 hello@thebrandsmithspod.com (Amy Swift-Crosby, Hilary Laffer) https://thebrandsmithspod.com Be a Part of the Show! 

Got a question for Amy and Hilary about your business? We're taking business questions - throw the show anything that's keeping you up at night, that's puzzling your otherwise brilliant mind, that is slowing your pace in making decisions - or that poses a conflict between you and your team. We're here for it!

Email us at hello@thebrandsmithspod.com or DM us on Instagram @thebrandsmithspod  and let's see if we can help! We'll tell you how to get your question answered on the show. 

Like what you hear? Whether it's Apple or Spotify please, "Like," review and subscribe, it makes all the difference to us and our ability to keep doing this.  Visit us at thebrandsmithspod.com

]]> The Brandsmiths – Season 2 – Ep.5 – Trade Show Triage Amy Swift-Crosby, Hilary Laffer 00:16:28 This week, Hilary and Amy offer a caller ways to create a "cool trade show booth," using "brand strategy thinking." But wait! If you're like "Uh, trade shows have nothing to do with my life," think again. Amy reveals the (highly effective) marketing technique she uses with her husband, which can be applied to any business with an email marketing strategy (listeners, feel free to borrow for your domestic needs.) Consider this a 101 on how to think about any medium, platform or audience. Strong takeaways for those in marketing, sales or players in a category with a clear lead time, event time and post-event timeframe. It's all the same strategy. This week, Hilary and Amy offer a caller ways to create a "cool trade show booth," using "brand strategy thinking." But wait! If you're like "Uh, trade shows have nothing to do with my life," think again. Amy reveals the (highly effective) marketing technique she uses with her husband, which can be applied to any business with an email marketing strategy (listeners, feel free to borrow for your domestic needs.) Consider this a 101 on how to think about any medium, platform or audience. Strong takeaways for those in marketing, sales or players in a category with a clear lead time, event time and post-event timeframe. It's all the same strategy. sales, education, marriage, software, educational software, trade show, brand strategy, marketing, drip campaign, business, advice, trade show booth, women no full 20 9f16ea81-65b7-4a56-9f51-9480ab2231de The Brandsmiths – Season 2 E.4 – The Art of Business Cards Episode Notes

Be a Part of the Show! 

Got a question for Amy and Hilary about your business? We're taking business questions - throw the show anything that's keeping you up at night, that's puzzling your otherwise brilliant mind, that is slowing your pace in making decisions - or that poses a conflict between you and your team. We're here for it!

Email us at hello@thebrandsmithspod.com or DM us on Instagram @thebrandsmithspod  and let's see if we can help! We'll tell you how to get your question answered on the show. 

Like what you hear? Whether it's Apple or Spotify please review and subscribe, it makes all the difference to us and our ability to keep doing this.  Visit us at thebrandsmithspod.com

]]> Thu, 26 May 2022 22:00:00 +0000 hello@thebrandsmithspod.com (Hilary Laffer, Amy Swift-Crosby) https://thebrandsmithspod.com Episode Notes

Be a Part of the Show! 

Got a question for Amy and Hilary about your business? We're taking business questions - throw the show anything that's keeping you up at night, that's puzzling your otherwise brilliant mind, that is slowing your pace in making decisions - or that poses a conflict between you and your team. We're here for it!

Email us at hello@thebrandsmithspod.com or DM us on Instagram @thebrandsmithspod  and let's see if we can help! We'll tell you how to get your question answered on the show. 

Like what you hear? Whether it's Apple or Spotify please review and subscribe, it makes all the difference to us and our ability to keep doing this.  Visit us at thebrandsmithspod.com

]]> The Brandsmiths – Season 2 E.4 – The Art of Business Cards Hilary Laffer, Amy Swift-Crosby 00:17:10 When you're a person, not a brand, how do you create a meaningful, memorable business card? Brand strategists Amy Swift Crosby and Hilary Laffer help a visual artist who fumbled her first round of business cards (rightly so), figure out the best way to promote her art in a way that truly represents her work. A great example of how to apply brand strategy to anything people see, feel, touch or experience. When you're a person, not a brand, how do you create a meaningful, memorable business card? Brand strategists Amy Swift Crosby and Hilary Laffer help a visual artist who fumbled her first round of business cards (rightly so), figure out the best way to promote her art in a way that truly represents her work. A great example of how to apply brand strategy to anything people see, feel, touch or experience. business strategy, logo, business cards, art as brand, art, quick printing, brand strategy, creative work, visual artist brand, personal branding no full 19 4d411c2d-c6aa-4f6a-8291-daecb9fc967a The Brandsmiths – Season 2 Ep.3 – Yoga Woes Want to know more about the business discussed on the show? 

Visit Souk Studios at https://soukstudio.com/ or on Instagram @souk.studio

Be a Part of the Show! 

Got a question for Amy & Hilary about your business? We're taking business questions - throw the show anything that's keeping you up at night, that's puzzling your otherwise brilliant mind, that is slowing your pace in making decisions - or that poses a conflict between you and your team. We're here for it!

Email us at hello@thebrandsmithspod.com or DM us on Instagram @thebrandsmithspod  and let's see if we can help! We'll tell you how to get your question answered on the show. 

Like what you hear? Whether it's Apple or Spotify please review and subscribe, it makes all the difference to us and our ability to keep doing this.  Visit us at thebrandsmithspod.com

]]> Fri, 13 May 2022 07:00:00 +0000 hello@thebrandsmithspod.com (Amy Swift-Crosby, Hilary Laffer) https://thebrandsmithspod.com Want to know more about the business discussed on the show? 

Visit Souk Studios at https://soukstudio.com/ or on Instagram @souk.studio

Be a Part of the Show! 

Got a question for Amy & Hilary about your business? We're taking business questions - throw the show anything that's keeping you up at night, that's puzzling your otherwise brilliant mind, that is slowing your pace in making decisions - or that poses a conflict between you and your team. We're here for it!

Email us at hello@thebrandsmithspod.com or DM us on Instagram @thebrandsmithspod  and let's see if we can help! We'll tell you how to get your question answered on the show. 

Like what you hear? Whether it's Apple or Spotify please review and subscribe, it makes all the difference to us and our ability to keep doing this.  Visit us at thebrandsmithspod.com

]]> The Brandsmiths – Season 2 Ep.3 – Yoga Woes Amy Swift-Crosby, Hilary Laffer 00:17:25 Yoga and pretty much all fitness studios are experiencing a new normal. People aren't coming back for in-person training the way they did pre-pandemic. Amy and Hilary give counsel to a New York City Yoga studio owner who is wisely trying to crack the code of customer attraction and retention - a complex recipe in 2022. This episode is ideal for anyone who may be struggling with the head-scratcher of "we have a great product and experience - so why aren't they showing up or staying?" This is especially useful for those with brick and mortar - but it really applies to any service business. Yoga and pretty much all fitness studios are experiencing a new normal. People aren't coming back for in-person training the way they did pre-pandemic. Amy and Hilary give counsel to a New York City Yoga studio owner who is wisely trying to crack the code of customer attraction and retention - a complex recipe in 2022. This episode is ideal for anyone who may be struggling with the head-scratcher of "we have a great product and experience - so why aren't they showing up or staying?" This is especially useful for those with brick and mortar - but it really applies to any service business. jivamukti, covid pivot, founder, new york city, yoga, paying rent, souk studio, owner, post-pandemic business, surveys, yoga studio, new customer patterns, yoga teacher, brick and mortar business, first free class, fitnessbusiness no full 18 18cd76e8-43d3-4ecc-814f-c1210ec063a8 The Brandsmiths – Season 2 Ep.2 – Building a database while raising capital Be a Part of the Show! 

Got a question for Amy + Hilary about your business? Trying to figure out a new name, need a tag line, pondering a new product launch or wondering if your logo works? This is the tip of the iceberg for these hosts who bring decades of brand strategy to their work with business owners. 

Email us at hello@thebrandsmithspod.com or DM us on Instagram @thebrandsmithspod  and let's see if we can help! We'll tell you how to get your question answered on the show. 

Like what you hear? Whether it's Apple or Spotify please review and subscribe, it makes all the difference to us and our ability to keep doing this.  Visit us at thebrandsmithspod.com

]]> Wed, 27 Apr 2022 23:00:00 +0000 hello@thebrandsmithspod.com (Amy Swift-Crosby & Hilary Laffer) https://thebrandsmithspod.com Be a Part of the Show! 

Got a question for Amy + Hilary about your business? Trying to figure out a new name, need a tag line, pondering a new product launch or wondering if your logo works? This is the tip of the iceberg for these hosts who bring decades of brand strategy to their work with business owners. 

Email us at hello@thebrandsmithspod.com or DM us on Instagram @thebrandsmithspod  and let's see if we can help! We'll tell you how to get your question answered on the show. 

Like what you hear? Whether it's Apple or Spotify please review and subscribe, it makes all the difference to us and our ability to keep doing this.  Visit us at thebrandsmithspod.com

]]> The Brandsmiths – Season 2 Ep.2 – Building a database while raising capital Amy Swift-Crosby & Hilary Laffer 00:13:51 Like so many, Caitlyn is asking about building a subscriber database for her fintech (financial tech) app for women. But how do you build it...starting from zero... at the same time you are raising the money to complete the app? As tactical and digital-marketing-ish as this question sounds, Amy and Hilary take a brand-centric approach to helping this founder utilize her pre-launch phase in a different way. On this episode of The Brandsmiths, Amy + Hilary talk about 'magnetizing' a brand, even at this early stage. Like so many, Caitlyn is asking about building a subscriber database for her fintech (financial tech) app for women. But how do you build it...starting from zero... at the same time you are raising the money to complete the app? As tactical and digital-marketing-ish as this question sounds, Amy and Hilary take a brand-centric approach to helping this founder utilize her pre-launch phase in a different way. On this episode of The Brandsmiths, Amy + Hilary talk about 'magnetizing' a brand, even at this early stage. founder, email lists, fintech, magnet, apps, subscribers, branding, entrepreneurship, marketing, megaphone, newsletter, customers no full 17 62d28d20-d309-4d63-85ab-be6bd59a6ffd The Brandsmiths – Season 2 Ep.1 – Qool Socks Want to know more about the business discussed on the show? 

Visit Qool Socks on Instagram @qoolsocks

Be a Part of the Show! 

Got a question for Amy & Hilary about your business? Trying to figure out a new name, need a tag line, pondering a new product launch or wondering if your  logo works? 

Email us at hello@thebrandsmithspod.com or DM us on Instagram @thebrandsmithspod  and let's see if we can help! We'll tell you how to get your question answered on the show. 

Like what you hear? Whether it's Apple or Spotify please review and subscribe, it makes all the difference to us and our ability to keep doing this.  Visit us at thebrandsmithspod.com 

 

]]> Thu, 7 Apr 2022 07:00:00 +0000 hello@thebrandsmithspod.com (Amy Swift Crosby & Hilary Laffer) https://thebrandsmithspod.com Want to know more about the business discussed on the show? 

Visit Qool Socks on Instagram @qoolsocks

Be a Part of the Show! 

Got a question for Amy & Hilary about your business? Trying to figure out a new name, need a tag line, pondering a new product launch or wondering if your  logo works? 

Email us at hello@thebrandsmithspod.com or DM us on Instagram @thebrandsmithspod  and let's see if we can help! We'll tell you how to get your question answered on the show. 

Like what you hear? Whether it's Apple or Spotify please review and subscribe, it makes all the difference to us and our ability to keep doing this.  Visit us at thebrandsmithspod.com 

 

]]> The Brandsmiths – Season 2 Ep.1 – Qool Socks Amy Swift Crosby & Hilary Laffer 00:11:35 Introducing a product to market is a big moment for a small business. This sock brand founder contemplates what to sacrifice in her manufacturing challenge while Amy and Hilary weigh the options for how to get the product to market outside of the conventional manufacturing and distribution channels. In this episode: manufacturing, brand strategy, customers, trade shows, partnerships, US versus overseas production, supply chain. Introducing a product to market is a big moment for a small business. This sock brand founder contemplates what to sacrifice in her manufacturing challenge while Amy and Hilary weigh the options for how to get the product to market outside of the conventional manufacturing and distribution channels. In this episode: manufacturing, brand strategy, customers, trade shows, partnerships, US versus overseas production, supply chain. clothing, socks, quality, branding, entrepreneurship, supply chain, small business no full 16 06dd6da9-933e-4988-8b0c-435bf24b2eb3 The Brandsmiths – Season 2 Tease Want some free expertise? We're opening The Brandsmiths question hotline for anyone with a business challenge - you can be a brand new owner, an experienced entrepreneur, a creative with a dream or a successful founder with a brand-specific question. Email us you question or record your audio in the form of a voicemail. Ping us: hello@thebrandsmithspod.com. Help yourself while supporting other business owners because if you're asking, so are about 100 other people. Trust us!

]]> Wed, 2 Mar 2022 08:00:00 +0000 hello@thebrandsmithspod.com (Amy Swift-Crosby, Hilary Laffer) https://thebrandsmithspod.com Want some free expertise? We're opening The Brandsmiths question hotline for anyone with a business challenge - you can be a brand new owner, an experienced entrepreneur, a creative with a dream or a successful founder with a brand-specific question. Email us you question or record your audio in the form of a voicemail. Ping us: hello@thebrandsmithspod.com. Help yourself while supporting other business owners because if you're asking, so are about 100 other people. Trust us!

]]> The Brandsmiths – Season 2 Tease Amy Swift-Crosby, Hilary Laffer 00:02:55 It's Season 2 of The Brandsmiths and we need YOU! It's Season 2 of The Brandsmiths and we need YOU! car talk, branding, hotline, marketing, questions, entrepeneur, business, advice no trailer 4e1f6ea9-b777-4665-9ad4-2520cf5a5f3f Work Session with Tara Riceberg, Tesoro Signage
Messaging
Packaging
Gift wrapping
Brand strategy
Ownership
Entrepreneurship

]]> Wed, 19 May 2021 18:34:07 +0000 hello@thebrandsmithspod.com (Amy Swift Crosby & Hilary Laffer) https://thebrandsmithspod.com Signage
Messaging
Packaging
Gift wrapping
Brand strategy
Ownership
Entrepreneurship

]]> Work Session with Tara Riceberg, Tesoro Amy Swift Crosby & Hilary Laffer 00:38:23 This work session is for anyone who feels stuck in the very real rabbit hole of forfeiting one thing, like a product, service or “brand” within a current brand, in order to make the greater whole more effective - and in most cases - much more efficient. Amy and Hilary help a Los Angeles retailer make the difficult transition from two recognizable store names - to one more potent, efficient brand. How to let customers know that these sister stores still remain “different” while they simultaneously merge? This work session is for anyone who feels stuck in the very real rabbit hole of forfeiting one thing, like a product, service or “brand” within a current brand, in order to make the greater whole more effective - and in most cases - much more efficient. Amy and Hilary help a Los Angeles retailer make the difficult transition from two recognizable store names - to one more potent, efficient brand. How to let customers know that these sister stores still remain “different” while they simultaneously merge? no full 15 a2de7a87-3a2a-45fd-9b5a-07d1746f2db6 Need a Brand Audit? Branding

Brand Strategy

Design

Brand Audit

Guest

Identity 

Social Media

]]> Fri, 23 Apr 2021 19:16:27 +0000 hello@thebrandsmithspod.com (The Brandsmiths) https://thebrandsmithspod.com Branding

Brand Strategy

Design

Brand Audit

Guest

Identity 

Social Media

]]> Need a Brand Audit? The Brandsmiths 00:01:01 Fans of The Brandsmiths know they’ll (almost) always hear elements of a brand audit when talking to a founder or CMO. But we heard you when you emailed, DM’d and nudged us to say you wanted a more comprehensive version of this - like getting your horoscope read or your color chart (remember that? I’m a winter!). So here it is - if you want us to look at all the outward facing points of your brand - your identity, messaging, social media, in-store experience, product packaging - the whole enchilada - we’re up to do it on the show. You are likely doing many things right - but we can help where you may feel lost or unsure. Send us an email at amy@thebrandsmithspod.com to see if you should be a guest! Fans of The Brandsmiths know they’ll (almost) always hear elements of a brand audit when talking to a founder or CMO. But we heard you when you emailed, DM’d and nudged us to say you wanted a more comprehensive version of this - like getting your horoscope read or your color chart (remember that? I’m a winter!). So here it is - if you want us to look at all the outward facing points of your brand - your identity, messaging, social media, in-store experience, product packaging - the whole enchilada - we’re up to do it on the show. You are likely doing many things right - but we can help where you may feel lost or unsure. Send us an email at amy@thebrandsmithspod.com to see if you should be a guest! no bonus eabe96d9-f29f-47cf-bb74-e8418e43b6e8 Work Session with Jason Perez, Yardz construction

equipment 

spreadsheets

white board

tools

]]> Fri, 9 Apr 2021 16:30:52 +0000 hello@thebrandsmithspod.com (The Brandsmiths) https://thebrandsmithspod.com construction

equipment 

spreadsheets

white board

tools

]]> Work Session with Jason Perez, Yardz The Brandsmiths 00:27:04 Amy and Hilary talk to Jason Perez, a tech start-up founder whose standalone app, Yardz, manages construction equipment for general contractors. As the first independent tool to do what it does, Jason wants to know – how are they supposed to talk about it in both a compelling (seductive) and concrete way? What’s the pitch? The tagline? How can he use straight-forward language that doesn't diminish how game-changing a product Yardz is? This work session will benefit anyone struggling to find the words within a new category, for a specific (and old-school) industry and an even more specific audience within that industry. Amy and Hilary talk to Jason Perez, a tech start-up founder whose standalone app, Yardz, manages construction equipment for general contractors. As the first independent tool to do what it does, Jason wants to know – how are they supposed to talk about it in both a compelling (seductive) and concrete way? What’s the pitch? The tagline? How can he use straight-forward language that doesn't diminish how game-changing a product Yardz is? This work session will benefit anyone struggling to find the words within a new category, for a specific (and old-school) industry and an even more specific audience within that industry. construction, construction equipment, spreadsheets, white board, tools no full 14 b581a7fa-25e3-4cf9-a4eb-8fe91747e445 Pandemic Pivots with Alexis Harwood wine

community

pandemic

brand strategy

lockdown

pivot

web design

UX

delivery

]]> Thu, 25 Mar 2021 22:49:24 +0000 hello@thebrandsmithspod.com (The Brandsmiths) https://thebrandsmithspod.com wine

community

pandemic

brand strategy

lockdown

pivot

web design

UX

delivery

]]> Pandemic Pivots with Alexis Harwood The Brandsmiths 00:22:35 Amy and Hilary talk to Alexis Harwood, the owner of Helen’s Bottle Shop in Manchester, MA, about fundamental changes she’s making to her relatively new (and very magical) natural wine shop, driven by the pandemic. Other business owners weigh in on what they feel reluctant to return to, thanks to a slowed-down, at-home, we-do-things-differently-now... life. Also with: Paula Mallis of WMN Space, Laura Kleinheinz of Docuvitae, Billy Goldberg of The Buckeye Group and Brian Sims of One World Schools. Amy and Hilary talk to Alexis Harwood, the owner of Helen’s Bottle Shop in Manchester, MA, about fundamental changes she’s making to her relatively new (and very magical) natural wine shop, driven by the pandemic. Other business owners weigh in on what they feel reluctant to return to, thanks to a slowed-down, at-home, we-do-things-differently-now... life. Also with: Paula Mallis of WMN Space, Laura Kleinheinz of Docuvitae, Billy Goldberg of The Buckeye Group and Brian Sims of One World Schools. no full 13 a78b8310-60c4-4e64-8662-83a7b580a9f6 Mailbag #1: Q&A with Amy & Hilary Social Media

FOMO

Planoly

Later

Shopify

Web Designers

Developers

]]> Wed, 3 Mar 2021 18:34:23 +0000 hello@thebrandsmithspod.com (Amy Swift Crosby & Hilary Laffer) https://thebrandsmithspod.com Social Media

FOMO

Planoly

Later

Shopify

Web Designers

Developers

]]> Mailbag #1: Q&A with Amy & Hilary Amy Swift Crosby & Hilary Laffer 00:17:58 Amy and Hilary respond to listener questions. What to do when Instagram makes you irritable; how to establish a genuine (but less conversational) voice on social media; how to evaluate a designer versus developer when approaching a website; and opinions galore, as usual. Amy and Hilary respond to listener questions. What to do when Instagram makes you irritable; how to establish a genuine (but less conversational) voice on social media; how to evaluate a designer versus developer when approaching a website; and opinions galore, as usual. no full 12 8394fe76-d1a7-4549-9d15-909a73b5ca49 Work Session with Charlotte Smith, At Charlotte's House Positioning

Advertising

Content Creation

Personality

Instagram 

Digital Marketing

Website Development 

UX

]]> Wed, 17 Feb 2021 08:00:00 +0000 hello@thebrandsmithspod.com (The Brandsmiths) https://thebrandsmithspod.com Positioning

Advertising

Content Creation

Personality

Instagram 

Digital Marketing

Website Development 

UX

]]> Work Session with Charlotte Smith, At Charlotte's House The Brandsmiths 00:31:45 Her popular Instagram feed @atcharlotteshouse attracts sponsors like Lowes and Home Depot, who love her colorful DIY content and distinctive, hilarious voice. From refinishing old chairs to making a decorative mirror out of oven bake clay, Charlotte Smith combines unexpected materials to reveal design-savvy results - and brings viewers along every step of the way. But Charlotte, the sole talent behind the power tools, knows she could be doing more for her decade-old brand, which she admits was DIY’d. Her business model, like most successful content makers, relies on engagement and traffic to support advertising revenue - all of which she gets - but her metrics pale next to others in her category. She knows her brand needs some TLC in order to grow. In this work session, Hilary and Amy focus on Charlotte’s website and brand as a whole, making a clear distinction between Charlotte, the person, and At Charlotte’s House, the brand. Her popular Instagram feed @atcharlotteshouse attracts sponsors like Lowes and Home Depot, who love her colorful DIY content and distinctive, hilarious voice. From refinishing old chairs to making a decorative mirror out of oven bake clay, Charlotte Smith combines unexpected materials to reveal design-savvy results - and brings viewers along every step of the way. But Charlotte, the sole talent behind the power tools, knows she could be doing more for her decade-old brand, which she admits was DIY’d. Her business model, like most successful content makers, relies on engagement and traffic to support advertising revenue - all of which she gets - but her metrics pale next to others in her category. She knows her brand needs some TLC in order to grow. In this work session, Hilary and Amy focus on Charlotte’s website and brand as a whole, making a clear distinction between Charlotte, the person, and At Charlotte’s House, the brand. positioning, website development, instagram, blogging, crafts, home decor, diy no full 11 3c6f783c-9116-40e6-b4fe-abc48e5c20fc Work Session with Alyn Kalach, 2bNonProfit mission statement 

copywriting 

audience 

brand strategy

websites

artists

MTV

Bilingual

Spanish

English

Jon Favreau

Kye’s

]]> Thu, 4 Feb 2021 19:29:30 +0000 hello@thebrandsmithspod.com (The Brandsmiths) https://thebrandsmithspod.com mission statement 

copywriting 

audience 

brand strategy

websites

artists

MTV

Bilingual

Spanish

English

Jon Favreau

Kye’s

]]> Work Session with Alyn Kalach, 2bNonProfit The Brandsmiths 00:29:17 Alyn Kalach, the co-founder of 2b, a Miami non-profit that supports emerging artists, calls Amy and Hilary to get clear about messaging as part of revamping the organization’s website. She and her partners have gotten hung up with translating their mission – not only turning it into accessible copy that speaks to different audiences, but also because they are native Spanish speakers and English can feel….clumsy, and less poetic. Listeners will get a quick mission statement tutorial, inspiration on how to use a mission to inform other parts of a brand (like logo and overall brand identity) with some surprising takeaways that can be applied to any company. This episode proves that clarity around mission creates efficiency and creativity everywhere else. Alyn Kalach, the co-founder of 2b, a Miami non-profit that supports emerging artists, calls Amy and Hilary to get clear about messaging as part of revamping the organization’s website. She and her partners have gotten hung up with translating their mission – not only turning it into accessible copy that speaks to different audiences, but also because they are native Spanish speakers and English can feel….clumsy, and less poetic. Listeners will get a quick mission statement tutorial, inspiration on how to use a mission to inform other parts of a brand (like logo and overall brand identity) with some surprising takeaways that can be applied to any company. This episode proves that clarity around mission creates efficiency and creativity everywhere else. arts organization, non-profit, bilingual no full 10 b8040e7f-edcf-4af0-a6d7-ec8e71e93cec "Circle Back" Session with Ameann DeJohn of Clarisma copywriting

cosmetics

taglines

positioning

brand strategy

packaging

Ulta

beauty

marketing

messaging

]]> Wed, 27 Jan 2021 17:19:44 +0000 hello@thebrandsmithspod.com (The Brandsmiths) https://thebrandsmithspod.com copywriting

cosmetics

taglines

positioning

brand strategy

packaging

Ulta

beauty

marketing

messaging

]]> "Circle Back" Session with Ameann DeJohn of Clarisma The Brandsmiths 00:29:02 Ameann DeJohn checks in with Amy and Hilary in the first of the “Circle Back” series - where a guest reports back with an update. Did The Brandsmiths advice (actually) work? How? What changed? In this episode, the Clarisma Beauty co-founder talks about how rearranging the brand’s positioning shifted almost everything about the way they communicate, package, merchandise, and sell their products. We workshop a tagline and offer a strategy for how to use it more effectively. Ameann DeJohn checks in with Amy and Hilary in the first of the “Circle Back” series - where a guest reports back with an update. Did The Brandsmiths advice (actually) work? How? What changed? In this episode, the Clarisma Beauty co-founder talks about how rearranging the brand’s positioning shifted almost everything about the way they communicate, package, merchandise, and sell their products. We workshop a tagline and offer a strategy for how to use it more effectively. messaging hierarchy, beauty, messaging, skincare no full 9 65b7bca9-078b-4664-bcb5-e02010384a21 Work Session with Leo Knight, Neighborhood Nerds brand strategy
copywriting
positioning
sales
marketing
digital marketing
membership model
customer service
bourbon

]]> Wed, 13 Jan 2021 20:50:56 +0000 hello@thebrandsmithspod.com (The Brandsmiths) https://thebrandsmithspod.com brand strategy
copywriting
positioning
sales
marketing
digital marketing
membership model
customer service
bourbon

]]> Work Session with Leo Knight, Neighborhood Nerds The Brandsmiths 00:29:59 Everyone needs a nerd, yet no one is (really) looking for one. How should this tech founder enroll consumers in a membership model when they’re used to paying for support only when something breaks? Leo Knight calls Amy and Hilary (bourbon in hand) with a situation that needs to be addressed prior to moving into his vision of franchising. Leo thinks Neighborhood Nerds would be so much more successful if only customers would break up with the break/fix model of tech support and move to a membership model; he figures the problem must be about ‘education’. But is that the only issue? The Brandsmiths get busy giving feedback about what it means to create a new category, how to ‘date’ a business before settling down, why Neighborhood Nerds may be harnessing the wrong message, and why what an owner wants and what customers perceive that they need are often two different things. Everyone needs a nerd, yet no one is (really) looking for one. How should this tech founder enroll consumers in a membership model when they’re used to paying for support only when something breaks? Leo Knight calls Amy and Hilary (bourbon in hand) with a situation that needs to be addressed prior to moving into his vision of franchising. Leo thinks Neighborhood Nerds would be so much more successful if only customers would break up with the break/fix model of tech support and move to a membership model; he figures the problem must be about ‘education’. But is that the only issue? The Brandsmiths get busy giving feedback about what it means to create a new category, how to ‘date’ a business before settling down, why Neighborhood Nerds may be harnessing the wrong message, and why what an owner wants and what customers perceive that they need are often two different things. no full 8 041a61de-5889-4e3a-b1cd-de7f186a6c2b Work session with Jay Sweet, Newport Festivals Foundation Naming
Brand hierarchy
Brand perception
Reorganization
Using brand to make decisions

]]> Wed, 23 Dec 2020 16:46:28 +0000 hello@thebrandsmithspod.com (The Brandsmiths) https://thebrandsmithspod.com Naming
Brand hierarchy
Brand perception
Reorganization
Using brand to make decisions

]]> Work session with Jay Sweet, Newport Festivals Foundation The Brandsmiths 00:23:35 Amy and Hilary go behind the scenes at the Newport Folk Foundation - and talk the future of the festivals. Executive Director Jay Sweet shares the bigger vision for the iconic Newport Folk and Newport Jazz festivals. These three day music gatherings are anything but average - they sell out in 8 minutes, attract the best, most celebrated names in independent country, folk, jazz and independent music and bring a history of integrity and loyalty - pretty much unlike any other festival on earth. With so few independent music festivals left, Jay is one of the last leaders standing in a field of mega-music monoliths. Amy and Hilary go behind the scenes at the Newport Folk Foundation - and talk the future of the festivals. Executive Director Jay Sweet shares the bigger vision for the iconic Newport Folk and Newport Jazz festivals. These three day music gatherings are anything but average - they sell out in 8 minutes, attract the best, most celebrated names in independent country, folk, jazz and independent music and bring a history of integrity and loyalty - pretty much unlike any other festival on earth. With so few independent music festivals left, Jay is one of the last leaders standing in a field of mega-music monoliths. independent music industry, musician relief fund, executive director, music festival, newport rhode island, naming, jazz, jay sweet, george wendt, branding, newport jazz festival, brand hierarchy, folk, newport folk festival no full 7 80b865f4-9f09-4942-8f7d-97da3f743ae7 Work session with Jenette Goldstein + Aaron Noble, Jenette Bras Naming & Naming conventions
Copy writing & messaging
Brand hierarchy
Brand experience
Typefaces and logotypes

 

]]> Wed, 16 Dec 2020 04:44:04 +0000 hello@thebrandsmithspod.com (The Brandsmiths) https://thebrandsmithspod.com Naming & Naming conventions
Copy writing & messaging
Brand hierarchy
Brand experience
Typefaces and logotypes

 

]]> Work session with Jenette Goldstein + Aaron Noble, Jenette Bras The Brandsmiths 00:27:13 Warning: mature content. Hilary and Amy talk to the hugely successful owners of Jenette Bras, a five-location, by-appointment-only bra shop in Los Angeles, known for their exceptional service and fit. This husband and wife team are introducing a line of 'night' wear and kink – a more provocative collection of under-wear. They've come to The Brandsmiths to stress test the new brand's name and the messaging to go with it, so that it can live in the same family as Jenette Bras. Warning: mature content. Hilary and Amy talk to the hugely successful owners of Jenette Bras, a five-location, by-appointment-only bra shop in Los Angeles, known for their exceptional service and fit. This husband and wife team are introducing a line of 'night' wear and kink – a more provocative collection of under-wear. They've come to The Brandsmiths to stress test the new brand's name and the messaging to go with it, so that it can live in the same family as Jenette Bras. lingerie, kink, women's apparel, naming, savior faire, branding, workshopping, copywriting no full 6 545739b4-a982-4e4f-99bb-2a6294bf5a23 Work session with Keith Grayhorse, Grayhorse Framing Wed, 9 Dec 2020 08:00:00 +0000 hello@thebrandsmithspod.com (The Brandsmiths) https://thebrandsmithspod.com Work session with Keith Grayhorse, Grayhorse Framing The Brandsmiths 00:23:58 Amy and Hilary take the mystery out of brand for master framer Keith Grayhorse. The Los Angeles craftsman calls in to ask a reasonable question, one that resonates with anyone who is mystified by the idea of branding or wonders if it is worth the effort. The Brandsmiths took the opportunity to talk through what branding really is (not what you may think) and how Keith’s digital marketing outlets – his website and Instagram – could be better used to showcase his brand. On this show: social media strategy, branding explanation and application. Got a question yourself? Hit us up at hello@thebrandsmithspod.com - you could be a guest! Amy and Hilary take the mystery out of brand for master framer Keith Grayhorse. The Los Angeles craftsman calls in to ask a reasonable question, one that resonates with anyone who is mystified by the idea of branding or wonders if it is worth the effort. The Brandsmiths took the opportunity to talk through what branding really is (not what you may think) and how Keith’s digital marketing outlets – his website and Instagram – could be better used to showcase his brand. On this show: social media strategy, branding explanation and application. Got a question yourself? Hit us up at hello@thebrandsmithspod.com - you could be a guest! art, neighborhood, branding, small business no full 5 8839453f-5e56-40f2-a079-43c590bef649 Work session with Deming Maclise, Caffe Vita Wed, 2 Dec 2020 02:34:44 +0000 hello@thebrandsmithspod.com (The Brandsmiths) https://thebrandsmithspod.com Work session with Deming Maclise, Caffe Vita The Brandsmiths 00:27:45 Amy and Hilary work session with Seattle coffee guru Deming Maclise. How can Caffe Vita evolve... without alienating the OG’s? Seattle’s favorite restaurateur phones in from the road where he’s shuttling between his 8 successful restaurants and handful of independent coffee shops. Caffe Vita (his secret favorite child) has gone through an ownership transition – and not everyone was in the mood for change. This is a great example of a business with a strong brand DNA (and loyal following), who could be leveraging it in an even more strategic way. Local hero (and Soundgarten’s favorite barista in the 90’s), Deming embodies the wisdom of a humble – but highly strategic – leader. On this show: Brand DNA, brand essence, positioning, culture as brand, ownership transition. Amy and Hilary work session with Seattle coffee guru Deming Maclise. How can Caffe Vita evolve... without alienating the OG’s? Seattle’s favorite restaurateur phones in from the road where he’s shuttling between his 8 successful restaurants and handful of independent coffee shops. Caffe Vita (his secret favorite child) has gone through an ownership transition – and not everyone was in the mood for change. This is a great example of a business with a strong brand DNA (and loyal following), who could be leveraging it in an even more strategic way. Local hero (and Soundgarten’s favorite barista in the 90’s), Deming embodies the wisdom of a humble – but highly strategic – leader. On this show: Brand DNA, brand essence, positioning, culture as brand, ownership transition. coffee, baristas, workshopping, business, music, logos no full 4 5b3c1f85-d8b2-4e30-a9d5-e201a0c7fe9a Work session with The Glasers, Communication Gurus Wed, 25 Nov 2020 08:00:00 +0000 hello@thebrandsmithspod.com (The Brandsmiths) https://thebrandsmithspod.com Work session with The Glasers, Communication Gurus The Brandsmiths 00:24:40 Amy and Hilary talk to Susan Glaser PhD and Peter Glaser PhD, renowned communications experts. Now that they can’t blow minds with live audiences, how do they maintain rockstar status...through a screen? The Glasers founded their communication consulting business a few decades ago, and have never had to market themselves to attract clients like Microsoft or the governments of the U.S., Scotland and New Zealand (how nice.) But now, with auditoriums, stadiums and many workplace venues off limits, they have to rethink how to land new clients virtually and help teams build trust through conflict (they really do that.). On this show: Copy writing, process, (re)positioning. Amy and Hilary talk to Susan Glaser PhD and Peter Glaser PhD, renowned communications experts. Now that they can’t blow minds with live audiences, how do they maintain rockstar status...through a screen? The Glasers founded their communication consulting business a few decades ago, and have never had to market themselves to attract clients like Microsoft or the governments of the U.S., Scotland and New Zealand (how nice.) But now, with auditoriums, stadiums and many workplace venues off limits, they have to rethink how to land new clients virtually and help teams build trust through conflict (they really do that.). On this show: Copy writing, process, (re)positioning. conflict resolution, communication, corporate, business to business no full 3 6cf3a630-8e47-4546-9def-4aeb103f31dc Work session with Christa Núñez, The Learning Farm Here's a link to the website for The Learning Farm - looks like Christa has already incorporated some of direction given in this episode!

thelearningfarmjuicery.org

 

]]> Wed, 18 Nov 2020 08:00:00 +0000 hello@thebrandsmithspod.com (Christa Núñez, Amy Swift Crosby & Hilary Laffer) https://thebrandsmithspod.com Here's a link to the website for The Learning Farm - looks like Christa has already incorporated some of direction given in this episode!

thelearningfarmjuicery.org

 

]]> Work session with Christa Núñez, The Learning Farm Christa Núñez, Amy Swift Crosby & Hilary Laffer 00:27:26 Amy and Hilary get into the weeds with the The Learning Farm founder who, from her pastoral acreage in Upstate New York, acknowledges the need for some recalibration. When a business, non-profit or otherwise does lots (and lots) of things, the key to making all of these offerings clear... has more to do with how they’re organized, than the offerings themselves. On this show: messaging, brand hierarchy, mission, vision and UX (for non-industry professionals, that’s code for User Experience and how customers interact with and navigate a website.) Amy and Hilary get into the weeds with the The Learning Farm founder who, from her pastoral acreage in Upstate New York, acknowledges the need for some recalibration. When a business, non-profit or otherwise does lots (and lots) of things, the key to making all of these offerings clear... has more to do with how they’re organized, than the offerings themselves. On this show: messaging, brand hierarchy, mission, vision and UX (for non-industry professionals, that’s code for User Experience and how customers interact with and navigate a website.) education, farming, organic, juicery no full 2 578e125f-d877-4e99-9d9d-dcd22f0a7306 Work session with Joe De Sena, Spartan Races Copy writing
Content strategy
Operations
Reaching new audiences

 

]]> Wed, 11 Nov 2020 08:00:00 +0000 hello@thebrandsmithspod.com (The Brandsmiths) https://thebrandsmithspod.com Copy writing
Content strategy
Operations
Reaching new audiences

 

]]> Work session with Joe De Sena, Spartan Races The Brandsmiths 00:21:30 Amy and Hilary hit the ground running with Joe DeSena, who drops in on the podcast as though we’ve been talking for hours (we haven’t). This empire-builder has a lot going on and we suspect he initially wanted to just bounce some hunches off our scrunchies (nope, we don’t wear those.) He ended up getting our two cents on the next gen, how to balance Spartan integrity with engaging messaging - and more. Got a question yourself? Hit us up at hello@thebrandsmithspod.com - you could be a guest! Amy and Hilary hit the ground running with Joe DeSena, who drops in on the podcast as though we’ve been talking for hours (we haven’t). This empire-builder has a lot going on and we suspect he initially wanted to just bounce some hunches off our scrunchies (nope, we don’t wear those.) He ended up getting our two cents on the next gen, how to balance Spartan integrity with engaging messaging - and more. Got a question yourself? Hit us up at hello@thebrandsmithspod.com - you could be a guest! branding, fitness, workshopping no full 1 c1c2bd3e-23ad-4bbe-acbf-d18a4ba60e09 Welcome to the Brandsmiths! PREMIERES 11/11/20

]]> Mon, 9 Nov 2020 23:07:08 +0000 hello@thebrandsmithspod.com (Amy Swift Crosby & Hilary Laffer) https://thebrandsmithspod.com PREMIERES 11/11/20

]]> Welcome to the Brandsmiths! Amy Swift Crosby & Hilary Laffer 00:01:33 Brand strategists Amy Swift Crosby (copy writer) and Hilary Laffer (agency owner) tackle business questions with founders, CEOs and small business owners. Each guest brings a real question and in the course of 30-minutes, comes away with insights and practical next steps that might even work for you! Funny, serious and just silly enough, this show is great for industry pros or newbies to the world of brand and/or business. Brand strategists Amy Swift Crosby (copy writer) and Hilary Laffer (agency owner) tackle business questions with founders, CEOs and small business owners. Each guest brings a real question and in the course of 30-minutes, comes away with insights and practical next steps that might even work for you! Funny, serious and just silly enough, this show is great for industry pros or newbies to the world of brand and/or business. design, branding, entrepreneurship, marketing, copy writing, ceo, founders, workshopping, business, advice, small business no trailer