Jen A. Miller Consulting

Tag: entrepreneur

How This Mother / Daughter Duo Became Dorm Designers

An interview with Amanda & Karen | Founders of Dormify

Amanda and Karen are not your typical mother-daughter duo.

They actually founded a company together!

Dormify is a one-stop shop to deck out your dorm room with the CUTEST decor!

I seriously wish they were around when I was in college …

You can watch our interview above or read it below because you SERIOUSLY don’t want to miss this! #SQUADGOALS

Meet your dorm decorators …

So, we literally turned to each other like this and said “we need to create our own brand”.

Amanda: When I was shopping for my freshman year dorm room with my mom, like every 17 or 18-year-old is doing, we were going from one store to the next trying to put together a look that was really representative of my style. We couldn’t find twin extra-long bedding that was cool or stylish. I was really into fashion and just needed to create something that was representative of me. So, after putting together a look, we realized that wasn’t easy and there wasn’t one place to do it. My friends were going through that as well, and so we literally turned to each other like this and said “we need to create our own brand.”

Jen: When you left that store, what happened next? Where did you take the idea?

Amanda: So, we moved in my freshman year and it was an amazing space that we created. People would call my room the hotel suite on the floor because it wasn’t super expensive or elevated, it was just put together really well. We knew that we could instruct other people and help them do the same thing. So, just to get a proof of concept, we started a blog and we got friends of mine and extended friends of friends to start talking about dorm decor and college life because this was really like the beginning of blogs and Instagram and Pinterest weren’t around yet. So, we wanted to become a leader in the world of decorating inspiration.

Karen: But there was a spot that happened right before that, because I left Amanda in her beautiful new dorm room and I had to go back to my advertising agency and start figuring out, “what is this thing?” So that’s when the brand building started. That’s when we first named “Dormify” and I was on the phone with Amanda back and forth all the time, talking via email and trying to figure out what this brand was going to be …

Amanda: … and I’m like a freshman: “Like mom, I’m trying to figure out how to be in college!” So, that’s how we got started in building the brand.

image credit: dormify

Jen: What happened after you picked up the name? That that was the first step. How did you start to figure out the rest of the branding?

Amanda: So, we of course came up with the visual identity, with her background in the agency and I was majoring in graphic design and marketing – I really was interested in design. This wasn’t new to us, we knew what we were doing in a way, but we also thought it was really important to establish that authentic relationship with the customer. So, our brand voice and how we are speaking to customers was one of the more important brand identity pieces. Since I was the target audience, I really knew some of those insights into what our customers really wanted. So, between me and my peers and just living in that actual audience, you know, we are our brand and we delivered that.

Jen: Okay, so you just had the idea, came up with the name, and got a sense of what the brand identity was going to be. You had it in the back of your head you wanted to create original products … ?

Amanda: Yes, that was like a must.

Jen: That was there from the beginning?

Karen: Yes. That’s where we stand apart. We can’t just re-sell … we don’t want to be a portal that’s just reselling other people’s products. We wanted to create something that wasn’t available.

Jen: And then the blog part was just a way to just get going … ?

Amanda: We wanted to have the product but also the content to help everyone that was dealing with what I went through, which was not knowing what to expect when you went to college, not knowing the things that you needed, tips for decor that didn’t ruin the walls … all these things that people just know nothing about. Sat they are the first one in their family to go to school, we wanted to be that cool older sister that helped them along the way.

Jen: I’m curious to know what you think is your secret sauce to success? Why did you guys succeed with this idea versus thousands of other people who tried to start a blog or try to start a business and it just doesn’t take off?

Karen: I think one of the things about entrepreneurship and people starting businesses, is that you have to have a real drive, you’ve really got to put a lot into it. It’s not just like,” I have an idea and I’m going to bring it to life and make it happen.” It takes an extreme amount of effort to make it happen. I think for us, one of the things that I look back on and feel so proud of is that we took an idea to fruition, and I think that’s the hardest thing. So, I don’t think we ever set out to do something like people sometimes think, ‘I want to start a blog and I want to do this’. We just had an idea and we just did it. We didn’t say, “I’m going to write a business plan about it first and then do it” we just did it. So, it’s just like the action and being nimble and making it happen.

Jen: It sounds like you guys have stayed connected to your customer, you’ve just been growing and seeing so much success! So congratulations on everything and one thing I like to do is just always end on a toast. How about we just say, “a toast to Dormify and you two!”

Ready to learn how to build your own brand? This post is for you.

November 3, 2017
How This Female Entrepreneur Built the Perfect Bag for Working Women

An interview with Melissa Mash | Co-founder and CEO of Dagne Dover

Ever rummaged through your purse for a full five minutes before finding your keys … or wallet … or headphones?

Girl, we’ve all been there.

Most of the bags I own never have enough compartments and are impossible to keep organized.

Luckily, one woman is changing the game in a MAJOR way.

Melissa Mash is the c0-founder and CEO of Dagne Dover, a company that builds functional handbags, backpacks, and accessories for fashion-forward women.

Watch our interview above or read it below … I hope you enjoy!

Melissa Mash: After seeing this was a problem that every single woman had (and actually a lot of men too!), I thought, “OK. Absolutely, I’m gonna start this.”

Melissa Mash: I worked at Coach corporate for a long time in New York. In 2009, I had the opportunity to turnaround Coach’s 1st store ,which was in London at Heathrow Terminal 5. It was through that experience of managing a store, a team and actually speaking with customers every single day that I got to hear their biggest handbag frustrations. I saw that there was a real need in the market for a brand that nailed the fashion piece, that of course nailed the work/organization piece and that was a very compelling value.

Jen Hacker: So, when this light bulb went off for you, where did you take from there? Did you think, “yes, I need to start a business!” or did you think “ these other brands need to fix their bags”?

Melissa Mash: No, I was like “they’re not gonna do it.” There really need to be a new brand that is made for this generation that really speaks to their values. This was in 2009, so Bonobos and Baublebar had started to emerge for direct-to-consumer verticals, but no one had done it yet for handbags. I honestly wasn’t totally sold that I was going to do this immediately, but I had always wanted to start my own business. It was always part of the plan but I tabled that idea, I decided to apply to business school and went in with a completely different business idea. It was during that time that I saw my peers doing what I call the ‘two-bag schlep.’

They’d go to recruiting events and they’d have 15 clothes in one bag and their professional stuff in the other and they’d try to pull out a resume, chargers, gum wrappers, flyers … these were people who were perfectly put together from head to toe: the hair, the makeup, the clothes, the shoes – but their bags were a complete disaster. A lot of the time also, they would either carry something that looked like a gym bag or something that was too flashy to be professional. They knew it but they didn’t know what else buy to replace it. So, after seeing that this was literally a problem that every single woman had and actually a lot of men too wanted different options, I was like “OK. Absolutely. I’m gonna start this.” So, the first thing that was really important was doing adequate market research – we were not going to pretend we know everything and just create this thing, put it out there, and hope people buy it. We wanted to make sure there was product-market fit, so we surveyed a focus group of 1,000 people. We got samples made so that people could have something to base their opinions off of. But, it was really backwards engineering based off of that feedback: “OK, the drop length of the handle needs to be this length … the key strap needs to be this length.” Taking all that feedback into consideration, we did pricing studies, we did the basic branding elements, and built it all into our brand.

image credit: being melody

Jen Hacker: Talk about that a bit more because I’m always interested to understand how the brand part comes about. Obviously you had the product. But how did you come up with like the actual Dagne Dover brand and the identity and what it was going to mean?

Melissa Mash: So, it was really important for our brand to be something more than just arm candy or a pretty face and we felt the name really needed to reflect that. Dagne is a Nordic word for “new day.” This bag is really there to prep you for whatever the day hits you with. It should be as intuitive as an iPhone, it should have everything so you have easy access to your things. Dover is Jessie’s last name, so it really is like the creative face is part of the brand name, and Dagne is, “there for you.”

Jen Hacker: What was that space then from all the research to actually getting to launch? What were the steps?

Melissa Mash: We were running dual paths in terms of doing the branding, market research and connecting with factories, suppliers, and sourcing everything. It was a lot of hustling all these tiny little pieces to get the samples made, get a website up, and all of that. We launched the brand in 2013 with a pre-sale and said this is what the bag looks like, this is what the price is at, these are the colors … would you buy it? And people did, it was awesome! A lot of our first customers came from that group who were in the focus groups and they were like “yes, I really wanna try this product” but I think that something that really resonated with our customer base is feeling like they’re a part of the story. So much of what we attribute our early success to was our early social media following – organic social media. This was a time where you could post and people would actually see your posts. You didn’t have to pay for everything. We couldn’t pay. Every single dollar was going towards making the product, improving how this business needed to exist. But really, that’s what a lot of people were super drawn to is we were three women and we had handbag problems and we decided to do something about it and this is made for a generation of us.

image credit: ecocult

Jen Hacker: We often see or hear these stories where it sounds like everything just went perfect. Was there any moment where you thought, what are we doing? Is this going to work?

Melissa Mash: To be totally fair, that was the cliff notes version, so that’s why it may sound like that. It wasn’t like that at the time. There was no moment where we were like “we’re going to fail, this is it, this was a mistake”. I think there are a lot of like foundational things that are really important early on that founders need to do their due diligence for before they take anything at face value. You should never think just because everyone does something that’s the right way of doing it.

Jen Hacker: That leads into my last question which is that for someone who’s got an idea and wants to start their business, what would you advise them right now to think about?

Melissa Mash: Following through with that concept, there is no formula for success in a digital media brand today. What worked for us 2-3 years ago is not necessarily what’s going to work for a brand today and certainly not two years from now. Sometimes, we go to talks or sit on panels and people ask us, “who did you use for PR? Who did you use for this?” This is part of the ecosystem in your head that you should have in mind, like “oh, this could be helpful for that my work” but you figure out which of those points are actually helpful for your business and then focus on them, versus just assuming that there is a formula for working with this PR agency, you work with this distribution center or you get funded by this type of investor, that’s absolutely not true.

Jen Hacker: Well, I think what you’re doing is working, I have seen the process, I’ve seen you guys everywhere … so congratulations on all the success! I appreciate you sharing your story with us and for everyone who’s aspiring to take the same path or their own version of that path. So, thank you and a toast to you and Dagne Dover!

Ready to learn how to build your own brand? This post is for you.

October 27, 2017
Brand Love: 4 Proven Steps to Win the Hearts of Your Customers

Earning the adoration of customers is undoubtedly something every entrepreneur wishes for her business. Yet knowing how to win this brand love is something that remains a mystery for many.

Brands like Starbucks, Nike, and Apple seemed to have cracked the code. One read through their Facebook or Twitter pages and you’ll quickly pick up the enthusiasm of their fans and advocates.

What’s their secret? These businesses know that customer loyalty is built not on their products only but rather on the emotional connections they create with their customers. They don’t seek to market to their customers but rather build relationships with them.

When it comes to cultivating customer loyalty for their own brands , entrepreneurs can take a note from their book. Here are four proven strategies that will help founders and their teams grow love for their brands.

[HINT: don’t miss the FREE downloadable workbook at the end!]

1.Tell your brand story

Your brand story tells customers not only what you do but more importantly why you do it.

Expert content marketer Neil Patel explains that, “Our attention will always go to those who tell great stories.“Storytelling is a part of human nature. We’re curious. We like to know the history and reason for things. Revealing the journey you took to start your business gives your customers a peek behind the curtain. This transparency allows them to connect with you in a more meaningful way. When you connect in this way your customers will in turn be more likely to want to follow, work with, and buy from you.

“When you connect with your customers in a meaningful way, they’ll be more likely to follow, work with, and buy from you.” Tweet this!

There are 3 things to know about writing your brand story. First, a great story will cover your who, what, why, and how. Second, it will take your audience on a journey that has a beginning, middle, and end. Third, it’s written for your audience. Use words they’ll understand and use in their own conversations. Moreover, think about what parts of your story will connect with them and get them to care about what you do.

How are you sharing your brand’s story? It can be a page on your website, a written document shared with press releases, or brought to life through branded content. The founders of AirBnb often share their story when speaking at events. Burt’s Bees on the other hand shares their story through their videos on their Youtube channel. Think about how you might be able to weave your own story into the ways you connect with your customers.

♥ Get a FREE template to build your story ♥

2. Know what you stand for

Your brand’s equity is how your brand is held in the hearts and minds of consumers. It is the perception and beliefs that extend beyond the products and services that you sell.

Love for a brand can’t flourish if customers don’t know what you stand for. When customers know what to expect from your brand you’re better positioned to win their trust and loyalty.

A simple brand equity can be constructed from 4 core elements. The first element are the unique points of difference you offer over others or the things that set your brand apart. Second are the functional benefits or tangible results you help people achieve that improve their lives. Building on that are the emotional benefits you offer or how you make people feel. Last is your brand character created from the tone of voice you use and the way in which your brand behaves. Every action you take or piece of content you create will either add to or take away from the equity you wish to create.

“Every action you take or piece of content you create will either add to or take away from your equity.” Tweet this!

If you haven’t yet, go through the practice of formalizing your brand’s equity. Brands often document theirs by structuring the elements into a pyramid or similar framework. This formal document will become a guiding post for everyone on your team when deciding whether something is right for your brand.

♥Get a FREE equity pyramid template ♥

3. Show up consistently

Millions of brands existent in the world. For yours to stand out and be remembered by consumers it must be recognizable. This means showing up in the same way across every consumer touchpoint you create.

A brand style guide will help establish the look and feel of your brand and will allow you to show up consistently to consumers. Your guide will define your brand’s color palette, fonts, visual style, logos and iconography. It serves as a reference point for anyone creating content on your brand’s behalf whether that a blog post or piece of advertising. Together these elements paint your brand’s picture and help build it’s equity.

Is your team using a brand style guide? These can be digital but printed versions are also often created. Make sure you not only have one created but that everyone on your team has a copy.

♥Get a FREE style guide template♥

4. Create a brand language

A brand language is how you speak with your community. It’s an element of your brand’s equity and particularly brings to life your tone of voice.

Words are a powerful way to bring your brand’s character to life. They emote the personality you wish to convey and establish the relationship you have with your customers. Beyond that, a shared language is one of the strongest ways to build community amongst your followers.

“A shared language is one of the strongest ways to build community amongst your followers”. Tweet this!

Your brand language is made up of several building blocks starting with your brand and product names. The sayings and taglines you use are a second building block. These are more than just slogans and should bring to life who you are and why you do what you do. A third building block are the social hashtags that you use. These will be adopted by your followers and can help your conversations become sticky.

Create your brand language with intention. Think about the way brands like Girlboss use language to create community. Document the language your brand uses and brainstorm words and phrases that might make strong additions.

♥Get a FREE language template♥

Put it in action

Considering how you’re building your brand is a critical piece of your business’ strategy. Not only does it play a critical role in your marketing but can also inform your approach to product, partnerships, and sales.

I’ve created a mini workbook to help your business get a heads start on developing its brand building strategies. Inside you will find a framework for structuring your brand story, a brand equity pyramid template, style guide outline, and brand language worksheet.

January 13, 2017
Toast of the Town | Michelle Cordeiro Grant
An interview with Michelle Cordero Grant| Founder of Lively

The past few months I’ve been crushing on new girlboss brand on the block, Lively. I discovered them on Instagram and was immediately draw to their mantra – wild hearts and boss brains. Needless to say I was ecstatic to learn that the love was mutual.

A few weeks ago my girlcrush dreams came true when I met Lively founder Michelle Cordeiro Grant. We filmed a Facebook Live interview at her offices in NYC.

Lively’s site perfectly describes them as, ”

LIVELY is inspired by what we believe makes women sexy today; smart, healthy, active and outgoing. We are delivering bras and undies that blur the aesthetic lines of lingerie, active, and swim, taking the best elements of high-style and comfort from each category. We are establishing an entirely new category and POV of lingerie, a movement that we call Leisurée.

LIVELY is not just about the products it offers, it is about a mindset we want to share with women around the world. One that reminds, empowers and enables us all to live life doing what we love, with the people we love! We call this #livingLIVELY.

We knew women were waiting for this kind of movement, but even we were surprised at the global response we received pre-launch. It was tremendous, and our message of strength and confidence resonated far and wide. Notes came pouring in; ‘It is an amazing thing to find a brand that not only aligns with my values but encourages us to stand firm in our own skin.

I love feeling comfortable, though I also love the beautiful things in life, and LIVELY is a seamless balance of both!”. Another read, “Ultimately, and I think it’s the same for all twenty-something girls these days, I want to live my life as authentically as possible.” LIVELY is just getting started, and we couldn’t be more excited to have so many amazing women join our movement.
- https://www.wearlively.com/pages/about-us
Ugh, are you crushing with me yet?? Thought so ; )

Want to catch more great advice from women like Michelle? Make sure you SUBSCRIBE to the The Jam weekly newsletter. Every week I’ll be delivering exclusive interviews, the best advice from around the web, tools and resources to help you build your business, listings of the must-attend the conferences and events, and much more!

A toast to you and Michelle Cordeiro Grant too,

Jen
December 2, 2016
Toast of the Town | Sadie Lincoln

An interview with Sadie Lincoln | Founder of barre3

Sadie Lincoln is an inspiration. I first met the founder of fitness franchise barre3 at the Create and Cultivate conference in LA. Her story was so powerful I had wished we’d had more time to spend together. Fortunately, this summer I had that chance when a weekend getaway brought me to Portland.

I met Sadie and her team at their community studio. There she shared more about the founding story of barre3, her aspirations as an entrepreneur, and her dreams for the future.

Sadie Lincoln is a renowned wellness expert, media personality, and founder of barre3. From her flagship studio in Portland, Oregon, Sadie has created a unique style of whole-health fitness classes combining the disciplines of ballet barre work, Pilates and yoga. Her modern approach offers serious results, accessible programs and inspiration for balanced living. Barre3’s worldwide franchise locations and Online Workouts have attracted A-list celebrities, major publications such as Self, Fitness and In Style and everyday moms – just like Sadie.

Sadie began teaching group exercise 20 years ago while attending UCLA. She was awarded a Graduate Assistantship from the College of William & Mary, where she developed and ran the group fitness program while earning her master’s degree in higher education administration.

Prior to branching out on her own, Sadie spent 10 years at 24 Hour Fitness serving in a variety of roles, including running the group exercise program and developing global sales, marketing and brand communications strategy. Working directly with the founder and CEO, she helped grow the company into the largest chain of health clubs worldwide.

Today, Sadie is thrilled to own her company while raising her two kids alongside her husband and business partner Chris. – http://barre3.com/sadie

Watch now to learn her story and catch her advice for achieving your own entrepreneurial success

Want to catch more great advice from women like Sadie? Make sure you SUBSCRIBE to the The Jam weekly newsletter. Every week I’ll be delivering exclusive interviews, the best advice from around the web, tools and resources to help you build your business, listings of the must-attend the conferences and events, and much more!

A toast to you and Sadie too,

Jen

November 10, 2016