Is Your Business Built For Where You're Going?

Is your business built for where you’re going?

It’s easy to keep using what worked when you were just getting started. But at some point, your brand, and operations have to grow with the vision you’re trying to reach.

In this episode of Honest Brew, we talk about the gap between the business you have now and the business you’re trying to grow into. Your brand should reflect the level you want to reach, not just the stage you’re currently in.

Because what got you here may not be what gets you there.

#BusinessGrowth #BrandStrategy #EntrepreneurMindset #BusinessOperations #ClientExperience #BusinessDevelopment #Leadership #FounderLife #BusinessStrategy #GrowthMindset

A candid conversation between three seasoned business women who've been in the trenches of entrepreneurship. We bridge the gap between the glamorous just market and sell advice and the reality of what it takes to build a sustainable business. While most business content focuses on marketing, branding, OR operations in isolation, we bring all three worlds together. Because your brand culture needs to live in every system you create, your operations need to support your brand promise, and your marketing needs the infrastructure to deliver on what it sells.

We're here for the solopreneurs ready to grow beyond themselves, the partnership survivors rebuilding stronger, and anyone tired of business advice that treats branding, marketing, and operations as separate planets when they're part of one ecosystem.

HOSTS

Cheale Villa, Visual Caffeine, visualcaffeine.com / Monique Johnson, MoJo Design, ...

Transcript

SPEAKER_00 0:03

You got the vision, maybe you've even written it down, where you would want this business to be in three, five, ten years. But here's the question nobody is asking you Does what a stranger see when they land on your websites, walk into your space, or even open your proposal, does any of that actually match where you're trying to go? My experience is a lot of most clients seem to just want to stay in the present and the now. But because there is a version of this where you've been DIYing your brand, duct taping your systems together, and making it work. And it is working, kind of, but won't get you where you want to go. That duct tape doesn't last as long as it says it does. Today we are getting into what it really costs when you're branding and your operations and where you're actually trying to go is pulling you in three different directions. Most business owners think about goals in terms of revenue, not about whether their brand looks and functions like the business at the next level. You kind of hear people say, be what you want to be, you come out as you want to be. Well, when you the version of your business is make sure your brand is matching what you want to be. And it's actually really interesting because I experienced this the other day. We had a proposal come in the other day where we looked at the website and we're like, oh yeah, that website's cute. But then I found out where they wanted to go with their company as far as like multi-million dollar. And that site was not gonna get them there. So this was the inspiration behind this conversation. So, ladies, what has been your experience with this? Also, like, what comes up for you when you think of what the detriment of this misalignment actually does?

SPEAKER_01 1:57

What I find is interesting from the operational standpoint is what you see I say on their website isn't cohesive in the back end. It's almost like the back end things are an afterthought. And for me, when I say back end, it's the confirmation email I get after booking a call, the little pop-up I get after I fill out your contact form. That's like, hey, we received it. They often just use generic language. The font doesn't match what they have everywhere else. They may not have logos on all of their calendars, not using the brand colors everywhere. And from a branding point, that really disrupts how I feel like they perceive your brand. I feel like when people see cohesiveness, it creates a sense of safety and support. It's not like they're getting punched in the face with something. This is not what I see elsewhere. So what's actually going on here? And I also feel from my experiences with clients, is it's also like a mindset block. Like I don't think sometimes they're able to see how far their business can go, or they're so used to operating in one way. And then they're like, why aren't I hitting seven figures? Why aren't I able to do this? And it's like, what got you to the love look success you have now is not going to be the same thing that gets you to that next level. You need different supports, you need different beliefs, you need different routines. Like it really is all over your life. And so I feel, and I can't speak for Shalom and Nick, but I feel like when I get into these containers with people, yes, the headaches are why isn't this automation working? Why can't I get this font to look nice? Why are these colors off? It opens the door to a deeper discussion of what mental blocks are they facing? What fears are they facing? Do they even dream about where their business can go? Or like how, like, it'd be so amazing if I could do this. Sometimes I feel like we're afraid to dream because we don't believe we can get there or we don't understand how we can get there.

SPEAKER_00 3:57

I think the how is is very, very prominent in that. And I also think that one thing that's coming up for me when you're talking is how much people cheat the fact of the confidence that can come with their what they want to dream if they have stuff aligned correctly, if they have things packaged correctly.

SPEAKER_01 4:16

They need to feel supported by like what they're selling, what process people go through, what they have to do each day as a CEO, solopreneur in their company, because exposing myself right now, I'm excellent at managing other people. When it comes to managing myself, girl, I struggle and I have to think like, okay, Indigo Elephant is just another client. So, what would I tell any other client? What would I say to them? What do I need to hear and actually embody? And that's something I'm navigating because right now I'm a solopreneur. I do want to have a team one day. So everything's on me. The dreaming, the strategy, the executing, the managing. It's a lot. However, I'm so grateful I'm in a position to observe myself, audit myself so that when I am ready for a team, I can be very clear on who I want, what I want them to do, and have them be a long-term fixture in my company.

SPEAKER_02 5:16

I love that so much. And for me, the word that comes up is clarity. Yes. Because when you have clarity and you know where you're going in the future, everything needs to fall into line and support that end goal. And that can come through clarity. Having the end goal and then almost like backing up from there and saying, okay, well, what values help me align with my end goal? And those are trick to me. So they need to be like embedded in my brand as well, not just from like a visual standpoint, but the messaging as well. If you don't have clarity in your brand, whether you're by your solopreneur or you have a team, anyone on your team, or including yourself, will not have the thought process of just moving forward and in one straight line. You know, they'll be all over the place. And when you're all over the place, that comes across to potential clients. And then they feel like they can't trust you. And that's not a great place to be.

SPEAKER_01 6:21

No, because that's the biggest thing is if you're unclear, your client will be unclear on how you can help them, which then makes it hard for people to invest in you.

SPEAKER_02 6:31

Exactly.

SPEAKER_01 6:32

Or so I I agree with everything you're saying. And I also feel too is you can dream very big, but then also have smaller dreams to make it more achievable, if that makes sense. Cause I know when I was first starting my company, my fiance was like, Yeah, you can get to like 10 million and then you could exit and do this. And I was like, bro, what are you saying to me? And like that was such a bottleneck for me because I'm like, those weren't even thoughts for me. I don't even know if I want a $10 million company because $10 million company, that responsibility is a lot different than some making like low seven figures, multi-six figures. And once I had peace around, like, you know what, I would be very happy having a company that makes like seven figures. I'd live a simple life. I would feel supported, I could be present with my kids when that time comes. I'm not interested in an empire like that.

SPEAKER_02 7:31

Totally. That's a really great point that you brought up because not everyone has the the same goals, right? Like your goals is to include a family in the future, right? You know, some people just say, Well, I know I don't want to have kids, I do want to make like a bazillion dollars. You know, so I think it's it's it's not just like what are your business goals, but like how does your life fit into those goals goals as well. And then yes, making like achievable like stop points or checkpoints. Okay, well, if eventually I want to make a million dollars a year, let's snap out the next step to get in, go in that direction. But it's, you know, it's a little or it can be overwhelming if the goal is a bit too big.

SPEAKER_00 8:17

I I do want to say that I agree with we all need to decide what is right for us. We had that girl boss conversation uh a bit ago, and that was all like the six figures and the million-dollar business and the seven figures. So I think that it's really good to point to that. You make what is right for you and what is right for you and your family. Even if you want to be a certain size and you are just starting up right now, you gotta make sure that you are putting out there what reflects that size business you're wanting to be. Because even a six-figure business, there is a certain jankiness you're gonna want to stay away from.

SPEAKER_02 8:59

I think building blocks is what comes up for me. It's like, okay, well, I have this goal, this goal X, but how do how do I get there in a realistic manner? To Sarah's point, making these building blocks or like mini goals that are all in support of the bigger one.

SPEAKER_00 9:15

Right, absolutely. And I know one of my favorite questions to ask a client, and actually, I even asked this in even just the initial call for proposal is where do you want to be in 10 years? And that always throws them because they typically are only thinking in this year. So I think it's just important that no matter what you want to create, you are thinking outside of this year. You're thinking outside of this month. You're even thinking outside the next few years. So uh, and what that grander vision is, because you the vision goes out and then the details come back in of like, okay, what do I need to have in place uh to make that happen? And if you're where you want to be and you're like happy, great. Uh and we are thrilled for you. Or we're, you know, I think we're happy where we are and and in our businesses, and then there's also places we want to go with it. So I also think there is room for analysis of even if you're happy with your maybe income, are there other visions you have for your company? Is there even um even visions of give back programs you want to have? Things like that. There's other ways of looking at things. Not everything is about that bottom line dollar that comes in every year. With that set, that really lends to a brand culture too. So think of that culture you really want to grow. A couple questions um I I really want to put out there to um to you who is listening, and um is things to think about. Does your brand match your industry? So I think that this is a lot of times, you know, I'm really about being authentic and being what is, you know, you and what is your company, and not obviously copying the next door competitor. But are you looking too casual where that premium market um in that same industry is actually maybe a luxury or something like that? There is a place for standing out in some kind of kooky way, not against that at all and totally for that, but I think there is a measure to think about with that. Another question I want to put out to you, you, our listener, does your brand match your target audience? If you're attracting the wrong clients, your visual language is off. If you're attracting your keep getting all these people, don't blame Google in an algorithm that's matching you wrong or something like that. At the end of the day, a lot of it has to do one, with visual language, two with verbal language. Does your operations match your brand promise? Selling premium, but your client's experience feels chaotic. There's no onboarding, there's slow responses, inconsistent delivery, and Sarah is clapping. I'm screaming. This brings me to something I really want to put out to Sarah, but obviously we all can chime in on out of our own experience. What operation red flags tell you that a business's back end doesn't match what they're processing on the outfront?

SPEAKER_01 12:27

Say it's simple things. Is the things that you're like, I'll get to this later, it's not a big deal. It's if you have a contact form on your website, whether it be to literally contact me with a question or to opt in for like a freebie, a masterclass, is getting no confirmation of next steps. So if it's your contact me being like, oh, I got your message, I will respond to you within 24 to 48 hours. If it's something you are giving them, confirming, hey, we're sending you the guide in your email, it'll be there in five to 10 minutes. Make sure to check junk or spam. I want to know the next steps because I don't want to think. I want to know I did it right. I want to know I'm gonna get what I'm investing in. Because even if it's free, if I'm giving you my email or my phone number, that is still a transaction. And I feel the biggest thing too is I primarily tracked female founders who provide some type of service. And it's usually something luxurious. It has a luxurious price tag. But see, if I go through their onboarding, I get no reminders. I don't get a clear calendar invite that says, like, Shell's meeting with Sarah for Discovery call. That's janky. That's not cute. There's a misalignment there. So if you're gonna charge me 15 grand to work with you for six months, that onboarding needs to feel the same. I need to feel supported every step of the way and know the next steps you need from me and what I can expect of you. And then it becomes a no-brainer to invest in someone. Are you talking about my brand? Girl, get out of here. I will hop on a plate and come to you right now.

SPEAKER_00 14:06

Right there shows that none of us are perfect and it's okay. Good one, Shell.

SPEAKER_02 14:13

I a hundred percent agree with Sarah, but I also then feel guilty because my onboarding press right now is I do support them every step of the way and they know the next steps, but it's so manual, it needs to be automated. I do feel like I'm supporting people and guiding them along, but it's like me in the background being like, oh my god, I have to send this now. And that's from my perspective as a business owner, it's time to upgrade.

SPEAKER_00 14:39

I do think that there's a place for automation, but I do think there is a place to make sure that the human is involved. And that's that's why one of Liz's primary roles is customer service. Obviously, as a solo printer, we don't have those extra pieces. Automation is a real gift. But we're dealing with trying to provide our operations with Sarah, of course, but also like that balance of not too much automation because um I know me personally experience if I get too much automation reminders and things like that. I'm just like, this there's no human in this. And there's a stage where you're doing it yourself is resourceful, but a stage where you actively are holding yourself back. And also it just the real cost isn't what you paid for or didn't pay for with a logo. It's the opportunities are quietly passing you by. So it's like this isn't just about a logo. I want to be very clear. Like, people think brand is just about a logo. Um, we've mentioned brand culture. There's many things that make up your brand. Remember, brand is what people say about you. And so to say that's just a logo is ridiculous. Um, it is actually like what Sarah's pointing to, that experience there. It is all of the language, the visual harmony that you have. And the people really know it's you when they see you. So, with that said, I want to leave you with a couple takeaways here. One is pull up your goals wherever they're at. Look at your brand. Does it look like the business you're trying to head to? Look at what your operations are. Does it look like the business you want to head to? What's the gap? What is working? What is not working? Does it mean a full brand or system overhaul taking small bites, taking small steps to being better, which is what all of us are doing all the time? I'm 28 years, we're all like in advanced years, and they're this is not a one and done process. This is something you're always going to be doing. And I'm gonna leave you with a quote to Noodleon. Your brand is a promise. Your operations is how you keep it. If either one of those is out of step where you're actually trying to go, you're not just leaving money on the table, you're building the wrong table entirely. And with that, last sips.

SPEAKER_01 17:20

What I hope you guys take away from listening or watching this episode is it comes down to intentionality, being intentional about okay, what are my values? What do I want to be known for? Where do I want to go? And keeping the door open for flexibility because things are gonna change. Say you get married, have kids, hire people, change industry. That means your values might change, your goals might change, and that's okay. It's more about what is that North Star that you are working towards, and what are the actions that you can take that either control or influence the next movements because that is what's going to create sustainable success for you.